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8/14/2019 The Current Chimay Brand Strengths Conversation
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Brand StrengthsThe Current Chimay
Conversation
The QualityStandard
If you ever get stranded on a desert island and couldmail- order only one beer, make sure Chimay Blue is
the one you choose
Chimay Beer TrappistBeer Perfection
Drinking Chimay out of a gobletfeels like drinking from a Holy Grail inthe 3rd Indiana Jones film andknowing you chose wisely
TrappistDesignation
If you ever want to sound like a beer snob, simply drop theword Trappist into conversation, and youll beimmediately dubbed a connoisseur by anyone within
earshot.
Of course, this really only works if the persons hearing thatword knows that Trappist beers are often ranked among thebest of the best of the best beers in the world.
Wine-likeComplexity
Unbelievable depth of fruity, pepperycharacterthe taste continues to evolve
and develop with a few years of age
Such a wonderful, complex taste
toasted, toffee, yeast, alcohol, black currant, brown sugar, bubble gum, cola, plum, port,
prune, raisin
The first sip brings immediatenotes of dark plums and ripe
fruits to the mouth
8/14/2019 The Current Chimay Brand Strengths Conversation
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A Category of ManufacturedAuthenticity
Chasing the New: American Craft Breweries and more Belgianbreweries producing beers just for the U.S. market are eating away atboth shelf space and mind space. American brands (Sam Adams,Dogfish Head, Fat Tire, etc.) now claim Belgian styles and have apricing advantage because of their lack of importing costs.
Beer Geek Defection: These guys believe Chimay is everywhereand that it is a huge brewery. Where is the news? What can they getexcited about again?
How do we define and claim our rightful place in the beer
landscape?
TheBelgium
Glut
Heritage Heavy: Whether true or borrowed, Americana based orOld World in feel the category is filled with imagery that harkens backto a time past anything but modern and, if you squint, very muchthe same.
How can we be authentic without being aged?
Abbeys andAncestry
Bolted On Values: The trend of the day is to claim responsibility eco-friendly and otherwise as ad hoc marketing efforts within companyvision statements and through reporting.
How can we be true to our values without seeming me too?
The Claimingof Good
8/14/2019 The Current Chimay Brand Strengths Conversation
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Marketing
Marketing WithoutMarketing
The Belief Behind Chimay:
"Doing what is right leads to what isgreat.
(Not the other way around.)This is a brand that doesnt do what it does for profit or for fame.
It is a brand that does what it does because of its deeplyengrained beliefs about the values of work, self-reliance,
community and spirituality.
Its greatness comes from the intent of its makers - because theTrappist monks believe first and foremost in doing what is right,this leads to a very high-quality product - because no corners are
cut.
It is in no way a commercial venture. It is a labor of love and alabor of goodwill and true social responsibility.
And because they are not commercial, they can adhere to theprinciples of quality first. They buy the best grains. They use thenoble part of the cork tree. Everything that goes into Chimay is
first class. They have their own farmers. Their own specific yeastcell. Their own water coming from two wells deep underneaththe monastery in land untainted by pesticides since WWII. 100%
organic, and 90% of profits go to the good of others.
Facilitating
Messaging Conversation
Announcing
Revealing
Positioning Beliefs
AnecdotesTaglines
8/14/2019 The Current Chimay Brand Strengths Conversation
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SocialResponsibilit
y
Revealing the Stories ofChimay
Slow Food
Movement
Environmental Sensibility
100% organic environmentprotects the two pristine wells.
The yeast is one of a kind.
The beer ages like fine wine.
The cork comes from the noblepart of the tree.
The spent grain is fed to thecows that make the cheese.
All waste water is treated onsite.
Proceeds go to thecommunity.
The abbey gave back to theU.S. after WWII.
Excess yeast is used to makelocal pharmacy tablets.
Trends StoriesNew BrandNeighborho
od
8/14/2019 The Current Chimay Brand Strengths Conversation
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The most effective wayto communicate is
through storiesourbrains are wired to think in
story form.
Apples Mac vs. PC
turn Intrigue into Interest
In storytellingthere is a oneness
between theteacher, the
learner, and thecontent.
In-N-Out
Regular Menu
The universe is madeof stories, not of
atoms.
Secret Menu
Interesting sidenote about these
beers is
somehow I thinkthe newfound
knowledge mayenhance the flavor
of the beer.
When I asked thebartender, his eyes
lit up
The distributortold me a greatstory about this
beer.
The Power of Storytelling
Stories areSticky
Stories areShared
Stories createValue
J. Peterman Catalogue Zappos
I didntknow
Did youknow
Around the neck,there are words
and a symbolembossedbut
what do they say?
8/14/2019 The Current Chimay Brand Strengths Conversation
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StrengthsDriven
BehaviorsDriven
Storyseekers35MM
Premium BeerEnthusiasts
11.2MM
Food and WineEnthusiasts
12.9MM
I like to learn aboutart, culture and history Im interested in howthings work and where
they come from Im willing to spendmore on products madeby a company I trust
My sole, primary orsecondary beer ofchoice is Anchor Steam,Blue Moon, PetesWicked, Red Hook,
Shiner Bock or SierraNevada I am a moderateconsumer of wines I recommend foodproducts to peers I enjoy trying differentfoods People ask my adviceabout food
Year 1 20%growth
= 5,000 venues or 600,000 bottles
Target demography
Source: MRI Doublebase 2009 * Channel/Usage = Quintiles 1-2 (Heavy)
Preimium Beer Enthusiast Food & Wine EnthusiastDemographic Core Target Story Seeker and/not Story Seekers and/notQualifier Story Seeker Food/Wine Enthusiasts Preimium Beer Enthusiasts Story Seekers
Median Age 45 38 49 45
Media Age Demo Age 25-54 Age 25/49 Age 25-54 Age 25-54
Gender (M/F) 72/28 74/26 58/42 65/35
Education College Educated College Educated College Educated College Educated
Household Income $75,000+ $75,000+ $100,000+ $100,000+
Target Segment
ChimayOpportunity
Palate
Pleasers
How High Is Up?
1.9MM
400M
2.2MM
Total Opportunity = 4.6MM
1
2
3
78,000 people 780,000 bottles
15 Converts pernew venue
Turn 5% ofOccasional
drinkersto Converts
325,000
+ 50M
+ 75M
+ 90M
Year 0 Year 1 Year 2 Year 3
Note: Accounts plot noton same y-axis interval.
Storytelling and Success
The good news: Storytellinghas exponential growth
potential that matchesChimays growth
objectives.
Storyseekers Palate Pleasers
Or, put another way,15 great
conversations
Occasionals = 80%@2bottles/yrConverts = 20%@12 bottles/yr
SALES
ACCOUNTS
8/14/2019 The Current Chimay Brand Strengths Conversation
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A Growth Path
Leveraging All Types of Media
Where to Engage: Channel Opportunities
* Channel/Usage = Quintiles 1-2(Heavy)
Paid Earned Owned Created
Traditional
Media Channels
Conversations &
Commentary
Surfaces,
Spaces, People
& Experiences
New Spaces,
Objects &
Experiences
Print, OOH, DM Bloggers,
Bartenders,
Sommeliers, Chefs,
Caterers,
Columnists,
Advocates
Bottles, Cases,Sales force,
Website
Digital Utilities,
Sales Kits, Films,
Beer Dinners,
Event Environments,
(Farmers Markets,
Food Events)
Phase 3
Create
Portfolio Distinctions
Broaden Storybank:
Portfolio Distinctions
Increase Individual Style
Support
Create Digital Utility
(Finders, Food Pairings)
Develop Grocery-SpecificInitiatives
Reward Acolytes
Phase 1
Transform
Owned into Earned
Define your Storybank
Develop an Iconic visual
connectivity
Arm your Influencer
Storytellers
Create a Content
feedback loop
Identify Acolytes
(Consumer Storytellers)
Phase 2
Broaden
Cultural Impact
Move into more paid
media outlets
Increase Site-Based Utility
Leverage Endorser
Relationships (chefs,
bloggers, etc.)
Expand Event Strategy
Activate Acolytes