BLUE MOON: Artfully Crafted
Team 15
Anastasia Gorshkova, Maria Lombana, Abigail MacDonald, Ashley Soto
MAR 3023 M/W CRN 10186
TABLE OF CONTENTS
Blue Moon Business Description.…………………………………………………………… …3
Brand Equity Inventory…………………………………………………………….…………. .5
Brand Heritage.………………………………………………………………………….. 5
Brand Representatives….…………………………………………………………………5
Brand Identifiers.………………………………………………………………………….6
Brand Domaine.…………………………………………………………………………...6
Brand Essence….………………………………………………………………………….6
SWOT Analysis.………………………………………………………………………………….7
Brand Competitor Brands with Clusters (Exotic vs Domestic & Traditional vs. New Age).……………...8
Competitive Map.………………………………………………………………………………...9
Brand Personality………………………………………………………………………………10
Target Description……………………………………………………………………………...11
Brand Positioning………………………………………………………………………………12
Blue Moon Pricing……………………………………………………………………………...13
Price Comparison (Target US 41 & Daniels Pkwy)……………………………………..14
Price Comparison (Publix Corkscrew Rd………………………………………………..15
Distribution Channels…………………………………………………………………………. 16
Creative Workplan & Media Selection………………………………………………………..19
Advertising Objective…………………………………………………………………….19
Target…………………………………………………………………………………….19
Unique Selling Proposition/Differentiating Proposition..……………………………….20
Media to be Use ..………………………………………………………………………20
Forms of Ads….………………………………………………………………………….20
Blue Moon Promotional Ideas…………………………………………………………………21
Coors Field and Sand Lot Brewery……………………………………………………...21
Craft Beer Expo………………………………………………………………………….22
References………………………………………………………………………………………23
BLUE MOON: BUSINESS DESCRIPTION
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In the alcohol industry, beer has proven to be the largest
beverage served nationwide. According to Apex Publishers, beer
encompasses 85% of alcohol products sold with sales volume
amounting to $91.6 billion (Beer Brewing). In the industry, three
major brewers in the playing field responsible for over 70% of sales
are: Anheuser-Busch, South African Breweries' Miller (SABMiller), and Molson Coors Brewing Company.
Molson Coors Brewing Company offers a wide selection of beers, including the
acquisition of Blue Moon, appealing to consumers alike. Blue Moon was conceived from a local
pub, Sandlots, in Denver, Colorado, where a group of friends gathered with the goal to create a
“uniquely flavored, highly drinkable handcrafted beer” (Blue Moon). Blue Moon boasts
Belgium’s unique unfiltered style of beer combining malted white wheat and oats used for its
creamy body, giving Blue Moon’s Belgian White its signature cloudy appearance and smooth
full-bodied taste its known for. Blue Moon is categorized as a “crafted/special occasion” beer
that is marketed to beer enthusiasts throughout the US, United Kingdom, and the British Virgin
Islands (Molson Coors). It made its first debut in 1995 and shortly after received awards for
three consecutive years for its Belgian White at the World Beer Championships. Over time, in
addition to the famous Belgian White, Blue Moon now offers and brews seasonal beers such as
Summer Honey Wheat, Spring Blonde Wheat Ale, Winter Abbey Ale, and Pumpkin Ale.
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Blue Moon can be purchased at most convenience stores, liquor stores, supermarkets, as
well as on tap at various bars and pubs nationwide. The average cost of a 6 pack of Blue Moon
is priced at $9.99, while other brands such as Corona and Bud Light are priced from $7.49 $8.99. Research shows that the cost of Blue Moon is
being sold at higher cost. It has been priced on a high end scale and may be attributed for
its unique taste, as it does envelop “a refreshing, medium-bodied, unfiltered Belgian-style wheat
ale spiced with fresh coriander and orange peel for a uniquely complex taste and an
uncommonly smooth finish” (Miller Coors).
Their largest identifier is the Blue Moon logo with their distinctive font along a unique
shade of blue. This can be seen on their beer mugs, on their boxes, on their website and has
become their trademark.
BRAND EQUITY INVENTORY
BRAND HERITAGE
At Sandlots, a local pub located in Denver, Colorado a
group of friends gathered together with the initial goal to
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create a “uniquely flavored, highly drinkable handcrafted beer” (Blue Moon). This is how the
Belgian White style beer was born. Blue Moon’s original name was the “Belly Slide Belgian
Wit” until an administrative assistant said “A beer this good only comes around once in a Blue
Moon”. The name stuck and it started to get recognition.
Since becoming famous for its unique flavor, Blue Moon began circulating and is
becoming well known throughout the beer industry, most notably at the World Beer Champion
being recognized for three consecutive years. Over time, in addition to the famous Belgian
White, Blue Moon now offers and brews seasonal beers.
BRAND REPRESENTATIVES
Although Blue Moon carries several products, they are consistent with their dark amber
bottle and the layout of their label. They have a distinct font written in a pale white banner with
an image of a blue moon found behind on the left hand side. It is apparent Blue Moon carries
more than one line, and even though they may have different backdrops for each line, they
remain consistent with their “Blue Moon” banner with an image of a blue moon printed in its
background.
BRAND IDENTIFIERS
Their largest brand identifier is truly
their logo with an image of a blue moon and
the script written in their distinctive dark
blue font. It’s this logo that seems to be the
most dominant with the ability to identify
the brand. This can be seen on their beer
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mugs, boxes, and on their website and has become a trademark. Blue Moon beer is also strongly
identified by their company slogan, “Artfully Crafted”, which is truly reflected in their
advertising campaigns.
BRAND DOMAINE
Some products that could logically brand this product would be
bar signs with neon light, beer koozie cups, brand a certain orange and
brand a certain snack to help enhance the flavor of the beer. For instance,
a Blue Moon beer and certain bowl chips or spiced peanuts. Something
can be created where when you think of having Blue Moon, a certain product
can go hand in hand with it, just like a slice of orange is thought to bring out
the flavors. Maybe a certain orange or a certain food can enhance the flavors
even more
BRAND ESSENCE
The Blue Moon brand has stood for high quality,
handcrafted, bold Belgian style beer that was crafted by friends
for friends who just want to have fun and enjoy the time together.
This is what makes Blue Moon:
“BELGIAN STYLE: ARTFULLY HANDCRAFTED BEER”
SWOT ANALYSIS
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STRENGTH

Golden's Blue Moon Brewing Co. was
named the largest brewing company of
the year in the 2010 Great American
Beer Festival's awards. It was also
recognized as the World Beer
Champion for three consecutive years

Blue Moon is involved with the
community (social responsibility)

Blue Moon offers a uniquely spiced
and blended brew which sets them
apart from the crafted and domestic
brews.

Blue Moon now offers canned beer,
making it optimal for everyone to enjoy
during outdoor activities such as
camping or spending a day at the beach
WEAKNESS

OPPORTUNITY
The Blue Moon brand is not widely
recognized among the public
THREATS

Opportunity of expansion and getting
known worldwide.

Opportunity of expansion and getting
known worldwide.

Sometimes high prices could suggest
better quality.

Sometimes high prices could suggest
better quality.
List of Brands other than Blue Moon:
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











Yuengling
Budweiser
Rolling Rock
Samuel Adams
Land Shark
Bud Light Lime
Leffe
Guinness
Stella Artois
Modelo Especial
Efes Pilsener
Corona Light
Clustered Brands:

Domestic - Traditional
Yuengling
Budweiser
Rolling Rock

Domestic- New Age
Sam Adams
Land Shark
Bud Light Lime
Blue Moon

Exotic – Traditional
Leffe
Guinness
Stella Artois
Modelo Especial

Exotic - New Age
Corona light
Efes Pilsener
COMPETITIVE MAP
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TRADITIONAL
DOMESTIC
EXOTIC
NEW AGE
BRAND PERSONALITY
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If Blue Moon was considered a person it would be Megan Fox. Like Megan Fox, Blue
Moon is a new brand in the market; it is innovative and different from the traditional beers.
Blue Moon would be someone that dresses casually, but at the same time in an elegant
manner with good taste. She can be pictured wearing blue jeans and a nice shirt. She would be
involved in the arts and enjoy handcrafts. She would share a passion for life, be intelligent,
innovative, stay traditional to her roots, and would be environmentally friendly. She would also
appreciate homemade food, would prefer bars over night clubs and can be seen as a relaxed
person.
She likes to shop at Express, Banana Republic and Anthropologie. She is conscious of
her image and as a result chooses organic foods, mainly salads and fish. She enjoys making fond
memories with her friends and loves the beach. She is a very easy going person, and can easily
watch chick flicks or action movies with no hesitation. She would be an extremely sensitive and
socially responsible person.
=
TARGET DESCRIPTION
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Blue Moon is considered a fairly new brand. This Belgian Style Wheat Beer is currently
consumed by those interested on more exclusive and crafted products. According to Pottoliccio,
Blue Moon enthusiasts appreciate the lighter refreshingly fruity flavoring (with a slice of
orange).
Blue Moon targets young
people that are socially liberal and are
willing to go against conventional
products and who enjoy trying new
things and flavors. In addition, Blue
Moon also markets to those
individuals who enjoy having craft
beer
According to Bulik’s article, “What
your tastes in Beer says about you”,
specifically under the section of
“Blue Moon and Craft Beers” the
following passages highlights their distinct personality:
“People who drink Blue Moon beer are 105% more likely than the average person to drive hybrid
cars, 77% more likely to own Apple Mac laptops, 65% more likely to purchase five pairs or more
of sneakers every year, and 32% more likely to not be registered voters. This market can be
characterized as those who are more open-minded and free spirited, who are always seeking for
their next quest to create experiences. Lastly, they are also considered to be intellectually curious
people. Craft-beer drinkers have a lower sense of responsibility, as they do not stress about
missed deadlines and tend to harvest a “live for the moment” attitude. Craft-beer lovers are 153%
more likely to always buy organic, 52% more likely to be fans of the show "The Office" and 36%
more likely to be the ones to choose the movie they are going to see at the theater.”
BRAND POSITIONING
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“To young unconventional yet classy beer drinkers,
Blue Moon is the brand that artfully crafts beer for
your never ending fun.”
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Blue Moon Pricing
Based on our price comparisons from
several locations, our team has agreed that
Blue Moon is priced just right at $8.99 for a
6 pack. According to Wine Access, it is
positioned as a mid priced brew in the beer
industry. As a valued craft beer priced at
$8.99 it is distinctly placed and is quite
appealing to many consumers.
In accordance with the 4 different pricing
techniques, we believe Blue Moon falls
under the “value based pricing” method. By
pricing Blue Moon on the market at $8.99, it does not go above and beyond the mid class brews.
Instead, it competitively sells, as Blue Moon is considered a craft beer and not just a local
everyday beer. At $8.99, it is only a couple dollars more than the average beer, thus, creating
value for the consumer.
The two other pricing strategies, “Cost Based” and
“Competition Based”, does not apply to how Blue
Moon is priced because Blue Moons purpose is to
capture consumers based on value of the product. Since
Blue Moon is a craft beer, with only about less than six
million barrels produced per year” (Miller Coors), Blue
Moon’s value can be seen as a beer that is artfully
crafted and is being sold at a price that consumers
believe it should be worth.
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Price Comparison
Target (US 41 & Daniels Pkwy)
Brand
Unit
Ounces
Unit Price
Per Oz
Unit Price
Per Bottle
Unit Price
per Pack
Sam Adams
6 Pack
12 oz
0.12
$8.99
$1.50
Blue Moon
6 Pack
12 oz
0.12
$8.99
$1.50
Guinness
6 Pack
12 oz
0.12
$8.49
$1.42
Modelo
Especial
6 Pack
12 oz
0.12
$8.49
$1.42
Corona Light
6 Pack
12 oz
0.12
$8.49
$1.42
Stella Artois
6 Pack
12 oz
0.11
$7.99
$1.33
Land Shark
6 Pack
12 oz
0.10
$7.49
$1.25
Yuengling
6 Pack
12 oz
0.9
$6.49
$1.08
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Price Comparison
Publix (Corkscrew Rd)
Brand
Unit
Ounces
Unit Price
Per Oz
Unit Price
Per Bottle
Unit Price
per Pack
Sam Adams
6 Pack
12 oz
0.12
$8.99
$1.50
Stella Artois
6 Pack
12 oz
0.12
$8.99
$1.50
Blue Moon
6 Pack
12 oz
0.12
$8.29
$1.38
Modelo
Especial
6 Pack
12 oz
0.11
$8.19
$1.37
Corona
Light
6 Pack
12 oz
0.11
$8.19
$1.37
Guiness
6 Pack
12 oz
0.11
$7.99
$1.33
Land Shark
6 Pack
12 oz
0.10
$7.59
$1.27
Yuengling
6 Pack
12 oz
0.9
$6.49
$1.08
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Distribution Channels
Blue Moon operates an indirect distribution similar to example of “Channel 2” (See below)
PRODUCER
PRODUCER
PRODUCER
DISTRIBUTOR
RETAILER
RETAILER
CONSUMER
CONSUMER
CONSUMER
( Channel 1)
(Channel 2)
(Channel 3)
“Blue Moon Actual Distribution Channel”
MOLSON COORS BREWERY
DISTRIBUTORS
(JJ Taylor Florida Distributor, Lee County)
OFF SITE
(Publix on Corkscrew)
Molson
Coors
ON SITE
(Miller’s Ale House, Gulf Co
Brewery
currently has a CONSUMERS
distribution
(Free Spirited & Fun People)
CONSUMERS
(Anastasia, Ashley, Mari
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channel that efficiently works for both consumers and vendors. According to Miller Coors
Brewery located in Shenandoah Valley, VA, Miller Coors handles its own distributor channels as
well as vendors who are distributors as well. From the Brewery, it delivers the products to an
“Off-site” location also known as convenience or grocery stores and to “On-site” locations also
known as restaurants. After the products reach their final retail location, the consumers are now
able to enjoy Blue Moon.
Retail is a huge part of Blue Moon’s channels, as it is the most
convenient and effective way for consumers to purchase Blue Moon.
Due to the regulations of consumers purchasing directly from the
producer, this is the only way possible to retrieve Blue Moon. As
Blue Moon is mainly sold in grocery, convenient and liquor stores, it
can also be enjoyed at many restaurants and sports bars. For this
reason, retail is an extremely important part of the Blue Moon’s
distribution channel. Without it, consumers would not have a way in
order to enjoy Blue Moon’s artfully crafted beer.
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Blue
Moon’s
channel
strategy is right for what our brand
stands for. Blue Moon’s short
length distribution channel allows
for the flow of information and
promotion of our specialty brand to
reach
current
and
prospective
consumers. Blue Moon takes pride
in being the crafted brand that is
becoming widely recognized and
readily available to our consumers
looking for a laid back afternoon or
evening. Whether it’s ordered on
tap at your local bar or picking up a
six pack from your local liquor
store before the barbeque, Blue
Moon is the brand that embodies a
good time with friends.
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CREATIVE WORKPLAN & MEDIA SELECTION
Advertising Objective
The purpose of advertising is to raise awareness
of Blue Moon as a craft beer, as well as to
continually assist in helping Blue Moon launch
their seasonal lines eg: Winter, Summer, Spring,
Fall, as well as their special editions. In addition,
advertising Blue Moon’s brew competitions will
facilitate and get their consumers involved with
the product in a fun manner. One of the most
important features that should be included should
be an image of an orange. Blue Moon garnished
with a slice of an orange always goes hand in
hand, when serving this craft beer.
Target
Blue Moon targets young people that are
socially liberal and are willing to go against
conventional products and enjoy trying new
things and flavors. People that enjoy having
Craft- beer drinks are also part of the target
market.
People who drink Blue Moon beer are 105%
more likely than the average person to drive
hybrid cars, 77% more likely to own Apple
Mac laptops, 65% more likely to purchase five
pairs or more of sneakers every year, and 32%
more likely to not be registered voters.
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Unique Selling Proposition/
Differentiating Proposition
“A classy beer fit for all occasions”
Media to be used
Magazines, TV Commercials,
Posters Ad’s, Social Media Ads
Forms of Ads
Because of the audience characteristics, a majority of our ads will be seen in commercials in
between a game or a movie. Because Blue Moon just recently came out in cans, it is allowing
more and more people to truly enjoy Blue Moon anywhere at any time- especially more so at a
parks and recreation level. We will also produce ads that subliminally speak to consumers in a
way that it becomes a part of the conversation via social media. We will advertise the next brew
competitions along with flavors and ideas from the Blue Moon Fans. By targeting this specific
consumer, they will be able to spread via word of mouth.
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Blue Moon Promotional Ideas
1) Coors Field and Sand Lot Brewery
Purchase a ticket at Coors Field in Denver,
CO, and after the game, enjoy a FREE
pitcher of Blue Moon at Sand Lot Brewery!
Step back in time and enjoy Blue Moon at
its own birthplace. Get a feel for the
hometown environment with friends. Those
who go will leave with an experience.
a) Objective for this promotional idea is to create desire to purchase.
b) The promotion is going to work because Coors Field and
Sand Lot Brewery are both in an ideal walking distance
location from each other. Having a ticket to the game gives
them an opportunity to experience a pitcher of Blue Moon
with friends.
c) This promotional idea is right for the brand
and target because, Blue Moon epitomizes fun
times with friends while enjoying a craft beer.
It will be an intimate way of getting to know
more about Blue Moon, with friends having a
good time. While at Sand Lot’s, our target
market can take in the environment, understand the heart of Blue Moon, and be exposed to a
whole new perspective of craft beer.
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2) Craft Beer Expo
Go with Friends. At the Expo, avid
enthusiasts can sample a variety of
what Blue Moon offers. They can
also submit an idea on new flavor as
Blue Moon is always changing and
promoting a “seasonal” flavor. Fans
can also rate their favorite and
submit ideas and be a part of the
Blue Moon Journey. At the end, you
may leave with a six pack of your
choice. This can drive sales and
increase customer base.
a) Objective for this promotional idea is to create desire in the public to purchase product.
b) The promotion is going to work because at the expo, most
of those who attend will go with a few friends. While there,
they can sample several seasonal brews and at the end, take
home a six pack of their favorite choice. Not only that, but
while sampling, consumers can provide their opinion and give
suggestions. This is important, as we can understand more of
what our consumers are looking for and cater to them.
c) This promotional idea is right for the brand and target
because this whole event can be enjoyed thoroughly with
friends. This also gives everyone an opportunity to sample
several beers, give suggestions, and take home a six pack of
their choice to enjoy. After having this experience, they can
also advertise our product via word of mouth.
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References

http://www.beer-brewing.com/beer-brewing/beer_chapters/ch01_beer_industry.htm

http://www.bluemoonbrewingcompany.com/

http://www.millercoors.com/our-beers/great-beer.aspx

http://www.molsoncoors.com/en/Index.aspx

http://www.youtube.com/watch?v=wlduHTipMAU

http://www.bizjournals.com/denver/stories/2010/09/13/daily71.html

http://findarticles.com/p/articles/mi_m0EIN/is_1999_Nov_18/ai_57626260/

http://www.beer-universe.com/beer-education-article/2010-05-13/Women-and-BeerA-Surprising-Trend-in-the-Beer-Industry/

http://adage.com/article/news/psychographics-taste-beer/140106

http://www.wineaccess.com/file/store/totalwine/beer-corridorwine.pdf

http://www.cnbc.com/id/45079554/MillerCoors_Crafts_Small_Beer_Strategy
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