The Bulmers Way
Agency Space
Background
The Modern Cider category was growing but becoming increasingly competitive through the introduction of new brands, and particularly with the advent of new flavours into the category.
In 2012, Bulmers needed to maintain their current volume to increase their market share across the whole range. In the on-trade this needed to succeed through increasing penetration and frequency of purchase, whilst in the off-trade it needed to secure more shoppers, and ensure existing drinkers purchased more.
Brand tracking scores in 'quality' measures were showing that Bulmers was behind key competitors and research tracking established that...