Grolsch
Brand positioning for beer:
Grolsch strengthens connection.
Information about the case
Grolsch has a rich history and deep roots in Dutch beer culture. In a market where consumers are increasingly choosing speciality or alcohol-free beers and seeking more of an experience, Grolsch wanted to grow further. With research into brand positioning for beer, Blauw brought together consumer needs, market segmentation and the position relative to competitors to further refine the positioning.
Summary
Grolsch wanted more people in the Netherlands to drink its beer and to strengthen the connection with consumers. Blauw combined desk research, qualitative research via an online research community, needs-based research and brand tracking. The insights formed the basis for a refined consumer-oriented positioning and the campaign ‘Time for each other, time for Grolsch’.
The question
How does Grolsch grow in a changing beer market?
The beer market is changing. Consumers are increasingly opting for speciality or alcohol-free beers and are looking for more of an experience.
Grolsch wanted to remain relevant within that dynamic and get more people in the Netherlands to drink its beer. To achieve this, the brand wanted to clearly differentiate itself from competitors and take a stronger position in the consumer’s head, heart and shopping basket.
The brand positioning therefore had to be further refined with the consumer as the starting point.
The challenge
Finding growth opportunities from the perspective of the consumer and the competition.
Grolsch wanted to identify concrete growth opportunities based on consumer needs and the brand’s position relative to competitors.
This required insight into what consumers find important and how the market is structured. This knowledge had to make it clear where Grolsch could further increase the relevance and distinctiveness of the brand.
The approach
Brand positioning for beer through multiple research steps.
Blauw started with thorough desk research of existing reports and formulated hypotheses based on this.
We then explored the beer experience qualitatively via an online research community. These insights were then quantified with needs-based research and brand tracking to determine the scale and relevance.
This gave Grolsch in-depth insight into consumer needs and market segmentation.
<span data-metadata=""><span data-buffer="">the result
A sharp, consumer-oriented brand positioning.
The research gave Grolsch insight into how the relevance and distinctiveness of the brand could be increased.
This resulted in a sharp, consumer-oriented positioning that Grolsch could directly translate into concrete marketing strategies.
The new positioning then formed the basis for the campaign ‘Time for each other, time for Grolsch’, aimed at strengthening the connection with the consumer.
Consequence of the result
From brand positioning to a new campaign.
Sharper brand positioning.
Grolsch was able to increase relevance among target groups and strengthen the brand’s distinctiveness.
Concrete marketing direction.
The refined positioning gave direction to the translation of consumer insight into marketing and communication.
A new campaign.
The positioning directly formed the basis for the launch of a new campaign.
In practice.
What did Grolsch want to achieve with the research?
Grolsch wanted more people in the Netherlands to drink its beer, to differentiate itself more clearly from competitors and to further refine its brand positioning.
How did Blauw research Grolsch's brand positioning?
Blauw combined desk research with qualitative research via an online research community. The insights were then quantified with needs-based research and brand tracking.
What insights did the research provide?
Grolsch gained in-depth insight into consumer needs and market segmentation and saw how the relevance and distinctiveness of the brand could be increased.
What did Grolsch do with the new positioning?
The refined positioning formed the basis for concrete marketing strategies and the campaign ‘Time for each other, time for Grolsch’.
Want to know more?
Do you want to refine your brand positioning based on what consumers need and where growth opportunities lie? Get in touch with us. Then we can look together at where your brand can make the difference.
