The Beer that Goes Down Round

“The Beer that Goes Down Round”
Skol – A True National Brand
National Brand
Skol market share above 20%
Source: Nielsen
Skol X Competition
Goes down
smooth
Young/Young
spirit
Skol Positioning
“Skol.
The beer that goes down round”
Liquid
Smooth and light
liquid proposition
Goes
down
round
Spirit
The most daring innovative
and fun personality;
resembles a young spirited
life style
Skol’s Success
pillars
1
2
3
Positioning
&
Advertising
Events
Platform
Product
Innovation
Skol’s Events Platform
Provide a full brand experience
Consolidate brand values: youth, daring,
entertainment, innovation
Leverage impact with young adults (core target)
Skol’s Event Platform
Skol’s Innovation Platform
1st can
1st long neck
First 473mlCan
Cold Pack
Skol Beats
Big Neck
Skol’s Innovation Platform
2005 – Another Step Ahead
Skol’s Image
Strong positioning leading to dominance of main
category attributes
100
Sko l
80
Sko l
A mBev 2
Skol
Sko l
Sko l
60
A mBev 2
Sko l
40
20
A mBev 3
A mBev 3
A mBev 2
A mBev 3
A mBev 2
Co mpet it o r 3
A mBev 2
A mBev 3
0
Co mpet it or 1
A mBev 2
Co mpet it o r 2
Co mpet it o r 2
-20
Co mpet it o r 1
Co mpet it o r 1
Co mpet it o r 1
Co mpet it o r 2
-40
Compet it o r 2
Co mpet it o r 2
A mBev 3
Co mpet it o r 1
A mBev 3
Co mpet it o r 3
Co mpet it o r 3
Co mpet it o r 2
-60
-80
Attribute 1
Attribute 2
Attribute 3
Attribute 4
Attribute 5
Attribute 6
Skol´s Market Share Evolution
Strong positioning leading to great market results
32,1%
14,6%
1995
Source: Nielsen
YTD 2005
“The Beer that Goes Down Round”