‘Cider has been the success
story of the UK alcohol market over the past five years mainly due to its
constant innovation which has ensured that it now attracts a high proportion of
the key 18-24year old drinkers that eschewed it as old-fashioned just a decade
ago. This has been to the detriment of lager in particular.’ Mintel, February
2012, Cider Report
Following this I will give a brief intro into the cider market in general before describing what I want to gain from my report. I think it is important to introduce the content in general before delving in as it gives the reader a taster of what follows.
Promotion is going to make up a high percentage of my review as it is massive in the cider/alcohol industry. I have decided to focus mainly on one main campaign for each as I want to have enough words to go into detail on each.
My investigation:
'This report will look closely
at nine popular cider brands, looking at the brands as a whole and also
investigating the promotional techniques of each brand. The cider brands will
range from low market to premium brands to see the difference in how they reach
their target customer; do big budgets result in a more successful campaign? Or
do simple; well planned campaigns have more of an impact? It will be
interesting to see if there is a difference in the promotional methods used by
low market brands compared to the mid/high market. Which brand ranks top for
most innovative means of promotion and which brand is losing too its
competitors. Another aspect of this review will be the brands use of social
networking, with the ever changing digital world have the brands embraces this
new way of promotion or have they yet to modernise their promotional
techniques.'
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