Case Study — New Belgium Brewing

Now that you have examined the environment in
which marketing occurs, learned how to segment your population such that you
can develop appropriate messages, and examined the various aspects necessary in
developing and selling your product, it is time to look at how marketing can
best be utilized to increase consumption at a decreased cost.

In this assignment, you will read and discuss
the case study “New Belgium Brewing (B): Developing a Brand Personality”. This
case study looks at the establishment and growth of a micro-brewery in
Colorado, based on the techniques and methods of some of the world’s best
breweries in Belgium.

This case study looks at the need for integrated
marketing communication in both a small business as well as one that is
expanding.

Procedure

1.Read the
case study in your textbook.

2.Respond
to the following:

a.Rather
than using focus groups to test its branding and messaging, New Belgium used
insiders in the bike community and brewery friends who had a personal history
and knowledge of the brand. Evaluate this decision, recognizing that the sale
of beer in the United States and elsewhere include imports and the fact that the
branding occurred in Colorado.

b.New
Belgium seemed to agonize over the use of the word “folly” in its advertising
campaign. What do you make of the company’s struggle with this decision?
Explain why language is so important in advertising campaigns.

c.The
company’s focus on sustainability, whimsy, and fun is clearly rooted in its
Colorado-based culture and the ethos of its founders and employees. As New
Belgium’s distribution continues to expand away from that locale, what aspects
of the environments they are entering
need to be considered and why?

d.The case
mentions how the branding and communication strategy of Boston Brewing Company
(makers of Sam Adams) shifted as the company grew. The positioning for Sam
Adams changed from a folksy tone to one that looked to position Sam Adams in
relation to Budweiser, Miller, and Coors. Does New Belgium face this same risk
as it expands globally or will the company be able to maintain its whimsical
and personal touch with consumers? Explain.

3.Your
responses to each question should reflect the knowledge you have acquired
through your readings, module themes, and your own research.

a.Use this
information in your discussion and analysis to support your opinions.

b.Any
readings you use to support your opinions must be credible and properly cited
according to APA guidelines.