Josef taif (project draft from 20 November 2014)

MARKET PENETRATION PRODUCT OF BREWERY INDUSTRY

The main idea of my project is to research and develop by which distribution channels the product of
brewery was distributed when it was launched and according to the used distribution channels,
which means of promotion were used.
I would like to concentrate on the product of Pilsner Urquell apple cider Kingswood. It was
launched in summer 2013 and firstly it was distributed only to a few selected restaurants in Prague
and in Brno. There were bus stations transformed into Kingswood cider houses in Prague. There was
a map with marked restaurants that serve draught Kingswood there. During summer music festivals,
Pilsner Urquell also used special Kingswood stands where they promoted a new product. There were
built Kingswood Gardens with apples and yet again serving draught Kingswood in Prague and Brno on
squares. These gardens represent the innovation in promotion of the brewery products.
As the autumn came, Pilsner Urquell started to distribute Kingswood into more and more restaurants
all over the Czech Republic. According to this strategy of penetration, Pilsner Urquell prepared
leaflets and also TV commercial advertising. From the beginning, there were special Kingswood
glasses (0,4 litre with mark Kingswood over ice because Kingswood is recommended to be served
on ice) and wooden beermats in the restaurants. And in this age, it is good to consider the power of
social media. Kingswood has its own Facebook profile page where can be found the list of places
where Kingswood is available. There is also made promotion for example some competitions where
original Kingswood glass could be won. At that time Kingswood still hasn't been sold in bottles.
Following winter 2013/2014 Kingswood was firstly presented as a hot cider. It could have been
found in the winter edition of Kingswood Garden in Prague during Christmas markets it was
wooden room where hot cider Kingswood could be bought in label cups. This was the first time
Kingswood was considered as a hot cider and this idea will be more developed next winter
(2014/2015).
In spring 2014, Kingswood was firstly distributed in bottles (0,4 litre) within Tesco chain stores and
later in the other supermarkets. In that time, the restaurants also could buy Kingswood in bottles.
Summer 2014 brought Kingswood to more summer festivals than in summer 2013 and it could be
found for example at Chodsk slavnosti in Domalice. Kingswood was sold in branded stand together
with real apples to demonstrate that Kingswood is made only from the best apples.
Autumn 2014 was the beginning of promotion plan of hot cider. Special boxes with four bottles of
Kingswood and four tea packs with species (cinnamon, ginger, cardamom, clove and orange peel)
were packed together for customers to prepare hot cider Kingswood at home. Also the restaurants
buying Kingswood in bottles had the opportunity to buy a little box with 20 tea packs of Kingswood
hot cider species.
From the beginning of promotion cars covered in Kingswood style (as many other companies do) can
be seen. This is another kind of promotion that will help Kingswood to penetrate the market.