Implementation
When compared to direct craft beer competitors, it is interesting to note how many more stock keeping units (SKUs) per brand Big Rock currently offers. This is represented by SKU counts of 14 per core brand and 11 per seasonal brand. Currently, the average number of SKUs per craft brand is 7.4 in terms of core products and 6.6 in terms of seasonal products (Reference Market Report). Although Big Rock operates on a much greater scale than traditional micro-breweries, there are significant risks to consider by offering too many seasonal SKUs. More specifically, offering such a significant number of seasonal SKUs per brand may prove to be detrimental as it will potentially dilute brand awareness. Furthermore, offering too many seasonal
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By increasing the SKU count of core products in conjunction to decreasing the SKU count of seasonal products, Big Rock will be able to solidify and further build upon brand awareness associated with the Big Rock label. More specifically, it is suggested that Big Rock increases the number of SKUs in its top three selling products; Grasshopper, Traditional and Honey Brown to spread brand awareness on a national scale. Increasing the number of SKUs for core products beyond the top three reputable beer labels will increase the level of awareness towards the diverse number of core product offerings which is synonymous with the Big Rock …show more content…
As it is known that there is a stigma towards beer produced in particular provinces such as the current perception and appeal towards Albertan produced beer, Big Rock must engage in a marketing campaign to remove the emphasis that Big Rock is an Albertan produced beer. Alternatively, Big Rock should market its brand as a Canadian produced premium beer that takes pride in its ingredients and taste. For example, Alexander Keith’s was originally positioned as an Atlantic Canadian beer but following a vigorous advertising campaign, the brand was still able to maintain the maritime values of being social, sharable and approachable. Alexander Keith’s was subsequently able to communicate these values nationally. Furthermore, Alexander Keith’s emphasis on taste which was possible due educational initiatives such as offering “on-premise” experiences, allowed the brand to become one of the leading premium beer brands in Canada today.
As Big Rock takes pride in its ingredients or more specifically, its non-preservative approach and the proven fact that many consumers enjoy the taste Big Rock beers (Reference something in market research articles?), it is suggested that Big Rock market itself as a great-tasting premium beer that is continuously produced through hard-work, dedication and most importantly, passion. It is recommended that these values be conveyed and marketed
Quality of products can be quoted as one prime quality that can be observed in both the companies. Manufacturing products that are environmental friendly is another common and a beautiful aspect that is common among the two companies. Molson Coors, being an old company is driven mostly by its values whereas Anheuser Busch is moving forward with the motto of “dreaming big” [1]. Both the organizations treat the employees in a good manner making them feel like they are a part of the organization and providing them with the necessary amenities required. Passion and Integrity are a few ground values on which both the companies rely on. Values such as Creativity of Molson Coors sometimes result in a product that might not gain popularity among the customers which would result in the loss of time, thinking and money invested in getting the product out. On the other hand, Anheuser Busch is growing popularity day by day by setting up high goals and working hard to make its presence
The beer brands were classified as popular, premium, super premium, and ultra-premium. The distinguishing factor determining if brands belonged to different classes was whether beer was produced by four largest companies (Anheuser-...
There are multi-factorial scenarios, which have an impact on the marketing strategies for a brand. In case of off-brands, it becomes critical for the organization to closely monitor the market environment and develop a marketing strategy that helps the off-brand to compete with established national and international brands. In this report, marketing strategy for Dr. Thunder is presented which would help the brand to acclaim nationwide promotion. Dr. Thunder is a soft drink brand offered by Wal-Mart in its stores. As the brand is cheap therefore there are less number of factors to be considered by customers at the time of purchase. In this sense, Dr. Thunder can be asserted as being a low-involvement brand. There have been no major advertising campaigns run by Wal-Mart to market Dr. Thunder as a brand. For this reason, the recommended marketing strategy is a newly developed. The reason behind developing a new marketing strategy for Dr. Thunder is to highlight the subliminal attraction of the brand, as the brand name is similar to internationally popular Dr. Pepper.
This report addresses the issue of whether Amsterdam Brewery should invest and promote new products or continue to focus on current products. And, whether Jeff Carefoote should pay attention to whole brands or spent expense to increase brewing capacity. The report describes a strategic plan to ensure Amsterdam Brewery’s competitiveness in the market.
Outdoor grilling is a booming activity in modern USA, which provides excellent opportunity for market growth. Thus, we will present an overall marketing strategy and establish core marketing activities to boost its profitability and MBAs. We will then attempt to re-strategize marketing mix to help Kingsford back on its track. The real challenge is to attract more people to charcoal grilling from gas grilling and at the same time capture more market share from Royal Oak.
As larger beer corporations move toward this growing market, NBB will have to develop measures to maintain market share (Gorski, 2013).
The 2012 Canadian Club Whisky ad uses gender roles attributes in order to persuade possible male consumers into consuming the product by appealing to their sense of masculinity. The goal is to reach men’s pride and lead them to believe that Canadian Club Whisky is capable of “helping” them achieve society’s ideal of a man through images and sentences that remind them of manhood.
In 2003, Palmer Jackson, Inc. created a new line of sports beverage called Green Ox. This beverage has some differences from other similar beverages, as it contains the benefits of antioxidants and it can compete in more than one category, such as sports drinks, vegetable juices, and antioxidant supplements. These are not the only advantages of Green Ox, because some reputable reports argue there is a strong link between using the vitamins and minerals that Green Ox has to reduce the risk of some specific types of cancers, and Green Ox will launch on a type of market that is growing to 15% per year. In order to ensure the success for Green Ox, the company has contracted with Marketing Studies Incorporated (MSI) to study the market and do some important researches. However, Palmer Jackson, Inc. faced one of the challenges that has been common when companies prepare to launch new products on the market. First, the company needed to determine the target audience, especially as we know the large variety of people who deal with this kind of product. Second, the company needed to think thoroughly about how it could position Green Ox with its benefits on consumers’ minds, as Green Ox has the capacity to compete in three different
I am writing in regards to the proof of child support payments you requested. It has come to my attention that Roy Frederick has not been making the payments and therefore have no proof of child support payments. I however would like to proceed with the process of my application.
The beverage industry is highly competitive and presents many alternative products to satisfy a need from within. The principal areas of competition are in pricing, packaging, product innovation, the development of new products and flavours as well as promotional and marketing strategies. Companies can be grouped into two categories: global operations such as PepsiCo, Coca-Cola Company, Monster Beverage Corp. and Red Bull and regional operations such as Ro...
The Boston Beer Company is able to obtain relatively low-cost funds for their working capital and expenditures. The company is constantly in search of the lowest cost items without suffering the quality of their products. The company has thrived and has been able to expand to become successful due to their ability to achieve this.
This report contains Marketing strategies and plan, conducted on behalf of GM Holden Ltd. Holden is current looking to introduce new products into the home appliance market. This product is a refrigerator, which will be branded as Holden (Scenario created for the purpose of this assignment). A SWOT analysis conducted had shown a clear summary that Holden has a high strength in its being an Australian brand which manufacture in Australia, as Australian consumers are always looking to support Australian brands. On the other hand, Holden’s key weakness is that it has such a large employment base but none of them has experienced or been trained in developing or manufacturing refrigerators. Although Holden still has a an opportunity in the market as the brand has been a noticeable consumer choice attitude for “greener” sourced products, if the
After 1996, the U.S. beer industry had consistent growth with about 3,500 brands on the market in 2002 (Alcoholic Beverages, 2005). The U.S. exported beer to almost one hundred countries worldwide. The beer industry peaked production with 6.2 billion gallons in 2003 (Alcoholic Beverages, 2005). The U.S. beer industry haws over 300 breweries. However, this industry is dominated by three companies: Anheuser Bush (45% of the industry), Miller Brewing (23% of the industry), and Adolph Coors (10% of the industry) (Overview of the U.S. Beer Industry, 2005).
The United States of America has a population of 260 million people. This is a big market with substantial purchasing power. As of 1997, Breckenridge Brewery has only expanded eastwards and the west side of the country is relatively untouched. According to Exhibit 2 in the case study, there were only distributors in 32 states and that leaves a potential to sell to the other 19 states as w...
Over the course of its life, Red Bull has had to adapt and change its marketing position more than once. When the beverage