Shloer case study: adapting to the falling carbonates market with an adult soft drink positioning

Published by: Datamonitor

Published: Feb. 10, 2009 - 19 Pages


Table of Contents

DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Shloer is a 70 year old brand that has gained renewed popularity due to its adult soft drink positioning
Falling consumer demand for carbonates has put pressure on manufactures to change their soft drink focus
Shloer is a 70 year old brand which has been successful in both the on- and off-trade
The smoking ban in UK pubs has aided Shloer's on-trade sales
The company's target audience are female consumers who are targeted through various marketing initiatives
A partnership with the LoveFilm website aimed to attract mothers with young families who are likely to stay in often
The company launched its first TV sponsorship with a Living TV program tie-in
The brand targets mothers-to-be, promoting Shloer as an alternative to alcohol
Shloer is focusing on changing its positioning to encourage year round consumption
The brand has traditionally been consumed during festive periods
Shloer is attempting to encourage its core female target audience to drink the product throughout the year
The downturn could harm sales, but Shloer has a strong market position
Higher ingredient prices have forced Shloer to reduce its bottle size which could cause consumer friction
The brand has a strong positioning in the adult soft drink market which should help it ride out the recession
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: The UK carbonates market has been steadily falling as consumers respond to the health trend
List of Figures
Figure 1: Shloer consists of six flavor varieties
Figure 2: Shloer used a fairy to promote the brand during its Living TV sponsorship
Figure 3: Shloer is hoping that a pregnant celebrity blogger will enhance its profile to mothers-to-be
Figure 4: Shloer's suitability for various social occasions is promoted under the 'Everything you can wish for...' tab on its website
Figure 5: Some of Shloer's rival brands include Ame, Appletiser, Belvoir and J20

Abstract

Introduction

This report on Shloer forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the soft drink has remained competitive by focusing on marketing its health driven carbonates to adult females, with an especial focus on promoting the brand as an alcohol alternative for social occasions.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market


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