Pardál Pilsner - Consumer–centric product development

Pardál Pilsner - Consumer–centric product development

  • June 2016 •
  • 18 pages •
  • Report ID: 4147237 •
  • Format: PDF
Summary
State-owned Budweiser Budvar launched the Pardál brand, meaning "panther" or (loosely) "top man," in 2007 following nearly two years of consumer-led research and development. With a globally changing beer market, the brewer wanted to extend its brand portfolio with another strong lager brand serving as a complement to its premium Budweiser Budvar brand. Despite being launched at the start of the global economic crisis in 2007, the new Pardál brand became an immediate domestic success that was followed by export to Germany in 2012 and both Russia and the UK in 2013.

Key Findings
Understand the background to Pardál in the Czech Republic, and how Budweiser Budvar successfully launched a new standard lager brand during the economic recession

Discover how consumer-centric product development and WoM marketing tapped into key need states of Czech consumers

Learn powerful lessons from the success that can have a tangible impact on your own brand's success

Reasons To Buy
Should crowdsourcing be used to develop new beer flavours ?

Key Highlights
The crowdsourcing approach to beer development revealed that Czech consumers prefer a lower-ABV lager made with domestic ingredients that has high bitterness and a moderate price-point.

The crowdsourcing approach did not stop after the development process. Consumer participation was further adopted into the brand's WoM (word of mouth) marketing activations, first regionally and later nationally, which helped create consumer pull driven by WoM.

Crowdsourcing was used to develop Pardál. Harvesting the knowledge of educated beer enthusiasts ultimately allow Pardál to minimize subjectivity, learn from its future consumers, and formulate a pilsner based on more than just taste and traditional market research.
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