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“Heineken” Vilniuje atidaro barą. O mūsų alūs?

„Heineken“ Vilniuje atidarė savo barą. Tiesa, ne senamiesčio centinių gatvių prieigose, o prie magistralės į Pasaulį – Vilniaus oro uoste. Anot lrytas.lt Heineken pirmąjį tokį barą atidarė 2005 m. Honkonge. Nuotraukos ne vilniškio „Heineken“ baro, bet koncepcija turi būti panaši:

Tokie prekių ženklų vojažai į kitas kategorijas visada įdomūs: kompanijai patirties prasme – sukurti tokią aplinką, kurioje vartotoją prekės ženklas galėtų tiesiog užburti ir vartotojams, kuriems tokiems burtams dažnai pasiduoda. Neabejotinai Pasaulyje rasime ne vieną barą, kuris būtų dedikuotas kuriam nors alaus prekės ženklui. Gal kas nors žinote daugiau?

„Švyturys“ garsėja barų atidarymais, tik labai jau atsargiai: barai krepšinio čempionatuose užsienyje, „Siemens arenoje“. Būtų viskas kuo puikiausiai, tačiau nepakanka užkabinti kuo didesnį logo, susitarti su savininkais, kad kito pavadinimo nebus ir skelbti, kad tai „Švyturio“ baras nepakanka. Čia privalu kurti savo ženklo aurą, kur  galėtum papasakoti istoriją, klientas pajustų įsijaustų į nuotaiką ir išsineštų gabalėlį ženklo savo galvoje į parduotuvę ir vakarėlius su draugais. Nekalbant apie produktinio išskirtinumo nebuvimą bare, kurį beje “Heineken” žada.

„Zahiras“ (El Zahir), kurį „Švyturys“ kaip tik ruošiasi pralošti žaidime yra visai ne „alaus“ (nekalbant apie „Švyturio“ deklatuojamas vertybes) baras, tai pakankamai rami yuppie pasisėdėjimo vieta po darbų. Užeikit – virtuvė visai nieko. Kol  netobulieji „Švyturiui“ nesustrategavo naujos krypties (tiksliau kol jos neįgyvendino), „Švyturiui“ reikia tartis su Klaipėdos „Mėmeliu“ (jų operatorius ir atidarė „Heineken“ barą Vilniuje). Prieš 3-4 metus „Utenos“ „pramogavę“ su estais ir be jų nukrypo nuo kelio ir, panašu, praleido progą atidaryti savo brando barą. Jei ir atidarytų, gal būtų puiki vieta susitikti su „buvusiais“?

Kol “Švyturys-Utenos alus” nieko nedaro, gal rimto savo baro atidarymas “Kalnapiliui” ir kitiems ženklams būtų priemonė suspindėti WOM ir kažkiek kompensuoti „publicity“ trūkumą TV?

Rodyk draugams

Komentarai (105)

  1. Luxeat.com:

    Siaip galetu geriau koki normalu restorana, ar stilinga uzkandziu parduotuve atidaryti…

  2. Tikras:

    Kame cia tas koncepcinis baras? Kad vien tik Heineken/Fortas pilstomas ir zalia spalva? Nejuokinkit zmoniu, kokia cia dar koncepcija oro uosto sterilioje zonoje, kur niekada nesuformuosi savo klienturos/atmosferos. Yra gi skirtumas, kur zmones renkasi po darbo alaus, o kur - pries skrydi i monitorius paziuret…

  3. Mieganti gražuolė:

    Tas baras jau kuris laikas atidarytas

  4. Anonymous:

    bent as ten buvau sausio menesio pabaigoje

  5. Reklamdavys:

    Gal zinot, koks yra rysys tarp reklamos agenturos Kotet ir Vilniaus oro uosto? Kiek bandem sneket su TVOU del reklamos, vis mala sh… ir nukreipia pas juos?

  6. Asta:

    Panašu, kad nusprendė atiduot vadybint reklamistams, o patys nieko nebedaro.

    Ankčiau išvis būdavo sudėtinga dėl kažko tartis. Dabar gal tvarkysis.

    Nors pažiūrėjus į Kotet www, jie rimtai neatrodo.

  7. ikomunikacija:

    Mano nuomone labai teisingai parinkta vieta tokiam prekės ženklui.

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