2)

To identify this opportunity, market research such as Habits

and Attitude Study, Concept Tests and Advertising Tests had
to be used. They needed to study young adults habits and
attitude to see how they behaved in their small and close
social circles of friends after leaving work. They needed to
know where did they go, how did they interact with one
another, what kind of beer they drank when they went to
bars or what other drinks they had. They needed to test the
concept to see if it appeal to the target segment they were
directing the advertising campaigns, to see if the young
adults responded well. They also needed an advertising test
to see if the advertising they were doing was
communicating well the concept they were trying to
position.

4)

Functional Benefits: Being refreshed by the beer and getting slightly to

moderate to heavily intoxicated, depending on how much beer you have.
Emotional Benefits: People felt they were social, good friends and part of
their friends social circles when they bought Pilsen and drink with
them.
Self-expressing benefits: People expressed themselves as social and fun
when buying and drinking beer.
Before:
Central Product: Refreshment and fun of having an alcoholic drink.
Real Product: 620ml beer bottle with Pilsner style beer that have a
Pilsen label with green and white motives.
Increased Product: None
Potential Product: Being seen as a young adult which like traditional beer
drinks.

4)

After:
Central Product: Refreshment and fun of having an alcoholic drink.
Real Product: 620ml beer bottle (with a new form) with Pilsner style beer that have a new Pilsen
label with green and white motives.
Increased Product: If people gave 3 bottles of Pilsen + S/.1 they received a collectable glass (6
models with labels and historical events).
Potential Product: Being seen as a young adult which like traditional beer drinks. Being seen as
social, fun and a good friend. Being able to show to other friends that they are in their close social
circle.
Changes:
Input attributes: pilsner beer and bottle, refreshment and fun of having alcoholic drink.
Differential attributes: Sales strategy of giving collectable glasses, Pilsen label, being able to show
your friends that they are close friends, being seen as a young adult which like traditional beer
drinks
There was no changes in the central product, in the real product what changed was the Pilsen
label and shape of the bottle, in the increased product what changed was that Backus launched a
sales strategy of giving collectables glasses for Pilsen bottles plus 1 sol and what changed in the
potential product was being able to be seen as a social, fun and a good friend; and being able to
show your friends that they are close to you.

6)
FOR MEN AND WOMEN FROM 18 TO 25 AND A, B and C S.E.L.
WHO LIKE TO DRINK BEER (Target Group)
PILSEN CALLAO (Brand)
IS A TRADITIONAL BEER (Category)
THAT IS VERY TRADITIONAL AND MAKES YOU FEEL LIKE A
GOOD FRIEND(Key benefit)
BECAUSE IT HAVE BEEN IN THE MARKET BY A LOT OF TIME AND
FRIENDS CONSUME IT WHNE THEY SEE EACH OTHER(Support)
Pilsen Callao central benefit is that it is the beer of Friends and give people a sense of
beloginess and love when drinking it with other people. And the position based on the
definition of brand leadership is ICON. They invite people to be part of the brand
traditions and to a friendly world where close friends get together and see each other
weekly.

8)
Backus uses a multiple brands strategy except for
Backus Ice and Viva Backus soft drink. They use this
strategy to direct each of the brands to different
segments, for more space on the line of distributors,
for an increased ability to act promotionally, to make
attraction of non-loyal consumers more easy.
In the Case of Backus Ice and Viva Backus they use a
generic brand strategy to transmit the brand quality
and prestige to these products. To Viva Backus because
it is relatively unknown and to Backus Ice because it is
a new beer brand.

10)
Matrix is in attached Excel.
The most important attributes are the need of
belongingness and good taste of the beer.
The most critical technical requirements are
the use of a high fermentation yeast, making
the nozzle of the bottle 20% smaller and
positioning the new concept in at least 80% of
the target audience.