PROJECTS DIGITAL PRESENTATION

DUETI Thesis Presentation

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Hard seltzer : Factors of its growth and marketing strategical roll-out.

Start

Presentation's index

01

Context & Introduction

04

Experience contextualisation & Subject's presentation

Phunk, in Portugal

Let's study in details the case of Phunk, the first Portuguese hard seltzer.

02

Consumption's awareness

In what ways the society is becoming more and more responsible of its consumption ?

05

Conclusion

03

Hard-seltzer market

How did hard seltzers take advantage of the changes in the alcohol market ?

Context & Introduction

2022-2023 : A year abroad, to learn, grow up and meet new people !

This year of DUETI was aimed at giving me a first experience abroad while starting my specialization in marketing. Meeting amazing people, new culture, and projects, this year was full of sensations and learning. But above all, this experience allowed me to take a real step in terms of the practical level of the English language, for which my ability to use it has been growing since day one.

With the aim of closing this year, we have been asked to develop a subject related to our specialization and our culture. I decided to look at the recent growth of the hard seltzer market created by a real awareness of nutrition and healthy consumption.

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Consumption's awareness

Times for realization and changes.

• Who is involved ?
• Where are these changes coming from ?
• What are the consequences on the consumption society ?

• Impact of consumption on disease and lifestyles : social & personal impacts
• Sustainable adjustements and healthy changes in order to get positive consequences.
• Hard seltzers : development of the healthy ideas to consume alcohol

"You are what you eat."

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Consumption's awareness / General ideas

Importance of nutrition in many aspects of our lifestyles

Between pleasure and health

- Development of many different healthy movements : vegan, sugar-free, plant based products. - More and more importance to the well-being : more focused on the consequences of people’s consumption than the pleasure itself, even though mixing both might be the best strategy. - Consequences on health and cerebral capacities : Nutrition is the most important essence of your body activity and capacities, physically and mentally talking.

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Consumption's awareness / Alcohol

Causes of alcohol consumption

Representations depending on social groups

Appareance and image among the youngest

Development of the hard seltzers market

Linked to social networks, younger people attach more and more importance to the eyes of others and their image.

Gathering, festive appearance, group effect but still anxiety and need to escape

Depending on the different groups (family, friends, work), the representation of the drinker varies: drunkard, sociable person, weak. . .

In this logic, hard seltzers propose a healthier way to consume alcohol.

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Hard seltzers' market

Nutritional values as marketing attributes

What's a hard seltzer beverage ?

Opening up the market for alcoholic beverages to healthy consumtion trends.

Alcoholic beverage made by adding carbonation, fruit flavorings, and a small amount of alcohol to water.

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Brand image development

Market general ideas & datas

"Ready to Drink" market (RTD) 13.47 billion USD and is expecting to grow from 325% in 7 years.

Offer focused on an healthy alternative with summer and great vibes, rogue marketing & organic marketing on social networks.

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Phunk, the Portuguese hard seltzer

Mission & values

"DIVERSÃO SEM DRAMA"

01

Proposing a healthy premium alcoholic drink with uniqueness and functionnality, while keeping a purpose of conviality.

Segments & targeting

02

Both women and men, out-going trendy-spotters with a big social circles between 18-30. Cocktail passionnate and students.

Composition

03

4,5% of alcohol, 26 calories per 100mL, gluten free, vegan, produced in Portugal, 1,82 euros per can.

Promotion

04

Important presence on social networks with influencers, multicolored posts that give ideas of diversity, positivity, friendship

Conclusion

Development of low calories options : hard seltzers

Gaining importance of nutrition

Erasmus experience

2023

Nutrition

Alcohol

Hard seltzer

Future

Health

Awareness' raising about healthy consumption

Changes in the alcohol consumption habits

Growth forecast for the coming years