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VitaB33r Group 3 Presentation
1. Marketing Seminar - www.vitab33r-3.de - 14/06/2013
VitaB33r – Das Bier für die Frau
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Marketing Seminar
www.vitab33r-3.de
J. Gerber
E. Schlömer
C. Wentzel
N. Wielvers
A. Wittig
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… to produce the first beer for women in Germany
… to become a strong brand in Germany
… to communicate daily life usibility of VitaB33r for women
… to be ranked #1 on google.de
Our Goals
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Click rate of the google top 20 index results
Source: http://blog.paseo-marketing.de/klickrate-der-google-top-20-ergebnisse/
Our Goals
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The way to the idea
Vita“
• „Vita“
• „Beer“
• Saturated beer market in Germany
• No beer only for women
Brainstorming
Market research
The Idea
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Why a beer for women?
Market gap
• No beer only for women
• Strong differentiation
We are women
• Better identification with target group
• Easier generation of content - women topic‘s
„Vita“ often associated with women
The Idea
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Inspiration
• Similar concept
• Different positioning
The Idea
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What is VitaB33r?
• First beer for women
The Idea
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What is VitaB33r?
• First beer for women
• Beer with three different flavors
The Idea
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What is VitaB33r?
• First beer for women
• Beer with 3 different flavors
• Beer for 3 different types of women
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The Idea
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• 18-35 years old women
• Female students, employed women
Target group
• Promoting VitaB33r to women through a blog
• Personification of drink women can identify with product
• 3x3 Strategy 3 flavors represent 3 different types of women
• First-mover advantage
Marketing strategy
Marketing Concept
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• Middle priced segment
• Retailer
• Wholesaler
• Kiosk
• Soda machine
• Own online shop
Availablility is
important as
product is new
Marketing Mix
Price
Place
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1. Our Goals
2. The Idea
3. Marketing Concept
4. Online Marketing
– Social Media
– SEO
– SEM
5. Results
6. Conclusion
Agenda
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Online Marketing
On Page Off Page
• Content
• Pictures
• SEO (e.g. keywords)
• Video
• Subpages
• … and more content
• Social networks
• Youtube
• Twitter
• SEO (e.g. link building)
• Email
• Banner
• SEM
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Social
Media
Publish
Share
Social
Net-
works
Micro-
blog
Online Marketing
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Online Marketing - Blog
Sitemap VitaB33r-3.de
Home
Über
VitaB33r
Produkte
Drachenfrucht &
Carambole
Limette & Minze
Holunder
Glas
VitaB33r
Welt
Around the world
Fun
Active
Frauen
News Shop Impressum
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Back
Links
Clicks
Content! Content!
Content!
Online Marketing - SEO
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60
171
44
27
17
0
20
40
60
80
100
120
140
160
180
Group 1 Group 2 Group 3 Group 4 Group 5 Group 6
Sub-pages indexed by Google (13.06.2013)
Online Marketing - SEO
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Offline Strategy
Reasons we stayed online:
• No budget
• Sceptisism about QR Codes
• Doubt that people would read flyer
Only Offline Activity: Word of mouth!
Offline Marketing
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Study conducted at
American Schools in
2012 by the
marketing agency
Archrival
Why we did not use QR Codes:
Source: www.archrival.com/ideas/13/qr-codes-go-to-college
Offline Marketing
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Conclusion
We are the first beer for women in Germany
We are working on building strong brand in Germany
We communicated daily life usability of VitaB33r for women
We are ranked # 1 on www.google.de
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Post ideas immediately or at least post
a teaser
Negative comments
Mistakes Learnings
Crashing the blog
Bad Timing
How to handle criticism:
react friendly, be polite, try to explain
No experiments, try to learn about the
functions before doing something
- Gained experiences about SEO, SEM, Word Press and Google adwords
- Problem position on google
- More efficient usage of blog e.g. timer
Conclusion