EXECUTIVE SUMMARY
Introduction
Market context
Customer focus
Targeting occasions
Competitor dynamics
Core aspects to targeting occasions
The future decoded
Action points
INTRODUCTION
What is this report about?
Who is the target reader?
How to use this report
Methodology
Generic research methodology
Report-specific research methodology
Survey coverage
Definitions
Definition of share of throat
Definition of success
Conversion of liters to servings
Country coverage
Legal drinking ages by country
MARKET CONTEXT
Introduction
Key findings
Key market drivers
Demand for new paradigms
Emergence of occasion targeting strategies
Repertoire drinking implies occasion strategies
Debits and credits society drives indulgence upon occasion
Changing consumer base
Increasing leisure expenditure
Increasing meal opportunities
Experimentation in eating habits
Increasing acceptance of ethnic cuisine
On-to-off trade shift in nearly all countries
Conclusions
CUSTOMER FOCUS
Introduction
Key findings
Identifying the occasions
Occasion targeting strategies
Seasonal marketing
Moving beyond traditional seasonal marketing
Specific event-based opportunities
Occasion-based opportunities
Meal occasion
Defining the meal occasion
The growing profile of the meal occasion
Key benefits of targeting the meal occasion
Strategies to target the meal occasion
Further opportunities for development
Party occasion
Drivers for the party occasion
Key benefits of targeting the party occasion
Strategies to target the party occasion
Opportunities for targeting the party occasion
Celebrations
Key benefits of targeting the celebration occasion
Strategies to target the celebration occasion
Further opportunities
Drinking leisure occasion
Significance of the drinking leisure occasion to the drinks market
Key benefits of targeting the drinking leisure occasion
Strategies for targeting the drinking leisure occasion
Developing opportunities
By country
France
Germany
Italy
Netherlands
Spain
Sweden
UK
US
Conclusions
COMPETITIVE DYNAMICS
Introduction
Key findings
Core aspects to targeting occasions
Meal occasions
Party occasions
Celebrations
Drinking leisure
Marketing strategies
Conclusions
Case Studies
Stella Artois - Interbrew
SWOT Analysis
Conclusions
Captain Morgan rum
SWOT Analysis
Conclusions
Cobra Indian Lager
SWOT Analysis
Conclusions
Carling 5 liter Keg
SWOT Analysis
Conclusions
THE FUTURE DECODED
Introduction
Key findings
Manufacturer objectives of occasion targeting
Occasion specific categories
Growing opportunities for occasion targeting
Drivers for occasion targeting
Distribution channels for occasion targeting
Key country markets for occasion targeting
Demographics of occasion targeting
Promotional strategies for targeting occasions
Pack sizes
Conclusions
ACTION POINTS
Target moods through identifiable occasions
Explore opportunities to reach new consumer groups
Balance occasion specificity with core brand objectives
Conclusions
APPENDIX
Supplementary data
France
Germany
Italy
Netherlands
Spain
Sweden
UK
US
Research methodology
Future readings
SPP writing team
How to contact experts in your industry
About Consumer GBU
INDEX
(c) Datamonitor 2001. All Rights Reserved.
