PRODUCT: Blue moon (website: www.bluemoonbrewingcompany.com)
Current Situation
Currently, there has been an increase in the consumption of Blue Moon beer throughout the world. The main reason for this rise in demand is essentially the flavored ingredients that our beers have been crafted with. For example, coriander is an ingredient that makes our beers potentiates the anxiolytic effects. The increase in demand is in fact proved by the various awards that the brewery Company has won in recent times. Our goal is essentially to build blue moon brand awareness through trying to brew a product that is of high quality and that is of good flavor hence many of our consumers will enjoy it. Additionally, we aim to target urban upper and middle class. Direct competitors to blue moon include Amsterdam framboise and Vienna lager. These two are direct competitors because they attract the same demographics like we do and their prices are below ours. The management has also ensured that utmost care is taken in analysis of the various brands. Presently, our brand names together with the other brand information that is used in brand guide section are essentially the properties of their individual companies. However, our companies have not been associated with the MBASkool at all. Our brand names are actually used purely for academic or educational purposes.
Major Issues
- Lack of detailed mainstreaming promotion campaigns
- Competition is continuing to grow day in day out
- There is high level of unemployment in the economy leading to less entertainment
- The rising campaign discouraging youths from taking beverages.
- Instability in the foods and beverages sector
STP
Segment
- People who prefer beer
- Pub/nightclub goers
Target group
- Urban young middle class
- Urban upper middle class
Positioning
- Light beer that is easily having orangey taste
S.W.O.T Analysis
Strengths
- Strong backing of the parent company hence this means good distribution
- The publicity in the popular culture has aided blue moon to get extra attention
- It has essentially won a number of international awards that have actually helped in increasing the brand equity
- Brand awareness as a result of orange garnishing while serving
Weaknesses
- Only seasonal readiness of particular flavors
- Brand recall and awareness is lesser than the market value
Opportunities
- Sweet taste and low alcohol content appeals female consumers
- New market exploration with entry and penetration in new markets such as India, United Kingdom, among others
- Expansion have been possible and very easy with the easy international trade laws that have been put in place
- Artfully crafted beverages that attract our target group
Threats
- High regulations and taxation that directly affect the profits
- Large number of the players in the identical segment and who are under similar family hence leading to cannibalization
- Some competitors’ comparatively low prices
Competitors
- Amsterdam framboise
- Vienna lager
Works cited
