VitaB33r Group 3 Presentation

Marketing Seminar - www.vitab33r-3.de - 14/06/2013
VitaB33r – Das Bier für die Frau
1
Marketing Seminar
www.vitab33r-3.de
J. Gerber
E. Schlömer
C. Wentzel
N. Wielvers
A. Wittig

Marketing Seminar - www.vitab33r-3.de - 14/06/2013Marketing Seminar - www.vitab33r-3.de - 14/06/2013 2
1. Our Goals
2. The Idea
3. Marketing Concept
4. Online Marketing
5. Results
6. Conclusion
Agenda

Marketing Seminar - www.vitab33r-3.de - 14/06/2013Marketing Seminar - www.vitab33r-3.de - 14/06/2013
… 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
3

Click rate of the google top 20 index results
Source: http://blog.paseo-marketing.de/klickrate-der-google-top-20-ergebnisse/
Our Goals
4

1. Our Goals
2. The Idea
4. Online Marketing
5. Results
6. Conclusion
Agenda

The way to the idea
Vita“
• „Vita“
• „Beer“
• Saturated beer market in Germany
• No beer only for women
Brainstorming
Market research
The Idea
6

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
7

Inspiration
• Similar concept
• Different positioning
The Idea

What is VitaB33r?
• First beer for women
The Idea

What is VitaB33r?
• Beer with three different flavors
The Idea

What is VitaB33r?
• Beer with 3 different flavors
• Beer for 3 different types of women
11
The Idea

1. Our Goals
2. The Idea
4. Online Marketing
5. Results
6. Conclusion
Agenda

• 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
13

1. Our Goals
2. The Idea
– Marketing Mix
4. Online Marketing
5. Results
6. Conclusion
Agenda

Benefits
-Beer & refreshment mix
- Good taste
- Partly isotonic
- Low calories
Tonality
healthy, fresh, feminine, sporty,
authentic, fruity, thirsty-quenching,
refreshing, active, tasty
Attributes
- Environment-friendly production
- High quality of ingredients - organic
- Recyclable & reclosable
- Without additives & flavor enhancer
Image
Core Competence
The first healthy and non-alcoholic
beer for women
Marketing Mix
Product

Marketing Mix
Product

• Middle priced segment
• Retailer
• Wholesaler
• Kiosk
• Soda machine
• Own online shop
Availablility is
important as
product is new
Marketing Mix
Price
Place
17

VitaB33r
Shop
VitaB33r
VitaB33r
Fanpaket
Frauen-
abend mit
VitaB33r
VitaB33r
Brauerei-
Führung
VitaB33r
Shirt
VitaB33r
Glas
Marketing Mix
Place
18

• Online Marketing
– Social Media
– SEO/ SEM
Marketing Mix
Promotion
19

1. Our Goals
2. The Idea
4. Online Marketing
5. Results
6. Conclusion
Agenda
20

1. Our Goals
2. The Idea
4. Online Marketing
– Social Media
– SEO
– SEM
5. Results
6. Conclusion
Agenda
21

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
22

Social
Media
Publish
Share
Social
Net-
works
Micro-
blog
Online Marketing
23

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
24

25

• Travel destinations
• VitaB33r travel tips
26

• Do it yourself ideas
• Fun sports
27

• Fitness/sport
• Interview
• Health
• Recipes
28

29

VitaB33r Drachenfrucht & Carambole: „Trendsetter“ VitaB33r Frau Ella
30

VitaB33r Limette & Minze: „Sportive“ VitaB33r Frau Steffi

VitaB33r Holunder: „Best Friend “ VitaB33r Frau Lisa

facebook.com/vitab33r
Online Marketing - Facebook
33

229
Views
Online Marketing - Youtube
34

Online Marketing - Google+
35

Back-
links
Online Marketing - Twitter
36

Back-
links
Online Marketing - Wikia
37

Online Marketing - Engagement of users
38

Online Marketing - Engagement of users
39

Skyscraper banner
Classic banner
Online Marketing - Banner
40

Online Marketing - Banner
41

1. Our Goals
2. The Idea
4. Online Marketing
– Social Media
– SEO
– SEM
5. Results
6. Conclusion
Agenda

Keyword Competition monthly query (global) Monthly query (Germany)
frauen 0,14 9.140.000 7.480.000
freizeit 0,23 1.000.000 823.000
flasche 0,5 823.000 673.000
holunder 0,22 201.000 165.000
mädels 0,05 165.000 110.000
freundinnen 0,14 135.000 110.000
holundersirup 0,37 33.100 27.100
fassbrause 0,1 18.100 18.100
erfrischung 0,14 14.800 12.100
erfrischungsgetränk 0,06 8.100 6.600
erfrischungsgetraenk 0,05 6.600 6.600
durstlöscher 0,19 6.600 5.400
isotonisches getränk 0,27 4.400 3.600
bier für frauen 0,04 2.900 2.400
alkoholfreies getränk 0,15 2.900 2.400
bierchen 0,01 1.900 1.600
malzextrakt 0,32 1.900 1.600
vitalisierend 0,26 1.000 880
b33r 0,02 480 28
limette minze 0,17 390 390
trendsetterin 0,07 170 91
vitabeer 0,6 22 0
vitab33r - - -
vitabier - - -
First step:
keyword
analysis
Online Marketing - SEO
43

44

Back
Links
Clicks
Content! Content!
Content!
45

18
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)
46

Source Generated Traffic
facebook.com 1079
m.facebook.com 452
mz-forum.com 138
ddrmoped.de 76
das-rt-forum.xobor.de 33
board.legendofvindiesel.com 28
beyoncefans.de 14
Twitter 12
dm-agentur.com 9
Jappy.de 8
plus.google.com 2
de.vitab33r.wikia.com 1
Reasons for backlinks:
• Better rating
• Get clicks
Source: google analytics
(13.06.2013)
Online Marketing - SEO (Off Page)

1. Our Goals
2. The Idea
4. Online Marketing
– Social Media
– SEO
– SEM
5. Results
6. Conclusion
Agenda

Online Marketing - SEM
• Budget: 10,- €
• Start time: 03.06.2013
• Daily budget
• Until 10.06.2013: 1,- €
• From 11.06.2013: 2,- € - 2,50 €

Keyword Clicks Impressions CTR Ø CPC Cost Ø Position
frauen 108 8779 1,23% 0,08 8,63 4,8
vitab33r 5 250 2,0% 0,07 0,33 1
fassbrause 1 94 1,14% 0,08 0,08 4,0
durstlöscher 0 32 0,00% 0 0 3,3
bier 0 33 0,00% 0 0 5,4
freundinnen 0 6 0,00% 0 0 5,7
alkoholfreies getränk 0 2 0,00% 0 0 3
alkoholfreie biersorten 0 1 0,00% 0 0 5
alkoholfreies bier 0 1 0,00% 0 0 8
erfrischungsgetränk 0 1 0,00% 0 0 4
vita b33r 0 1 0,00% 0 0 1
vitabier 0 1 0,00% 0 0 1
alkohol freies bier 0 0 0,00% 0 0 0
alkoholfreie getränke 0 0 0,00% 0 0 0
bier alkoholfrei 0 0 0,00% 0 0 0
bier für frauen 0 0 0,00% 0 0 0
erfrischung 0 0 0,00% 0 0 0
getränke alkoholfrei 0 0 0,00% 0 0 0
malzextrakt 0 0 0,00% 0 0 0
Gesamt 114 9204 1,24% 0,08 9,04 4,7
50

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

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

1. Our Goals
2. The Idea
4. Online Marketing
5. Results
6. Conclusion
Agenda
54

Results

1. Our Goals
2. The Idea
4. Online Marketing
5. Results
6. Conclusion
Agenda
57

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

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

Marketing Seminar - www.vitab33r-3.de - 14/06/2013 60

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