DEVELOPING A BRAND PERSONALITY

_GROUP 7_

Hoang Thi Ngoc Huyen M987Z239

Krissapon ApinyaupatumM997Z241

Nguyen Thi Thu TrangM997Z210

Antun Paradzik M997Z223

Hyacintha FAUSTINO M997Z

Le VanM997Z246

I. INTRODUCTION

IV. SWOT

V. KEY SUCCESS FACTOR

VII. CONCLUSION

HISTORY- New Belgium Brewing Company is a regional brewery located in Fort

Collins, Colorado. It opened in 1991 after Jeff Lebesch, the brewery's

founder, took his home-brewing passion commercial.

- 1992: New Belgium Brewing's operations move to renovated freight

warehouse.

- 1995: Company moves into a new $5 million brewery.

- In 2006, it produced approximately 436,000 barrels of its various labels.

- In 2008 their beers were distributed to 19 different states.

PRODUCTS

Follies: Fat Tire, Sunshine Wheat, 1554, …

Ex: SUNSHINE WHEAT is a great beer for trouncing thirst. Sunshine Wheat swirls in the mouth with ripples of coriander and orange peel tartness, settling nicely into a tranquil sea of apple and honey tones. 

PRODUCTS

Seasonal: Mighty Arrow ,Skinny Dip, 2° Below,Frambozen, Hoptober…..Ex: Hoptober Golden Ale: Five hops and four malts make Hoptober Golden Ale a veritable cornucopia of the earth. Pale and wheat malt are mashed with rye and oats to create a medium-bodied ale with a creamy mouthfeel.

PRODUCTS

DISTRIBUTIONNew Belgium expanded operations in 2002 to be able to distribute to California.

Before 2006, New Belgium distributed in only 15 states (Washington, Oregon, Idaho, Montana, Nevada, California, Arizona, New Mexico, North Carolina, Wyoming, Nebraska, Kansas, Texas, Arkansas, Missouri, Colorado).

In spring 2006, the brewery began to distribute some of their beers in other markets. Bottles of Fat Tire distributed in Chicago claim "Chicago Inaugural: The 1st Fat Tire Ale served (legally) in the second city."

In June 2007 Fat Tire, Skinny Dip, 1554 and Mothership Wit became available in Illinois.

By the summer of 2007, New Belgium expanded distribution again to include select areas of the Minneapolis-St. Paul Minnesota metro area and Iowa.

As of July 2008, Fat Tire, 1554, Mothership Wit, and seasonal brews are also served in Tennessee.

In March 2009, these beers also became available in North Carolina.

In April 2009, in response to huge demand, Fat Tire became available in Indiana

In May 2009 Fat Tire became available in Georgia, South Carolina, South Dakota and Wisconsin.

DISTRIBUTION

• Different from one target market to another• Men like stronger flavored, more alcoholic,

different style beer than women population• Usually target market(man) is capable to drink

beer every day• Women like more light beers, or beers with

fruit flavors

• Also there is a difference between younger and older men category

• New category of educated professionals: lawyers, managers, accounting, men ages from 25-45

Customer Behavior

• Most popular alcohol• World leaders in production• Beer consumption by Americans is about 85 liters per capital

annually, which in 2002 ranked 8th in the world• Challenge- Culture of drinking beer is long in USA, but Belgian

style beer is different that traditional USA type of beer• Beer festival

CULTURAL

MARKETING STRATEGY

Thrived on word-of-mouth communication.

Consisted of traveling to beer festival and handing our free samples.

Relational marketing launched the advent of its Ranger Team.

Using communicating tools as: events, sponsorships, interactive game, coupled with print media alternative weeklies.

EXPANSION INTO NORTHERN CALIFORNIA

• The company consulted with Dr. David Holt, an Oxford professor and branding expert.

• Developing a brand Manifesto describing the Brand’s attributes, character, cultural relevancy, and potential.

• Radio shorts• Television: low cost per viewer and wide reach.• Theatrical screenings• Other media: which customers expected to see

interwoven with entertainment.

MEDIA TOOLS

ADVERTISING OBJECTIVES

• 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 .

The advertising should be implementing with moderate budget

POSITIONING

• Brand definition: Holt identified in New Belgium an ethos of pursuing creative activities simply for the joy of doing them well and in harmony with the natural environment .

• NBB beer could be positioned as a manifestation of the mountain local lifestyle.

TARGET AUDIENCE• Target audience would be the professonnal 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.

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.

STRENGTHS

• Strong brand name among loyal customers

• High employees satisfaction• Strongly commited to their job

• Private owned company • Comprehensive product line• Environmentally, socially and

ethically reponsible company

WEAKNESSES

• Different with traditional marketing • Limited distribution :usually deals

with small stores, less visibility • Vulnerable to technological change

• Involvement in many social programms, less focus on their core business

• High cost ( no economy of scale)

OPPORTUNITY• « Tour de fat » is an opportunity for

the company to offer free samples and advertisa the brand all over the world

• Quality beer is appreciated world wide, many market opportunities

• The development of small scale businesses to get higher market shares

• The craft beer market represent 4% of the US beer market , but its the fasted growing segment of the US alcoholic beverages market

THREATS

• America’s 3rd largest craft brewer

• The « Big three »brewers ( Anheuser-bush, Coors-Millet), are dominant in the mainstream televisised beer advertising in the US

• The company culture can be easily copied, such as the positioning of the brand « whimsical, toughtful and reflective »

KEY SUCCESS FACTORS • Award from business ethics magazine,

and better business bureau, Torch award for their socially responsible business

• High consumer loyalty, they believe in the product

• Committed with the environment, societal concern

• Personal relationship with consumers • Strong Core values and beliefs (Brand

manifesto)• Emplyee loyalty program

ETHIC & ENVIRONMENTAL RESPONSIBILITYThere are 2 major value concern;

1st Environmental Concern Being as “Environmental stewards”, we need to:

• Lovingly care for the planet that sustains us.

• Honor natural resources by closing the loops between waste

and input.

• Minimize the environmental impact of shipping our beer.

• Reduce our dependence on coal-fired electricity.

• Protect our precious Rocky Mountain water resources.

• Focus our efforts on conservation and efficiency.

• Support innovative technology.

• Model joyful environmentalism through our commitment to

relationships, continuous improvement, and the camaraderie

and cheer of beer

SOCIAL RESPONSIBILITY2nd Socially Responsible Brewer Concern Being as “Environmental stewards”, we need to:

• Kindling social, environmental, and cultural change as a business role model

• Balancing the myriads needs of the company, staff and their families

• For every barrels of beer sold, the company donates $1 to philanthropic causes

within their distribution territory

• Looks for non-profit organizations that demonstrate creativity, product donation,

diversity, and an innovative approach to their mission and objectives

• Became sponsor a number of events, with a special focus on those that involve

"human-powered” sports that cause minimal damage to the natural environment

NEW BELGIUM BREWING’S REPUTATION

• New Belgium Brewing Co. is one of three winner for the Environmental

Excellence Award from the Business Ethics Awards

• Won an honorable mention in the “Better Business Bureau’s 2002 Torch

Award for Marketplace Ethic Competition”

• Environmental Protection Agency's regional Environmental Achievement

Award (2004)

• The success of “Tour de Fat” ,which is organized yearly, greatly

contribute to build up a brand image of NBB as a green brewing

company that recycle and reuse materials.

Conclusion

NBB success to attract the viewer attention with their 1st television advertising “Follow Your Folly….”

They want to connect with consumer through their advertisement.

NBB take much care of ethical and environmental issue, i.e. Tour de Fat.

The re-double it’s roots based success increasing their profit and market share in America.