The Market of Alcopops

Résumé du document

In 1995, Alcopops and 'Shooters' appeared in Great Britain. Now Alcopop drinks have been
introduced in all the developed countries. An Alcopop is a pre-packaged spirit drink, it is a drink with a
small percentage of alcohol such as Vodka or Tequilla mixed with a soft drink. We can say that
Alcopops follows the trend of teenagers or young adults who like to have fun in night-clubs. But, this
environment is not welcoming. Indeed, the government and the society, globally, are fighting against
this vice: alcohol consumption. Alcohol and alcopops are the main reasons for anti-aloholism
campaigns and taxes. We are lead to wonder how alcopops can be successful in a declining market?

At first, we will present you with the 5 W's

Then, we will study the market.

Thirdly, we will carry out a PESTEL analysis.
After that, we will see how strong the competition is in the market.

And finally, we will offer solutions to Alcopops to get popular.

In this case study, we will find the sources of information from different countries because information on this new market is hard to find. Also, it will provide a general overview of the global market.

Extraits

[...] Diversifying They also provide new types of products that are not classified as Alcopops, such as alcoholic ice creams. These products have two distinct advantages: First, launching these products leads to diversification. And secondly, it permits to compete with alcopops Communication Ways to communicate: Many medias and channels are utilized to promote Alcopops after being authorized by the national law. As companies target the younger generation, unusual ways of communication are used: tribal marketing, buzz marketing -using SMSs, emails, internet websites or blogs permit firms to communicate to their targets. [...]

[...] The market of Alcopops: What is the future for these products? Future of this product segment : Producers want to go against the law with new beverages based: Either on beer : They're composed of both beer and spirit, but as they're based on beer, they're not taxed the same way. Example : Desperados, based on beer with Tequila Or on wine : They're not concerned by the law. Example: Ice Tropez. These drinks are creating new trends in the alcohol market, but legislators keep their eyes on producers to prevent any abuse and we can guess new amendments will appear to stop this diversification Example of Switzerland This graph communicates a good example of the maturity cycle of Alcopop's market. [...]

[...] The market of Alcopops: What is the future for these products? Versus New taxation leading to increasing prices The idea New taxation on Alcopops is a real threat for the market because it increases costs and thus the price of the product. High prices are not compatible with our targeted market the young population which has poor purchasing power. Young people enjoy the concept of Alcopops but because they are very expensive nowadays, they do not buy them anymore. In order to reduce taxation, the best idea would be to reduce the degree of alcohol in the Alcopops. [...]

[...] The market of Alcopops: What is the future for these products? Economic Alcohol Consumption in France We are going to study the economic environment in France. We will observe the alcohol consumption and then the price of some Alcopops Alcohol Consumption Recorded adult per capita France UK In France In 1970, french consumed 21 liters of alcohol per year. Now, people consume about 12 liters per year. But this trend isn't a major threat for the alcopops' market. I fact, the wine market is dangerously declining but consumption of beer and spirits remains quite stable: there is a change in the alcohol consumption habits. [...]

[...] We'll see presently, when speaking about marketing strategies in this market, that the the main reason for this segmentation is for attracting young people with funny packagings, a cool slogan etc. TRU polls and Harris Interactive polls are two surveys made in 2004 concerning the alcohol consumption among girls in the USA. Major results : http://www.alcoholpolicymd.com/pdf/girlie_drinks_survey%20.pdf 1 The market of Alcopops: What is the future for these products? Why people buy Alcopops? Why do young people drink? In society, alcohol is associated with pleasure and parties, and for young people it symbolizes the entrance into adult life. [...]