Success Case Study: Pardál Pilsner ; The power of consumer-centric product development and WoM marketing
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Pardál entered the beer market in the Czech Republic positioned as a people's beer and rose to prominence despite the economic downturn by utilizing selective crowdsourcing to cultivate consumer involvement that went beyond just product development. Pardál reaffirmed its people's beer identity and positioning by its multi-level consumer involvement strategy in key areas such as product development, advertising, and promotions, which resulted in several key benefits, including distribution opportunities, market access, knowledge harvesting, reaching future consumers, and the creation of loyal brand ambassadors.
Scope
"Success Case Study: Pardál Pilsner" is part of Canadean Consumer's Successes and Failures research and explores the underlying success factors for Pardál's rise to prominence in the Czech Republic.
• WHAT Understand the background to Pardál in the Czech Republic, and how Budweiser Budvar successfully launched a new standard lager brand during the economic recession
• WHY Discover how consumer-centric product development and WoM marketing tapped into key need states of Czech consumers
• TAKE-OUT: Learn powerful lessons from the success that can have a tangible impact on your own brand's success
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Pardál
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