New Belgium Brewing
Case 8 – Group 3
Group members
Yao Ju
M99Y0206
James
M99Z0216
Ninh
M997Z211
Melva
M997Z227
Nancy
M997Z228
Allison
M99Y0105
1. History
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New Belgium Brewing Company is a regional
brewery
Location: Fort Collins, Colorado.
Open in 1991 after Jeff Lebesch, the brewery's
founder, took his home-brewing passion commercial.
In 2006, it produced approximately 436,000 barrels
of its various labels.
In 2008 their beers were distributed to 19 different
states.
New Belgium’s Purpose and Core
Beliefs
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Mission statement: “To operate a profitable brewery
which makes our love and talent manifest.”
Producing world-class beers
Promoting beer culture and the responsible enjoyment of
beer
Continuous, innovative quality and efficiency
improvements
Transcending customers’ expectations
Environmental stewardship: minimizing resource
consumption, maximizing energy
efficiency, and recycling
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Kindling social, environmental, and cultural
change as a business role model
Cultivating potential: through learning,
participative management, and the pursuit of
opportunities
Balancing the myriad needs of the company,
staff, and their families
Committing ourselves to authentic relationships,
communications, and promises
Having Fun.
2. SWOT analysis
2.1 Strength
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Stable sales force
 Well treated employees who enjoy their job.
 Comprehensive product lines of different
beers.
 Technical expertise with different beers has
been very successful in customer response.
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Strong brand name among consumers.
 Privately owned company that has abundant
financial resources.
 Well known brand name in the micro-brewery
category.
 Respected company with a strong brand name
that means environmentally, socially and
ethically responsible.
 Employees are committed to their job because
of the treatment they receive.
2.2 Weakness
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Management does not use traditional
marketing to push the beer.
 Deals only with small accounts and misses
the larger stores to carry their product.
 Vulnerable to technological changes.
 Rapid growth leads to many social programs
and not a focus on the business of making
beer.
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Limited distribution of products in national
markets.
Higher costs than direct competitors.
Does not have a wide variety with many price
points on beer lines
2.3 Opportunities
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Rapid market growth in untapped markets.
 Rival firms are complacent and not attacking
new markets.
 Opening of foreign markets (new)
 New technology for the brewing of beer to be
more environmentally friendly.
 Sales decline for competitors and New
Belgium Brewing Beer becomes the
substitute for their competition’s products.
2.4Threat
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Entry of new micro brewery in their markets.
If they ignore marketing and reach the
decline stage of the product life cycle.
Changes in federal and state policies on the
environmental and social responsibilities of a
beer company.
 Demographic shifts in their loyal customer
following.
 New CEO does not have the same values
the company does.
Question #1
This bring some benefit for them:
 1st: can help NBB test whether these spots
reflect the brand core value, history and the
natural sense about the mountain local
lifestyle.
 2nd: to make sure the spots does ring true to
NBB character.
 3 rd: Saving money and time.
Question #2
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Giving the ad a timeless feeling influenced by
the photography of the 1960’s documentarian.
They want go with a maturity to be the topic
of their beer advertising.
They try to add a haunting sense of cheerful
nostalgia to the works by giving the 16millometer film stock giving a mid-1970s feel.
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“Follow Your Folly…Ours Is Beer. ”Quick to
embrace a reggae like score for one of the
15second spots.
Question #3
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The roots- style can reduce the expense,
hence it can increase the effectiveness of
their advertising strategy
Widening customers awareness of the brand
to get more customers, raise the benefits and
have their loyalty
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Strengthening brand image => positively affect
the customers
The roots style also build a friendly connection to
the customers, thanks to that the customer will
understand more about the NBB, and the net
market of the company will be widened.
Question #4
Employees:
Internal marketing Understood the strategy and marketing plan
 As a idea contributor in the development of
advertising
External marketing As a connector between NBB and their
customers
 Branding the images of NBB with their
customers
Leadership:
 Employee participation: the entire crew was
offered the opportunity to weigh in on the
storyboards
 NBB allowed brewery employees to compose a
reggaelike score for one of the 15 second spots
－a playful little film called “Joust”
Employees:
Internal marketing Understood the strategy and marketing plan
 As a idea contributor in the development of
advertising
External marketing As a connector between NBB and their customers
 Branding the images of NBB with their customers
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Question #5
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Indeed, the word ‘folly’ have a negative
connotation, such as: uneducated, ignorant, and
sloppy. But this word also have a positive
meaning such as: fun, enjoy, and simple. As
mentioned by NBB creative team, this word has
a fresh new definition, it’s true. Because their use
of the word with the tagline “Follow your folly”,
make they are different than other beer company.
This tag line also make NBB have the strong
brand and further more focusing in their segment
target market.