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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.

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