Expressions for Beer in Europe
As regular readers know we recently opened our own St. ERHARD online shop. And with the EU wide delivery many people from different countries have already taken the opportunity to enjoy our premium German Kellerbier.
And with this in mind we would like to share a little light to some interesting facts connected to few of our new export markets’ beer cultures.
Finland. Maybe you have heard of wife carrying as a sport originated from Finland? Exactly, they even do World Championships in it. The objective is for the male to carry the female through a special obstacle track in the fastest time. And the reward? Beer in the weight of the wife’s weight.
Regarding competitions, carrying and beer – there is also a beer carrying competitions held in Germany. And the world record from most beer steins carried over 40 m by a female is 19 achieved by Anita Schwarz (Germany). Outstanding.
Estonia. In old times in Estonia Christmas was also knows as the Feast of Beer. Why? Because all the beer which was brewed up to the Feast of St. Thomas (held in the beginning of July) should have sufficed until the Feast of the Three Kings (held on the 6th of January).
Sweden. Only one store chain sells hard alcohol since 1955 – government set up Systembolaget. It’s the only place you can buy wine and spirits and beer with an alcohol content above 3.5 percent.
And lastly an interesting infographics – a map showing how “beer” is called in in each different country in Europe and the roots of them.
8 P’s – Pillars of Luxury Brand Marketing
Marketing has always played a pivotal role in the success and the failure of big/small brands. In this blog post I will focus on how traditional marketing is different from marketing and branding a premium luxury product like St. ERHARD.
In the last post I talked about a very crucial factor which can make or break a brand. It’s important for marketers and for organizations to send a right brand message across the consumers and to let them know why their company is doing what it’s doing. Especially when it comes to luxury brands, for which consumers are asked to pay a premium. This is always not only because the product is of high quality but also because of the offering having to incur high marketing and other logistical expenses. Brands like Apple, LVMH and as a matter of fact St. ERHARD charge a premium on the product offerings.
According to a report from brand channel, there are 8 P’s – pillars of Luxury Brand Marketing. First is indeed Performance. Brands offering luxury goods and services should focus on the delivery of a premium experience not just on a product level but also on the experience level. An individual who plans to buy a luxury product doesn’t just get himself a physical product but also the whole story and the experience behind the brand. Second is Pedigree, which like I mentioned above is the history which a brand carries with itself. This becomes the soul of the premium offering and also an integral part of the brand story. This tells the consumers why the brand exists in the market apart from earning profits and selling more. Third is Paucity. This means the scarcity of the product or a service offering in the market. Luxury brands try to maintain paucity in the market so that their brand doesn’t get diluted which in the end helps them to create a strong brand. Persona is the fourth and one of the most important P’s in the luxury brand marketing. It becomes a necessity for the brands to portray their image in the best possible manner. Here the brand’s personality, its mystique aura and its brand values create a huge impact on the brand creation. Advertising campaigns and other modes of communication help them build their brand persona. Fifth “P” is Public Figures. Celebrities or Public Figures play a very important role in building a brand. We see big brands fighting to get the most famous celebrity to endorse their brand in order to catch more attention of their target group. Sixth is Placement. Brands moving to the retail businesses make it very important for them to focus on their product placement in their physical stores. Product merchandising has become an important job role on the job websites when it comes to big brands which are into retail sales, mainly clothing and other similar brands. It starts from the store location to the touch-points where consumer can interact with the salesperson and so on. The whole idea is to provide them with a unique indulging experience. Public Relations is the seventh “P” of brand marketing. As luxury brands have to promote themselves extensively among the public to become the talk of the town, their stakeholder’s opinions which includes general public, other organizations and so on becomes very crucial for the brand image of the company. A successful and a sophisticated brand has to maintain the relations with public in the best possible manner and has to make the whole experience unique and simple. Last and a very crucial element is the pricing. Pricing plays a big role in how people perceive the luxury brand. Therefore it’s important for the luxury brands to price their product offering right. Pricing the product low can lower the consumer’s willingness to buy as some consumers relate luxury brand with relatively high prices and pricing them high could not justify the value derived from the product.
We at St. ERHARD are focusing on bringing in all these aspects of building a sustainable premium beer brand. We aim to create value in every purchase made both at the company’s and the consumer’s end. We are sure sooner you all will be able to see us as one of the biggest German beer brands abroad.
India’s Love for German Brands
German brands have always been known for their quality and have enjoyed an excellent reputation among the Indian consumers. From a simple Nivea face cream to a complex BMW car, products produced in Germany are loved and appreciated within a large group of consumers in India.
With increasing globalization, India has become a lucrative market for International (especially German brands) to invest and expand in the Indian market. India has emerged as one of the strongest economies in terms of global brands entering the market in past two decades. Increasing disposable income of the middle class group, change in the buying preferences and emergence of social media has acted as a strong medium for brand promotions. This has been a catalyst for foreign brands to sell their products/services to the Indian consumers.
Germany offers a wide range of brands for the global market and covers areas like personal care, automobile, engineering, food and beverage, pharmaceuticals and many more. This doesn’t just portray how strong the German economy is but it also tells us how the whole world dependent on the German brands. If we talk about some popular German brands which have made their marks globally, BMW & Audi have emerged as one of the elite and reliable automobile brands, Adidas & Puma have placed themselves in sports apparel industry and many other brands which we have now become used to.
Indian buyers associate German brands with quality. According to one study, Indian consumers with the gross monthly income between Rs. 18,000- 42,000 and above prefer and love German brands. Brands like Adidas, BMW, Bajaj Allianz & Mercedes-Benz are among the most famous brands in India. German products aren’t just known for their “Made in Germany” tag but also for their high durability and innovative design. This surely adds on to the cost of the product/service offering and makes it relatively expensive for the Indian consumer. This is mainly the reason why German products in India fall into the category of “high prestige” products and are usually owned by upper income groups as a status symbol.
As all other German brands I mentioned above, St. ERHARD is one of them. It doesn’t just rely on the fact that it’s “Made in Germany” but also portrays its premium quality and great taste of German beer. We in the near future want to become the favorite German beverage for Indian consumer. We at St. ERHARD want to bridge the gap between two nations by adding one more premium brand to the wide category of the brands representing German quality and culture.