Food & Beverages

Success Case Study: Pardal Pilsner ; The Power Of Consumer-Centric Product Development And Wom Marketing

  • CAN417507
  • 19 Pages
  • February 2016
  • Food & Beverages
Summary
For the past decade the global beer market has had to adapt to generational shifts and economic downturns, causing a general decline in beer consumption and lager in particular. Younger consumer with sweeter taste preferences demand flavor experimentation, forcing brewers to continue launching brands in order retain consumers. Competing alcohol categories, such as wine, cider, and spirits, are attracting consumers looking for flavorful alternatives to the typical lager, which further contributes to the declining trend. Aggregate market conditions have also pushed consumers to use disposable income more selectively, which has created growth on either side of the spectrum. Premium (and super-premium) beer is growing strong as consumers are spending less but on higher quality beer in the on-trade channel, while special offers are doing well in the retail channel where consumers are looking for value. These same trends are prevalent in the Czech Republic but are to a degree mitigated by the countrys strong beer culture and consumers love affair with the lager-style pilsner.

Key Findings
-Pardl entered the beer market in the Czech Republic positioned as a peoples beer and rose to prominence despite the economic downturn by utilizing selective crowdsourcing to cultivate consumer involvement that went beyond just product development.

-Pardl reaffirmed its peoples beer identity and positioning by its multi-level consumer involvement strategy in key areas such as product development, advertising, and promotions, which resulted in several key benefits, including distribution opportunities, market access, knowledge harvesting, reaching future consumers, and the creation of loyal brand ambassadors.

Synopsis
Success Case Study: Pardl Pilsner is part of Canadean Consumers Successes and Failures research and explores the underlying success factors for Pardls rise to prominence in the Czech Republic.

-WHAT? Understand the background to Pardl in the Czech Republic, and how Budweiser Budvar successfully launched a new standard lager brand during the economic recession

-WHY? Discover how consumer-centric product development and WoM marketing tapped into key need states of Czech consumers

-TAKE-OUT: Learn powerful lessons from the success that can have a tangible impact on your own brands success

ReasonsToBuy
-Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

-Understand the relevant consumer trends and attitudes that drive and support innovation success.

-Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
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