New Century Brewing:. Brief Case Summary. New Century Brewing founded in 2000 by Rhonda Kallman Two products: Edison, a premium light beer and; Moonshot, a caffeinated beer Moonshot was launched in 2004, as a light pilsner with 45 mg of caffeine
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Drivers respect to Moonshot?
Premium brand image
Unusually high quality
Failing to increase buyer’s willingness to pay higher prices
Underestimating costs of differentiation
Overfulfilling buyer’s needs
Lower-cost imitationDrivers/Threats of Focused Differentiation
Case Questions respect to Moonshot?
Opportunities: caffeinated beverages?
Energy drinks are already popular mixers in night clubs
Energy drinks are one of the fastest growing beverage categories
2004 energy drink revenues grew to 2 billion
2004: more then 200 energy drinks were sold in the US alone
“There is not much innovation in the beer industry. This is something NEW” (Kallman)
Energy drinks: known to taste bad and are expensive
BE received bad reviews
The beer gives a false impression it will keep drivers awake enough to drive drunk
Canadian caffeinated brands taste like real lager beer
Target market has little brand loyalty#2: What are the Opportunities and Threats of Caffeinated Beer?
Survey caffeinated beverages?