Project Background
Kopparberg is a Swedish brewery and cider company active in international markets. They track their main cohorts on their behaviour and consumption pattern. The cohorts which they mainly focus on are 18 to 34 year males and females. In order to track their behaviour and sentiments towards Kopparberg, they commission iReach Insights on a yearly basis for an extensive tracking study. This is done in both the Republic of Ireland and Northern Ireland.
Methodology
The extensive tracking study has in essence a Quantitative character, as statistical robust analysis is used to find out to which extent their product is placed in the mind of their audience, top of mind awareness, consumption behaviour in terms of frequency and purchase is measured through a representative sample size.
Additionally, Kopparberg experiments with new flavours each year and by means of this tracking study, we also incorporate a NPD section in the study to find out the opinion of their target audience on these new flavours.
Insights
Kopparberg has been a happy iReach client over many years with the results and insights allowing for continued product development, agile marketing and events strategy as well as brand positioning in the 2 very competitive markets of Ireland and Northern Ireland. iReach create pen profiles of cider consumers, brand advocates and prospects to allow for targeted marketing , digital advertising and communications. iReach also annually track shifts in performance for both markets.