Success Case Study: Pardál Pilsner ; The power of consumer-centric product development and WoM marketing
For the past decade the global beer market has had to adapt to generational shifts and economic downturns, causing a general decline in beer consumption and lager in particular. Younger consumer with sweeter taste preferences demand flavor experimentation, forcing brewers to continue launching brands in order retain consumers. Competing alcohol categories, such as wine, cider, and spirits, are attracting consumers looking for flavorful alternatives to the typical lager, which further contributes to the declining trend. Aggregate market conditions have also pushed consumers to use disposable income more selectively, which has created growth on either side of the spectrum. Premium (and super-premium) beer is growing strong as consumers are spending less but on higher quality beer in the on-trade channel, while special offers are doing well in the retail channel where consumers are looking for value. These same trends are prevalent in the Czech Republic but are to a degree mitigated by the country's strong beer culture and consumers' love affair with the lager-style pilsner.
Pardál entered the beer market in the Czech Republic positioned as a people's beer and rose to prominence despite the economic downturn by utilizing selective crowdsourcing to cultivate consumer involvement that went beyond just product development.
Pardál reaffirmed its people's beer identity and positioning by its multi-level consumer involvement strategy in key areas such as product development, advertising, and promotions, which resulted in several key benefits, including distribution opportunities, market access, knowledge harvesting, reaching future consumers, and the creation of loyal brand ambassadors.
Success Case Study: Pardál Pilsner is part of Canadean Consumer's Successes and Failures research and explores the underlying success factors for Pardál's rise to prominence in the Czech Republic.
WHAT? Understand the background to Pardál in the Czech Republic, and how Budweiser Budvar successfully launched a new standard lager brand during the economic recession
WHY? Discover how consumer-centric product development and WoM marketing tapped into key need states of Czech consumers
TAKE-OUT: Learn powerful lessons from the success that can have a tangible impact on your own brand's success
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