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Sales & Branding Opportunities From Social Drinking OccasionsPublished by: Datamonitor Published: Aug. 1, 2001 - 187 Pages Table of ContentsEXECUTIVE 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. AbstractA Strategic Issue Report examining the potential for associating beer and spirits brands to emerging types of consumption occasion. Occasions covered comprise meals (in- and out-of-home), drinking leisure (on-trade session drinking and drinking games etc.), parties and celebrations (in- and out-of home). Country coverage comprises France, Germany, Italy, Netherlands, Spain, Sweden, the UK and the US.Get Full Details About This Report >> |
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