Cidermarkedet i Danmark: Somersby og Cult Shaker

This paper examines the Danish market of alcoholic ready-to-drink and cider products. It describes the warfare and the constant changes happening within the market. The paper analyzes and examines the communicative platform used by the market leader, Somersby Cider and describes how Somersby was promoted with focus on the two TV-commercials “The Somersby Estate” and the “Somersby Elderflower Bottles – Airport”. Ethnical limits are discussed and parallels are drawn between Somersby Cider and the Danish competitor Cult Shaker. It is displayed how there are striking similarities in their appeal to their target group, and explained why the reactions on the brands are completely different received. At the end the paper concludes that the market is still in continuous growth and the launch of Somersby Cider created a whole new standard of advertisement.

Indholdsfortegnelse

Abstract2

1. Indledning4

1.1 Område4

2. Det danske cidermarked5

2.1 Beskrivelse af markedet5

2.2 Kotlers Attack Strategy6

2.3 Carlsbergs første markedsføring7

2.3.1 Buzz-markerting8

2.3.2 De 4 faser8

2.3.3 Brug af TV9

2.3.4 Brug af radio9

2.4 Carlsbergs nuværende markedsføring9

3. Analyse af tv-reklamer10

3.1 The Somersby Estate10

3.1.1 Handlingen10

3.1.2 Komposition11

3.1.3 Reklamens objektivitet/subjektivitet12

3.1.4 Symbolik og symboler12

3.2 Somersby Elderflower Bottles – ”Airport”13

3.2.1 Handlingen13

3.2.2 Kompositionen13