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Chapter 8
- 1. CHAPTER 8 DISCUSSIONQUESTIONS 1) Define marketing. 2) What % of small business owners say that their companies do not need marketing because their products/services sell themselves? 3) Define guerrilla marketing strategies. 4) What 4 objectives should a guerrilla marketing plan accomplish? 5) Define target market. 6) What do most marketing experts contend is the greatest marketing mistake most small businesses make? 7) To be customer-driven, an effective marketing strategy must be based on what? 8) What is the vehicle for gathering the information that serves as the foundation for the marketing plan? 9) Why can't small companies afford to make marketing mistakes? 10) What are the 4 steps to successful market research? 11) Define individualized (1-to-1) marketing.
- 2. SHOULD A BRANDAPPEAL TO EVERY TYPE OF CONSUMER?
- 5. TO BE SUCCESSFUL,SHOULD A BRAND APPEAL TO EVERYBODY? •85% OF BEER SOLD IN AMERICA IS LIGHT LAGER. •BEST SELLING BEER IS 60 •BUDWEISER IS A 5% ABV & MINUTE IPA. 11 IBU LIGHT AMERICAN- STYLE LAGER. •6% ABV & 60 IBU. •IT IS MADE WITH UP TO 30% •$8.99/6 PACK BOTTLES. RICE. •$5.99/6 PACK CANS.
- 6. IT DEPENDS ONHOW YOU DEFINE “SUCCESS.” -BUDWEISER, & MOST BIG BREWERIES, IS SUCCESSFUL IN SALES BUT THEY ARE NOT SUCCESSFUL IN CREATING A QUALITY PRODUCT. -DOGFISH HEAD, & MOST CRAFT BREWERIES, IS SUCCESSFUL IN CREATING A QUALITY PRODUCT BUT COMPARED TO BUDWEISER NOT IN SALES. -A SMALL BUSINESS SHOULD BE MORE CONCERNED WITH PROVIDING A QUALITY PRODUCT/SERVICE & STAYING TRUE TO THAT PRODUCT/SERVICE. -CREATE THE PERCEPTION THAT THERE IS NO OTHER COMPANY/PRODUCT ON THE MARKET LIKE YOURS.
- 7. BRANDING -THE EFFORTS INTENDEDTO IDENTIFY THE GOODS & SERVICES OF ONE SELLER & TO DIFFERENTIATE THEM FROM THOSE OF OTHER SELLERS. -IT’S ABOUT GETTING PROSPECTIVE CONSUMERS TO SEE YOU AS THE ONLY ONE THAT PROVIDES A SOLUTION TO THEIR PROBLEM. -SIMILAR TO BRANDING ON THE RANCH. -USED TO DIFFERENTIATE YOUR COMPANY (COW) FROM ALL OTHER COMPANIES (CATTLE). -USED BY CORPORATIONS TO CREATE UNIQUE & ATTRACTIVE PERSONALITIES FOR THEMSLEVES. -CORPORATIONS’ BRAND IDENTITIES ARE PERSONIFICATIONS OF WHO THEY ARE & WHERE THEY’VE COME FROM. -IT IS ABOUT CREATING & EVOLVING CUSTOMER PERCEPTIONS OF THEMSELVES. -ENABLES THEM TO CREATE INTELLECTUAL & EMOTIONAL BONDS WITH THE GROUPS THAT THEY DEPEND ON: -CUSTOMERSS & EMPLOYEES
- 8. BRAND DRIVERS -SLOGANS, LOGOS,SYMBOLS, MACOTS, CELEBRITY ENDORSEMENTS, ETC. TO REINFORCE “HUMAN QUALITIES.”
- 9. EFFECTIVE BRANDING WILL: -DELIVEA CLEAR MESSAGE. -CONFIRM YOUR CREDIBILITY. -CONNECT YOUR TARGET PROSPECTS EMOTIONALLY. -MOTIVATE THE BUYER.
- 10. WHO IS CURRENTLYTHE BEST-PERCEIVED BEER BRAND AMONG U.S. ADULTS (21+) NATIONWIDE?
- 11. KEY INGREDIENTS TOCRAFT BEER SUCCESS
- 12. AN AUTHENTIC STORY -CRAFTBEER BRANDS HAVE AN AUTHENTIC STORY AT THE ROOT OF THEIR COMMUNICATION. -MORE IMPORTANTLY, THEY LIVE IT. -EMPLOYEES AREN’T JUST EMPLOYEES, THEY REPRESENT THE BRAND.
- 14. TAKE ADVANTAGE OFYOUR HOME BASE -SUCCESSFUL CRAFT BEER BRANDS FOCUS THEIR EFFORTS AROUND THEIR BREWERY WHERE THEIR STORY IS MORE MEANINGFUL TO CONSUMERS. -IT’S EASIER TO ACTIVATE A BRAND’S STORY IN A HOME MARKET: -IT’S REPEATED MORE OFTEN (BY BREWERY EMPLOYEES). -IT IS REINFORCED BY BREWERY TOURS. -CRAFT BREWERS ARE MORE PROFITABLE IF THEY SELL A HIGHER % OF THEIR BEER IN THEIR HOME MARKET. -EXPANSION IS NOT MADE UNTIL THERE IS SUFFICIENT CONSUMER DEMAND IN ADJACENT MARKETS.
- 17. CREATE CONVERSATION OPPORTUNITIES -CRAFTBEER BRANDS ARE BUILT ON CONVERSATIONS. ONE CONSUMER AT A TIME. -THE STORY & THE PASSION IN WHICH IT IS PRESENTED IS CRITICAL. -CRAFT BEER CONSUMERS RESPOND TO BRANDS THAT HAVE A DEEP PASSION FOR THEIR BUSINESS. -CONSUMER INTERACTIONS ARE BEST WHEN THEY ARE WITH THE BRAND’S “RELIGIOUS ZEALOT.” -JIM KOCH: SAM ADAMS -SAM CALIGIONE: DOGFISH HEAD -CONVERSATION OPPORTUNITIES: -BEER FESTIVALS -ON-PREMISE PROMOTIONS -OFF -PREMISE HAND-SELLS -SOCIAL MEDIA