Marketing a seasonal beer
While marketing a brew that has competition is a challenge, the company should select the most favorable strategies that may bring the brew to the limelight of the competitive environment. It is also critical for the company to conserve the environment while it does this. The goals of the brewing company should be directed towards creating a good image for the company while it looks for its future. It should create a beer that is full-flavored and has a high quality to attract its clients (Noronha, Gonzalez & Baptista, 1973). For the success of the brewing company to be realized, the company should have both the internal and external marketing strategies. The strategies that would lead to the success of the company include advertising based on the demographic, socio cultural, economic, ecological, political, and competitive trends.
One strategy that would be critical for the company and any other company for that matter is an application of a number of advertising programs. This will take the highest percentage of the budget, perhaps forty percent. Advertising programs include educating and training of retailers and the wholesalers about the products of the company. They include promotion of pubs, venues, and local festivals (McKee & Chris, 2011). The principal advertising agents should be channels like billboards, radio, television, and print advertising. Marketing through retailers and wholesalers is also vital. Communication with the retailers and wholesalers should focus on the brands of the brew, process of brewing, and product offerings. Since the company competes with established brands that have all the resources, the company should create affordability to its clients by reducing the costs of the beer.
The company should also target a unique market. It should market the beer to clients who live close and those whose needs they understand in the community. This strategy may not take a high percentage of the budget, perhaps five percent. This way, the company will distribute the brew in smaller quantities, and the company will maintain its reputation of a small company that supplies quality brew. The brewing company should keep its products to a smaller region of the market while it offers quality brew. This will give it an advantage against the competitive companies that have a reputation for a larger market share. The company ought to focus on a younger market niche with the advantage of quality taste.
Demographic Trends
With the modern world whereby couples marry at a later stage in life, and they have fewer children, such couples often have more disposable income that they can spend during leisure time. With the few children and more money, the couples can spend a huge chunk of their cash on recreational activities. Additionally, couples who do not follow traditional trends often fail to marry (Frank, & La, 1980). Such couples often live together, and they have reduced costs of living because they do not budget for weddings and costs of taking care of children. Such couples often have more disposable income that they can spend on activities like drinking brew and dining out. The brewing company should target this market niche because they have more disposable incomes (Noronha, Gonzalez & Baptista, 1973). Countries that have people with high incomes are inhabited by citizens who are educated and who have better paying jobs. The newly established brew should focus on such people with high incomes while it supplies quality beer for them.
Marketing of the brew should be restricted to the age groups that range within 19-34 years. This is quite different from the typical market for beer that is usually between the ages 25-45 who have a disposable income (Commercial National Bank, 1983). The company should avoid markets above 35 years because such people usually tend to consume a certain brand and are not flexible when it comes to changing the brands. People who are below the age of 35 years are often ready to experiment with other flavors and brands of brew.
Social-Cultural Trends
Since there are numerous advertisements for weight loss and diets, consumers often try to control their weight while they take caution of the food they eat. Companies that manufacture beer often try to do so with light beer since they target consumers who are cautious of their calorie intake and weight gain (Noronha, Gonzalez & Baptista, 1973). The company should also focus in manufacturing brands that are calorie free. The company should market brew with high quality that the clients will appreciate, which will convey the image of the company.
Ecological and Economic Trends
Apart from the company’s mission in the responsibility of the environment, the company should ensure that it also has responsible suppliers. Farmers can reduce the quantity of water that they use in watering plants such that the water can flow to the plants. The company should also limit its waste by reusing the waste got from brewing and using it to feed livestock.
The economy of Canada has been recovering slowly, and this has resulted in a decrease in the rate of unemployment, which has resulted in an increase in the incomes of individuals. People now have disposable income that enable them dine and spend more of their money on recreational activities. For the company to attract and retain the client’s trust, it should advertise the sales promotion and happy hours. While the company may gain the clients loyalty, it may find it quite challenging to expand (Kremer, 2006). This is because the credit market makes it quite hard for small companies to get credit and loans that can be used to expand their brands. Since most small companies rely on credit for the expansion of their business, these companies would rely on their cash flows to enhance their expansion. However, most of the small companies lack the cash flow to fund their projects, and this may be quite challenging when it comes to competing with established companies.
While small companies may have a challenge in expanding for the future, consumers with limited disposable income may be affected by inflation. Since the brew company targets markets of higher disposable income, food inflation would make the brew seem quite expensive for the low-income earners. The brew company should not target such low-income earners because they may hardly buy the beer.
Technological Trends
Technologies of brewing beer hardly expand to models that are competent or effective in fermenting. Several local breweries lean to apply the same gadgets for several years because it may not contaminate the quality of beer that they manufacture. The brewing company ought to automate its line of production in order it does not need regular attention. Instead the company should use its employees to manage innovation and control of the product (Noronha, Gonzalez & Baptista, 1973). This makes the employees apply their creativity to develop new products for the company that can satisfy the tastes of the loyal clients. If employees are involved in innovation, the company product can become more efficient and this enhances reliability of the company (Asian brand marketing effectiveness awards, 2003).
Political-Legal Trends
With such business of selling alcohol, often the federal control and taxation takes place. All beer companies face legal challenges, regulation, and taxation. The government taxes beer companies to get revenues and limit the consumption of alcohol amongst its inhabitants. The government of Canada taxes manufacturers of alcohol depending on the amount of alcohol that the company produces for sale. Canada taxes large beer manufacturers that produce over two million barrels of beer at 18 percent tax for every barrel (Organisation for European Economic Co-operation, 1959). The company should establish itself as an open business to make it handle the sale and distribution of its beer.
Competitive Trends
This is a new company in Canada and this means that it gets competition both locally and internationally. The market of beer grows with time because companies often try to establish new ways of attracting and maintaining customers. The company will have to compete with beer that is imported within Canada, which will be available in all restaurants, bars and stores in Canada. Both local and imported beer has an appeal to the desires of the clients. One critical strategy that this company can do is to merge with the companies that manufacture the same brand. The company can also start to emerge by manufacturing brews of low calorie content while it expands its market share.
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