Download Message Development

CASE#6
NEW BELGIUM BREWING
Group#6
Group 6 Members
Ha Phuoc Vu
M997Z244
Nguyen Tran Thao Bien
M997Z213
Patlada Sae-Ching (Nan) Nuntanut Sae-Ching (Vee)
M997Z240
M997Z236
Bui Duy Duc
M997Z202
Thai Luong Thu
M997Z221
Contents:
1/ Introduction of New Belgium Brewing
2/ New Belgium’s Marketing Strategy
3/ Developing a Brand Manifesto
4/ Selecting Media
5/ Message Development
6/ Conclusion
INTRODUCTION
Overview
New Belgium Brewing Company is a regional brewery located in
Fort Collins, Colorado. It was founded in 1991 by the husband and
wife team of Jeff Lebesch and Kim Jordan
In 1992, New Belgium Brewing operations move to renovated
freight warehouse
In 1995, Company moves into a new $5million brewery
Overview
In 1999, Company begins to use wind-generated electricity
In 2004, Distribution is expanded to Southern California
In 2006, it produced approximately 436,000 barrels of its various
labels. And in 2008 their beers were distributed to 19 different
states.
Distribution
Before 2006, New Belgium distributed in only 15 states
(Washington, Oregon, Idaho, Montana, Nevada, California,
Arizona, New Mexico, 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."
Distribution (cont’d)
In June 2007 Fat Tire, Skinny Dip, 1554 and Mothership Wit
became available in Illinois. By the summer of 2007, New
Belgium expanded distribution again to include select areas of
the Minneapolis-St. Paul Minnesota metro area and Iowa.
In July 2008, Fat Tire, 1554, Mothership Wit, and seasonal
brews are also served in Tennessee.
Distribution (cont’d)
In March 2009, these beers also became available in North
Carolina.In April of 2009, in response to huge demand, Fat Tire
became available in Indiana.In May of 2009 Fat Tire became
available in Georgia, South Carolina, South Dakota and
Wisconsin.
New Belgium Products
“Our Folly”
Seasonal
Brews
New Belgium Brewing’s
Marketing Strategy
New Belgium Marketing Strategy
 Traveling to beer festivals and handing out free samples.
 In 1996, Marketing Director was Grey Owsley, NBB
became more focused and proactive in its marketing efforts.
 Festivals and sponsorships, coupled with print media in
alternative weeklies.
 Such signature NBB events as the multicity philanthropic
bike festival, Tour de Fat.
New Belgium Marketing Strategy
 The contests like “What’s Your Folly?” which invites
consumers to pitch their Beerdream to win ommortal
fame on an NBB postcoast.
 The web-base: “The Worthy Endeavor” – in which
applicants can win a trip to the Crested Butte Al
Johnson.
 Media Advertising.
Developing a Brand Manifesto
Developing a Brand Manifesto
 In 2003, Holt started to work as a consultant to NBB
after Owsley read some of his published work online.
 He came to NBB on several occasions to study the
brand and immerse himself in the brewery’s unique
culture.
A brand manifesto – a 70 pages document coauthored
over many months by Owsley and Holt
Developing a Brand Manifesto (cont’d)
 Brand Manisfesto describing the brand’s attributes,
character, cultural relevancy, and potential.
Selecting Media
Selecting Media
Marketing approaches for this company focus less
on mass media advertising and more on
personalized newsletters, local promotions, firsthand salesmanship, and market sampling in retail
locations.
Selecting Media
With the brand thus defined, New Belgium went
in search of an advertising agency to help
communicate that brand identity; it soon found
Amalgamated- independent New York
Advertising agency
Selecting Media
Amalgamated created a $10 million
advertising campaign for New Belgium that
targets high-end beer drinkers, men ages 25 to
44 and highlights the brewery’s image as being
down to earth
Selecting Media
NBB starting advertising through a mix of radio
shorts, television and theatrical screenings.
However, television quickly rose as a preferred
option
Selecting Media
Advantage
• Low cost per viewer
• Wide reach
• Where consumers
expected to see advertising
interwoven with
entertainment
→closer approach to
customer
Disadvantage
• The “Big Three” : AnheuserBush, Coors and Miller – have long
dominated mainstream televised
beer advertising in the U.S.
• Boston Brewing’s foray into
television several years
→ Large challenges
Selecting Media
The ads of NBB is truly “Follow Your Folly … Ours Is Beer.”
A beer commercial without the beer? That can't be right.
The ads feature show the man enjoying a scenic ride, The product
appears in just five seconds .
But it helped position the growing brand as whimsical, thoughtful,
and reflective..
In addition to the ad campaign, the company maintained its
strategy of promotion through event sponsorships
Message Development
Message Development
The company understood that TV is the powerful
channel to deliver message to customers.
It could work to bolster or undermine the brand so
the spots should ring true to the NBB (New
Belgium Brewing) character.
Message Development
The audience would be the professional who
follows the traditional route of existing within a
capitalist economy but still has artistic leanings
and desires.
Position NBB as the one with lifestyle that
compromise between living the life one wants with
balancing the economic needs of existing within a
technopoly.
Message Development
“Follow Your Folly…Ours Is Beer” is the
campaign’s tagline.
Debate about using the word “folly”.
The word “folly” originally means lack of
understanding or sense; a foolish action, practice,
idea.
Message Development
“Follow Your Folly” means the ideal of offbeat
endeavors versus the traditional “follow the
money” thinking that created the social tensions
inherent to potential consumers' lives.
Finally, they decided to use the word “folly”!
Message Development
Shooting the spots on grittier 16-millimeter film.
It gives timeless feel and more classic than 70millimeter film.
Even speak to a wider audience through a new
medium, the roots-style marketing that launched
the company could not be abandoned.
Event sponsorship became even greater
opportunity to maintain that vital dialogue.
Message Development
Test the spots with insiders in the bike community
and friends of the brewery with some personal and
knowledge of the brand.
Test the spots with this group help to ensure that
the spots does ring true the NBB character.
Use the medium of TV to reach those faraway
outposts where sales staff penetration was difficult
and not cost effective.
Message Development
NBB’s first television-based advertising campaign
mirrored well the craft brewer’s personality.
The texture of the film and musical tone capture
the ideals of whimsy and joy inherent to NBB’s
philosophy of brewing and quality of life.
Conclusion
Conclusion
Today, New Belgium Brewing Company offers a
variety of permanent and seasonal ales and pilsners.
The companys standard line includes Sunshine
Wheat, Blue Paddle Pilsner, Abbey Ale, Trippel Ale,
1554 Black Ale, and the original Fat Tire Amber Ale,
still the firm’s best- seller.
Some customers even refer to the company as the Fat
Tire Brewery.
Conclusion
The brewery also markets two types of specialty beers
on a seasonal basis. Seasonal ales include
Frambozen and Abbey Grand Cru, which are released
at Thanksgiving, and Christmas and Farmhouse Ale,
which are sold during the early fall months.
The firm occasionally offers one-time-only brews, such
as LaFolie, a wood-aged beer, which are sold only
until the batch runs out.
Thank you for your attention!