Yanick Beirens D. Zaruk 20 januari 2014
The Belgian Red Devils & Jupiler
Mission, Vision & Values As Jupiler is a part of AB Inbev we will be taking a look at their mission, vision & values. First of all their mission is to hold and attract consumers, to get more connected with the clients, always deliver nothing but the best, and try to strengthen our position in the market and look for emerging markets that can be interesting. Secondly the vision for Jupiler is that they are trying to get and stay connected with men, as their slogans says „ Jupiler, men know why!”, so they know that most football fans drink a lot of beer. So by entering the football ...view middle of the document...
! ! !
Public Relations Strategy In 1988 the cooperation between Jupiler and the Belgian national team started, this makes Jupiler one of the oldest main sponsors of the Belgian Red Devils. As we take a look at the target audience of Jupiler then we can see that they look for men because out of many ﬁgures we can see that men are the biggest drinkers of alcohol. And it is also known that a lot of football fans drinks beer. So by trying to connect the Red Devils name to their product, they get a lot more drinkers of Jupiler. So people who drink normally another beer like Stella, Maes, Heiniken, etc…will drink Jupiler when to go to a game of the Red Devils because they are linked. So the main reason for the Red Devils is to create and keep a good image in front of the crowd. How can they do this? Never let the fans down! After every game they need to thank the fans and show that their support affected them. And to get more contact with the fans, the Red Devils & Jupiler put up challenges between the fans and the team. They did things like wrapping school books for children if the fans made more than 500.000 decibels in the match against Wales. But the thing that i thought was the best for either the Red Devils as Jupiler to do, was putting the faces of the players on the beer cans. I’m pretty sure this increased the popularity even more of the players and it gave a boost to the sale of the beer. No matter what beer you prefer the most, if you are a fan from the team, you’ll start to appreciate Jupiler a lot. Because everyone has it’s favorite player, so they will go to the supermarket and start searching for the beer with the picture of
their player on. It’s a bit the same like Coca cola did with the names on their drinks. But to make new cans with pictures on it costs extra money, so when we look back in the history the last time Jupiler putted pictures on the cans was the last time they went to the World cup. The big difference now is that they putted the whole team on the cans, also the ones who didn’t play that much for the team, like Mignolet. And together with the slogan of „Collect them all”, people really will start searching for the whole team.
Some extra things that i would add to their campaign, in order to get even more cans sold is to put a number on each can that you have to put in on the site of the red devils. And with this code you can win a meet & greet with the player on your can. Because now Jupiler only look to the Belgian crowd, but when there is a really important match to France for example, and outside the arena you have to two bars selling beer cans, one is Jupiler to support the Belgium team and the other is some french beer. When other players come from England for example and they see that you can win a meet and greet with one of the players from the belgian team. They’ll deﬁnitely go buy their beer there. Because now the players of our belgian team play all over the...