Synek

Client: Synek

Objective: The problem is lack of access to the draft quality beer drinking experience at one’s home. The advertisement will address the desire to revolutionize the home beer drinking experience. The objective is to establish Synek as an option in the minds of beer drinkers.

Benefits of the product/organization: A draft style beer drinking experience at home that allows access to over 17,000 beer styles that range from domestic, imported and craft beer.

*Target Audience: White males ages 30+, College Graduate, income of 70,000+

• Located all over the United States. No geographical limitations
• Curious about unique, creative and novelty products
• This group is willing to pay the premium price for products they prefer or want. Therefore this target audience is willing to pay more for higher quality beer and craft beer.
• Strong use of social media.
• Early Adopters if not innovators of new technology trends
• Well off in their careers
• At a time in their life where they may be starting a family by either getting married or having children. This would show that this audience has less time to go out on the weekdays or weekends and would possibly prefer to grab a beer at home.

Competitor Analysis:

Kegerators: There are many different brands of kegerators available on the market such as EdgeStar, Summit, Danby and Kegco. The downfalls of these competitors are that their prices are high( at least $400+), big bulky designs and that they are limited to using kegs from the local liquor store. The  opportunities for Synek are that it is cheaper, more compact, portable and has access to more beer styles with its unique bag system.

Bars: Any sort of establishment that provides beer is a competitor to Synek. The downfalls of bars and restaurants are that they are busy, loud and one must wait to be served. Other downfalls could be unwanted interaction with overly drunk patrons, expensive beer prices and poor maintenance of beer taps which results in poor taste.The opportunities for Synek will be to show the relaxing drinking experience of being at home.

Brand Personality: Humorous, Tech Savvy, “Laid back” by passionate. They mirror the fun associated with a beer drinking experience, and they do not take themselves too seriously.

Brand Positioning: The brand is new to the minds of the consumers so their positioning may be non-existent. But with these new advertisements, Synek will be positioned as a new-age take on the home bar.

Brand Perception: The perception is of a premium and unique beer drinking experience. With its cost ranging in the $300, Synek will be seen as a high end brand compared to the cheaper alternative technologies

Tone: The tone would reflect the brand personality of a fun, humorous yet passionate company.

Mandatories: Logo

Message: The essential message is to break away from going to bars or restaurants to grab a beer, and to rejoice and relax at home with a Synek brewing system. The product also gives freedom to the user by allowing them to take the Synek experience anywhere they can ( since the device is portable). Synek provides the consumer a pleasant, relaxing, refreshing and delicious beer drinking experience.

Support/Evidence: The audience will believe this message by showing the unique properties of the Synek system off in the advertisements, as well as hitting emotional and logical cues that will spark the interest of the viewer.