New Belgium Brewing
Developing A Brand Personality
GROUP 2 MEMBERS
Li Merlina (Merlin)
M987Z246
Huynh Than Phong
(phong) M987Z242
Victor Marbun
(victor) M987Z259
Nguyen Thi Thanh Nhan
(Nhan)M987Z232
Thidarat
Prasitpornphakdee
(Nok) M987Z245
江孟唐
Chiang Meng-Tang (Johnson)
M98C0242
Content
1.Introduction, 2. Promotion Strategy, 3. SWOT Analysis,
4. Key Success Factors, 5. NBB’s Social and Environmental
Responsibilities, 6. Conclusion, 7. Questions and Answers
Introduction
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.
1996: A Belgian brewmaster hired.
1998: Production tops 100,000 barrels for the first time.
1999: Firm begins to use wind-generated electricity.
2001: Expansion of plant to triple capacity begins.
2004: Distribution is expanded to Southern California;
Present: New Belgium beer is sold in 15 states.
Introduction
• New Belgium Brewing Company, Inc., is one of the
largest regional specialty brewers in the United States,
producing about a dozen distinctive beers which are
distributed to fifteen states in the West.
• Its brands include top-seller Fat Tire Ale, Sunshine
Wheat Beer, and Abbey Belgian Style Ale, as well as
seasonal offerings like Biere de Mars, Transatlantique
Kriek, and Two Cherry Ale.
• The environmentally-friendly firm uses wind-generated
electricity as well as heat and energy derived from
byproducts of the brewing process.
Introduction
• Tour de Fat is an annual pro-bike tour sponsored by New
Belgium.
• The events, which take place in various large cities around
the West, include music, New Belgium beer, circus-type
performances, bicycle dance troupes, and the main event:
a giant group bike ride/parade where everyone dresses up
in costumes and rides through town.
• One huge part of the event is a bike trade, in which a local
participant transfers the keys and title to their vehicle to
New Belgium, in exchange for a new commuter bike and
trailer in order to promote bike riding and sustainability.
Promotion Strategy
• New Belgium focused its initial social media outreach
strategy on Facebook and Twitter.
• New Belgium Brewing has always taken a fresh
approach to its marketing using unique creative
executions with a focus on philanthropy and
environmental sustainability. So, it comes as no
surprise that New Belgium recently launched a series
of innovative social media campaigns, which have
successfully grown the brand's online community and
strengthened brand presence in popular social
networks
SWOT Analysis
Strength
• Well treated employees who enjoy their job
• Comprehensive product lines of different beers
• Strong brand name among customers
• Privately owned company with a lot of capital
resources
• Environmentally, socially, and ethnically responsible
company.
• Employees are committed to their job because of the
treatment the receive.
SWOT Analysis
Weaknesses
• BNN does not use traditional marketing to advertise their
beer.
• Deals only with small stores and usually is not in larger
stores.
• Vulnerable to technological changes
• Rapid growth leads to many social programs and not focus
on the core business of making beer.
• Limited distribution
• Higher costs since they cannot utilize economies of scale.
SWOT Analysis
Opportunity
• Tour de Fat”, which sponsored by NBB, give its
brand name to everyone all over the world.
• Beer and brewery industry has been
developing in many countries globally.
• Develop small scale business and emerging
enterprises to get a higher market share.
SWOT Analysis
Threat
• Ability of some companies to copy their beer’s
method.
• Competitors have better products with high quality
than NBB, such as Anheuser-Bush, Coors and Miller.
• The “Big Three” brewers have long dominated
mainstream televised beer advertising in USA.
• Customer demand, needs and wants is increasing, i.e.
how beer should taste, premium products had to be
placed in stores…
Key Success Factors
• Customer relationship. NBB engage its costumer by
following some activity like developed engaging
contest like “what’ s your folly?”. It is impact to the
customer loyalty.
• Relational marketing, done barstool to barstool with its
“Ranger Team”- a sales staff who acts as brand
stewards throughout territories of distribution.
• Pro active marketing effort (Festival and sponsorship,
coupled with print media is held by company).
• Interesting television campaign and “cultural
advertisement” in TV.
Key Success Factors
• Corporate social responsibility. NBB introduced
signature NBB events as the multi city philanthropic
bike festival, and others that is make good image to
consumers.
• Developing a brand manifesto. Cultural branding is
made with excellent brand’ s attribute, character,
cultural relevancy, and potential. This project in
collaboration with Amalgamated, an advertising
company.
• Media Selecting. Television with its low cost per viewer
and wide reach, quickly rose as the preferred option.
NBB’s Ethnical and Environmental
Responsibilities
• The company stated core values and beliefs about
its role as an environmentally concerned and
socially responsible brewer
– Environmental stewardship: minimizing resource
consumption, maximizing energy, efficiency, and
recycling
– Kindling social, environmental, and cultural change as
a business role model
– Balancing the myriads needs of the company, staff and
their families
NBB’s Ethnical and Environmental
Responsibilities
• Employee Concerns
– New Belgium recognizing employees' role in the
company success, they provide many benefits:
– Employee can bring their children and dogs to work
– Those who stay with the company for five years earn
an all expense paid trip to Belgium “to study beer
culture”
– Employees can earn stock in the privately held
corporation
– Open book management, let employee see the
financial costs and performances
NBB’s Ethnical and Environmental
Responsibilities
• Philanthropy
– Also known as Brew-lanthrophy
– 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, diversity, and an
innovative approach to their mission and
objectives
NBB’s Ethnical and Environmental
Responsibilities
• Event Sponsorship
– Became sponsor a number of events, with a
special focus on those that involve "humanpowered” sports that cause minimal damage to
the natural environment
– Through “Tour de Fat” NBB support various
environment, social, and cycling nonprofit
organizations.
NBB’s Ethnical and Environmental
Responsibilities
• Environmental Concerns
– New Belgium Brewing Co. in Ft. Collins, Colo., winning the
Environmental Excellence Award from the Business Ethics
Awards, US at 2003.
– NBB is the first fully wind powered brewery in US
– Using “sun tubes" which provide natural daytime lighting
throughout the brew house all year long
– Encourage its employees to reduce air pollution by using
alternative transportation. Give n its employees “cruiser bikes”
after one year of employment and encourages them to ride to
work
– Reduce, Reuse, Recycle-the three ’R’s of being an environmental
steward
Conclusion
• New Belgium Brewing targets to niche market of bike
communities and beer lovers but they are loyal to the
company.
• The selection and use of right slogan “Follow Your Folly”
brings the brand personality for its products and customers.
• 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.
• NBB always concerns environmental and social issues as
their responsibilities of a brewing company to the
community
Questions & Answers
1. Rather than testing its
television spots using
focus groups, NBB
used insiders in the
bike community and
brewery friends who
had a personal
history and
knowledge of the
brand. Evaluate
NBB’s decision not to
use focus group
The insiders (bike communities
and friends of the brewery) are
those who helped build the brand,
therefore, they need to know and
embrace company’s new
advertising strategy.
Focus group did not represent the
whole target customers and
didn’t know so much the
company.
Questions & Answers
2. How
does the
use of 16
millimeter film
and freak Folk
music relate to
NBB’s
advertising?
The use of 16 millimeter film and
Freak Folk music giving audience the
mid-1970s feel and sense of cheerful
nostalgia to the works which best fit
the NBB’s advertising objectives “the
audience for NBB’s commercials
would likely be the professional who
follow the traditional route of
existing within a capitalist economy
but still has artistic leaning and
desires”
Questions & Answers
3. What are some
of the benefits
of NBB’s
decision to
redouble its
roots-based,
personal touch
marketing
efforts aimed at
its mature
markets.
In the mature market, the
competition is much fiercer,
redouble NBB’s roots-based
personal touch marketing efforts
brought some benefits:
– To test the market
– To get the reaction of giant in the
industry
– Reduce expense on media
Questions & Answers
4. What roles did
the advertising
agency, NBB’s
leadership, and
NBB’s
employees play
in the
development of
the advertising
campaign?
1. Advertising agency:
- From the BNN’s mind-set,
develop a series of storyboards
- Produce advertising spots.
2. NBB’s leadership
- Figure out the mind set
- Choose the advertising agency
3. NBB’s employees
- Vote the storyboards.
Questions & Answers
5. NBB seemed to
agonize the use
of the word
“folly” in its
advertising
campaign. What
do you make of
the company’s
struggle with this
decision? How do
you feel about
their use of the
word?
“Folly” is used in the campaign to
aptly alluded to the ideal of offbeat
endeavors, not “follow the money”.
Its meaning quite suits the image of
Tinkerer who in the advertising
spot.