The Market of Alcopops

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The Market of Alcopops

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Abstract

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.

The five W'S
1. What are Alcopops ?
2. Who drinks alcopops?
3. Why buying alcopops?
4. Where and why do we buy alcopops?
5. Conclusion on the 5 ws
Study of the market
1. Market maturity
2. Example of switzerland
Pestel analysis
1. Political
2. Legal
3. Technological, innovation
4. Socio cultural
5. Economic
6. Conclusion, opportunities and tthreats
Competition
1. Competitive environment
2. Competitive strategies
3. Competitive communication, book
New products
1. A declining market
2. Alternatives

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[...] The market of Alcopops: What is the future for these products? Conclusion : Opportunities ans threats factors of the PESTEL To conclude, we can say that the main threat to the Alcopop market is the legal. Because of politics fighting against alcoholism, laws emerge and restrict the Alcopop market. The main legal issue is the high taxation of these products. This leads us to the importance of technology : firms have to innovate to find new products that don't fall into the definition of Alcopop in the law. [...]

[...] Appendix SOURCES INTERNET WEBSITES REPORTS C ONSUMERS' SURVEY IDENTIFICATION PATTERN OF CONSUMPTION ALCOPOPS CONSUMPTION IMAGE OF ALCOPOPS SURVEZ ANALYSIS : DISTRIBUTOR SURVEY CARREFOUR LE CARRE The market of Alcopops: What is the future for these products? Sources Internet websites www.esseclive.com en.wikipedia.org/wiki/Ready_to_drink http://fr.wikipedia.org/wiki/Alcopop www.ebasedprevention.org/oewn.asp?id=1035 www.cspinet.org/booze/FactSheets/030716AlcopopFS.pdf www.prevention.ch/Alcopops.htm www.inpes.sante.fr/SLH/articles/375/04.htmact www.alcoholpolicymd.com/pdf/girlie_drinks_survey%20.pdf www.aber.ac.uk/media/Students/mes9901.html www.archive.officialdocuments.co.uk news.bbc.co.uk/2/hi/uk_news/magazine/4419578.stm www.alcoholconcern.org.uk/files/20030818_151600_alcopops%20factsheet.pdf www.anpaa.asso.fr/htmlfr/milieu/alcool_ou_sante_articles/f_milieu_recherche_premix.html www.esante.fr/sante-ado-alcopops-premix-risques-jeunes-NN_8958-113-9.htm www.stop-alcool.net/mw/index.php/Les_alcopops www.inpes.sante.fr/AA www.spiritueux.fr/ The market of Alcopops: What is the future for these products? 35 Survey analysis and Conclusion Most of the people interviewed were French between 19 and 25 years old and half are female and half are male. [...]

[...] Smirnoff organizes the Smirnoff ice White Night Conclusion o n t he 5 Ws Alcopops is a pre-packaged spirit that is popular among girls between the ages of 15 and Study of the market Market maturity Introduction, 1995: Alcopops appeared in Great-Britain along with Shooter a beverage followed by many others. This first drink has had great success Growth and maturity, 1995-2004: The consumption grew in the United Kingdom (from 12% to 24% between 1999 and 2003), in Ireland (from to in Norway (from to and in Denmark (from to 15%). [...]

[...] In general, we can say that trends are qiote positive for alcohols that look the more like alcopops (beers and spirits) Price and purchasing power of the target : One the one hand, in the alcohol market in a whole, the price is staying stable. But the price of Alcopops, because of legislation, is increasing. For axample, Smirnoff Ice's price is We consider that this price is explained by tax and cost of promotion. In England, for example, the purchasing power of young people is increasing as they have a larger weekly allowance. [...]

[...] The market of Alcopops: What is the future for these products? Entering the young environment Firms communicate through the youth press and the Internet. They even communicate by organizing parties, such as the ‘Smirnoff ice white night' Example of Bacardi Context In 1995, Bacardi was the only well-known player in the alcopop market. It was the first alcopop to make to the top ten of the nation's favorite drinks in Britain. Even if the competition became tougher in 2000, this kind of a drink became more popular. [...]

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