Beer Brands and Their Legends
Today, in a market economy and tough competition environment, many representatives of various goods and services are fighting for consumer choice. Such conditions have also interfered with one of the most popular segments of consumption in Eastern Europe — beer producers.
According to world statistics, 89% of marketing specialists identify increasing brand awareness of their main goal. Each manufacturer aims to gain qualitative difference from its competitors, positioning its brand authentically, thus, demonstrating its distinctive features from competitors.
We have conducted research of the market niche shared by domestic beer brands established here a long time ago, as well as foreign brands that have anyway gained popularity among local consumers.
The study objective was to assess the popularity of local beer producers based on the association of brand and slogan, which is steadily used in its marketing promotion campaigns.
The key factors when choosing “foamy” beverage among people are not only its taste and label elegance, but also the price — and according to the last criterion, the preference is given to “dinosaurs” of domestic brewing. Their niche is about 73%.
According to our research, the most recognizable brand slogan turned out to be the one that has been accompanying all its advertising campaigns for a long time. A manufacturer that uses the same slogan, has been traditionally fixed in a stable consumers’ association with a particular brand since many years ago. Its recognition is almost 80%.
The recognition rate of manufacturers who develop their marketing strategy on the European model principle is about 20%.
Such significant differences may be caused by:
- Regular product re-branding that is unsuccessful in the local market.
- Specifics of Eastern European society and its conservative mentality, being used to specific brands.
- The quality of the product.
- The location where the goods are presented.
The study involved 2 types of establishments: bars and stores. During data collection and processing, it was found out that bar staff was aware of the main beer producers’ advertising campaigns pretty good, and was active and interested in sales, which can be explained by the material interest of the staff. Just occasionally there happened demonstrations of negative reactions towards customers.
It is worth noting the steady tendency of reducing the number of small store units in favor of large supermarkets for several reasons, which is also undeniably displayed in the principles of sales: while in a small shop or kiosk a seller communicates directly with a client and can influence his choice, in a supermarket a buyer chooses the goods on his own. This is the case when the effectiveness of the advertising campaign is manifested. The one who has more effective promotion will be successful in selling goods.
In general, in order to attract the maximum number of potential buyers and successfully develop in a competitive environment, manufacturers in Eastern Europe should pay attention to the following details:
- Advertising campaigns should adhere to traditional principles (sustainable slogan, logo, and recipe).
- Pay proper attention to advertising among distributors of the products (bars, store units, supermarkets).
- Focus mainly on the social environment and those social groups that are more likely to become consumers of this brand.
