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
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