Milokleftis:Interviews
As mentioned in the last article, during our first meeting in class, we presented our chosen brand: «an apple cider named «Milokleftis».
After a deep research we reached to the conclusion that its:
1.target group flactuates between 18–24 years old.
2.brand persona clinges towards the Jester Persona
3.instagram account is very efficient & active
4.goal is to keep clients active via gamification
INTERVIEW pt.1
Workers
In order to verify these foundings & get helpful feedback we collected infromation by online interviews taken by workers(A. Voulgari,M. Antoniadi,A. Lisgara) .The specialty of each person was:
A. Voulgari — Marketing Manager Amstel & Cider
M. Antoniadi — Consumer & Market Intelligence Manager
A. Lisgara — Brand Manager Cider Brands
After reading their interview carefully, we highlighted the key-issues. They reassured that the main target audience is mostly 18–24 years old. We found very interestimg the fact that the brand’s values matches with what greek youth values.
Namely:
1. honesty
2.creativity
3.uniqueness
4.innovation
5.fun
USP
Follow the Fox
What you shoul keep in mind is that their USP (Unique Selling Proposition) is as mentioned before the ‘’Follow The Fox :Youth Platform’’. The brand’s moto is: for the people by the people.
But what is the role of this Youth Platform from the creator’s side?
Basically, it is a co-creation workshop with target group representatives, mainly responsible for the product’s name, packaging, taste,triple party campaign and brand persona.
INTERVIEW pt.2
Costumer
Thus,we reached out to a 19 year old consumer. We chose to interview that person because:
1.he is within the age range that interest us the most
2.every month he organizes student parties with the presence of the apple cider Milokleftis
We were very curious to find out why he prefers that brand over others.He claimed that he prefers this kind of cider because:
1.It a very popular greek brand
He mentioned that he is really keen of buying greek products and supporting the local market.
2.It is categorized within the light alcoholic beverage which is great for parties
He pointed out the the importance of the lack of heavy alcoholic beverages in such events.
3.Unique taste
4.Association with good memories
PROMOTION
Costumer’s opinion
We were really satisfied by his answers which were very illustrative. But, as brand ambassadors, we were really concerned about the need to extract information about his personal opinion of Milokleftis advertising techniques. Our question was: ‘’How do you find Milokleftis advertising techniques? In which part do you think that Milokleftis should get improved?’’
He answered that:
1.He thinks that its instagram page is very active, stylish and accomplishes to promote the product in a very innovative way.
2.But, he mentioned that its promotion should also appear in traditional media.(Tv, Radio e.t.c.) In that way, its target group would expand, including older ages.
You can read the rest of the articles about Milokleftis.
Click here:Milokleftis1, Milokleftis2.
You can also view and download our presentation. Click here.
My partners: Konstantina Kallergi, Vasileia Triantafylloy
Proffesor: Mrs Betty Tsakarestou
