Questions and Answers
Description of the marketing program, promotion, activity: what is it? An email campaign, press, social media, search, special event, experience, loyalty program, discount, sampling, contests
The marketing program of the “Lean” beer is a program that would ensure that the product enters the competitive beer market and probably be the consumers’ best choice. The marketing program would involve the use of social media to target the young population, mostly college students, and the young working population. Social media platforms such as Instagram, Twitter, Snapchat, and Periscope would be very significant in creating awareness about the beer. The marketing program would also focus on the use of the press such as the T.V. Short commercials would ensure that specific sales of the beer are made since the commercial will end with people drinking a pack of Lean Beer.
Marketing objectives, business goals and how you will measure success: be more specific than increasing sales and awarenessnumber of new customers, sales, transactions, followers, likes and friends, placements, traffic, build loyalty, generating cash
Lean Beer Company would wish to give the new product in the American market a brand that would attract particular consumers. For instance, the beer is branded as a healthy drink that would benefit the body fitness fanatics, thus targeting young American athletes. Building loyalty for the product would involve plans of expanding the beer into other fitness ideas since Americans are recently beginning to be more concerned with their health. The beer project would focus on consumers who are already brand loyal to other beers to increase the number of sales and new customers.
Targeting both men and women of various age brackets and of low to medium income would ensure an increase in sales as low-income earners would automatically opt to use the beer rather than the existing costly beer in the American market. Media platform would be important in influencing consumer behavior concerning the Lean Beer. Striving to obtain a large number of followers and likes on social media platforms such as Twitter and Instagram would influence internet users to divert to using the product. The current generation of youths is easily swayed by what the majority uses, thus the media would be of great use to the marketing program. Sharing, creating a hashtag that can be used to spread the awareness of the brand would lead to more followers and likes.
Creativity in designing the logo of the beer would ensure that the right idea about the product is communicated to the consumers. The marketing program would be successfully executed through the use of athletes or famous body builders as the spokespeople for the beer brand. Including the Spokespeople in advertisement charts would be more appealing to the consumers as the message theme of “Drink strong” would be communicated in the charts.
Apart from using young handsome models to advertise the brand, it would be of use to settle on the use of attractive colors to give the beer a brand. Periscope will be needed to conduct product information, celebrity take over’s, live events that the company will sponsor. It will be necessary to sponsor local events such as music festivals, gay pride events, and other fitness competitions where samples of the beer will be offered for free to people who attend the events. It will also be important to utilize traditional marketing platforms such as billboards, magazines, and in-store samples of the product.
Resources, the real cost, budget to create and execute the marketing program: Research the cost of your people, your time, additional creative, printing, technology plus cost of product if giving out samples or a gift, discount
The marketing program would require that the male models who advertise the beer are paid. The athletics and other famous body builders will be paid for giving the beer a brand. The cost to execute the marketing program would also involve the budget of sponsoring fitness events and the cost of designing a slogan for the brand. The use of technology to market the beer would require the use of WIFI to access the internet. It would involve a lot of time to plan the events that would be aimed at creating awareness for the product.
