2: The Pan Beer Brand Building Case 💗♾️
Pan Pivo, a Croatian beer brand, successfully captured 20% market share by creating a new category of high-drinkability beer. Through consumer research, market mapping, and a 360° shopper journey, Pan Pivo differentiated itself from competitors and became a lifestyle brand.
Growing Good ViiBE Journey, Growing from 0% to 20% Market Share
Set Up a New Category You Can Be First in to Cultivate Good ViiBE Consumer Bonds
From zero to hero. Pan Pivo (beer in Croatian) rose like a Phoenix from obscurity to claim 20% market share in the Croatian beer market. Until 1997, Carlsberg had relied on imports, but the decision to build a brewery demanded a bold solution to fill production capacity. The answer was Pan Pivo, a brand designed to create and dominate a new category: high-drinkability beer. This journey exemplified Al Ries’ maxim: “If you can’t be first in a category, set up a new category you can be first in.”
Pan advertising even starred Goran Ivanesevic