communication & promotionlocal identity beer

Nadezda Morozova; Charlotte Naudin; Morgane Williot; Dmitrii Sytyi

TOUrISTsTarget:

*INSEE [Link]

3Millionannually

€2.6Billionspending*

gerardPrimary target:

Buys beer in a beach bar

40-50Y.O.

€60KIncome

€2-5KBudget

French tourist

Beer loverPleasure maximiser

Corsican Identity

Fresh & Tasty

Corsican-ish name

Good Value for €

Affordable Corsican Experience

Distribution

Beach Bars& Restaurants Campings Hotels

communication strategySCAGLIA’S

POINt OF Sale Promotion

Personnel Recommendationsbenefit from established partnershipspecial incentive campaign

Special Menu offersprice discounts for POS partners

drive penetration & trial

“Good Value/Money for local origin beer.”

partnership and SPoNsoRship

Events

Family activities

“Family oriented Corsican beer, that values Corsican tradition.”

brand placement

drive brand awareness

brand placement

Drive brand awareness & recognition.

BUzz campaign

Objects

“Local origin beer, that welcomes you everywhere.”

Beach Showers

Bottle-shaped changing rooms

Drive brand awareness & recognition.Drive sales among additional targets.

posm and print

in RHCBranded menu supportsCustomised POSM for bars & restaurants

Advertisement in MediaPage in “Corse Matin”Key tourist print media (leaflets, brochures)

“Good Value/Money for local origin beer.”

Drive brand awareness.

beach OuTDOORsOn the Beach

Radio

BillboardsBanners

Adjusted to weather

“Local origin beer, that welcomes you everywhere.”Drive brand awareness.

Sky ads

12 a.m. — 5 p.m.

Posters in beach bars

transportFerry

Plane

Banners

Promo in cantine (placement in menu)

Menu placement

Sponsored entertainment events

Bus & ShuttleExterior ads

Drive trial, penetration.Drive brand awareness.

“Local origin beer, that welcomes you everywhere.”

SOCial MedIaRequired minimumCrowdsourcing with local “experts” to create new beer tastes Information about events with partners Gain visibility with a « Like Ad » campaign

Targeted CampaignsTargeted ads on tourist sitesPartnership with bloggers

“Good Value/Money for local origin beer.”

Drive brand awareness & penetration.

incentive PlanMonetary

Non-Monetary

Bonuses

Share of sales

Trip to Ireland or Netherlands with brewery visits.

Drive corporate culture.

“Company appreciates initiative and wants you to grow.”

Thank You!Any questions?