Marketing trends in bier

Marketing trends in bier NIBEM Brouwersdag 2010

Prof.dr.ir. Kitty Koelemeijer

Hoogleraar Marketing & Retailing Hoofd van de Faculteit Directeur Cluster Marketing & Supply Chain Management Enschede, 17 november 2010

Vrouwen zijn goed voor 30% van de bierconsumptie in de VS

Met hop en citroenbalsem, 1% alcohol

“The first ever government approved vitamin beer for the USA market” met vitamine B, en foliumzuur

© Copyright K. Koelemeijer 2010

4,6% alcohol 125 kj/100 ml

Consumer behavior is changing… forever young market blurring wellness cultural integration individualism mobility culture blending experimenting with the moment authenticity outspoken & critical customers self-enhancement luxury twisted need for total control indie spirit consumer amnesia in the information clutter © Copyright K. Koelemeijer 2010





Fundamentele veranderingen in consumentenbehoeften People live for experiences in life

Customers look for organisations who appeal to their personal values


And then … Generation Y


Connected Consumer Changes Everything


Word of Mouth

“The world’s most effective, yet least understood marketing strategy”

(Misner 1999) © Copyright K. Koelemeijer 2010

(Trusov, Bucklin & Pauwels 2009) © Copyright K. Koelemeijer 2010

Play the game … Creëer je eigen context Je moet zijn waar het ertoe doet: in de omgeving van de consument Æ Integreer kanalen dmv. sociale media

Er is geen instore en outstore, de winkel is overal het merk is overal © Copyright K. Koelemeijer 2010


“Beer is living proof that God loves us and wants to see us happy”

Ben Franklin, Founder University of Pennsylvania (1706-1790)




















Crowdsourcing “Crowdsourcing is the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.”


(Jeff Howe, 2006)


“The US beer market has overcome challenges but manufacturers cannot rest on their laurels. Failure to respond to an everchanging consumer could potentially translate to a loss in market share.”



http://www.anheuser-busch.com/BeerVerified.html




Hyperdifferentiatie & Resonantie • Ondernemingen kunnen hun aanbod vrijwel oneindig differentiëren • Goed geïnformeerde klanten kopen alleen wat ze echt willen Æ produceer alleen die producten die de sterkste reactie bij je doelgroep geven (must-haves) Resultaten voor tapbier in de VS: Æ Beter een paar klanten die van je houden dan veel klanten die je wel aardig vinden (hogere omzetgroei) Æ Een uniek product kan tegen hoge marges worden verkocht. De consument ziet geen concurrentie Æ prijs wordt bepaald door willingness to pay voor de categorie © Copyright K. Koelemeijer 2010

(Clemons, Gao & Hitt 2006)

Bier is recessieproof

Zoals gebleken in de periode 1955-1994 (Freeman 1998) © Copyright K. Koelemeijer 2010

Trading-Up, Trading-Down • • • • • •

Buoyancy of spending: Trading up & Treasure Hunting (Higher) middle class incomes Independent of economic, political & social environment Younger & older consumers Women New Luxury

“One of the most powerful and endurable economic phenomena of our times” Michael J. Silverstein


New vs Old Luxury New Luxury

Old luxury

Involved

Distant

Affordable

Exclusive

Premium

Expensive

Quality

Mass-prestige

Handmade

Social basis

Value-driven

Elitarian

Affect Availability Price


Wanneer je een merk bouwt … Merk fase 3 Emotionele Band Vertrouwen

Leiderschap Relevantie

Differentiatie Risico reductie Brand Awareness

Merk fase 1

Kwaliteitsperceptie © Copyright K. Koelemeijer 2010

Merk fase 2

… is commitment essentieel

Emotion

Fans Friends Acquaintances Uninterested

Transaction © Copyright K. Koelemeijer 2010

Klant is Koning 31% 48%

Of customers tell multiple people of their bad experiences

Highest Shareholder Value

Of customers avoid a store based on someone else's experience

Antagonists Agitators

Apathetic Affiliates Advocates Customers who: 1. Recommend 2. Spend more 3. Remain loyal

Lowest Shareholder Value

Source: 'The Retail Customer Dissatisfaction Study 2006', The Jay H. Baker Retailing Initiative at Wharton and The Verde Group, IBM Institute of Business Value


79% Of customers will commit to a deeper product or service relationship with a brand after a satisfying experience

Maar er is meer nodig om trouw te realiseren…



(Oliver 1997)

Veel mogelijkheden in Apps: Heb jij teveel gedronken?

Food & Beer App: Welke gerechten passen bij welk bier?



Marketing trends in bier

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