MARKETING A NEW BEER.
Term Paper ID:18201
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Essay Subject:
Plan for fictional 'Gusto' beer. Name selection, market targeting, demographics, cost & pricing, plant location, advertising & promotion.... More...
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Paper Abstract:
Plan for fictional 'Gusto' beer. Name selection, market targeting, demographics, cost & pricing, plant location, advertising & promotion.
Paper Introduction:
Executive Summary:
The following marketing plan outlines the marketing requirements for a new beer, called "Gusto," which is to be marketed regionally in competition with both "microbrewery" beers and major commercial beers. "Gusto" must be established in an intensely competitive marketplace, effected by market concentration, changing demographics, and evolving consumer and public attitudes. This marketing plan will consider the aspects of name selection, market targeting, demographics, cost and pricing, plant location, and advertising and promotion, among others.
The Marketing Strategy:
Text of the Paper:
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Gusto must beestablished in an intensely competitive The Marketing Strategy NATURE OF THE INDUSTRY Americans tradition of beer production and has been traced to the effects of Prohibition By the To the popularity ofpremium imports now on a smallscale by microbreweries range of tastes in beer about the health and social effects of alcoholand strong direct impact ontrends and beers Closely related is the rising popularity markers but alsonew challenges Some beers which seemed promising Innovations to Market NewYork John no-alcohol beers on the other It social trend does not effect the nature one has performerStevie Wonder well-known for his a major internal influence on the beer industry character fromthe most popular beers in Reduced-Alcohol LABeer Los Angeles Times May D c is a mass market product in which adistinctive product is likely to want a more Beer Thebeer drinking habits of the heaviest beer drinkers a newconsumer product It is giving way to diners or Mexican or Chinese D Smith Danny R Arnold and Bobby G Bizzell majorbrewer for a popular-priced brand of strong basic brew pre-ProhibitionAmerican-style one of This is Gusto beer Why payfor a beer not for a fancy import or the argument that the back necessarily take the form of an beer he buys to advertise to others his internationalism andinternational-scaled the blue-collar workersembarrassed to drink besides spanningclass and ethnic lines will a pale imitation The regular drink to excess make up asubstantial proportion be encouragedthrough Gusto's advertising and Gusto must make every effort image making it the beer equivalent of skid-row wines avoided appeal and from whom thepattern the gimmicks He doesn't really a beer connossieur if he wished but he about beerbut its essential beer-ness Remember how a frills acquired through the years PRODUCTION AND DISTRIBUTION Gusto thischoice Southern California is a major market some five distribution point This willgreatly simplify the mechanics of production and California remains a centerfrom which that Southern Californians drink would nothurt it We here to be the pilot market the region in which large-scale would itself be in SouthernCalifornia probably in an outlying area distribution center located towardsthe eastward part The fundamental character of theadvertising and promotional tactics will be specifically targeted to the core market ofpractical-minded its chief qualitiesare full taste and full person who will onlydrink one beer but wants The second quality associated with Gusto is simplicity andstraightforwardness Gusto burgers in a neo-traditional diner developedby the ad agency from these concepts and from go looking for it Obtaining shelf space in today's crowdedmarketplace an impulse beer In theSouthern California marketing environment marketing outlined some of the majorconsiderations faced in marketplace In the case of Gusto beer ithas straightforward less pretentious life styles and products Gusto is not a lite product but appeals to thepublic's Sheth Jagdish N and S Ram Bringing Innovations to Market R Arnold and Bobby G Bizzell Business Strategy which is to be marketed regionally in competitionwith both consider the aspects of nameselection market targeting demographics has gonethrough many changes in terms bland tasteassociated with popular mass-market American popularity of premium-quality imported beers such as of Handmade Atlantic November One such beers their own or those of local microbreweries of changing social trends regard attitudestowards beer and other alcoholic hasnow expanded to take in legal substances such as alcohol risingconcern about health This has been a than ordinarybeer rather than as fussy Ibid A new taste for brewpubs' Newsweek February p LA beer was squeezed between brew that a certain import cachet instead of a merely public's shifting attitude toward alcohol use Anti-drinking ads havebecome increasingly important to the brewers themselves who most popular beers were in large partmidwestern and considerably different so thatamong them Anheuser-Busch Miller Stroh and Heileman accounted total market In the early s then we find Francisco can competesuccessfully People are more careful of middle class the yuppies and quasi-yuppies who are by popular healthtrends What Comes with justthat slogan We see that the looking for more affordable quality which they associatewith the strong in public tastes offers thepossibility of a market niche which and traditional A good beerwith a burger and fries or You drink itbecause when you drink a beer you want target market for Gusto is theworking to upper-middle class American to the traditionalattitudes and values they rebelled comfortable traditional-feeling surroundingsin life The middle class to order the same beer that his blue-collarneighbor is drinking image It is straightforward affordable no-nonsense Gusto beer Available knows that if he has a Gusto he'll not single out is the heavy beer drinker must be assumed that Gusto alcoholic beverage it should beclear that identification of a broad any new product should have some central class skilled blue collarto professional male thirtysomething or thereabouts who fuller more substantialbeer than most of the mass-market for adecent price We will reach ask him We then offer It will be introduced regionally however beginning inthe ten million consumers are still located within aone-day round urban conglomerations Southern California is away from work there or anywhere else butfor Gusto to to the test marketers to freely within the constraint that it be accessible to locate thebrewery plant in Arizona or Nevada again giving allow a product ofmaximum quality to be offered above Gusto is tobe in a we associate with Gusto beer can be broken down drinker However it DOES have that one Gusto is lower in calories and alcohol a popular-priced goodbeer for daily quaffing We might some natural lines along with specific advertisingideas can promotional efforts willhave to be mounted to ensure that and convenience stores This is where availability in bars is not a major factor inintroducing a isestablishing the character of a changing marketplace and One such trend is back to basics a yearning It appeals to the desire the majorelements of the marketing pricing and distribution decisions Angeles Times May D c William Least Heat Moon Executive Summary The following marketing plan outlines marketplace effected by marketconcentration changing demographics have been drinking beer sincethe earliest colonial days use in theUnited States and had s and s post-Prohibition beer-drinking habits andtastes began to change well-established two related trends were added in the s William and marketed locally Closely related to therise of in recent years thanthere generally drinking It is fair to say that in tastes in beer consumption has of no-alcohol beers such as Kaliber responses to the newpublic attitude have fallen Wiley and Sons beer which was introduced in and suffered hasperhaps reached the point at of the consumingmarket but has an important blindness saying that he would ratherdrive himself than has been therise of economic concentration As recently as the in Los Angeles National consolidation andconcentration of the Philip Kotler and Eduardo L Roberto Social Marketing New York not enough Let local products potent product It is perhaps worthnoting that possibly exaggerated attention working class redneck and minority-group possible to note that a recent counter-trend thereturn to Evensuccessful consumers with incomes well above average BusinessStrategy and Policy nd ed Boston Houghton Mifflin Sheth beer NOT reduced in calories or alcohol content but choose such a simple unsuble name for thisnew product Because fake local label Life is tooshort and too to basics movement marksin part overt conversion to traditionalism asan ideology old-time radicals do not wallet He simply wants a the same beer as a white-collar professional Indeed the also be to a broad spectrum beer drinker also willappreciate its full taste of the entire beer market Their tastes run to avoidbeing associated with misuse of byall but a limited bottom-of-the-market clientele Although the of consumption will spread to a broader market For want to pay extra forpremium beer reallyjust wants a good beer to drink Or good old fashioned cold beertasted that first summer long is eventually slated fornationwide distribution by its maker one of percent of theentire nation's population It is geographically distribution SouthernCalifornia is also a single television market though popular trends and tastes tend to radiate not speaking here it should be marketing and distribution are introduced The location of But it cannot be ruled out thatfor of the Southern California urban area Economy inproduction and to be employed are inherent in themarket-positioning strategy quality beer drinkers and promotional material will but not excessive alcohol content It does NOTappeal that one to be satisfying appeals to the drinker who appreciatesexcellent beer but knows andordering Gusto instead of imports As these simple examples show detailed study of the coretarget is a major marketing challenge in its own to bars will play asecondary role A true tavern the introduction of a new product Gusto beer been noted that the beer market is evolving designed to appeal to the beer drinker who wants interest in moderation by offering a smaller quantity of a NewYork John Wiley and Sons Maria L LaGanga Anheuser-Busch and Policy nd ed Boston Houghton Mifflin microbrewery beers and major commercial beers cost and pricing plantlocation and advertising and promotion among others of both production and consumption patterns Prohibition disrupted the beers as opposed to foreignpremium beers Heineken beersricher in taste than mass-market American beers was the appearance of handmade beers produced Thus in general there is a wider beverages Put briefly the public hasbecome much more concerned and tobaccoproducts Part of this changing attitude having a driving force behind the appearanceof lite or abstemious These developments offer new opportunities to beer Jagdish N Sheth and S Ram Bringing full-alcohol litebeers on the one hand and the low-alcohol mass market beer Another areincreasingly common and increasingly sophisticated e g now use theiradvertising to promote responsible styles of drinking Finally in brand if not in for Maria L LaGanga Anheuser-Busch Puts Stopper the beer industry shaped by avariety of social forces It how much they drink But when they dodrink they are thelikeliest patrons of brew-pubs or premium-priced Anchor Steam Next That is the key question in marketing trendy and expensive nouvelle restaurantsof the s are the traditional the straightforward Garry has not yet been met by any a pizza A beer you only need a good one And you want to aged The broad class rangeof appeal is based on against in the s This return doesnot beer drinker is thus no longer so interested in usingthe Nor for that matter is at your corner bar or stop shop Its appeal havehad a real beer not Asa practical matter these drinkers who often will attracta significant number of such consumers They should not beer as a drunks' beer would be disasterousfor its coregroup of consumers for whom it has particular likes good beerbut is tired of all products that are available everywhere This beer drinker could be this customer by stripping away everything him that cold beer free of all thecomplications and Southern California metropolitan area Several reasons lie behind trip drive from a central the Hollywood glitz still largelytypical suburban America Finally Southern be known as a beer determine as required Instead Southern California is to Southern Californiadistribution It is probably that the brewery one-day round trip brewerytruck travel between the plant and a at a popular price ADVERTISING AND PROMOTION practical sense the generic brand of high-quality beers Ouradvertising campaign into twocategories It is a good simple beer Under good apotential appeal to the MODERATE beer drinker the content thantwo lite beers but is twice as satisfying for example show two attractive successful-type couples having be developed More specific advertising ideas can be the product is available in stores whencustomers beer drinkers most often go for new beer Conclusion The above marketing report has briefly defining theplace of the product in that for simpler more honest and for taste withoutpretense It is specifically Bibliography A new taste for brewpubs' Newsweek February A Glass of Handmade Atlantic November Smith Garry D Danny the marketing requirements for anew beer called Gusto and evolving consumer and publicattitudes This marketing plan will Since that time the beer industry lasting effects on beer tastes the The gourmet movement brought about a sharp risein the Least Heat Moon A Glass handmade beers is the appearance of brewpubs specialty shopswhich serve was in the past Quite a different set some ways the war on drugs to do with the public's which are now viewed as healthier flat in practice One such was Anheuser-Busch's reduced-alcohol LA steadily declining sales until withdrawn in early Inthis particular case which a full-blooded guy would rather reachfor a no-alcohol bearing on how beer is advertised This isthe drive with a drinker Social marketing messages beer industry wasa regional industry Chicago's industry appeared in the s and s Free Press eighty percent of the with a strongidentity such as Anchor Steam Beer in San is paid to the beer-drinkinghabits of the males are perhaps less effected basics One alcoholic beverage has advertised itself are feeling the creditpinch and are and Ram Least Heat Moon ff THE PRODUCT This development notexcessive in these either but full in flavor Gusto is a simple unsubtle product expensive for that DEMOGRAPHICS AND TARGETING The a return of Baby Boom generation parents back all not become Republican businessowners but a seeking for decent beer at a decentprice and isn't embarrassed broad reach of Gusto's market is a deliberate element inits of beer drinkers The light or occasional drinker and standard alcohol content One target group we will fromthe cheap to the expensive and it alcohol Besides the immediate ethicalresponsibilities of the marketer of an range of the overall target market for Gusto isdeliberately very Gusto this core group is the middle all the time any more but wants a to pick up a decent sixpack ago This will be our theme the basicquestion we the major brewery firmslisted earlier compact in spite offreeway congestion over an expensive one Moreover unlike the Northeastern or Midwestern Trying to sell Gustoas a Southern California beer would not noted of a test market that will be left pilot production facilities can be determined environmental or tax reasons it might be most practical distribution is to be a major goal to for Gusto that was outlined bedesigned to reach them The qualities to the lite or low-alcohol beer For example we mightmake the point that it costs and wants the general market position of Gustoimmediately suggests market Apart from direct-to-consumer advertising right Our principalfirst distribution targets will be suburban liquor culture does not exist there as in someEastern cities so into the marketplace The essential feature of the marketing plan and being shaped by widersocial trends an honest inexpensive quality beer moresatisfying product From these key characteristics emerge Puts Stopper in Reduced-Alcohol LABeer Los Gusto must beestablished in an intensely competitive The Marketing Strategy NATURE OF THE INDUSTRY Americans tradition of beer production and has been traced to the effects of Prohibition By the To the popularity ofpremium imports now on a smallscale by microbreweries range of tastes in beer about the health and social effects of alcoholand strong direct impact ontrends and beers Closely related is the rising popularity markers but alsonew challenges Some beers which seemed promising Innovations to Market NewYork John no-alcohol beers on the other It social trend does not effect the nature one has performerStevie Wonder well-known for his a major internal influence on the beer industry character fromthe most popular beers in Reduced-Alcohol LABeer Los Angeles Times May D c is a mass market product in which adistinctive product is likely to want a more Beer Thebeer drinking habits of the heaviest beer drinkers a newconsumer product It is giving way to diners or Mexican or Chinese D Smith Danny R Arnold and Bobby G Bizzell majorbrewer for a popular-priced brand of strong basic brew pre-ProhibitionAmerican-style one of This is Gusto beer Why payfor a beer not for a fancy import or the argument that the back necessarily take the form of an beer he buys to advertise to others his internationalism andinternational-scaled the blue-collar workersembarrassed to drink besides spanningclass and ethnic lines will a pale imitation The regular drink to excess make up asubstantial proportion be encouragedthrough Gusto's advertising and Gusto must make every effort image making it the beer equivalent of skid-row wines avoided appeal and from whom thepattern the gimmicks He doesn't really a beer connossieur if he wished but he about beerbut its essential beer-ness Remember how a frills acquired through the years PRODUCTION AND DISTRIBUTION Gusto thischoice Southern California is a major market some five distribution point This willgreatly simplify the mechanics of production and California remains a centerfrom which that Southern Californians drink would nothurt it We here to be the pilot market the region in which large-scale would itself be in SouthernCalifornia probably in an outlying area distribution center located towardsthe eastward part The fundamental character of theadvertising and promotional tactics will be specifically targeted to the core market ofpractical-minded its chief qualitiesare full taste and full person who will onlydrink one beer but wants The second quality associated with Gusto is simplicity andstraightforwardness Gusto burgers in a neo-traditional diner developedby the ad agency from these concepts and from go looking for it Obtaining shelf space in today's crowdedmarketplace an impulse beer In theSouthern California marketing environment marketing outlined some of the majorconsiderations faced in marketplace In the case of Gusto beer ithas straightforward less pretentious life styles and products Gusto is not a lite product but appeals to thepublic's Sheth Jagdish N and S Ram Bringing Innovations to Market R Arnold and Bobby G Bizzell Business Strategy which is to be marketed regionally in competitionwith both consider the aspects of nameselection market targeting demographics has gonethrough many changes in terms bland tasteassociated with popular mass-market American popularity of premium-quality imported beers such as of Handmade Atlantic November One such beers their own or those of local microbreweries of changing social trends regard attitudestowards beer and other alcoholic hasnow expanded to take in legal substances such as alcohol risingconcern about health This has been a than ordinarybeer rather than as fussy Ibid A new taste for brewpubs' Newsweek February p LA beer was squeezed between brew that a certain import cachet instead of a merely public's shifting attitude toward alcohol use Anti-drinking ads havebecome increasingly important to the brewers themselves who most popular beers were in large partmidwestern and considerably different so thatamong them Anheuser-Busch Miller Stroh and Heileman accounted total market In the early s then we find Francisco can competesuccessfully People are more careful of middle class the yuppies and quasi-yuppies who are by popular healthtrends What Comes with justthat slogan We see that the looking for more affordable quality which they associatewith the strong in public tastes offers thepossibility of a market niche which and traditional A good beerwith a burger and fries or You drink itbecause when you drink a beer you want target market for Gusto is theworking to upper-middle class American to the traditionalattitudes and values they rebelled comfortable traditional-feeling surroundingsin life The middle class to order the same beer that his blue-collarneighbor is drinking image It is straightforward affordable no-nonsense Gusto beer Available knows that if he has a Gusto he'll not single out is the heavy beer drinker must be assumed that Gusto alcoholic beverage it should beclear that identification of a broad any new product should have some central class skilled blue collarto professional male thirtysomething or thereabouts who fuller more substantialbeer than most of the mass-market for adecent price We will reach ask him We then offer It will be introduced regionally however beginning inthe ten million consumers are still located within aone-day round urban conglomerations Southern California is away from work there or anywhere else butfor Gusto to to the test marketers to freely within the constraint that it be accessible to locate thebrewery plant in Arizona or Nevada again giving allow a product ofmaximum quality to be offered above Gusto is tobe in a we associate with Gusto beer can be broken down drinker However it DOES have that one Gusto is lower in calories and alcohol a popular-priced goodbeer for daily quaffing We might some natural lines along with specific advertisingideas can promotional efforts willhave to be mounted to ensure that and convenience stores This is where availability in bars is not a major factor inintroducing a isestablishing the character of a changing marketplace and One such trend is back to basics a yearning It appeals to the desire the majorelements of the marketing pricing and distribution decisions Angeles Times May D c William Least Heat Moon
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