New Belgium Brewing: Developing a Brand Personality By: Kimberly Tucker, Ashley Solomon, Chris Salt
The Problem: • The problem surrounding New Belgium Brewing is that they have not effectively developed a marketing strategy that is appealing to other target markets or demographic areas. Their niche market is too specialized and localized to be a viable business model for any significant long term success, and expanding their marketing strategy would allow them to have a proactive advantage over the competition, differentiate their beer from other products in the craft beer market, and maintain and increase their market share.
Issues: • Message Development • Local Touch • Media Selection
Viable Alternatives: • Capitalize on Television Advertisements • Develop a New Brand • Broaden Message Development
Decision and Implementation • Develop a new brand of beer • Have an identifiable name, like Lady Liberty Domestic Ale. NBB will need to purchase new bottles, labels, packaging, ingredients, and organize production and distribution methods. New production plants will also need to be built to increase sales and sales locations of NBB’s current beer brands and Lady Liberty Domestic Ale. Have a flavor that is appealing to a wider range of customer pallets. To advertise for Lady Liberty Domestic Ale, a combination of media will be used. Traditional television, radio, and print advertising will be utilized. Overall, the implementation of Lady Liberty Domestic Ale will attract a new wide variety of customers to NBB. With the combination of new advertising, a mass appeal taste, and the unique personality that NBB has, Lady Liberty Domestic Ale is positioned to solve NBB’s problem of having a marketing strategy that is too narrow, which limits their target market.