Transcript Kinnie Kabana

INTRODUCTION
TO
“KINNIE”
Refreshingly different …..
Uniquely original …..
Overview
About Kinnie
●Originality & Quality
●Vintage
●Brand Extension
●Local market
●
International Trade Market
●Export Packaging
●Business Opportunities
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Marketing support
●Kinnie Kabana
●Marketing Aids
●Kinnie Cocktails
●Local Advertising
●
Kinnie is a premium
non-alcoholic beverage made
from special Mediterranean
oranges and a secret blend of
aromatic herbs and spices.
Its unique bitter sweet taste and
its slightly sparkling nature have
consistently generated above
average interest amongst
consumers.
Primary Target Market:
Most likely switchers:
Packaging:
18 Year old +
13 year old +
25cl & litre Returnable glass bottles
50cl, 1.5litre & 2litre PET
33cl cans
20 Litre Post Mix/Pre Mix kegs
Vintage
Kinnie’s heritage dates back to 1952 when it was
originally developed by Simonds Farsons Cisk in Malta
as an alternative to the innumerable colas that had
proliferated in Europe since the Second World War.
Almost overnight, its distinctive characteristics made it
Malta's favourite soft drink. Kinnie has been loved ever
since both by the local population and tourists alike.
Originality and Quality
Kinnie’s originality and quality has been recognized
by the award of the “ Epi d’Or de la Qualité
Internationale’, the highest honour to be conferred by
the internationally renowned, Paris based ‘Comité
International d’Action Gastronomique’.
Vintage
Over the years the brand's image grew stronger and
stronger.
Packaging also moved along with the times, keeping
Kinnie a market leader in the bitter-sweet beverage
category.
Packaging can be adapted and modified depending
on market requirements in different countries
1952
1959
1979
1997
2001
Current
Due to this popularity and evolving lifestyle trends,
a Diet version was introduced in 1984, and this
now forms an integral part of the Kinnie brand.
Target Market: 20 Year old + mostly women + fit
conscious males
Packaging: 25cl & litre Returnable glass bottles
50cl, 1.5litre & 2litre PET
33cl cans
• Kinnie Zest was introduced in 2007 to regenerate a
new dimension to Kinnie brand
• Also to tap into market of consumers who are either
lapsed users, more health conscious or rarely drink
Kinnie. Zest has a more orangey flavour.
• Furthermore, target new customers, especially a
younger age bracket from current Kinnie consumers
extending also into male consumer territory.
Target Market: 18+ primarily males (in Malta)
Packaging:
25cl glass bottles
50cl, 1.5litre & 2litre pet
cans
International Appeal
Kinnie is the ideal brand for the fast
emerging adult soft drinks markets
all over the world. It offers diversity,
refreshment, uniqueness and
genuine attributes that are so
important to offer a differentiated
product proposition to this
demanding beverage consumer
sector.
International Presence
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Italy
Germany
Austria
Sweden
Albania
Libya
Switzerland
UK
Canada
Russia (Franchise)
Australia (Franchise)
Market Positioning
• Positioning of Kinnie varies on the market (country)
• Positioning of Kinnie varies on the targeted markets
segment in each market
• Most frequent positioning is that of an up market,
premium soft drink that is different from ‘standard’
soft drinks on the market today
• Country Strategies. Vary by country – examples
• Italy – focus exclusively on the on-premise segment
• Libya – focus mainly on retail but pegged at higher
price bracket
• Germany – focus on on-line, direct distribution, direct
to consumer (higher margins)
• Russia – focus on the mix-ability of the product – on
trade segment priority with strategic partner
Unique Selling Propositions
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Refreshingly different taste
Mediterranean lifestyle drink
Herbal appeal
Healthier (low sugar, healthy oranges)
Distinctive colour & aroma
Sophisticated, ‘adult’ taste
All natural ingredients
Non-alcoholic
Can be used as an aperitif or digestif
Versatility as a mixer
Different USPs can be emphasized in different countries
PET RANGE
Marketing Support
Simonds Farsons Cisk plc will support you in
marketing the brand.
We can supply you with:
• Marketing advice & suggestions
• POS materials etc
• Give-aways
• Print and poster advertising etc
• Artwork for vending machines etc
Kinnie Kabana
Kinnie Kabana is about having fun in the
Mediterranean way, relaxed, chilled out
and with friends. To create this tempting
environment we can support you with
materials to help you generate this unique
atmosphere in your country.
The Kabana concept can be adapted to different
market and cultural environments
Kinnie Kabana
Marketing Tools
• Cocktail glasses
• Baseball caps
• Key chain bottle
openers
• Mouse mats
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Flyers
Bar posters
Invitations
Tent cards
Bunting
And much more …..
Kinnie as a Mixer
Ice-cold Kinnie is delicious drunk
straight, with a twist of orange. Its
bitter-sweet taste also lends itself to
mixing, and enhances most alcoholic
and non-alcoholic drinks. It is also
ideal as a top-up in a variety of
different cocktails, including nonalcoholic ones.
Print Advertising
KINNIE: New Website
Various Kinnie
Merchandising tools:
•Posters
•Shelf talkers
•Wobblers
Kinnie Cars
Kinnie Signage
Various
Kinnie
Tools
Kinnie
branding
during
various
events
For more information on Kinnie please
contact via email:
[email protected] or
[email protected]
or log onto our website:
www.kinnie.com
Presentation viewable on:
www.farsons.com/kinnie.pdf
THANK YOU - GRAZZI