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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".

  • Hi Jason, how about a copy for a felow Minnesotan :) I am currently marketing Saigon Export hoping to get some additional ideas. Many thanks mate! andrew@saigonexports.com
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Beer Marketing Case Study: Koch Brewing Company

  1. 1. KBKoch Brewing Company Est. 1913 CASE ANALYSIS Jason Tham | COMM 621 | Jan. 29, 2013 | St. Cloud State University
  2. 2. 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
  3. 3. 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%
  4. 4. 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
  5. 5. CRITICALFACTORS • Premium beer • Market: 30-49 • Drinking culture
  6. 6. ALTERNATIVESOLUTIONS • Advantages: Eager students, popular appealBeer Girl • Disadvantages: Overrated/Low impact, wrong message, legal issues
  7. 7. ALTERNATIVESOLUTIONS • Advantages: Low cost, educational elements.BTL AD. • Disadvantages: Lost in clutter, cliché, low frequency
  8. 8. ALTERNATIVESOLUTIONS • Advantages: Better reach for TargetC-MKGT. Market, Cheaper, Ongoing engagement • Disadvantage: Higher maintenance
  9. 9. RECOMMENDATION
  10. 10. RECOMMENDATION
  11. 11. RATIONALE • PEW: 89% of 30-49 are active online users • Content Marketing keeps audience engaged • Pull Strategy
  12. 12. THANK YOU.KB

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