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New Albanian Brewing Company
The Unity is the Beer
Presented By:
The Growlers
Emily Bruck, Brad Clark, Kassi Ford, Kyle Holst, Erica Masden, and Antonio Zeppa
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Table of Contents
Table of Contents …………………………………………………………….Page
Introduction …………………………………………………………………..Page
The New Albanian Mythology..................................................................
Target Market Analysis for The New Albanian…………………….…….Page
Short-Term Marketing/Promotion Goals for The New Albanian……………..Page
Short-Term Goals The Growlers’ Plan will Address …...............................Page
Long-Range Marketing/Promotion Goals for The New Albanian…….…….Page
Long-Range Goals The Growlers’ Plan Will Address …................................Page
Target Market Analysis for The Growlers …………………………...……...Page
Strategic Analysis of The New Albanian’s Position ……........ …..……..Page
The Growlers’ Marketing/Promotional Recommendations …………......Page
Implementation of Recommendations Should Impact The New Albanian.....Page
Appendix A ………………………………………………………………..…Page
Appendix B …………………………………………………………………..Page
Appendix C ………………………………………………………………..…Page
Appendix D ……………………………………………………………..……Page
Appendix E ………………………………………………………………..…Page
Introduction
Company and Industry Background
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When it comes to good craft beer, the locals in New Albany and the surrounding area
know to go the The New Albanian. The unique atmosphere and product offerings have helped
The New Albanian Brewing Company grow and acquire a large market share obtaining people
with various demographics. The definition of a microbrewery is a brewery that sells less than
15,000 barrels of beer per year. (The New Brewer) Microbrews sell their beer to the public in a
number of different ways. Entrepreneurial opportunities are endless in this industry, and this can
be seen in the rise of microbrews all over the country. The main reason for the growing
popularity in this industry is that beer is not just beer anymore. In a survey published in The
New Brewer Magazine, the consumers of microbrewed beer were compared to premium wine
drinkers in their sophistication of taste. Changing tastes and preferences of beer drinkers
makes the microbrew industry an excellent opportunity for entrepreneurs to show their creativity
in beer brewing and make some excellent money (Brewery Business Plan). The microbrewing
industry is growing at an exponential rate due to these changing preferences and tastes that
breweries are providing for the public. This gives The New Albanian a chance to fulfill those
needs by providing the consumers with unique, premium brews.
Company’s Current Position
Currently, the company has witnessed a problem regarding confusion with The New
Albanian name. Although the company has grown and changed, the overall mission remains the
same. The current issue is that the two New Albanian restaurants are identified as two separate
entities instead of one company. In addition, consumers are confused with the current name of
the company due to the recent name changes.
The Growlers has coined the phrase “Same Great Beer, Different Atmosphere” which
describes the unifier between the two restaurant locations in New Albany. We believe that the
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company should implement this phrase on the promotional products as well as advertising
mediums. The New Albanian is still not recognized by consumers as one, cohesive
organization; by implementing this positioning statement, the company is informing the public
that they are one, cohesive company with two local restaurants that have different offerings.
In addition, we believe that the company could benefit by implementing a slogan into the
company’s business and promotional plans. When Roger made a class visit to discuss the
company’s background and objectives of this project, he said the phrase, “The Unity is the
Beer”, which immediately became the slogan for our group’s portion of the project. This small,
simple phrase explains the company’s practices effectively. The public needs to be aware that
the beer is what unifies the company. The various product offerings, company’s artwork,
different restaurant atmospheres, and individualistic clientele are brought together because of
the beer. The company as a whole should be recognized as a unique craft brewery titled The
New Albanian, which happens to have two different locations with unique, different atmospheres
suiting different clientele. The company offering two separate location atmospheres could be
viewed as a strength of the company by suiting different demographics, thus, increasing market
share.
The New Albanian has enforced little direct mass-marketing for the region. Owner,
Roger Baylor, uses regional festivals, beer enthusiast events, beer websites, and other outlets
as an avenue for advertising and promoting, as well as a way to distribute his product. The
business has survived, graciously, to this point on the best known form of local advertising, word
of mouth. We believe that the company should increase investments in the advertising
department in order to increase the market share and spread business to reach Kentucky, Ohio
and Illinois. We have provided a range of promotional tools and ideas to help your company in
this area. The Growlers have collaborated as a group to provide you with a list of promotional
products, a media kit, press releases, a grand reopening campaign, website layout ideas,
restaurant signs,promotional events,and a mythology story describing a “New Albanian”.
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Target Market Analysis for NABC
For The New Albanian Brewing Company, ‘The Unity is the Beer.” The company has two
different locations that may attract different demographics but the area in which the company
should focus their targeting efforts on should be those who come first for the beer. The primary
target market will consist of the corporate and working class who appreciate good quality
traditional beer. The common bond is the appreciation of high-quality traditional brew. While
determining your target market and segmentations, we believe that it is important for the
company to utilize the differentiated marketing approach. The New Albanian needs to be able to
tailor its marketing techniques to several different market segments.
Demographic Segments
● Individualistic
● Nonconformists
● Working class
● Beer enthusiasts
● Sociable people
● Variety seekers (people who live for the thrill in life)
● Liberals
● First Adopters (people who want the best of everything)
● High-income
● Age Group: 25-45
NABC’s Short-Term Goals
The New Albanian Brewing Company has a range of goals for the organization to reach
in which we are seeking to address. The company wants to reposition the brand name in order
to inform the public that the company is known as “The New Albanian”. This objective will
address the issue the company has been facing regarding brand confusion. We are offering the
client the idea to have a “Grand Reopening Event” which will inform and remind the public of
the company’s current name, The New Albanian. In addition, we are proposing the company to
invest in restaurant signs to place on Grant Line Road to direct the consumers to the restaurant.
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The company has informed us that they are constructing a gift shop at the Grant Line
restaurant location to feature the company’s promotional products. When Roger has toured
other breweries in the past, he has noticed that they all have gift shops located by the building
exits which help the company generate revenue. The client has a current location in mind for the
positioning of this gift shop; therefore, we will provide the client with promotional and
merchandising ideas in which they should offer. We have found an internet company and
completed examples of a vast array of merchandise and promotional products for the company
to issue. These products are a great way to promote and advertise the company.
The last objective that The New Albanian has set is the define a “New Albanian”. When
the company travels to different festivals and events, they always are asked the same question:
“What is a New Albanian”. Roger saw this project as an opportunity to address that question.
We believe that the company’s artist, Tony, does an exceptional job by incorporating his artwork
and its featured characters into the company’s image, brand and beer; therefore, we have
created a brand story that incorporates these characters into the mythology that will address this
objective.
Recommendations to Reach Short-Term Goals
Grand Reopening
The first objective to address is the repositioning of the brand name in order to inform
the public that the company is known as “The New Albanian”. This objective will address the
issue the company has been facing regarding brand confusion. We are offering the client the
idea to have a “Grand Reopening Event” which will inform and remind the public of the
company’s current name, The New Albanian.
As a short term goal we recommend for NABC is a grand re-opening of the Grant Line
location. This would give them a chance to clarify that NABC is not Richo’s or Sports Time. It
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would help bring in new customers and help them get acquainted with location, name, and what
NABC has to offer. Also, “The Unity is the Beer” would be emphasized in relation to the other
NABC location, on Bank Street. It would give them a chance to introduce new and existing
customers to their (possibly) new promotional events that will be taking place each week. The
promotional events we have suggested are “Brewin Tuesdays”, and “Friday (Craft Beer) Flight
Night”. This would be a great way to unify the brand name NABC, and would cut down
significantly of the brand confusion. We are recommending at least one, maybe two press
releases- notifying the public of the plans of the grand re-opening of NABC at the Grant Line
location. This would help get notoriety to the public of the event as well as promote the company
in general.The first press release , which should be released about a month before the event,
should give details about when and where and what will be promoted during the event. The
second press release could be a reminder to the public ,and we recommend that it is released
about a week before the actual grand reopening.
short term promotional goal that could help get NABC more business as well as
promote outside sales of their craft beers is the “Friday Flight Night” promotional event that
would consist of a current option that is available at NABC but is not anywhere on their menu,
or advertised inside the establishment (Grant line location). It would still consist of 5 pours of
NABC craft beer, put in a neat flight display, and priced at about the same price which is 5 for
$5.00. They could opt to advertise this event on table topper displays in their restaurant, as well
as other options, such as ads in the Leo, and radio advertisement. We believe this is a great
way to get new and existing customers more involved with NABC and a chance to try more of
their craft beer options. If the customers become more involved the more likely they are to
become loyal customers to the NABC brand.
Signage
In addition, we are proposing the company to invest in restaurant signs to be placed so
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that they are visible from Grant Line Road, to direct the consumers to the restaurant. We have
short and long term options for the client to chose for the sign which are based on the pricing for
each option. We will discuss the lower price option for the client in this short-term section.
As a short term goal option, NABC could choose the simple version from the sign
options we have prepared. The signs we prepared contain just the logo outline, it does not
contain any letters or words - this is a form of “insider status.:, which is a great way to make
current customers feel important and a way to entice possible new customers that are not yet
“insiders” at NABC. This sign can be scaled to any size. It consists of mild steel that is 1/8 inch
thick (on the prototype version that has already been made) but to scale it would be thicker. It
could be front or back lit (an option to make it more visible) depending on if you’re looking for a
positive (front) or negative space (back). They have the option also to make this version a little
larger but the cost would be proportionally higher. Also, if NABC would like to have a rustic look
added to the sign this would be an option called patina, which is a chemical treatment that is
used to give the steel a rusty look and finish. They could also opt to powder coat the sign. All
options are priced about the same, or they could just go with a simple clear coat on the steel. I
will attach a detailed Core Design estimate in an Appendix that will list all the options in detail.
A long term goal we recommend for NABC may be to invest in a complex, large version
of the sign that we prepared. This sign is very large, and would be recommended for placement
on top of the NABC building. This sign consists of a silhouette of a man that is holding a real, life
sized, barrel with a five point star cut out, which would have red light projecting through it. That
means the sign would be about 8 – 9 ft, depending on the size of the barrel. The mild steel
would be about 1/4 (quarter inch) thick and it would be powder coated black. This version is, of
course, a much more expensive option for unique signage but it could really help NABC stand
out in a very unique way.This investment would be well worth the money. Again, a more
detailed description of this sign will be included in the Appendix, in a Core Design estimate.
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Merchandise & Promotional Products
The next objective that we are addressing includes the merchandise and promotional
product ideas for the company’s future gift shop. The company has informed us that they are
constructing a gift shop at the Grant Line restaurant location to feature the company’s
merchandise products. When Roger has toured other breweries in the past, he has noticed that
they all have gift shops located by the building exits which help the company generate revenue.
We believe that this can be a major asset for the company to increase sales. The client has a
current location in mind for the positioning of this gift shop; therefore, we will provide the client
with merchandise and promotional ideas in which they should offer. We have found an internet
company and completed examples of a vast array of products for the company to promote with
or sell. These products are a great way to promote and advertise the company and increase the
company’s reach.
The Growlers has found a user-friendly website called logobarproducts.com that allows
a customer to create merchandise and promotional products for thier business. By utilizing this
website, we have created a vast array of products for The New Albanian to sell in their future gift
shop or use to promote the company. In the appendices of this paper include examples of these
promotional products that will help increase your market share and help advertise The New
Albanian. During special events and marketing campaigns the company should give away
various promotional items such as t-shirts, bottle openers, koozies, and coasters. The
promotional products are a great way to get the clientele to buy now and see an immediate
spike in sales. Listed below are the price quotes for the merchandise and promotional products
along with the associated price quotes for each. We are aware that The New Albanian already
has a company in which they purchase various items such as t-shirts, hoodies and beer
mugs/glasses; therefore, we will not provide price quotes for these items. In the Appendices we
will provide ideas that the company can implement on these products.
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Promotional Product Listing & Pricing
● T-Shirts
● Hoodies
● Beer Mugs/Glasses
● Ashtrays | 72-143 for $1.31/ each
● Bumper Stickers | Pack of 8 | 25+ for $12.00/each
● Bottle Openers | 25-49 for $6.99/ each | 50+ Contact for Special Pricing
● Long Neck Koozies | 25+ for $4.99/each
● Koozies | 2-pack | 25-49 for $4.99/each | 50+ Contact for Special Pricing
● License Plates | 25-49 for $11.95/ each | 50+ Contact for Special Pricing
● Round/ Square Coasters | 25-49 for $5.99/ each
● Bar Cadis | 36-71 for $8.34/ each
● Flip Menus | 100-199 for $5.99/ each | 200+ Contact for Special Pricing
● Flip Menu Stands | $7.99/ each
The New Albanian Mythology
The last objective that The New Albanian has set is the define a “New Albanian”. When
the company travels to different festivals and events, they always are asked the same question:
“What is a New Albanian”. Roger saw this project as an opportunity to address that question.
We have provided a short brand story as well as a long version. We propose for The New
Albanian to incorporate the condensed story into the website and promotions. In addition, we
have created a short video that could be included on the website. The company could
implement this story into future ‘comic’ releases. The Adventures of New Albanian could be a
monthly short comic that is available to read online. It could also be available at the restaurant
locations for entertainment. Patrons could flip through the monthly release while sipping their
favorite beer and waiting on that hot delicious pizza. We believe that the company’s artist, Tony,
does an exceptional job by incorporating his artwork and its featured characters into the
company’s image, brand and beer; therefore, we have created a brand story that incorporates
these characters into the mythology that will address this objective.
“The air hangs dark and heavy in a world ruled by the omnipresent “Man”, the
mysterious CEO of the Anhueser Corporation. The Man has ruled ever since the uprising that
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overturned the land of scholars, artisans, and craftsmen that was New Albania. Mediocrity has
replaced the joy and diversity that was the norm in this haven of wisdom and splendor.
That land and its masterful brews are all but lost to the world today. The populace has
grown accustomed to the tasteless liquids offered to them by the Man. But even though New
Albania cannot be found on any modern map, its legacy lives on in the ales, lagers, stouts, and
IPAs that her few remaining citizens distribute throughout the land. One only has to look to find
signs that the once powerful and slightly dangerous Elector still lives in hiding, turning out her
ideology of severing party affiliations was frowned upon by the Man. The simple but powerful
brews of Beak’s Best can be found in shops of the brave purveyors that understand the
importance of giving the public the diversity of brew that they crave. Community Dark is dark-
colored but light-bodied inspired by a traditional English Mild it’s a session ale suitable for New
Albany’s emerging downtown renaissance.
Though New Albania may be lost to history, deserving citizens can still find the brews
that were a hallmark of this great land. Those amber liquids are a beacon to anyone who
appreciates flavor, diversity, and choice. Visit New Albania by sipping her concoctions and feel
connected to everything that is good. Stand up to mediocrity!”
The New Albanian Brewing Company’s Long-Range Goal
Increase Market Share
The company also wants to expand its current brew offerings into the surrounding states
including Kentucky, Ohio and Illinois. The first objective regarding brand confusion must first be
addressed before the company can expand its market share. The craft brew industry is fast
growing; therefore, the company is in an attractive industry where this objective can be
addressed and reached. In order to expand the company’s offering into the surrounding states,
the company must work on their current marketing campaign. They need to invest in the
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marketing department by using advertising mediums that have a greater reach, such as radio,
television, billboards, social media, promotional products, and the website.
Recommendations to Reach Long-Term Goals
Media Kit
The media kit should go here
Advertising through Billboards
Billboard pricing and ideas
Website Layout
The New Albanian is a unique place for people to go and eat great food and is ideal for all of the
beer connoisseurs out there. Raising usage of the internet can help the NABC generate
business by ease of use of online ordering, and getting the customer based involved. Using
these tools is relatively inexpensive and can be very beneficial. Creating a strong presence over
the internet will help educate others of the NABC, and create awareness of what the NABC has
to offer.
Online Ordering:
Online ordering is not anything new to the internet, but can help generate business with the
ease of use. The online ordering can help the consumer read and look over the menu at their
leisure, and place the orders when it’s convenient for them. Having options for dine-in, carry out,
and possibly delivery would be the most effective for the NABC. Having the option of dine-in will
be ideal for large parties and could be limited to the party size for this option. This could help the
restaurant prepare for the large amount of people ahead of time. This could also be difficult if a
large party was to place a dine-in order, and seating was limited due to current business walking
through the door. I believe the online ordering will be ideal for carry out and delivery. If delivery
is an option for the NABC it could help generate sales from the people who don’t want to cook
dinner nor have to go out and eat. The carry out option will be a must if delivery is not an option.
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The ease of the online ordering will help the customer design what they want to order, and pick
it up a short time later. With the popular use of internet amongst American’s this tool could be
very successful for the NABC.
Social Media:
Social Media can be another great tool for the NABC to use. Social media is great for
generating discussion, and also receiving feedback. Since most social websites are free, using
them to the best of their ability can bring much awareness and create hype over the NABC.
Many restaurants use Facebook to help advertise their products, by posting pictures of them
with a caption that creates discussion over the product. Doing so can also generate feedback
for the NABC over particular items, and better ways to improve them. Using social media can
also generate ideas of what the NABC could offer that the consumers would like to see. This
can be done with a simple post of, “what would you like to see on our menu?” or “What is your
perfect beer?” Keeping up with the social media should be a daily task, given that most are free
to use, using them effectively can create free advertising to the NABC. Promotions can also be
ran through the social sites. Certain items that may be new or not as popular can be used for
these promotions and post can be made such as “Come in today and try our brand new beer for
half price!” Social media sites have a great potential of reaching many people, due to people
commenting, posting, or retweeting about the NABC their friends or followers will now see what
the discussion is they are talking about. This can cause a chain reaction which has the potential
of reaching more and more people.
Brewin’ Tuesday:
Brewin’ Tuesday is a weekly promotion designed to draw in business during a slow period of the
week for the NABC. This promotion will offer discounts and special promotions that will help
draw in customers on a more regular basis. This can create great awareness of the NABC and
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create new loyal customers by bringing them in with the promotional deals they will receive.
Brewin’ Tuesdays can draw hype through the NABC website and as well as the social media
sites, to draw attention to Brewin Tuesday. Brewin’ Tuesday examples of promotions to hold
can be $1.00 off NABC drafts and half price appetizers. These promotional items should have
minimal effect of profit margin for the product, but can be a great enough incentive for people to
think they are getting a great deal. Brewin’ Tuesdays can also create a fun atmosphere by
having a live band and or drawing or raffles for coupons or gift cards for the patrons. Brewin’
Tuesday can be a great event for drawing awareness and driving in more loyal customers.
Target Market Analysis for the Specific Niche
Our team has determined that the specific niche in which our project is addressing is the
segment including the Grant Line Customer. The New Albanian needs to focus its rebranding
efforts around the company’s loyal customers to ensure awareness of the company’s cohesive
name. In addition, this is a great way to remind currently existing customer as well as inform
others to increase the market share and gain new customers. In addition, by constructing a sign
off of Grant Line Road, the company can bring business into the Grant Line location. This will
also address the issue regarding brand confusion. Finally, the merchandising and promotional
products can be used as a pulsing strategy in order to remind the existing customers of the
company; in addition to gaining new customers.
Demographic Segments
● Individualistic
● Nonconformists
● Working class
● Beer enthusiasts
● Sociable people
● Variety seekers (people who live for the thrill in life)
● Liberals
● First Adopters (people who want the best of everything)
● High-income
● Age Group: 25-45
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Strategic Analysis of the Client’s Position / SWOT
Strengths
● Craft Beer Selection - The New Albanian has award winning beers that grab the public’s
attention. Due to the great, high value beer, there is a group of loyal consumers. Awards:
Indiana State Fair Brewers Cup gold medal winner, 2011.
● Unique Identity - The company has a unique background and history by incorporating
culture and politics.
● Artistic Point of View - A major strength is the company’s artwork. It is a unique selling
proposition which makes their beer recognizable in the restaurants and liquor stores.
The mural should be replicated on the Grant Line Building as well, it’s a great way to tie
the characters together.
● Low turnover rate of employees-NABC employees seem to enjoy working there and the
atmosphere associated with the company.
● Family and smoke free environment-By being smoke free, more families can dine in at
the restaurants. This targets a wider range of customers.
● Prices - The company has two locations where NABC can charge different prices. The
Grant Line location, in marketing terms, is considered a fighter brand due to the low cost
structure compared to the Bank Street location which is considered more upscale.
● Wider Demographic Range-Due to the Bank Street vs Grant Line locations, the company
provides offerings for different socioeconomic segments.
● Restaurant Atmospheres-The two different atmosphere locations provide consumers
with dining options (low cost vs premium cost).
Weaknesses
● Name/brand recognition - There is some confusion with the company’s history of names.
In addition, the company still has the name “Richo’s” on promotional items.
● Location awareness - People find it hard to locate the restaurants due to the multiple
names and locations. Also, there is no sign off of Grant Line Road to guide the public.
● Lack of brand unity - There are currently three separate locations; the pizzeria, public
house, and bank street; the company should have rebranding efforts to unify the brand
name “NABC”.
● Seating capacity - On busy nights, waiting time can reach up to two hours which
includes carry out
● Amount of money - After listening to Roger and Tony there is a lack of money invested
back into the company. This results in not enough spending on important criteria like
updating the building and improving operations.
● Not making tours available for the brewery-Consumers would like to see how the beer is
made and how hands on the process really is. This could also be an opportunity for
more sales in the gift shop.
Opportunities
● Beer Flight Night - This would be a great way to promote the company’s beer and let
people try the new seasonal beers. Have a menu representing different selections of
beer such as: tour around the world, red ale, hoppy, etc.
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● Grand Reopening - In rebranding efforts, we are proposing for the company to have a
rebranding celebration to gain awareness of the name changing and unity of the
restaurants.
● Building Expansion - Although the restaurant is in a tight location, they have the option to
expand up to increase capacity; this targets the weakness of seating capacity.
● The Unity is The Beer - We propose that the New Albanian uses this phrase as their
slogan in order to unify the different restaurant locations and atmospheres. This will
make the business more memorable.
● UCard acceptance-By accepting the IUS UCard the company would inspire new college
customers and widen their customer base. This would also create new loyal customers
for long term success.
● Advertise on the New Albany Entertainment Facebook page - This webpage is a great
way to display upcoming events, specials, and or new and exciting changes that have
occurred lately at their restaurant.
Threats
● Wick’s- The public views Wick’s as a substitute due to the similar offerings such as pizza
and beer. Wick’s has an advantage by having a ‘nightlife scene’ and more of a bar
atmosphere. The are the rivalry for pizza in New Albany.
● Bluegrass Brewing Company - They are a competitor due to the similar beer offerings
and pub-like feel.
● Connectivity-Due to the recent bridge closure, people have a lack of connectivity to New
Albany. Now that the bridge is open, there is still a preconceived notion that there is
traffic and construction that would cause delays
● Gas Prices-Due to the increase in gas prices, consumers have less discretionary income
to dedicate to leisure activities.
● Law Regulations-alcohol laws vary state to state, in addition, entities can not have sales
on alcoholic beverage.
● Economic Conditions- Due to the recent recession, consumer spending has decreased.
Impact of Recommendations
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Bibliography
"Brewery Business Plan." Brewery Sample Business Plan. Web. 16 Apr. 2012.
<http://www.bplans.com/brewery_business_plan/executive_summary_fc.php>
