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Velvet Beer
Marketing Strategy Based on Theories
Contents
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1. Introduce ‘Velvet Beer’
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2. Market Situation
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3. Target Audience & Segmentation
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4. Key message and Concept
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5. Marketing Strategy
1) Advertisement
2) Velvet Glass
3) Bubble Party
4) Restaurant
Ⅰ. Introduce ‘Velvet Beer’
Czech is famous with the beer. And they can more tasty beer than the other countries because of the fine barley and water. In specially Global brand Budweiser was originated Czeskie Budziejowice which is Budweis in German. There is a famous kind of beer for the tourist which is named Velvet. Some of the tourists told that they could not forget the taste of the Velvet. The characteristic of Velvet is the suds like cappuccino. Right after we pour the beer in glass, most of the beer contains suds like a cream. And then it slowly changed in liquid. Thanks for the suds we can taste the original beer for a long time. It is softer than the other beer and you can taste the a…(생략)
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has been decreased throughout 7 years due to conclusion FTA with Europe. Also, a preference for imported beer is higher because of superior differences and diversity compared with domestic beers. Furthermore, there are more causes: many people experienced foreign beer following the globalization, and the chances drinking beer are increasing due to pile up the beer specializing store like WABAR. Recently, viral marketing-using blogs and SNS supported uprising a popularity of imported beer, despite of a huge company.
A weakness of imported beer is higher prices it reached twice or more than price of domestic beer. But, the market of premium beer (the prices is quite higher) is also growing rapidly, So it imply that consumers didn’t much cares about prices when they buy and choose the beer.
Ⅲ. Target Audiences
1. Demographic Segmentation
Following graph is the consumer distribution of Pub and the beer specializing store in 2012.
In the graph, 20s and 30s have dominant rates
Velvet Beer Marketing Strategy Based on Theories.docx
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