Stiegl Brauerei
Die Marke im Raum.
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Ein wachsender Trend Richtung individualisierte und hochwertige Innenraumgestaltung in den österreichischen Gastronomie-Betrieben, sowie der schleichende Wandel hin zu digitalen Unterstützungen in der klassischen bierorientierten Wirtshauslandschaft, stellen nebst Wettbewerbsintensität hohe Anforderungen an die Lieferanten und Brauereien.
Das stellt Biermarken wie Stiegl vor die Aufgabe, ihre Markensichtbarkeit und -präsenz in Innenräumen künftig noch stärker strategisch nutzen zu müssen. Diese Situation gab den Ausschlag für die Durchführung einer breit angelegten Recherche-Studie, in deren Rahmen 36 österreichische Gastro-Betriebe besucht und analysiert wurden.
Das Ergebnis legt eine klare Route in Richtung einer ganzheitlichen Markenstrategie für den Bereich Innenwerbung und beinhaltet eine Auswahl an neuen Produktkonzepten, die bestens zu einer mehr und mehr durch Erlebnisse geprägten Gastronomie passen.
AUFTRAGGEBER
Stieglbrauerei zu Salzburg GmbH
AUFGABENSTELLUNG
Umfassende Recherche zur aktuellen Sichtbarkeit der Marke Stiegl im Gastro-Interior. Identifikation von Optimierungspotenzialen. Ableitung neuer Produktkonzepte.
LEISTUNG
Recherche, Strategie, Konzeptentwicklung
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