Download New Belgium Brewing: Developing a Brand Personality

New Belgium Brewing:
Developing a Brand Personality
By: Kimberly Tucker, Ashley Solomon,
Chris Salt
The Problem:
 The problem surrounding New Belgium Brewing is that they
have not effectively developed a marketing strategy that is
appealing to other target markets or demographic areas.
Their niche market is too specialized and localized to be a
viable business model for any significant long term success,
and expanding their marketing strategy would allow them to
have a proactive advantage over the competition, differentiate
their beer from other products in the craft beer market, and
maintain and increase their market share.
Issues:
 Message Development
 Local Touch
 Media Selection
SWOT Analysis
Strengths
Opportunities
Core values of customer intimacy,
sustainability, whimsy, and fun
Appeals to the environmentally conscious
consumer
Conducts extensive surveys and research on
its products, brands, and customers
NBB expanding their target market
Weaknesses
Threats
Narrow marketing strategy
Narrow message that emphasizes a local
touch
Niche market unsustainable
Viable Alternatives:
 Capitalize on Television Advertisements
 Develop a New Brand
 Broaden Message Development
Decision and Implementation
 Develop a new brand of beer
 Have an identifiable name, like Lady Liberty Domestic Ale. NBB will
need to purchase new bottles, labels, packaging, ingredients, and
organize production and distribution methods. New production plants
will also need to be built to increase sales and sales locations of NBB’s
current beer brands and Lady Liberty Domestic Ale. Have a flavor that is
appealing to a wider range of customer pallets. To advertise for Lady
Liberty Domestic Ale, a combination of media will be used. Traditional
television, radio, and print advertising will be utilized. Overall, the
implementation of Lady Liberty Domestic Ale will attract a new wide variety of
customers to NBB. With the combination of new advertising, a mass appeal
taste, and the unique personality that NBB has, Lady Liberty Domestic Ale is
positioned to solve NBB’s problem of having a marketing strategy that is too
narrow, which limits their target market.