Como se da el Sarandonga cerveza artesanal, caso de marketing

Sarandonga beer

Introduction        3

The target group:        4

Positioning        5

Channel Strategy        6

Specific corners at supermarkets        6

Fair stands        6

Taverns        7

Communication plan        7

Brand elements        9

Brand Name        9

Logo        9

Packaging        11

Product Range        12

Sangría Sarandonga        12

Rebujito Sarandonga        12

Brand elements for the new products        13

Metrics        14

Awareness and brand relationship        14

IMAGE        14

Brand responses        15

Conclusion:        15

Introduction

The beer market in Spain is very competitive with dozens of brand in the market each one of them with their own positioning and inside spain their own market depending on the autonomous community they are based on.

But there are not all bad news, the consumption of beer is growing year by year while spirits are going lower. As well spaniards consume more beer at taverns and pubs rather than home, so a special beer with a good position in specific chains and in the right corners at supermarket can wet their blue ocean in the market.

As we know spanish market we know that spaniards prefer national beer instead of outside beers so a beer with a strong national identity could easily fit in the whole country even more if that identity has similarities with Andalucia and the south of Spain that transmit the summer vibes and the way of living of there which is a highly appreciate region of spain by the majority of spanish people.

With all this data we have the main ideas we need to launch a new beer brand that can find his market in Spain, so for that we are going to create a medium premium beer with a strong andalusian style sold in exclusive taverns and in specific corners at supermarkets.

The target group:

Beer is drunk by some many people from different ages, but we have reduced our rate to create an specific target in order to sell our product:

• First of all, young people from 20 to 50 years old. We have chosen a big target so we can reach the biggest amount of people.
• We would like to connect with people that have a job, or they like to chill afterwards and have an special moment with their friends.
• People that go on vacation to the coast of Spain, and likely to people that go to the area of Andalucía.
• In conclusion, friends reunion that want to have some free time and enjoy having our beer with their friends.

Positioning

We want to be a beer recognized by our clients. Our idea is to be a medium quality beer with an affordable price.

We are the kind of beer that people would go for after class or after a work day. Our beer won't be in every establishment, our target is to make people go and search for our beer. It will be in bars or pubs that are mostly with an specific environmental. For example in those places where you can listen to some music of the south such as flamenco or this stuff.

We will focus in the habits of consum of the client, so will we put an affordable price for not making our a beer a “Luxury product” but a typically or daily product everybody could afford. our main logo will be “Shared your happiness” or “Happiness is better when its

share”. In Spain is really typical to go have something to drink after a long day to be with your friends and yous update or spend the afternoon. We are a country that really enjoys doing outside activities and not being in your place all day. We want people to find the happiness or the “good moment of their day” when they are meeting with some friends, while drinking our beer.

On the other hand, our idea is to be a bit different from the other kind of beers. We will offer the consumer the “spirit” of the south, of Andalucia, and we want them to be transported to that ambient, just with the taste of our beer.

Our target in this aspect might be to be in the same level as other beers such as mahou, o san miguel. The ones everybody can afford, but you can distinguish the flavour. in this case, you might go to the bar and ask for our beer, not just order a beer.

To summarize, we could affirm that our positioning will be based in two principles: the lifestyle of the product user and the differentiation.

Channel Strategy

Specific corners at supermarkets

It is becoming more common to see in supermarkets specific corners depending on the offer. For example, Gourmet Corner, Japanese Corner…So we think we can sell our beer in a Gourmet space, otherwise try to sell it in a common supermarket will be more difficult (people buying at gourmet corner are looking for something different, and they are willing to pay more, but in a common space, you are looking for your usual brands and you don’t want to risk)

Fair stands

If we want to transmit the Andalusian feeling, it is vital to be visible on the most important event for them: the fairs. Sevilla, Jerez, Málaga…we will have a stand there, showing our beer and giving free samples. With this, when they were on a bar and see our beer, they would mentally travel to Andalucia.

Taverns

Nowadays we can find Andalusian corners in any city. For example, in Madrid there are a some places like: Entre Amigos, El Rincón Andaluz, El Rincón de Jerez, o La Flaca, that they are always full of the people that we want to reach. We are sure it is the perfect place and atmosphere to sell our beer.

Communication plan

Our beer is aimed to young and active people, who likes to socialize and have fun with friends. We know that this kind of people are very involved in social networks, so that is why we think we need to be visible on them.

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