Marketing – spot a gap – research it, – develop it, – test it- communicate it – launch it.
Those clever marketers at Molson Coors identified from desk research that only 17% of women in the UK drink beer. It is clear there is a market gap.
They also undertook primary research using a blend of focus group techniques, sampling etc. This identified the issues around beer drinking, its connotation in UK, traditional images of brand and very important, what women want.
Developed, tested and designed to the needs of the market, – this new beer ‘Animee’ has 3 flavours and is less gassy.
Targeted communication – Don’t just go for a format because it is cheap, find out and think about where and how to target the audience. Part of the promotion includes in store tastings, point of sale promotion in store and sample product in Toni and Guy hair salons.
Launch it – This product is a question mark product so it will take time for the product to come to market. Watch this space, – new market, new product, so it will not be without its challenges and like any question mark product, will require substantial promotion to get started. However, the risk has been lessened with a lot of research