New Belgium Brewing. Developing A Brand Personality. GROUP 2 MEMBERS. Victor Marbun (victor) M987Z259. Li Merlina (Merlin) M987Z246. Thidarat Prasitpornphakdee (Nok) M987Z245. Huynh Than Phong (phong) M987Z242. Nguyen Thi Thanh Nhan ( Nhan )M987Z232. 江孟唐
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Developing A Brand Personality
Victor Marbun (victor) M987Z259
Li Merlina (Merlin)
Thidarat Prasitpornphakdee (Nok) M987Z245
Huynh ThanPhong (phong) M987Z242
Nguyen ThiThanhNhan (Nhan)M987Z232
Chiang Meng-Tang (Johnson) M98C0242
1.Introduction, 2. Promotion Strategy, 3. SWOT Analysis, 4. Key Success Factors, 5. NBB’s Social and Environmental Responsibilities, 6. Conclusion, 7. Questions and Answers
1991: Jeff Lebesch and Kim Jordan begin brewing beer in their basement. 1992: New Belgium Brewing's operations move to renovated freight warehouse. 1995: Company moves into a new $5 million brewery. 1996: A Belgian brewmaster hired. 1998: Production tops 100,000 barrels for the first time. 1999: Firm begins to use wind-generated electricity. 2001: Expansion of plant to triple capacity begins. 2004: Distribution is expanded to Southern California;
Present: New Belgium beer is sold in 15 states.
1. Rather than testing its television spots using focus groups, NBB used insiders in the bike community and brewery friends who had a personal history and knowledge of the brand. Evaluate NBB’s decision not to use focus group
The insiders (bike communities and friends of the brewery) are those who helped build the brand, therefore, they need to know and embrace company’s new advertising strategy.
Focus group did not represent the whole target customers and didn’t know so much the company.
2. How does the use of 16 millimeter film and freak Folk music relate to NBB’s advertising?
The use of 16 millimeter film and Freak Folk music giving audience the mid-1970s feel and sense of cheerful nostalgia to the works which best fit the NBB’s advertising objectives “the audience for NBB’s commercials would likely be the professional who follow the traditional route of existing within a capitalist economy but still has artistic leaning and desires”
3. What are some of the benefits of NBB’s decision to redouble its roots-based, personal touch marketing efforts aimed at its mature markets.
In the mature market, the competition is much fiercer, redouble NBB’s roots-based personal touch marketing efforts brought some benefits:
4. What roles did the advertising agency, NBB’s leadership, and NBB’s employees play in the development of the advertising campaign?
2. NBB’s leadership
3. NBB’s employees
5. NBB seemed to agonize the use of the word “folly” in its advertising campaign. What do you make of the company’s struggle with this decision? How do you feel about their use of the word?
“Folly” is used in the campaign to aptly alluded to the ideal of offbeat endeavors, not “follow the money”. Its meaning quite suits the image of Tinkerer who in the advertising spot.