MKT Case4 New Belgium Brewing (A): Gaining Competitive Advantage Through Socially Responsible Marketing Shuzhe Zhang MKT360 4/1/14 Summary From its roots in a Fort Collins, Colorado, basement, New Belgium Brewing has always aimed for business goals loftier than profitability. The company’s tremendous growth to become the nation’s third-largest craft brewery and ninth-largest overall has been guided by a steadfast branding strategy based on customer intimacy, social responsibility, and whimsy. The company’s products, especially Fat Tire Amber Ale, have always appealed to beer connoisseurs who appreciate New Belgium’s focus on sustainability as much as the company’s world-class brews. Despite its growth and success, New Belgium has managed to stay true to its core values and brand authenticity—the keys to its marketing advantage in the highly competitive craft brewing industry. Corporate social responsibility Gains momentum beyond the courtroom to the far more powerful marketplace current and future manager of business must realize that business ethics not so much about the installation of compliance codes and standards Necessity for Ethical, values-driven company Mission statement :To operate a profitable brewery which makes our love and talent manifest Core values and beliefs 1.
Across its brands Smuckers aims to be the number one product in all of the product lines in which they compete. Smuckers expanded beyond jams, and jellies to protect it from becoming an acquisition of a larger firm. By expanding Smuckers has made itself less likely to be acquired by increasing its cash flow and size. Smuckers has been very successful so far in expanding purchasing number one brands and increasing both revenues and profits by large margins along with an increase in stock price. Smuckers decision to expand the business has been a successful one.
Greece and Rome were to be the home of wine, where it was most popular. Wine was the simple of wealth, and the older the type the wealthier you were. Sprits meaning rum and other hard liquors were a symbol of exploration. Sailors and other men drank these liquors when traveling across the ocean or for just getting drunk. Next is Coffee; coffee was made about 1000 A.D in Arabian peninsulas.
All of the flavors remaining were fruit flavored. Of all the fruit flavors, forty linear feet was taken up, or 19% of all of the space. Another way to organize this large space is exactly how this grocery store organized it, by brands. I have already mentioned the ruling brands in the soda industry, Pepsi, Coca Cola, Dr. Pepper, and then the cheaper “off-brands”. Coca Cola takes up the greatest amount of space, being the most successful in the soda industry.
Analysis of the Situation Stakeholders Analysis: The decision to launch the Hockley Classic will impact the following stakeholders: Consumers * Offered a light craft beer of higher quality than similar imported beers * Increasing their interest in Hockley’s beer offerings Employees * Trained on new policies and procedures to produce the Hockley Classic * More hours available for the employees Owners * Opportunity to penetrate lucrative craft light lager market * Potential opportunity for Hockley to grow and make their brand more well-known Distributors * Collaboration with existing and new distributors interested in selling the Hockley Classic * Opportunity for increased revenue if product is
----------------------- Budweiser is an American-style lager introduced in 1876 by Adolphus Busch and is one of the highest selling beers in the United States. It is made with up with 30% rice in addition to hops and barley malt. Budweiser is produced in various breweries located around the world. The brewing recipe used by Busch was augmented to accentuate the light, crisp flavors of Bohemian-style beers, resulting in what is today called the American-style lager. Budweiser was revolutionary not only in its taste, but also because of how it was marketed and distributed by the Anheuser-Busch Company.
Explain Britvic’s Micro & Macro environment. A Microenvironment is all of the factors that directly affect the company .e.g. competitors and customers. So in the case of Britvic, as they bought Tango, Pepsi, Canada Dry and 7Up; this meant that their main competitors were Coca-Cola, Barrs and Fanta. So if one of the competitors brought out a new product then Britvic would have to match or beat that new product in order to keep sales up.
Beer makers have been searching for the perfect beer commercial nearly since television exploded onto the American scene in the late 1940s. In those pioneer days, nobody not the advertisers, not the ad agencies, not the TV stations knew exactly what made for a good commercial. Unlike other beers, a Bud Light commercial has a time-tested formula that has proven to capture viewers’ attention nonstop. By show-casing the delightfulness of the product, offering an eye-catching set up, Bud Light successfully argues that drinking their fresh, smooth, real beer will have any beer fanatic so hooked that he or she will be willing to risk his or her life for it. Bud Light takes advantage of their name and amusing reputation to relate to society with combination of sex appeal and humor consequently to make their wide demographic of men understand the desire in drinking their beer.
The Causes of the micro-beer trend continuing to grow are because of the unique flavor, health benefits, to support local companies, and the new techniques of distribution. The first main reason micro-beers are becoming so popular is because they have a certain uniqueness that is unforgettable. According to Jeff Kuechle, of the New York Times, “There is the rich sweetness of malt, counter balanced by good bitter hops and the mocha java overtones of roasted barley or the spiciness of malted wheat” (Kuechle). Craft beers are the ultimate flavor experience and customers love the boldness and the flavorful designs the brew master creates.
It was a key component in Egypt and Mesopotamia that by 3000 BCE it was being used to pay wages. “For the Greeks, wine drinking was synonymous with with civilization and refinement: What kind of wine you drank, and it’s age, indicated how cultured you were.”-Tom Standage. Wine quickly started to overpower beer because it was more portable and lasted longer. It quickly became the main export of Greece’s trading. Wine shared Greek culture all over the world.