Post on 15-Apr-2017
transcript
Samantha WeissErin BrownQi Zhang,Shi Tang
Kaihua GuoHanxi Zhao
▪ Pabst Blue Ribbon (PBR) is an American brand of beer sold by Pabst Brewing Company, originally established in Milwaukee, Wisconsin, in 1844, but now based in Los Angeles.
▪ Pabst Blue Ribbon takes its name from Frederick Pabst, who ran the company from 1860 to 1904.
▪ After earning multiple awards, Pabst began the practice of tying a blue silk ribbon around the neck of every Best Select beer in 1882.
Company Background / History
References: https://www.thrillist.com/drink/nation/things-you-didnt-know-about-pbr
▪ To stay alive during Prohibition, they started making cheese under the name Pabst-ett.
▪ From 1948 to 1955, Pabst was the title sponsor of Pabst Blue Ribbon Bouts, a weekly boxing match that aired on the TV.
References: https://www.thrillist.com/drink/nation/things-you-didnt-know-about-pbr
Company Background / History
▪ Pabst Blue Ribbon is brewed in the finest traditions of an American Premium Lager dating back to 1844. The unique fermentation and maturation process results in a smooth, full bodied beer with a clean, crisp finish with a fine noble hop aroma.
References: http://pabstblueribbon.com/products/
Product
Communicative Objectives-Projecting a new image Increase the attractiveness to our target audience
-Shaping an attitude PRB as a life style
-Brand extension in the market Creative strategy
Research And Brand Positioning
current market share
current advantage
current barrier
target positioning
Market Share
U.S. PBR Sales Volume
Current Advantage
● clear image● continued increasing revenue● high brand loyalty● exclusive marketing strategy
Current Barrier
● The increasing market share of craft beer
● Limited consumer segment● The trendy of hipsters’
choice is changing
Target AudienceMen, 21-35, very american and
hipsters!
Fun, unique and outgoing.
They appreciate the simple things that are done right the first time.
That local guy at the bar.
Creative
This BEERD meme is perfect for reaching our target audiance while also grabbing the attention of others.
“Beerd...it’s a pabst thing!”
Media StrategyMedia Channels ● Traditional Media Channels
★Print Ads: Fashion Magazines
★TV
★Billboard
★Events Sponsorship
● New Media Channels
★Websites/Blogs
★Social Media
★Search Engine
Media Channels Strategies
★Advertising
Traditional Channels:
➢ TV Ads, Fashion Magazine Ads, Billboards Ads
New Media Channels:
➢ Websites: Banner advertising
➢ Social Media
➢ Search Engines: Pay-per-click, SEO, SEM
Media Strategy
★ Events Sponsorship
➢ Music Concert
➢ Food festival
Media StrategySocial Media & Blog
Paid Search
Show Us Your #Beerd
Instagram contest to find America’s best #beerd！Use our hash tag to share you Pabst Blue Ribbon Beerd…
The winner will recieve a pair of tickets for PBR Fest
Media Strategy-Magazines
Media Strategy-Billboards
Media StrategyMedia Channels Budget Plan● Traditional Media Channels
45%★Print Ads: Fashion Magazines 15%
★TV 5%
★Billboard 5%
★Events Sponsorship 20%
● New Media Channels
55%★Websites/Blogs 15%
★Social Media 15%
★Email 15%
★Search Engine 10%
Media StrategyMedia Channels ● Traditional Media Channels
$11,250,000★Print Ads: Fashion Magazines $1,500,000
★TV $500,000
★Billboard $1,000,000
★Events Sponsorship $2,250,000
● New Media Channels
$13,750,000★Websites/Blogs $2,250,000
★Social Media $2,250,000
★Email 15% $2,250,000
★Search Engine 15% $1,375,000
Promotion (75k-150k per event)
Blue Ribbon Ambassadors:-PBR reps that go to local events and restaurants to promote the beer
Events:-PBR beer and food event
beard koozie
Festival/concert:-PBR festlocal bandsbattle of the bands
Blue Ribbon Ambassadors
-PBR reps that go to local events and restaurants to promote the beer-These individuals are all about PBR and the Beerd lifestyle. They want to be who
they are and drink what they want. They want to spread their passion for the brand by attending events to spread the word.
Red Bull Reps and Lululemon Ambassadors
EventsPBR beer and food event
•PBR will host an event that will have lots of booths and food trucks from local and popular restaurants. There will be music playing and people can come there to
socialize and drink PBR.•Beard koozies will be given out at all events as a way to promote the beer while
keeping your hands from getting cold.•The Blue Ribbon Ambassadors will be working this event and will be there to
answer questions and promote PBR.
•
Festival/Concert
PBR fest•PBR will host a concert festival with local bands
•It will be a battle of the bands and there will be one band that wins by the people in attendance voting. The winner gets a blue ribbon, wins radio time at a local
station and wins time in a recording studio.
Current image
Narragansett: In Brooklyn, New York, one of America's hipster epicenters.
People want a beer that they can attach a face and a name to.
PBR is a solid beer and well-priced, but it may not be the cool kids' choice today.
New business martket targets: Women.
Women account for 23% of total beer consumption by volume,
37% of craft-beer consumption in the United States.
Females 21-34 represent 15% of total craft-beer consumption.
http://www.statista.com/statistics/289529/us-craft-beer-drinkers-by-age-and-gender/
Hip cat image
Target female consumers: 21-34 , those who like things a little differently. They like to join parties with friends, and they are independent and autonomous.
We want to create a hip cat image, which designed retro, cute and funny. I think cat could best represent the charactor of autonomous, cats are indpendent, cute and sexy. Hip cat could attract females attention and let them get the image of PBR, and try this beer.
https://www.youtube.com/watch?v=lyvx9YN1hsU
...Curious?
6 or 12
Extentions
Referencehttp://www.statista.com/search/?q=beer+market+share
https://www.nbwa.org/resources/industry-fast-facts
https://www.quora.com/How-popular-is-Pabst-Blue-Ribbon-beer-in-the-US-compared-to-other-popular-beers
http://www.huffingtonpost.com/2014/05/29/pbr-coolness-study_n_5399109.html
http://money.cnn.com/2015/06/30/investing/pbr-beer-sales-growth/
Thank You!
Questions?