DEVELOPING A BRAND PERSONALITY
_GROUP 7_
Hoang Thi Ngoc Huyen
M987Z239
Hyacintha FAUSTINO
M997Z
Krissapon Apinyaupatum
M997Z241
Antun Paradzik
M997Z223
Nguyen Thi Thu Trang
M997Z210
Le Van
M997Z246
I. INTRODUCTION
II. CUSTOMER BEHAVIOR
III. PROMOTION STRATEGY
IV. SWOT
V. KEY SUCCESS FACTOR
VI. ETHIC &ENVIRONMENTAL RESPONSIBILITY
SOCIAL CONCERN
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
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.
DISTRIBUTION
New 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.
DISTRIBUTION
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.
Customer Behavior
• 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
CULTURAL
• 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
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.
MEDIA TOOLS
•
•
•
•
Radio shorts
Television: low cost per viewer and wide reach.
Theatrical screenings
Other media: which customers expected to see
interwoven with entertainment.
ADVERTISING OBJECTIVES
The advertising should be
implementing with moderate
budget
• 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 .
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 ( Anheuserbush, 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 RESPONSIBILITY
There 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 RESPONSIBILITY
2nd 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.