Transcript Golden Beer
NEW BELGIUM BREWING Free Powerpoint Templates Page 1 GROUP MEMBERS CHAMBUU MARIE SUDIANA MARKO ANJA TRAN THI BATTULGA 巴圖 NIKKI MARTINEZ COLYN 許毓殷 MARINIC 馬可 GRGIC 安利敏 THANH LOAN M997Z207 馬妳琪 M997Z208 M997Z237 M997Z206 M997Z205 陳氏青鑾 M997Z215 Free Powerpoint Templates Page 2 CONTENT Background New Belgium´s Marketing strategy Developing a Brand Manifesto Media tools Message development New Belgium rolls out icon to Fat Tire beer “Follow your Folly. Ours is beer.” The theory According to Bob Mikulay Conclusion Continuation Free Powerpoint Templates Page 3 BACKGROUND 1989 Jeff Lebsch rides his bike through European villages famous for beer Basement-brewed creation 1991 brewery goes commercial Kim Jordan began marketing proces by knocking on neighbors doors Company core Values and Beliefs Free Powerpoint Templates Page 4 BACKGROUND (cont.) Empolyee ownership The third largest “Regional craft brewery” Distibution in 7 states Brands: Fat Tire Amber Ale, Ranger India Pale Ale, Sunshine Wheat, 1554, Skinny Dip, Mighty Arrow... Philantrophy program Alcohol responsability Free Powerpoint Templates Page 5 NEW BELGIUM´S MARKETING STRATEGY Begining strategy- word of mouth, beer festivals, free samples In 1996 Greg Owsley became marketing director- more marketing efforts Festivals, sponsorships and print media ads increased sales Tour de Fat, Beerstream, contest “ What´s your Folly?” Free Powerpoint Templates Page 6 DEVELOPING A BRAND MANIFESTO 2003 NBB expanded to California- new tactics for new market Douglas Holt- expert for “cultural branding” Holt became NBB consultant in 2003 Brand manifesto on 70 pages Free Powerpoint Templates Page 7 MEDIA TOOLS Radio shorts Theatrical screenings Other media: which customers expected to see interwoven with entertainment Free Powerpoint Templates Page 8 MEDIA TOOLS Television: low cost per viewer and wide reach. the power of television could work to bolster or undermine the brand with equal efficacy Free Powerpoint Templates Page 9 MESSAGE DEVELOPMENT 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 needs of existing within a technology Free Powerpoint Templates Page 10 NEW BELGIUM ROLLS OUT ICON TIED TO FAT TIRE BEER The TV Commercial titled TINKERER was done by RSA USA advertising agency Fat Tire Beer company (for New Belgium Brewing Company) in USA. It was released in January 2005 Free Powerpoint Templates Page 11 “ FOLLOW YOUR FOLLY...OURS IS BEER” New Belgium is rolling out a new logo that pays homage to the wellknown Fat Tire brand bicycle. The new icon -- based on a 1952 Schwinn Hornet -- is gracing bottle caps, six-pack carriers, signs and trucks. The company is touting its products via a new ad slogan: "Follow your folly. Ours is beer." Free Powerpoint Templates Page 12 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 It became even more important to speak to the insiders who helped build the brand in the same authentic and personal tone they had come to know and embrace Free Powerpoint Templates Page 13 Rather than redirect energies from event sponsorship to media, events became an even greater opportunity to maintain that vital dialogue Rather than test the spots on focus groups, NBB turned to insiders in the bike community and friend of the brewery with some personal history and knowledge of the brand http://www.newbelgium.com/C ommunity/videos.aspx?id=bda 4497c-1bb9-4099-80bd992a9307ff03 Free Powerpoint Templates Page 14 THE THEORY Medium of television would reach those faraway outposts where ranger sales staff penetration was difficult and not cost effective. In mature markets, the personal touch would be REDOUBLED Free Powerpoint Templates Page 15 ACCORDING TO BOB MIKULAY Beer has to be about fun. In advertising, brewers have always added irreverence, quirkiness and silliness but with strong instinctive understanding of their own brand. Like NBB, other brewers are showing signs that they are ready to fulfill their role in the industry better than ever Free Powerpoint Templates Page 16 CONCLUSION NBB’s first television-based advertising campaign, approached with great deal of inner reflection, mirrored well the craft brewer’s personality. It aimed directly at a youthful demographic. NBB positioned itself as whimsical, thoughtful and reflective Free Powerpoint Templates Page 17 CONTINUATION... At a time when marketers are seeking ever-more insidious means to cut through the clutter, NBB chose to redefine a category in a very traditional medium where ads are acceptable and the rare good ones can still be groundbreaking, thoughtful and effective Free Powerpoint Templates Page 18