Marketing Plan and Consulting for DRU BRU Taproom and Brewery
Mar 2018 – Jun 2018
- Conducted information gathering interviews with client to understand the needs of their business
- Evaluated business situation, competition, and SWOT.
- Analyzed financial position, CRM and clickstream data for segmentation, positioning and targeting.
- Set clear and specific objectives for the business
- Recommended marketing plan with specific strategies and tactics.
Enjoy Night⚡Call Girls Dlf City Phase 4 Gurgaon >༒8448380779 Escort Service
Marketing Plan for DRU BRU Taproom and Brewery
1.
2. ABOUT DRU BRU
I. COMPANY OVERVIEW
II. CHALLENGES
III. SITUATION ANALYSIS
MARKET TREND
TARGET MARKET
SWOT
COMPETITORS
IV. OBJECTIVES
V. MARKETING STRATEGY
PRODUCT STRATEGY
DISTRIBUTION STRATEGY
PROMOTION STRATEGY
VI. RECOMMENDATION
TABLE OF
CONTENTS
https://www.instagram.com/dr
3. ABOUT DRU BRU
• Destination Taproom
• Located on Snoqualmie
Pass
• Opened December 19th,
2014
ABOUT DRU
BRU
RETRIEVED: https://www.wsdot.wa.gov/research/reports/fullreports/803.1.pdf,
5. ABOUT DRU BRU
• Location
• Fairly new business
• Return customers
• Seasons
DRU BRU’s mission is to
provide high quality
European inspired beers
and share their passion and
bring the community
together.
• Increase brand awareness
• Focus on targeting
marketing
• Engage and attract new
customers
CHALLENGES
AND GOALS
RETRIEVED: https://www.wsdot.wa.gov/research/reports/fullreports/803.1.pdf ON:
6. ABOUT DRU BRU
• Beer Types:
Serious Bru (Bohemian Pilsner)
Kölsch (German Style Ale)
Hop Session (India Pale Ale)
IPA (India Pale Ale)
Hefeweizen (Bavarian Style Wheat Ale)
Copper (German Style Altbier)
Black (German Style Schwarzbier)
• Seasonal
Pacific Crest Pale (Hazy Pale Ale)
• Specialty Bru
Whiskey Sticke Allt (Barrel Aged German Style
Ale)
Ruchbier
Nano (Experimental)
• Cinder:
Rotating Guest Tap
PRODUCT
RETRIEVED: http://www.drubru.com/beer/ ON:
06/05/2018
7. ABOUT DRU BRUPRODUCT
• Merchandise:
T-shirts, sweatshirts,
baseball caps, water
bottles, sun glasses,
custom Bru skis, and
stickers.
• Gift card
Based on their sales
overview, gift card is their
most sales item online
last year (Jan-Dec 2017).
RETRIEVED: http://www.drubru.com/shop/ON:
06/05/2018
8. ABOUT DRU BRUNATIONAL MARKET
TREND
• In 2017, the number of breweries in the U.S.
grew 16 %, totaling 6,372 breweries, 3,812 are
defined as microbreweries.
• The nation’s craft breweries account for 12.7%
market share by volume of the overall beer
industry.
• Craft beer saw 5% rise in volume, 8 % increase in
retail dollar value of overall beer market.
• Small and independent breweries account for 98
% of the craft brewer growth.
The national craft beer market trend is
steadily growing.
9. ABOUT DRU BRUREGIONAL MARKET
TREND
• Washington craft brewers rank #
2 in total number of breweries in
the US
• The number of craft brewers
operating is rapidly growing from
150 per year in 2010 to 350 per
year in 2017
• Seattle is 2nd in the percentage of
craft beer drinkers in the beer
market.
There is available market for Dru
Bru, but it will be competitively
challenging.https://www.brewersassociation.org/statistics/by-
10. TARGET AUDIENCE: GEOGRAPHY
Where most Visits come
from as an indication of
possible geographic
targeting efforts
2017 Top Five places:
Seattle
Kent
Tacoma
Bellevue
Kirkland
GEOGRAPHY OF
WEBSITE VISITS
2017
11. TARGET AUDIENCE: GEOGRAPHY
Where most Visits come from
as an indication of possible
geographic targeting efforts
2018 top 5 places:
Seattle
Kent
*Bellevue
*Renton
*Redmond
Removed from Top Five is
Tacoma and Kirkland
Added to Top Five Renton
and Redmond have been
added
GEOGRAPHY OF
WEBSITE VISITS 2018
THUS FAR (JUNE 1ST)
12. TARGET AUDIENCE: GEOGRAPHY
2017 Top 5 places:
Kent
Vashon
Ellensburg
Bothell
Issaquah
GEOGRAPHY OF
WEBSITE VISITS
COMPARATIVE
2017
2018
13. TARGET AUDIENCE: GEOGRAPHY
RETRIEVED: https://www.wsdot.wa.gov/research/reports/fullreports/803.1.pdf ON:
According to WADOT:
• 28,000 vehicles on
average weekday
• 58,000 on busy
weekends, holidays
• Expected traffic
volume increase 2-
3% each year
Suncadia
Leavenworth
Ellensburg
Lake Chelan
Yakima
• Oktoberfest
• Create “Road Trip”
map
• Broadcast Sport
Events
COMMON ROUTES
FOR TARGET
MARKETING
14. TARGET AUDIENCE: GEOGRAPHY
RETRIEVED: https://www.dailyrecordnews.com/news/kittitas-county-th-fastest-growing-in-the-country/article_fac13d18-ca45-587b-9ab0-74463e8
• Increase focus on
Kittitas county, it is
the 10th fastest
growing county in the
United States
• Ellensburg
• Cle Elum
• Roslyn
• Suncadia
• Commuter traffic
• Punch card,
memberships
(data collection
opportunity)
KITTITAS
COUNTY
18. TARGET AUDIENCE: GEOGRAPHYOBJECTIVES
Generate brand awareness by
• Hosting interesting local live events.
• Joining charitable partnership with local
organization.
• Continuing to partner with local business to
provide high quality session beers with unique
flavors.
• Creating a “moment” and utilizing social media
to share and encourage “moments” for people.
• Using owned media to share story, vision.
Increase repeat customers by collaborating with
businesses using Passport program
Attract new customers by radio advertising and
19. TARGET AUDIENCE: GEOGRAPHY
PRODUCT
STRATEGY
According to Brewers Association, the
percentage of can sale increased from 5.6%
in 2013 to 17.2% in 2016
• Unique Selling Proposition: Dru Bru
beers are European inspired and
uniquely “session”— flavorful brews that
don't overpower with their alcohol
content.
• Variable “session” beers ( ABV range 4-6)
for hikers and commuters
• Packaging plan
o can
o package
• Seasonal Beer
o summer beers for hiking
refreshment.
o winter flavored ales.
21. TARGET AUDIENCE: GEOGRAPHYPASSPORT PROGRAM
• Passport Program
with other local
breweries and/or
businesses
• Build “stamps”
around events
• Data collection
opportunity when
registering passport
and email program
• Encourages return
customers
• Encourages new
customers and
creates awareness,
and incentive RETRIEVED: https://www.google.com/maps/search/brewery/@47.2051889,-121.5071158,9z
22. TARGET AUDIENCE: GEOGRAPHY
• Continue marketing
and expand
partnership with local
companies such
Suncadia and Serious
Pie
• Other local adventure
business and events
Basecamp Books and
Bites
PARTNERSHIPS
RETRIEVED: https://twitter.com/DRUBRU,
23. TARGET AUDIENCE: GEOGRAPHYPUBLIC RELATION
Charitable Partnership with Washington Wild’s Brewshed®
Alliance
• Brewshed® Alliance currently partners with over 50 WA
breweries and brew pubs.
• Breweries that could have pledged to support WA Wild’s
mission to protect wild rivers and the watersheds that
provide the water used to make beer.
• Partnership with program, breweries are joined by local
pubs and beer-focused restaurants.
• The program hosts over 30 events a year ranging from
guided hikes, to tap take overs, to beer festivals.
Annual BREWSHED beer fest
Annual “Beers Made by Walking” –Seattle Hiking
https://wawild.org/brewsh
24. TARGET AUDIENCE: GEOGRAPHYEVENTS
RETRIEVED: http://www.drubru.com/where-to-find/ ON: 5/2
• Create brewery tour and tasting for tourists from The
Summit at Snoqualmie ski resort and Suncadia golf
resort
o 45- 60 minutes tour of production
o navigate beer-making process
o introduce ingredients used to make quality, craft
beer
o server beer samples
• Host local live music contest or concert and support
local music bands to increase awareness
25. TARGET AUDIENCE: GEOGRAPHY
RADIO ADVERTISING
• According to Edison Research, 90% of car
Commuters are listening to the radio
• 84% people pay more attention when they
listen to
radio than other music channels
Using Radio Advertising to attract car
commuters
during traveling through the pass.
https://xappmedia.com/mediapost-90-percent-commuters-listen-to-radio-xap
26. TARGET AUDIENCE: GEOGRAPHY
SHARE THE
“MOMENT”
• Beer-related hashtags are widely used. #craftbeer has
been used 15 million times. Post great “moment’ high
quality pictures and use #DruBru #DruBrucraftbeer,
#craftbeer or relative hashtags on social media to
increase brand awareness.
• According to business.com, 77 percent of people take
the time to read product reviews before they make any
purchases.
• Encourage customers to share the “moment "or post
reviews and use #DruBru or related Instagram
hashtags on their social media by offer free beer or
small promotion products.
https://www.instagram.com/dr
27. TARGET AUDIENCE: GEOGRAPHYNEWSLETTER
MARKETING
• The total visitors for the
website is 22,800 last year.
• Encourage customers to sign
up their newsletter by offer
10% off coupon. Sending
information for upcoming
events, promotions, and new
beers. The content needs to
be educational and
interesting, but not sales –
driven.
• Customer Data collection:
First Name, Last Name,
email, and PIN code.
28. TARGET AUDIENCE: GEOGRAPHY
SOCIAL MEDIA
• According to lyfemarketing.com, 70% of the
consumers fell closer to a company as a result of
content marketing.
• Improve their content for their social media sites.
Posting high-quality sports-based/funny memes,
videos and texts so that people can share or like.
This is a tool to interact and maintain the
relationships with customers.
• Share story, vision, let people get to know the
brand and why they should stop and engage.
https://www.instagram.com/dr
