[Marketing Strategy Management Case10 NBB] - 질문과 답변(영어버젼), A++보고서

목차

1. Rather than use focus groups to test its branding and messaging, New Belgium used insiders in the bike community and brewery friends who had a personal history and knowledge of the brand. Evaluate this decision. Should New Belgium have used the more traditional approach to ensure the widest possible input to its marketing strategy?
2. NBB seemed to agonize over the use of the word ‘‘folly’’ in its advertising campaign. What do you make of the company’s struggle with this decision? Also, how do you personally feel about their use of the word?
3. New Belgium’s focus on sustainability, whimsy, and fun is clearly rooted in its Colorado-based culture and the ethos of its founders and employees. As New Belgium’s distribution continues to expand away from that locale, how can the company make its branding and messaging resonate with consumers in different parts of the country?
4. The case mentions how the branding and communication strategy of Boston Brewing Company (makers of Sam Adams) shifted as the company grew. The positioning for Sam Adams changed from a folksy tone to one that looked to position Sam Adams in relation to Budweiser, Miller, and Coors. Does New Belgium face this same risk, or will the company be able to maintain its whimsical and personal touch with consumers? Explain.

본문내용

1. Rather than use focus groups to test its branding and messaging, New Belgium used insiders in the bike community and brewery friends who had a personal history and knowledge of the brand. Evaluate this decision. Should New Belgium have used the more traditional approach to ensure the widest possible input to its marketing strategy?

→ I think that this approach is sound good trying. Because insiders help to build the brand in the same authentic and personal tone they had come to know and embrace. Also by using them, NBB can attain opportunities that events became an even greater chance to maintain that vital dialogue. As a result of this approach with a great deal of inner reflection, NBB can mirror well the craft brewer’s personality. Therefore I evaluate this decision is quite successful.

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