STRATEGIC PLANNING PROPOSAL

FROM NAMM TO
HÉDONNY
Anouk Mols, Nick Verschut, Marta Yévenes, María de la Fuente
 INTRODUCTION
CONTENTS
Presentation
Our team
The client

Strategic Framework
1. Goals
2. Research
3. Strategic Platform
4. Action Plan
5. Measurement and evaluation /02
WHO ARE WE?
/03
OUR
TEAM
 OUR CLIENT
HÉDONNY
Hédonny is the first WEER ARTESANA in the world.

This product combines beer and wine and has a special taste, includes a
combination of amino acid plants and protein. It was founded in 2019 and is
new in the market.

The combination of Anglo-Saxon beer and Pedro Ximenez make the

combination of WEER. The process with a prolonged period of maturation
and rest, results in a great taste with fruitiness. It has very good quality and
arouses curiosity. The products provide exclusivity to those who consume.

Hédonny is especially for those who celebrate life.

/04
/05
STRATEGIC
FRAMEWORK
 3. STRATEGIC 5. MEASUREMENT
1. OBJECTIVES 2. RESEARCH 4. ACTION PLAN
PLATFORM & EVALUATION

BUSINESS AMBITION SECONDARY RESEARCH CONSUMER INSIGHTS TACTICS ROI & KPIs
KEY FINDINGS:
- What are client's - How are we going to - What actions will we - What are going to
business goals? - Company engage with our set based on our mesure?
(Product/Brand) consumer? strategy?
COMMS. GOALS - Culture
- Competitors - How are we going to DATA & TOOLS
- How communication - Consumers BIG IDEA organize them?:
help achieve those timeline, resources, - How are we going to
goals? PRIMARY RESEARCH - What idea/s will be etc. mesure?
used as a platform for
- Deep understanding of our strategy?
our target
/07

GOALS
"Be the first premium handmade alcoholic
brand with natural products, especially for
exclusive moments".
AWARENESS BUSINESS GOALS
Hédonny wants to be a more known brand by
attraction more potential customers

INTEREST

OPERATIONAL
Hédonny needs customers for their product that
really want to drink the product

ACTION
It is not only important that people
GOALS
know the brand Hédonny, but also that they
want to buy it and use it.

RECOMMENDATION
For a new brand as Hédonny, it is very
important to get new customers, the best way is
word of mouth advertisement.
/08
/09
STRATEGY
POSITIONING
GOALS
Hédonny needs to identify and differentiate with
their USP’s and get a place in the mind of the
consumer and potential fan.
BUSINESS GOALS
RESEARCH
SECONDARY RESEARCH
4Cs MODEL

CULTURE COMPETITORS

KEY FINDING

COMPANY CONSUMER

/10
/11
CULTURE
Marta Yévenes Sánchez
CULTURE 4Cs MODEL

KEY FINDING 1

Both wine and beer are drunk regularly in

Spain, and most people who drink wine do
so daily.

Craft beer is part of the consumption options

of minorities, however, are making their way
among the inclinations of the Spanish. In fact,
this type of beer pleases young people more.

The average revenue per person in the market

for Alcoholic Drinks amounts to €682.53 in
2020.

/12
CULTURE
4Cs MODEL

RESULT 2 KEY FINDING 2

One of the essential characteristics of Spanish gastronomy is

In this area, in the field of social relations, the tapas. It is very common to go for tapas: it consists of
the success of beer is noticeable, since its the tradition of going with friends from bar to bar to drink
combination with the tapa is difficult to (usually beer or wine) and to eat. Going for tapas or “tapear”
break means going out to have fun with friends and it is a nice way to
socialize.

/13
CULTURE
4Cs MODEL

RESULT 3 KEY FINDING 3

Beer, understood as a "great dynamizer" of the
hotel and catering industry, generates
considerable added value.
Beer is socially and noticeably transversal: both men and women from
With a sybaritic image, we can observe the
different social classes, without distinction, consume it.
wine, associated to upper-middle classes and
linked to celebrations and special occasions.

Both wine and beer are part of our daily life,

however, beer is part of social patterns with
many years of tradition, something that wine
does not manage to fracture. And wine, is
visualized for specific classes and not open for
everyone.

/14
CULTURE 4Cs MODEL

KEY FINDING 4
The last two decades brewing landscape
continues to rise in number of micro and craft
breweries almost everywhere in the world. As it
is shown below (Table 1), in the last decade,
from 2008 to 2017, the number of craft
breweries significantly increased globally.

There are various factors, which favored this

increase in overall craft beer consumption. These
factors include per capita income growth, the
availability of alternatives toward the production
of successful and high levels of quality beers,
increased health concerns, and the emergence
of new government regulations that affects
directly the sustainability issue and consistency
and innovation among many others.

/15
CULTURE
4Cs MODEL

RESULT 5 KEY FINDING 5

• Improving distribution channels
• To achieve greater dissemination and reach a wider
audience
Constant challenges are considered when
• To make the public differentiate a craft beer from an
it comes to the context of communication
industrial one
in the field of craft beers.
• Transmitting clarity in a turbulent and confusing market
• Sector unit
• Culture the craft beer

/16
CULTURE
4Cs MODEL

RESULT 6 KEY FINDING 6

As in Italy, the lack of historical brewing
traditions in Spain can work to your
advantage, allowing you to build a
contemporary beer scene from scratch without Education is crucial. From on-site tastings and/or guided tours,
the weight of tradition. to simply explaining the nuances of each beer to customers and
how they differ from the mainstream.
Spain has begun by imitating some of the
world's classic beer styles. Styles that are
easily recognized by a younger Spanish market
that travels abroad more often, bringing a
greater awareness of food and drink that will
spark an interest in local versions.

/17
/18
COMPETITORS
Anouk Mols
 4Cs MODEL

COMPETITORS Price

Recaredo Terrers Gran

RESULT 1 Reserva

All the competitors are active on social media and has Hédonny
a lot of followers. Hédonny has 92 FB followers and 62
Torelló Brut Nature Gran
Instagram followers.
Reserva

The competitors are sharing stories about the company

and the brand on social media Social media

Riojan Company
KEY FINDING 1 Cerveza Artesana

For Hédonny it is very important, and social media is a

Arraéz La Mancha Wine
good way to do that, to share their company’s story and
make sure the consumers know what the unique point
of Hédonny is.

/19
COMPETITORS 4Cs MODEL

RESULT 2 KEY FINDING 2

People who are using champagne, are people who want to celebrate life and
People who consume champagne, are celebrating life. celebrate moments. They want to have a luxury product which gives them the
They use champagne to celebrate moments. For ‘wow’ factor. They want happiness, celebrations, friends and connection
people champagne means ‘happiness, party and
connection’. Wine is a more ‘normal’ product, which
people use more often. The concept these brands are
selling, is ‘celebrating moments, with friends or family
in happy moments.’ Champagne means celebrating KEY FINDING 2.2
moments. Bodega Arráez is the biggest competitor. They have the same ‘kind’ of product;
they only use Ale wood style’ and Hédonny is using Pedro Ximenez. The slogan
Riojan company (Ceriux) and Bodega Arráez are of this brand is ‘Wines to celebrate life’, this looks like the slogan of Hédonny.
premium beer/wine brands.

/20
COMPETITORS KEY FINDING 3 4Cs MODEL

Hédonny is made for people who live their own life and people who want to celebrate life.
RESULT 3 For Hédonny it is a perfect way to identify as a company in this way. To make sure that the
ideology and big idea of the brand is known for the consumers

People who consume champagne, are celebrating life.

They use champagne to celebrate moments. For
people champagne means ‘happiness, party and
Hédonny (20€)
connection’. Wine is a more ‘normal’ product, which
people use more often. The concept these brands are Recaredo (19,40€)
selling, is ‘celebrating moments, with friends or family
in happy moments.’ Champagne means celebrating Torelló (15,81€)

moments.

Bodega Arráez & Riojan Company

Riojan company (Ceriux) and Bodega Arráez are Cerveza Artesana (2,90€ for 0,33 bottle)
premium beer/wine brands.
La Mancha Wine (8€)

/21
COMPETITORS 4Cs MODEL

RESULT 4 KEY FINDING 4

2 of the competitors are premium WEER brands

(combination of beer and wine). None of them is using
‘Pedro Ximenez’. The taste and combination of Hédonny is unique. No other brand is using Pedro
Ximenez and beer as a combination. In this way Hédonny can identify and be
unique.
The other premium champagne brand competitors, have
a ‘champagne’ flavor, which is not comparable with
Hédonny

/22
/23
COMPANY
María de la Fuente Bueno
COMPANY 4Cs MODEL

RESULT 1 KEY FINDING 1

Hédonny is a start up founded in 2019 by a group of enterpreneurs from

Seville. It is the first weer artisian of high alcohol (10% ) content and
"According to the study 'Informe
elaborate and innovate brewing and wine techniques.
Especial basic Cervezas Artesanas'
published by the Observatorio It differs from the rest by including Hedocatína, a combination of amino
Sectorial DBK, Spain produced acids and vegetables proteins with stimulating enhancing properties for
240,000 hectolitres of craft beer in the sense.
2018, an increase of 33% over the
It is suitable for vegans because its ingredients are 100% natural
previous year"

/24
COMPANY 4Cs MODEL

RESULT 2 KEY FINDING 2

Hédonny was born to break with the established and defend the
authentic. Only the most non-conformist and demanding palates will be
able to appreciate the flavour that awakens your senses.

"The era of gourmet products is on Hédonny brings old tastes to new times. It is an alcoholic drink designed
the rise and their packaging and for those who follow their own rules and celebrate llife. It is a "gourmet"
gourmet labels have to be in line to producto that brings rules distinciton or exclusivity to those who consume
dress these delicacies" it.

Be gourmet, be premium, be exclusive, be Hédonny.

/25
 COMPANY 4Cs MODEL

RESULT 3 KEY FINDING 3

"Today, the beer and wine sectors are still

booming and the trends are: gourmet,
premium, foodie... In Spain it has
increased from a manufacturing volume
of 17,900 hectolitres in 2011 to 400,000 in
2017, according to stimates provided by
Cerveceros de España"

/26
COMPANY KEY FINDING 4
4Cs MODEL

RESULT 4

"Influencers are becoming

increasingly important when
polanning online marketing strategies
to the rise of social networks.
The profiles of food instigators are
very demamded brands because
thanks to presence of these insocial
networks are a good way to promote
products"

/27
/28
CONSUMER
Nick Verschut
CONSUMER 4Cs MODEL

RESULT 1 KEY FINDING 1

Facebook is the most used social media platform that our target group
use. 79% of the people from 18-49 years old, use Facebook as a social
media platform

/29
 CONSUMER 4Cs MODEL

RESULT 2 KEY FINDING 2

1 = 50% of men (25-40 y/o) are influenced by digital ads and
banners
2 = 68% of male smartphone owners are likely to make
purchases thanks to mobile ads
3 = 5% of men check catalogues for ads
4 = 44% of men (25-40 y/o) are influenced by major search 68% percent of male smartphone owners are likely to make
engines purchases thanks to mobile ads. 44% of men told their friends about
5 = 44% of men told their friends about positive experiences they positive experiences they had concerning products or brands.
had online concerning products or brands
6 = 54% of men use social networks when researching products

/30
CONSUMER 4Cs MODEL

RESULT 3 KEY FINDING 3

Nowadays, people have a broader repertoire

than ever before. People think carefully
People are more aware about they consume. For a lot
about what they are drinking and they are
of people the experience and a sense is nowadays more
looking for an experience and a sense of the
important.
occasion, company or reason.

/31
/32 TARGET PERSONA

PEDRO HÉRNANDEZ /26

RESEARCH
PRIMARY RESEARCH
INTERVIEWS

/33
LIFESTYLE & RELATIONSHIP
"Share and contribute beautiful moments with another
person"
JESÚS SALAZAR
CELEBRATION
"Being with your loved ones and feeling fulfilled by
what you do"

ALCOHOL CONSUMPTION
"I'd pay 20 euros"

BRANDS
"Rum (barceló), Gin (beeffeter or Tanqueray), Beer
(Estrella Galicia), Wine (Canto5)"

25 years, in a relationship
HÉDONNY Musician
Master´s student
"I wouldn't buy it because I don't like the idea of mixing
Spain
these two drinks"
LIFESTYLE & RELATIONSHIP
"Hanging out with my closest friends, drinking alcohol,
playing games and a lot of laughter"
RÚBEN KALKMAN
CELEBRATION
"I think that it is a good quote, because you never know
when your life will turn upside down, so enjoy and celebrate
what you already have and have achieved"

ALCOHOL CONSUMPTION
"For a bottle of champagne I would pay not more than 120
euros"

BRANDS
"I love to drink hendrix gin, also absolute wodka or grey
goose" 21 years, in a relationship
Model
Engineering product design
HÉDONNY Netherlands
"It looks very classy and it seems that it taste nice"
LIFESTYLE & RELATIONSHIP
“You can't live without that person and trust the other
100%."
GUUS NAS

CELEBRATION
"You only live once, make something of it"

ALCOHOL CONSUMPTION
·"Not more than 30 euros a bottle"

BRANDS
"Moët sometimes and otherwise cheaper kind of cava"

22 years, in a relationship
HÉDONNY Student marketing
"I thinks that the price is ok for occasion, and I like Netherlands
the product so I would buy the product for a
moment to celebrate something"
 OUR EXPERT
MILENA CHUMILLAS

"A perfect drink for a special occasion would be a good wine

because a high quality wine is not drunk every day like a beer"

"For a good wine maybe I would pay 30 euros"

"The brand has a very attractive name that reminds me of

something with quality. It's an innovative product that mixes
two very common drinks in society"
25 years, in a relationship
Graduated in Food Science and Technology
Master's student in oenology
Mahou - San Miguel Company Worker
Spain
/38 CONCLUSIONS
To sum up, we can appreciate an important difference between cultures.
For the Spanish market the price is considered a bit high, however, for the
foreign market the price is affordable and adequate. This could be caused
by the difference in lifestyles and economy, as reflected in the different
brands consumed by each profile.

With respect to the appearance of the drink, everyone agrees that it

conveys elegance, in addition packgaging reflects a simple and
sophisticated design but at the same time very attractive, refined and
fresh. This would be a very positive point for the brand. Translated with
www.DeepL.com/Translator (free version)
/39
STRATEGIC
PLATFORM
 STRATEGIC PLATFORM
PABLO
‘I want to celebrate my anniversary with my
girlfriend in a very special and intimate way. I
want to have the feeling that it is a very special
moment and we feel be-loved”

/40
 STRATEGIC PLATFORM
CARMEN
"I hate it when people are putting ‘labels’ on me.
That I must be a professional mom, the best
teacher and the best wife. I just want to be myself”

/41
 STRATEGIC PLATFORM
MARTA
"I want to feel exclusive when I drink something in
a special moment. I want to have the feeling that I
am special and that I am worth it"

/42
 STRATEGIC PLATFORM
PABLO
“I am not gay and I am not hetero. I just love
people and I don’t care about someone being a
men or woman”

/43
 CONSUMER
INSIGHT
"I enjoy going through life without labels. We demand
to be ourselves without clichés or stereotypes. We
are obsessed with classifying everything that
surrounds us, when in reality we all want to feel free
and without prejudice. I want to celebrate life in an
exclusive and special intimate way bringing a different
touch"

/44
/45
BIG
IDEA
"Hédonny inspires you to enjoy life
freely. To feel connected to a world
without labels or stereotypes that
encourages people to be themselves.
Hédonny encourages you to be the best
version of yourself.”
/46 1
This big idea is being chosen because of the fact
that Hédonny wants people to be themselves
without labels

WHY? Hédonny wants be an exclusive brand WITHOUT

labels and they want that people are celebrating
special moments with this special drink.

3
Hédonny gives you an intimate and
BIG IDEA

be-loved feeling, without labels or stereotypes

/47 CLAIM

NO LABELS JUST
VIBES
/48

CONSUMER
JOURNEY
 OPERATIONAL
GOALS AWARANESS INTEREST ACTION RECOMMENDATION
• Influencers • 79% of our target group uses Facebook • Organic Movement (natural products • Both wine and beer are drunk assiduously
DRIVERS • Changing trends • 54% of the target uses rrss to search for • Hédonny has a unique taste • Spanish gastronomic tradition (beer and tapas)
• Wanting to stand out and be new brands • It is only brand that use Pedro Ximénez
different • 68% click on the ads or banners

”It is unique flavour I

"I really like it can drink it as a "I love to go out
DESIRE RESPONSE because it looks Vegan" with my friends for
tasty and elegant"
”Looking ideas for a a beer and have
romantic dinner I fun. I feel alive!"
found Hédonny on
Facebook"

• Artisanal beer is only part of the

• Start up that started only 1 year • The competitors are more active in rrss consumption options of minorities (young
ago than Hédonny people)
• People who do not use rrss
BARRIERS • Not much activity in rrss • Claim very similar to Arráez's • There is no ingrained culture of craft beer
• High competence in rrsss
• Only sold online not in • More expensive than Ceriux • Society in general fails to distinguish artisan
physical stores like beer from industrial beer
supermarkets
/50

COMMUNICATIONS
BLUEPRINT
 O. GOALS AWARANESS INTEREST ACTION RECOMMENDATION
• Influencers • 79% of our target group uses Facebook • Organic Movement (natural products • Both wine and beer are drunk assiduously
• Changing trends • Hédonny has a unique taste
DRIVERS • 54% of the target uses rrss to search for new • Spanish gastronomic tradition (beer and tapas)
• Wanting to stand out and be different brands • It is only brand that use Pedro Ximénez
• 68% click on the ads or banners

”It is unique flavour I

DESIRE RESPONSE "I really like it because it can drink it as a Vegan"

"I love to go out with my
looks tasty and elegant" ”Looking ideas for a
friends for a beer and
romantic dinner I found
have fun. I feel alive!"
Hédonny on Facebook"

• Artisanal beer is only part of the consumption options of

• Start up that started only 1 year ago • The competitors are more active in rrss minorities (young people)
• Not much activity in rrss • People who do not use rrss than Hédonny
BARRIERS • Only sold online not in physical stores • High competence in rrsss
• There is no ingrained culture of craft beer
• Claim very similar to Arráez's • Society in general fails to distinguish artisan beer from
like supermarkets • More expensive than Ceriux industrial beer

ROLES OF TO PROMOTE GENERATE SPREAD INCULCATE

COMMUNICATION
- Promote new distribution channels: a - Generate inspiring ads on FB and
- Disseminate the content of rrss with a - Encourage the consumption of artisanal beer with a
physical point of sale or wholesale at Instagram targeted to our goal certain established periodicity to inspire lid as an example of life free of classifications
events (Transgender Festival of Lgtb followers to live a full life
POSSIBLE - Originate the challenge and hashtag in rrss -Promote beer tasting with events that demand
- Encourage influencers (representing the #nolabels or #behedonny to give ideas and - Disseminate the product through attention
ACTIONS target group) to promote us (samples) make them viral samples, transmitting a new and different
dimension to other brands in the sector - Feed realistic advertising where the brand moves
- Encourage society to consume gourmet - Imrpove SEO and rrss positioning so that (stands with people of our prototype) away from the cliches ans stereotypes of society
products (premium section secured to the the brand appears among the first results showing all kinds of bodies, races, ethnicities, etc... in
theme) with keywords ("without tags") - Transcending the new slogam to create a their publications
unique and spiring image
/52
ACTION
PLAN
/53
INFLUENCERS
Encourage influencers (representing the target group) to promote us (samples)

@marinallorac @lucloren @betweenmyclothes @madamederosa @lajedet

/54
NEW DISTRIBUTION CHANNELS
Promote new distribution channels: a physical point of sale at events
/55
SEO
Improve SEO and social media positioning so that the brand appears among the first results with keywords
/56
DISSEMINATE
Disseminate the product through samples, transmitting a new and different dimension to other brands in the sector.
/57
SOCIAL MEDIA
Using the social media channels of Hédonny to show what the brand is and stands for to the target group.
/58
#NOLABELS
Originate the challenge and hashtag on social media #nolabels or #behedonny
/59
ADVERTISING
Feed realistic advertising where the brand differentiates themselves from the cliches
of stereotypes (as bodies, races, ethnicities etc.)
/60
HÉDONNY TASTINGS
Promote Hédonny tastings with events that demand attention
 AWARENESS INTEREST ACTION RECOMMENDATION

- Suggestions - Hashtags use - Control of the - Clipping press

and complains schdule
- Media coverage
KPIs box - Readability
rates - Social media
- Discount usage coverage - Data collection
- Facebook and conclusions
- Satisfaction engagement - Monitors of in the annual
Survey positioning in report
rankings

- Online sales - Check the opening - Facebook post

shared
OTHER percentage

INDICATORS - Twitter engagement

CELEBRATE LIFE,
WITHOUT LABELS
With Hédonny

“NO LABELS, JUST VIBES”

/63
THANK
YOU
And remember,

just be yourself