This study deals with the alcopop market in the UK and the opportunities for a company to expand to the French alcopop market. An alcopop is a sweet and flavoured drink, available in attractive packages full of colours with a small reference to the alcohol it contains. This beverage, which belongs to the Flavoured Alcoholic Beverages industry, is really famous among the very young population mainly because of its attractive price, even if it aims at targeting a more mature market from the age of 18 years to 25 years. The launch of this easy-to-drink alcohol was in 1995 in the UK market, but really took off in 1999 with the coming of Diageo's Smirnoff Ice, a U.S product which took almost a third of the UK FABs market with higher shares than in the US, according to Datamonitor (2007) and Food&Drink Europe (2003). These alcopops mainly attract the teenagers and especially the girl population, because they look without much risks and attractive than a can of beer, cider and lager. It's important to know that alcopops are as strong as the other categories of alcohol and irresponsible behaviours might have consequences on a person's actions and might be transformed in addiction. The marketing of these products is really controversial and according to Datamonitor (2007), teens are far more exposed to the advertising of these brands than adults who are the main target. In the first part of this study, firstly, I will analyse the UK market, then the alcopop sector and finally, the WKD alcopop. The analysis of the UK market will lead to the recommendation of a marketing strategy for WKD in the UK market from 2009 to 2012. In the second part, the study focuses on a European country to expand WKD internationally with a recommended market entry strategy.
[...] III) Environmental and competitive analysis of WKD Iron Brew The author preferred study the alcopop WKD Iron Brew, which was launched in August 1996 in Scotland. This ready-to-drink beverage belongs to the Beverage Brands group and it is promoted by funny campaigns with attractive slogans, “Have you got a WKD which has to be read “Have you got a wicked This beverage is available in 275ml bottle and the abv (alcohol by volume) in May 2009 was (It was before 2003, and before 2009 to match laws regulation). [...]
[...] References Internet based materials Alcohol issues The Rise of the Alcopop and Children Drinking. Available from http://www.alcoholissues.co.uk/rise-alcopop-children- drinking.html [accessed 25/10/09] BBC News (2009). UK 'is losing 52 pubs each week'. Available from http://news.bbc.co.uk/1/hi/business/8161793.stm [accessed 23/10/09] Beveragedaily.com (2003). FAB-ulous growth for European alcopops. Available from http://www.beveragedaily.com/Industry-Markets/FAB-ulous-growth-for- European-alcopops [accessed 23/10/09] Blackley, M. (2005). Alcopops in decline as teenagers get a taste for more 'grown-up' drinks. Available from http://news.scotsman.com/alcoholandbingedrinking/Alcopops-in-decline-as- teenagers.2676612.jp [accessed 24/10/09] Commission Européenne (2003&2008). Comparatifs : consommation d'alcool et taux d'alcoolémie autorisé au volant dans l'UE. [...]
[...] These assumptions are made from the Alcopop Case Study and can be completed by the fact that entertainment seems to be one of the first priorities among young people and loyalty rules are often not followed, because they go to top products and are really aware of the trendy one. Economic: The economy of Alcohol in the UK market is really profitable, there are lots of leading brands and the market is really well segmented. According to Beveragedaily.com the UK market is one of the biggest markets in Europe and “worth 2.9 billion in 2002”. [...]
[...] - Small differentiations concerning products can allow product to compete in different shelves. Threats: - Consumers are looking for a healthier lifestyle - Consumers are not loyal to the brands - FABs' image is really negative, often associated with binge drinking and underage girl drinkers (Sometimes alcopops are called cheerleader beer, chick beer or girlie drinks). - Huge competition with other alcohol categories such as cider and beer. - Government's laws, anti driving campaigns, tax rising and in 2007 the ban smoking which reduce fiercely the attractiveness for pubs in certain cities. [...]
[...] A recent study showed that among the 27-member EU, the average age to start drinking is 12 and a half and with a hangover around 14. Boys are still consuming more than girls, only 37% of girls drink every week against 50% of boys, according to Finfacts (2009). The author decided to choose France, because it ranks at 4 among the European countries concerning alcohol consumption and it is not far from the UK one. According to Rogers, S. (2009), the annual per capita alcohol consumption in 2009 was 11.75 L for the UK and 11.45 L for France among the 15 and more years old. [...]
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