Transcript background of new belgium brewing company

NEW BELGIUM BREWING DEVELOPING A BRAND
PERSONALITY
Professor: Cheng Nan Chen
Marketing Management
.
Mamunur
Rahsid
Betty
Group 8 – Case 2 - IBM
Nguyen Tan
Nhat Duy
Do Nguyen
Yen Nhi
Huynh Tan
Tai
ViVi
OUTLINE
Introdution
Custommer behavior
SWOT Analysis
Marketing Strategy
Conclusion
INTRODUCTION
Brewing Company was started by Jeff Lebesch and
his wife Kim Jordan in 1991 from their house
delivering beer in their station wagon. They outgrew
their basement operation, overflowed a second
location in a railroad depot, and finally, in 1995,
they designed a facility that they now operate from.
INTRODUCTION
New Belgium Brewing Company
is now the 3rd largest regional
craft brewery, 12 largest overall, in
the nation and now produces over
370,000 barrels of beer per year.
NEW BELGIUM BREWING COMPANY
AT A GLANCE
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Company Types: Private Company
Industry: Alcoholic beverage
Incorporated: 1991
Headquarters: Fort Collins,
Colorado, USA.
• Production:437,000 US Barrels
• Employees:372,August 25th,2010.
NEW BELGIUM COMPANY AT A
GLANCE
Principal competitors: Sierra
Brewing co., Boston Beer co,
Odell Brewing co.
BACKGROUND OF NEW BELGIUM
BREWING COMPANY
1991: Jeff Lebesch and Kim Jordan begin brewing
beer in their basement.
1992: New Belgium Brewing 's operations move to
renovated freight warehouse.
1995: Company moves into a new $5 million
brewery.
BACKGROUND OF NEW BELGIUM
BREWING COMPANY
1998: Production tops 100,000
barrels for the first time.
1999:Firm begins to use windgenerated electricity.
BACKGROUND OF NEW BELGIUM
BREWING COMPANY
• 2001:Expansion of plant to triple
capacity begins.
2004:Distribution is expanded to
Southern
• California; New Belgium beer is
now sold in 15 states.
BACKGROUND OF NEW BELGIUM
BREWING COMPANY
• 2009: By mid-2009, New Belgium
beers will be available in 26 states
across the United States. Sold
582,79barrels of beer.
• 2010:Currently have 185
distributors in more than 28 states.
Expect to sell over 700,000barrels
of beer.
CUSTOMER BEHAVIOR
Beer is a special product, so
customer is also special.
Beer consumption is
overwhelmingly male-dominated,
with men accounting for more
than 80% of the volume
consumed.
CUSTOMER BEHAVIOR
Of all the beer types, light beer is
the most favorite product women
like.
They are more attractive by
micro-brewed beers than big
brand because of their greater
variety.
CUSTOMER BEHAVIOR
CULTURAL FACTORS
People who live in the countries
with cold weather like to drink
beer, such as Russia, Europe,
America.
Beer make them feel warm and
mild.
They often drink beer
when they have harvest festival,
especially in German, Belgium or
France.
CUSTOMER BEHAVIOR
SOCIAL FACTORS
Friends group usually go to pub or
restaurant to drink beer for fun.
Colleagues or staff go to drink for
work or special party.
Partner go for drink to discuss
about company’s contract or
cooperation.
CUSTOMER BEHAVIOR
SOCIAL FACTORS
Family spend most of their
leisure time at home, so they
want to enjoy a drink at home
without the worry about
driving.
CUSTOMER BEHAVIOR
PERSONAL FACTORS
In most societies, beer is the most
popular alcoholic beverage.
Various social traditions and
activities are associated with beer
drinking, such as playing cards,
darts, or other pub games;
attending beer festivals; visiting a
series of pubs in one evening
CUSTOMER BEHAVIOR
PERSONAL FACTORS
Beer is considered to be a social
lubricant in many societies and is
consumed in countries all over the
world
The person whose age is from 18
to 60+ can drink beer. Much of
men use this product more than
women
SWOT ANALYSIS
STRENGTH
Complete marketing
strategy :festival and sponsorship
Including the right media choices
Sending correct message for
introducing the firm’s
character :great personality fitting
STRENGTH
Convincible NBB leadership,
employee in development of
advertisement campaign.
WEAKNESS
Focusing on only advertisement:
should be including some more
like internal system categorize
Instead of using focus group, NBB
choose insiders who had history
and knowledge of the brand
OPPORTUNITIES
Roots-style marketing: public
image was built, so speak to the
insider
NBB’s well done at specific area
first and explore more at other
side’s field
OPPORTUNITIES
First field are advertisement to get more attention,
after will be easier to control of the quality stable.
THREATS
Strong personality is hard to be
broken, although when firms face
to external changes that could not
be only things that matters.
MARKETING STRATEGIES
Developed engaging contests like
“What’s Your Folly?” which invites
consumers to pitch their Beer-dream
to win immortal fame on an NBB
post-coaster.
Introduced such signature NBB
events as the multi-city philanthropic
bike festival “Tour de Fat”.
MARKETING STRATEGIES
All events and sponsorships have
been bolstered by strategic Purchase
of print media advertising.
After working with the manifesto,
NBB selected television as one of
the main advertising campaigns to
attract customer.
MARKETING STRATEGIES
NBB developed a series of
storyboards named “Tinkerer”.
They carried out NBB’ first
television-based advertising
campaign named “Follow Your
Folly”
MEDIA TOOLS
Radio shorts
Television: low cost per viewer
and wide reach.
Theatrical screenings
Other media: which customers
expected to see interwoven with
entertainment.
ADVERTISING OBJECTIVES
The advertising should be
implementing with moderate
budget
The ads film should bring timeless
feel, reflect the company’s
Manifesto and cultural tension of
The mountain local lifestyle, which
can be seen as the compromise
between live the life one person
wants with balancing the economic
IMPLEMENTING THE ADVERTISING
Amalgamated had developed a series
of storyboards for the commercials
featuring the “Tinkerer”.
The campaign tagline: “Follow the
folly…ours is beer “ and the spots on
grittier 16-millimeter film was
offered.
TARGET AUDIENCE
Target audience would be the
professional who follows the
traditional route of existing within a
capitalist economy but still has
artistic learning and desire, such as:
lawyers, accountants,….
High-end beer drinkers, youthful
demographic, men ages 25 to 44
years old.
MESSAGE DEVELOPMENT
At this stage in the process, a
search for the right director for the
commercials ensued: reviewing
dozens of highlight reels and
passing the most likely fits along to
NBB.
MESSAGE DEVELOPMENT
Amalgamated returned to New
York to begin postproduction of
the spots with NBB’s input by
choosing a musical bed quickly
developed into the next creative
challenge.
MESSAGE DEVELOPMENT
In September 2004, members of NBB,
Amalgamted, and the production company RSA
out of Los Angeles met in Hotchkiss and
commenced shooting over a three-day period.
This led to no fewer than nine potential spots
coming out of the three-day shoot
MESSAGE DEVELOPMENT
Quick to embrace the latent talents
of their own crew, NBB allowed
brewery employees to compose a
reggae like score for one of the 15second spots-playful little film
called “Joust”
Even as NBB decided to speak to a
wider audience through a new
medium, the roots-style marketing
that launched the company could
not be abandoned
MESSAGE DEVELOPMENT
In the end, NBB’s first televisionbased advertising campaignapproached with a great deal of
inner reflection-mirrored well the
craft brewer’s personality.
CONCLUSION
In just over a decade, New Belgium Brewing
Company, Inc., had grown from a home-based
brewery into one of the largest regional "craft"
brewers in the United States.
CONCLUSION
Today, the third largest craft
brewer in the U.S., New Belgium
produces nineteen year-round
beers; The firm's success was built
on quality products, strong
leadership, a dedication to its
employees, and a deep respect for
the environment.
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