GROLSH (CASE)
Assignment - "Create a new speer (spirit mixed with beer) and a strategy to introduce it.
Course - Brand Product Strategy |
SPD IDE DUT NL
Identified problem - The issue for 18-28 Year Old women in the target group is that they are dubbing between two bads:
- Beer has a bitter taste and is perceived as manly.
- Drinking wine is a no no in an all male environment (not group confirming).
Currently a solution for this problem is fitting in Grolsh' exstensive product portfolio.
Name - The name Griet has been chosen because of it’s informal, unique and represent independent woman. It fits well with Grolsch other sub brand Kornuit.
Shape - Conveying the confidence of the brand but in a way that is attractive to females and practically making it easier to hold.
Colour - Gradation from green to white, represents the femininity and will make it possible to distinct it from other lines of Grolsch
Special Feature - The twist tin closer; This makes it easier and more feminine to open the bottle of beer. Besides the sensory based marketing (Grolsh Swingop) of Grolsch is carried out in this concept; when the bottle gets opened there is still the pssht sound. Also
- Easier to dose drinks
- Abbility to close of and protect against drugs.
.
FOR .... modern, self-aware young women with a mature, quirky taste.
Grolsch Griet is the Vieux-based speer THAT gives these women independency, self-esteem and , and the authenticity that is characteristic for Grolsch.
We chose to go for Vieux as our liquor, as it suits the women specific taste best. Vieux has been produced by simply blending pure, neutral alcohol with different fruit extracts and spices an colouring it with caramel to give it its’ typical brown colour. It is the only spirit to have share the same Dutch ‘craftmanship is mastership’ slogan as Grolsch has.
Represent the brand with ambassador Ilse Delange. She was the perfect fits for the brand Griet, a role model that portray authentic flavour that the brand has. She is a cool rock chick (and hanging around in a men’s world) with her own sense of being woman.
Possible product presentation of Grolsh Griet between current beer offerings from Grolsh.
DEBORAH XAVIERA SUMTER