26 out of the 30 people I asked took the time to fill in my survey about the cider brands. The results are interesting and will really benefit my review findings.
Here are the results..
4. Do you have a favourite brand? Why is this?
Rekorderlig. Purely to do with the taste!
Brothers - Because Its quite popular in bars and pubs. It also has a really nice flavour range.
Rekorderlig or Kopperberg. purely for them being feminine, and I much prefer my Cider's to be slightly fruity and they have a good selection.
Kopparberg as it as sexual and classy
Magners - the new berry one
Magners - personal favourite is pear, its cheap enough and does the trick
As I do not regularly drink Cider, I would usually go for Magners- Strong brand loyalty. Also, Kopparberg for it's choice of fruity flavours and new varieties, especially for summer months.
Magners in the bottle as off tap it seems to taste off. Also like trying foreign brands
Magners It's at a competitive price with most other brands of cider. It's the nicest tasting and it isn't 'looked down upon' by certain members of the public in the same way that a cheap cider is.
Magners - tasty Kopperberg- tasty Armagh cider - tasty
Rekorderleig. Taste, nice selection of flavours and not as sweet as Kopparberg.
Kopparberg. It tastes awesome.
Yes. I like Bulmers the best usually. I like the different flavours, e.g. The red berry one is gorgeous in the summer. I also like strongbow from the tap. The price is appealing as the bottles of Bulmers/Magners is usually expensive!
Kopparberg, because i like the fruity flavours
koppaberg - it's sweeter than other ciders i've tried
kopparberg because of flavour
bulmers - price is quite cheap
People choosing Magners for strong brand loyalty is quite a good point to make, also need to focus on the brands people associate with being reasonably priced.
The majority of main campaigns I am looking at for each brand are primarily reaching their customers through tv so this backs up this fact.
8. Why do you think the 'Method in the Magner's' campaign is so successful?
Magners has had all sorts of "different" ad campaign's - "Time Dedicated To You" and such. It's an attempt at market differentiation, which to me kinda half works. Ad-wise, I'd pick Magners over everything else, for much the same reason I'd pick Guinness - the ads are recognisable and easily identifiable.
I think because it has a comical element to them, depicting Irish people as silly and dedicated with drinking! It makes you think, if they put that much effort into making it, it must be a good drink!
Strong Campaign as it delivered the message clearly and connected with the target prospects emotionally If I was not a cider consumer it may motivate me, as it created hype 'trend' through word of mouth and conversation. Magners is also a strong brand, which continues brand loyalty.
It still seems like they corner the market for pub drinking cider. It is also a simple and catchy slogan that sticks in the mind
It's a humorous advert that makes fun of the those advertisements that go over the top to try and make people believe how hard they work to make their product.
The quotes i received from this question will really back up the popularity of Magners, some of the answers are very good.
9. What do you think of the new Kopparberg 'Un-established since 1882' promotional campaign?
The majority of responses hadn't even heard of the new promotion, which doesn't work well for Kopparberg as this is the highest budget they have ever put into a campaign. The responses I did like and will probably use are:
I didn't even know it was Kopparberg's new slogan! It's a bit try-hard I think, following the lead of Magner's and Strongbow by being "edgy" and "atypical". I don't drink Kopparberg and I don't really intend to start, so no, it's not my cup of tea.
I like it, though i think the use of the word "un-established" makes me think the company is a bit dodgy - makes it sound a bit home-made and not very professional ?
