Media Plans for Becks Bier - for UK market Presented by LSBU students for academic purpose

1. Pitching - Creative and media plan for
BECKS BIER
• Elizangela Campos
• Kazi Roomel Ahmed
• Vasanthan Manoharan

2. Agenda
• Introduction
• Brief Summary
• Key facts – Becks Bier
• Problems that Advertising must solve
• Mandatories
• Competitors
• Communication objectives
• Key promise
• SWOT
• Target
• Tone of voice
• Media Planning
• Conclusion
• References

3. Key facts of Becks Bier
• Beck’s bier is originated from Germany since
1873 and It was launched in 1984 in UK.
Offering 13 types of beer globally and 3 of
them are available in UK.
• Becks own 2.8% market share in UK
(Euromonitor Beer Brand Share 2009)
• Becks association with contemporary art –
working with leading artist Tracey Emin,
Gilbert and George, Rachel White Read and
Damien Hirst

4. Problem the Advertising must solve
• Create brand awareness
• Increase market share.
• Increase sales
• It must attract a wider audience.

5. Competitors
12%
4% 3%
-10%
Stella Artois Foster Carlsberg
£524mn £389mn
£227mn
Carling
£345mn

6. Tone of voice/ Mandatories
• Tone of voice:
Casual, catchy, Passionate
• Mandatories:
– Becks Logo and key promise “Quality, originality and
enjoyment comes together”.
– The ABV information e.g. 5% alcohol. Which it makes
becks a premium lager.

7. SWOT
S W
 Being in the market for more than
Internal
120 years.
ӿ Not much promotional activities
 Only beer being brewed originally
for Beck’s Bier.
from German and imported to the
UK.
 Value of Beer market in the UK is more
than 36,000mn$.
External
 The beer category led the beer, cider and ӿ Wine consumption is increasing
FABs market in the UK, accounting for a
share of 85% gradually.
 To sell in off license shops and in super
markets – as more people prefer drinking
in home.
O T
Positive Negative

8. Advertising objectives
•To encourage trial in order to increase sales by 25% in
London.
• To increase brand awareness up to 50% by
communicating to non-users by the end of June 2011
•to increase market share in London by 5% by the end
of summer 2011.

9. Key Promise
• Quality
• Originality come together
• Enjoyment
Support message:
The unique recipe, unlimited enjoyment with
full-flavoured and premium taste.

10. Target Market
Londoners between the age of 18 to 35 males and females,
who enjoys a good time out with their friends and family, who
after a long day or during the weekend like to socialise, or just
stay home with a nice quality lager. People who are
responsible both socially and personally. Who do not sacrifice
the quality and originality when comes to consume premium
beer and have not strong relationship with any other premium
beer. Yet, they think Becks bier is boring and money waste.
• We want to reach them because we need to change their
brand perception and convince them that we are the only
quality and original beer in the market so we can increase
sales.

11. Creative and Media plan
* Costs quoted in the coming slides are NOT accurate.

12. Washroom Ads
• Washroom panel
– 1000 panels over
– 3 months
– £40 a week in 50 different pubs
– £120,000
– £10,000 for the production.
– change panel design every month
Tie up - CPA Limited

13. Becks waits Its BIG.
for you Its Becks.

14. Fully Wrapped Taxis
• Taxi Ads
– 100 Taxis
– £1800 per taxi per 3 months
– £180000 including production cost

15. Flash Ads in Cash Machines
• Cash machine outside
Tesco, Asda and
Morrison.
• 100 Cash machines
• £300 for 3 moths
• Budget: £30,000

16. Underground ticket Barriers ads
• Underground ticket barriers
• £104K
• 50 underground stations
• £312000 for 3 months including production

17. Outdoor - Bus shelter
• 6sheets Panels
• 500 panels
• £399 each for 2 weeks
• 12 weeks
• £1200000
• Key Locations - oxford
circus, Picadilly, waterloo,

18. Outdoor - Billboards
• 48 sheets panel
• £621 per fort night
• 75 billboard in key London areas
• Period - 3 months
• Budget - £300,000 including
production.

19. Press Ads
Metro (London)
• half page ad colour
• £14,400
• Schedule - 12 Mondays
• Budget - £150000 after negotiation.
ES Magazine – Weekly Magazine
(Supplement of London Evening Standard)
• £16800 per day – Full page – Colour
• Schedule - First Friday on every month
• 3 months
• Budget - £50400

20. Press Ads
Evening Standard - daily
• full page colour ads
• Budget - £ 500,000
• Once every week for 3 months (12 days)
• Schedule –
• first Thursday of every months (3months)
• 9 Fridays (2nd, 3rd and 4th Friday of every month)

21. Radio Ads
• Capital FM – 15secs - 10 times a day.
• Period - 12 weeks
• £1000 per week
• Period – 3 months
• Budget - £ 12,000
• Slot - early mornings and late afternoons.
• Same for KISS FM - £12,000
• Final Budget – 24,000

22. Internet
• Create a forum – BecksBay (www.becksbay.co.uk)
– Games
– Discussions
– Pubs and clubs NEWS
• Ads in Pubs’ and Clubs’ website
• Create pages in - Facebook, Mysapace, Twitter
• Ads in Facebook

23. Conclusion
• We believe that, with these effective creative
and media solution we have provided, Becks
Biers’s awareness and trial campaign will be
fruitful. In our work we have shown our
expertise and efficiency in the field. We are
very proud that we have been given the
opportunity to pitch for Becks bier. We look
forward to work with Becks. thanks