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Beer Marketing Case Study: Koch Brewing Company
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Beer Marketing Case Study: Koch Brewing Company

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This case analysis is based on the example written in Applegate and Johnsen's "Cases in Advertising and Marketing Management".

This case analysis is based on the example written in Applegate and Johnsen's "Cases in Advertising and Marketing Management".

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  • The story goes like this… Janice was asked to prepare a long-term sales forecast…
  • Before deciding what’s the best marketing strategy, let’s look at some of the challenges faced. Low budget – pursue non-trad.Want better recognition – second in Ohio and Indiana
  • Koch brews premium beer. According to recent studies, premium drinkers are 30-49. THE ECONOMIST - Drinking culture: Overall sales in America dropped 1.5% and 2.3% in western Europe. These are factors determining sales for the coming years.
  • Opt 1: use of college girls to promote in restaurants, bars, and night spots.
  • Below the line advertising / regular media
  • Content Marketing - Internet and mobile, Win premium items online. Sharing (word of mouth) faster. Make online purchase available.
  • PEW Research study. Forbes recommended content marketing - create brand loyalty and an engaged community.Education on beer culture, brewing process (not to get cheap beer). Also, announce participation at beer festivals. Pull strategy: allows people to discover you; rather than you crashing into the party.

Beer Marketing Case Study: Koch Brewing Company Beer Marketing Case Study: Koch Brewing Company Presentation Transcript

  • KBKoch Brewing Company Est. 1913 CASE ANALYSIS Jason Tham | COMM 621 | Jan. 29, 2013 | St. Cloud State University
  • OVERVIEW • Koch Brewing Company, Cincinnati, OHKB • Microbrewery; high quality beer in southern Ohio, northern Kentucky & southern Indiana • Janice Brewer, Marketing director • Laura Simons, VP of sales & marketing • James Koch, President
  • OVERVIEW • Long-term sales forecast based on past 5 years’ sales • Sales had increased each year by 5% (ave.) • Next 3 years: 7% each year • President wants it 10%
  • PROBLEM STATEMENT • Low advertising allocation • Need to pursue non-trad./alternative media • Want better brand recognition • Aim: to be the most asked for beer brand in Ohio, Kentucky and Indiana
  • CRITICALFACTORS • Premium beer • Market: 30-49 • Drinking culture
  • ALTERNATIVESOLUTIONS • Advantages: Eager students, popular appealBeer Girl • Disadvantages: Overrated/Low impact, wrong message, legal issues
  • ALTERNATIVESOLUTIONS • Advantages: Low cost, educational elements.BTL AD. • Disadvantages: Lost in clutter, cliché, low frequency
  • ALTERNATIVESOLUTIONS • Advantages: Better reach for TargetC-MKGT. Market, Cheaper, Ongoing engagement • Disadvantage: Higher maintenance
  • RECOMMENDATION
  • RECOMMENDATION
  • RATIONALE • PEW: 89% of 30-49 are active online users • Content Marketing keeps audience engaged • Pull Strategy
  • THANK YOU.KB