Case Study: Madcap Craftbrew & Bottleworks, Inc. Promotional Strategy.
Define the audience to be targeted:
The target market is defined as the young professionals between ages 23 to 35 who drink premium or super premium beer. The secondary market was considered to be professionals who drink ultra premium beer.
Promotional Objectives
1) To increase the overall sales of Zebra Beer
2) Build awareness to the target market
3) Promote loyalty and long term growth
Promotional Budget:
Zabra Beer Promotional Budget -
Packaging: $3.50 - $4.00 Per Case
Advertising: $2.00-$3.00 Per Case
Point-of Purchase displays: $0.50 -$1.50 Per Case
Distributor Loyalty program: $5,000.00
Consumer Loyalty program: $10,000.00
Publicity: $10,000.00
The promotional budget will be mainly related to the amount of cases of beer being sold. The more cases of beer sold the more money that will be spent on promotional and advertising.
Design the Promotion Mix.
Advertising:
Madcap Craftbrew & Bottleworks, Inc will be using a "push" strategy to promote the sales of Zebra Beer.
Radio advertising - Advertising will consists of a series of advertisements which feature the 80 year old family matriarch. They will be aired on stations that broadcast rock and alternative rock music. The message of the ads will consist that Zebra beer was different, high quality and fun. It is also recommended to create other radio commercials that consist of Zebra Beer being high quality and fun. As part of the integrated marketing communications, all of the advertising should have Zebras and Grandma
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Example of idea of radio ad (Still in production)
"Grandma, I met a wonderful person last night"
"You did,.....what is her name" Grandma
"Her first name was Sara, but I did not get her last name"
"You did not get her last name!! What were you thinking" Grandma
"I don't really remember, we were just hanging out and having fun"
"What did you talk about" Grandma
"I don't
The target market is defined as the young professionals between ages 23 to 35 who drink premium or super premium beer. The secondary market was considered to be professionals who drink ultra premium beer.
Promotional Objectives
1) To increase the overall sales of Zebra Beer
2) Build awareness to the target market
3) Promote loyalty and long term growth
Promotional Budget:
Zabra Beer Promotional Budget -
Packaging: $3.50 - $4.00 Per Case
Advertising: $2.00-$3.00 Per Case
Point-of Purchase displays: $0.50 -$1.50 Per Case
Distributor Loyalty program: $5,000.00
Consumer Loyalty program: $10,000.00
Publicity: $10,000.00
The promotional budget will be mainly related to the amount of cases of beer being sold. The more cases of beer sold the more money that will be spent on promotional and advertising.
Design the Promotion Mix.
Advertising:
Madcap Craftbrew & Bottleworks, Inc will be using a "push" strategy to promote the sales of Zebra Beer.
Radio advertising - Advertising will consists of a series of advertisements which feature the 80 year old family matriarch. They will be aired on stations that broadcast rock and alternative rock music. The message of the ads will consist that Zebra beer was different, high quality and fun. It is also recommended to create other radio commercials that consist of Zebra Beer being high quality and fun. As part of the integrated marketing communications, all of the advertising should have Zebras and Grandma
-------------------------------------------------------------------------------------------------------
Example of idea of radio ad (Still in production)
"Grandma, I met a wonderful person last night"
"You did,.....what is her name" Grandma
"Her first name was Sara, but I did not get her last name"
"You did not get her last name!! What were you thinking" Grandma
"I don't really remember, we were just hanging out and having fun"
"What did you talk about" Grandma
"I don't