Yanick Beirens D. Zaruk 20 januari 2014

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The Belgian Red Devils & Jupiler


Assignment 1

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Mission, Vision & Values
 As Jupiler is a part of AB Inbev we will be taking a look at their mission, vision & values. First of all their mission is to hold and attract consumers, to get more connected with the clients, always deliver nothing but the best, and try to strengthen our position in the market and look for emerging markets that can be interesting. Secondly the vision for Jupiler is that they are trying to get and stay connected with men, as their slogans says „ Jupiler, men know why!”, so they know that most football fans drink a lot of beer. So by entering the football market and linking the name to their product will keep buyers connected. Jupiler also tries to reach out at markets in Holland, because they started to sponsor the national team there as well and the team of Ajax. Finally the Values, Jupiler stands for a belgian beer who has a 45% market share in Belgium. And they stand for the beer of men, like i already mentioned they say that there is no need for further information because men know why. 
 
 Now i’ll try to give u a short view about the the mission, vision & values of the Red Devils themselves. As their mission is to play the best possible football and to win as many matches as possible. They try to give to best for their fans every single time, so when somebody buys a ticket they will try to give him the most possible leisure in return. And for their vision, the Red Devils try to win every single match to go eventually to bigger games, like World cups, and try
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to go higher and higher in the FIFA standing by giving the best out of them. and finally for their values, the Red Devils stand for a Belgian team where every single player has his own set of skills and tries to play and hopefully win every match on a fair way.

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Public Relations Strategy
 In 1988 the cooperation between Jupiler and the Belgian national team started, this makes Jupiler one of the oldest main sponsors of the Belgian Red Devils. As we take a look at the target audience of Jupiler then we can see that they look for men because out of many figures we can see that men are the biggest drinkers of alcohol. And it is also known that a lot of football fans drinks beer. So by trying to connect the Red Devils name to their product, they get a lot more drinkers of Jupiler. So people who drink normally another beer like Stella, Maes, Heiniken, etc…will drink Jupiler when to go to a game of the Red Devils because they are linked. So the main reason for the Red Devils is to create and keep a good image in front of the crowd. How can they do this? Never let the fans down! After every game they need to thank the fans and show that their support affected them. And to get more contact with the fans, the Red Devils & Jupiler put up challenges between the fans and the team. They did things like wrapping school books for children if the fans made more than 500.000 decibels in the match against Wales. But the thing that i thought was the best for either the Red Devils as Jupiler to do, was putting the faces of the players on the beer cans. I’m pretty sure this increased the popularity even more of the players and it gave a boost to the sale of the beer. No matter what beer you prefer the most, if you are a fan from the team, you’ll start to appreciate Jupiler a lot. Because everyone has it’s favorite player, so they will go to the supermarket and start searching for the beer with the picture of

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their player on. It’s a bit the same like Coca cola did with the names on their drinks. But to make new cans with pictures on it costs extra money, so when we look back in the history the last time Jupiler putted pictures on the cans was the last time they went to the World cup. 
 
 The big difference now is that they putted the whole team on the cans, also the ones who didn’t play that much for the team, like Mignolet. And together with the slogan of „Collect them all”, people really will start searching for the whole team. 



 
 Some extra things that i would add to their campaign, in order to get even more cans sold is to put a number on each can that you have to put in on the site of the red devils. And with this code you can win a meet & greet with the player on your can. Because now Jupiler only look to the Belgian crowd, but when there is a really important match to France for example, and outside the arena you have to two bars selling beer cans, one is Jupiler to support the Belgium team and the other is some french beer. When other players come from England for example and they see that you can win a meet and greet with one of the players from the belgian team. They’ll definitely go buy their beer there. Because now the players of our belgian team play all over the world, so they’re very known to a lot of people. So if their

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country wouldn’t go through to the next round, they sure will support the country of one of their favorite players. And now when they see that they can win a meet & greet, they’ll start buying the beer a lot because it gives them a unique opportunity to actually meet a „hero” in real life. This will not only give a huge boost to the sales of Jupiler, but the image of the Red Devils will grow even more. It shows to their fans that they want to meet them as well. 


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Evolutions in benchmarking of the Red Devils
 Football has always been a important pastime in Belgium, but not always that popular. It depends a lot if the team is winning and how it handles with it’s fans. But when they are not winning and not nice to their fans, popularity goes down. From my point of view, i wasn’t always attracted to football, i started to appreciate since a couple of years. and then i also started to look at the history of the Belgium team. I started when they played at the world cup in Mexico in 1986 and were extremely popular. Please take a look at this video: http:// www.sporza.be/cm/sporza/videozone/retro/1.1794559 , it gives you a small glance of how important football became in Belgium. These years it was enormous how the football players were like real „heroes” for the crowd. I can’t imagine how it was because I wasn’t born yet, but I think I would act the same. Everything they bought or wore in public, other people started to want be like them. I saw a lot of interview about them and it was really like they had „superpowers”. A couple years later the team changed because some were to old, and it wasn’t the same like `86 anymore. They was still a lot of football in Belgium but it didn’t got everybody attention anymore. But now these last years it grew again, the team exists out of a lot of super talents, the only thing they were waiting for is to get them coherent and working together. This happened in 2013 and showed of by being winner of the group qualifications for the World Championship in Brazil 2014. The Red Devils popularity is growing incredibly fast in the entire country. And it seems that they are becoming the same heroes as the devils were in `86. But now we only have to wait if they can equal the achievement of `86 or if they can do better. It’s still a mystery but the fans believe in them but do you?
 
 
 
 
 


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Sources
 http://www.tijd.be/nieuws/ondernemingen_financien/ ING_verlengt_sponsordeal_met_Rode_Duivels.9396465-3095.art?ckc=1

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http://www.voetbalkrant.com/nl/nieuws/lees/2013-08-29/rode-duivels-schitteren-inknappe-reclamespot-we-are-ready http://www.voetbalkrant.com/nl/nieuws/lees/2013-11-07/winkelketen-nieuwe-sponsorrode-duivels

! http://espnfc.com/blog/_/name/espnfcunited/id/1080?cc=5739 ! http://www.sporza.be/cm/sporza/videozone/retro/1.1794559
 http://www.sporza.be/cm/sporza/extra/deduiveluitdagingen/ 131015_Duiveluitdagingen_slot


http://www.vad.be/alcohol-en-andere-drugs/feiten-en-cijfers/alcohol.aspx

http://www.pub.be/nl/Campagnes/VS300146486/Jupiler-en-Rode-Duivels-maken-samenunieke-FIFA-Wereldbeker-spot
 http://www.bierblikken.nl/jupiler_voetbal_01.htm
 http://nl.wikipedia.org/wiki/Belgisch_voetbalelftal#WK-historie
 http://nl.wikipedia.org/wiki/Jupiler
 http://jupiler.be/nl


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