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Class 1: Intro to the course: business approach
− Course description, organizational topics
− Way of working in business:
• Business language (decoding corpo-abbreviations)
• ABC of alcohol; sobriety and ethical aspects
• From business issue to solution
• Time & budget framework management
• Brief presentation skills (C level presentation guidelines)
• Business case
Class 2: Beer category in Poland as an example of a FMCG
− Key information about beer category: size & dynamics in Poland
− Key consumption patterns: occasions, motivations, consumer
segments, sales channels
− Diaries as a tool to follow consumers – shopping, in-home and
OOH behaviors
− Examples of consumer portraits
Homework 1: make a small research and presentation (3 ppt slides) about
beer market situation for selected countries (preferably for markets that
students know better – their home countries)
Class 3: Beer consumers – segments, patterns, scale
− Consumer segments – demographic, psychographic, based on
occasions
− Consumer segments – scale
− Basic division: gender – e.g. beer consumption patterns
− Info about methods used: segmentation studies, diary studies
Class 4: Beer consumers – deep dive
− A closer look at beer consumers – habits, needs, motivations
− Exercises (in small groups): persona building (first step do design
thinking)
− Methods used to research consumer & searching for insights:
• Ethnography, in-home interviews
• Visual sociology & semiotics
• Observation/ participatory observation
• Desk research
Homework 2: make a summary from a mini-research project about beer
rituals in Poland vs some other country (presentation, ppt, students)/
draw – which consumer segment to analyze (different consumer
segments will be covered)
Class 5: Beer consumers – analysis of homework presentations
− Each person makes a short presentation of their homework.
Feedback from the group & teachers.
− Looking for similarities & differences between segments &
countries (common ground), searching for opportunities and
inspirations (trends)
− Searching for insights based on the conducted analysis – what
does it mean for the business – product/
communication/activations/events
Class 6: From consumer to insight
− What is insight vs. observation
− Usage of insights for brand positioning & product development
− Putting insights into concept
− Structure of a concept: I, B, RTB
− Exercise in small groups: writing concepts for selected brand
based on insights delivered
Class 7: Brand communication executed
− How brands communicate with consumers?
− What are the key touchpoints?
− Exercises: based on selected communication campaigns we will
decode:
• The positioning and concepts
• Game rules for communication in beer category
Homework 3: preparing short presentation about a beer brand that does
amazing job in long-term communication + explanation
Class 8: Brand condition – tracking studies
− How to measure brand condition?
− What are the key metrics: funnel, equity, reach of campaign
− How to communicate results?
− What decisions can be made?
Homework 4 (in pairs): Based on a set of slides, prepare a
recommendation for a brand-team to start some actions on a brand.
Class 9: Managing brand portfolio inside of a company
− Analyzing homework – feedback session & discussion.
− Looking at of companies which have a set of brands (one
category)
− Basics of revenue management
− Promotional mechanisms
Class 10: NPD development – step 1: defining the market & TG
− Intro to product segmentation
− Moderated product mapping
− Beer segments in Poland (characteristics and scale, business
relevance)
− Trade marketing & in-store wars – key concepts and metrics
(rotation, visibility...)
− Concept of cannibalization and business case analysis
Homework 5 (in pairs): Go to a few stores (HM, SM, TT) and check how
various beers are segmented on the shelf (picture documentation
required) – what patterns are visible, how beers are grouped, does it
differ from store to store, how does it affect performance (sales), why?
Class 11: NPD Development –step 2: writing own NPD concepts
− Keeping brands interesting – NPD development (analysis of
trends, innovation mechanics)
− Short training in design thinking techniques
− Exercise (pairs): creating product concepts based on predefined
assumptions and insights (for the existing and new products)
Class 12: NPD Development – step 3: product appears in the world
− Product positioning, the issue of consistency & expectations
management: segment – brand – liquid – packaging – in-store
presentation
− Packs design in beer – trend analysis
− Intro to semiotic analysis: emergent; dominant; residual visual
codes
− Working on examples – analyzing various types of beer packaging:
what codes do we observe, what do they say?
− Pack size & pricing
Class 13: NPD Development – step 4: liquid & product test
Note: this class takes place in the evening and at the KP office at Emilii
Plater 53. Bring your ID, as this is required to enter the building.
During this class students have the opportunity to observe how a product
testing is conducted. If students would like, they may participate but they
do not have to (and this will not negative affect their assessment). This
involves product tasting; non-alcoholic beer will be available.
− When in need of a new product – start with a brief – how to do it?
− Key principles on sensoric analysis (product idea, key dimensions,
KPIs)
− How to write a good questionnaire for sensoric analysis
Homework 6 (in pairs): based on a database (xls, sav) provided, students
will conduct a statistical analysis to advise whether a product should be
launched or not, or if some modifications are needed (new brief)
Class 14: NPD Development – step 5: product test results & decisions
− Each group makes a short presentation of their homework.
Feedback from the group & teachers.
− Presentation of a real report from a product test.
− Discussing potential recommendation for the business
Classes 15: What is the role of strategy department in corporation
− Role of consumer data in business planning
− Different roles and responsibilities: REVENUE; CONSUMER
INSIGHT; TRADE INSIGHT, BRAND MARKETING
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