Grolsch
Beer brand positioning:
Grolsch strengthens connections.
Case Information
Grolsch has a rich history and deep roots in Dutch beer culture. In a market where consumers increasingly choose craft or alcohol-free beer and seek experiences, Grolsch wanted to continue growing. Through research into beer brand positioning, Blauw brought together consumer needs, market segmentation and Grolsch’s position relative to competitors to sharpen its positioning.
Summary
Grolsch wanted more people in the Netherlands to drink its beer and to strengthen its connection with consumers. Blauw combined desk research, qualitative research through an online research community, needs-based research and brand measurement. The insights formed the basis for a sharper, consumer-centric positioning and the ‘Tijd voor elkaar, tijd voor Grolsch’ campaign.
The Question
How can Grolsch grow in a changing beer market?
The beer market is changing. Consumers increasingly choose craft or alcohol-free beer and seek experiences.
Within this dynamic market, Grolsch wanted to remain relevant and encourage more people in the Netherlands to drink its beer. The brand wanted to distinguish itself clearly from competitors and secure a stronger position in the minds, hearts and shopping baskets of consumers.
Its beer brand positioning therefore needed to be sharpened with the consumer at its core.
The Challenge
Finding growth opportunities through consumers and competition.
Grolsch wanted to identify concrete growth opportunities based on consumer needs and its position relative to competitors.
This required insight into what consumers value and how the market is segmented. These insights would reveal how Grolsch could increase the brand’s relevance and distinctiveness.
The approach
Beer brand positioning through multiple research stages.
Blauw began with thorough desk research of existing reports and used this to formulate hypotheses.
We then explored the beer experience qualitatively through an online research community. These insights were subsequently quantified through needs-based research and brand measurement to determine their scale and relevance.
This gave Grolsch deep insight into consumer needs and market segmentation.
<span data-metadata=""><span data-buffer="">The result
A sharper, consumer-centric brand positioning.
The research showed Grolsch how the brand’s relevance and distinctiveness could be increased.
This resulted in a sharper, consumer-centric positioning that Grolsch could translate directly into concrete marketing strategies.
The new positioning then formed the basis for the ‘Tijd voor elkaar, tijd voor Grolsch’ campaign, aimed at strengthening the connection with consumers.
Consequence of the Result
From brand positioning to a new campaign.
Sharper brand positioning.
Grolsch strengthened its relevance among target audiences and reinforced the brand’s distinctiveness.
Clear marketing direction.
The refined positioning provided direction for translating consumer insight into marketing and communication.
A new campaign.
The positioning became the foundation for the launch of a new campaign.
Related cases.
Essity
What did Grolsch want to achieve through the research?
Grolsch wanted more people in the Netherlands to drink its beer, distinguish itself more clearly from competitors and sharpen its brand positioning.
How did Blauw research Grolsch's brand positioning?
Blauw combined desk research with qualitative research through an online research community. The insights were then quantified through needs-based research and brand measurement.
What insights did the research provide?
Grolsch gained deep insight into consumer needs and market segmentation and learned how to increase the brand’s relevance and distinctiveness.
How did Grolsch use the new positioning?
The refined positioning formed the basis for concrete marketing strategies and the ‘Tijd voor elkaar, tijd voor Grolsch’ campaign.
Want to know more?
Want to sharpen your brand positioning around consumer needs and opportunities for growth? Contact us. Together, we will explore where your brand can make the difference.
