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Pardál Pilsner - Consumer–centric product development

Pardál Pilsner - Consumer–centric product development

Summary

State-owned Budweiser Budvar launched the Pardál brand, meaning panther or (loosely) top man, in 2007 following nearly two years of consumer-led research and development. With a globally changing beer market, the brewer wanted to extend its brand portfolio with another strong lager brand serving as a complement to its premium Budweiser Budvar brand. Despite being launched at the start of the global economic crisis in 2007, the new Pardál brand became an immediate domestic success that was followed by export to Germany in 2012 and both Russia and the UK in 2013.

Key Findings

Understand the background to Pardál in the Czech Republic, and how Budweiser Budvar successfully launched a new standard lager brand during the economic recession
Discover how consumer-centric product development and WoM marketing tapped into key need states of Czech consumers
Learn powerful lessons from the success that can have a tangible impact on your own brand's success

Reasons To Buy

Should crowdsourcing be used to develop new beer flavours ?

Key Highlights

The crowdsourcing approach to beer development revealed that Czech consumers prefer a lower-ABV lager made with domestic ingredients that has high bitterness and a moderate price-point.
The crowdsourcing approach did not stop after the development process. Consumer participation was further adopted into the brand's WoM (word of mouth) marketing activations, first regionally and later nationally, which helped create consumer pull driven by WoM.
Crowdsourcing was used to develop Pardál. Harvesting the knowledge of educated beer enthusiasts ultimately allow Pardál to minimize subjectivity, learn from its future consumers, and formulate a pilsner based on more than just taste and traditional market research.


>Overview
Catalyst
Summary
A New Brand in recession times
A new pilsner made by consumers to consumers
Czech beer drinkers strongly favor bitter-flavored lager
Consumer disinterest in times of recession
Crowdsourcing
Selective crowdsourcing
One of Us campaign results
Aspects of WoM marketing
Keeping to the core competencies
Conclusions
Sustainable success
Appendix
Sources
Further Reading
Ask the analyst
About MarketLine
Disclaimer
List of Figures
Figure 1: Pardál Pilsner
Figure 2: Pardál’s volume sales
Figure 3: Global: approach to choosing flavors when shopping for food and drinks, beer drinkers, 2015
Figure 4: Selective crowdsourcing
Figure 5: Campaign results

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