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Essay / Research Paper Abstract
A 7 page paper assessing the promotional problems of an Ohio microbrewery and suggesting several alternatives. The paper discusses the chosen alternative – directly selling to bar-operating retailers outside the local area – in terms of the promotion “P” of the marketing mix. Bibliography lists 1 source.
Page Count:
7 pages (~225 words per page)
File: CC6_KSmktgMadcapZ.rtf
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Unformatted sample text from the term paper:
There are literally hundreds of microbrewery beer products available throughout the country. These are not available in general distribution, but rather can be found in "pockets" close to
microbreweries production facilities. The producers of Zebra Beer, Madcap CraftBrew and Bottleworks Company, quickly learned the difficulties of (1) persuading distributors and retailers to carry yet another nontraditional beer
and (2) finding some means of building brand loyalty - for Zebra - among those who regularly drink craft beers. The producer needs to devise a promotional plan that
can cause customers to ask retailers to stock Zebra beer regularly and as a matter of course. The Problem Zebra Beer has a
distinctive flavor and is clearly of high quality, and it has been able to gain some space in local grocery store coolers. Though it costs more to manufacture than
do some of the mainstream beers such as Budweiser(r) or Miller products, producers have been able to maintain its price at slightly higher than those beers. It sells well
for a price comparable to Samuel Adams, though some retailers offer it at prices slightly below that. Thus among the "4 Ps" of
marketing, the marketing mix, the product is sound; producers continue to work on place. Price still has not totally settled out, but producers have been able to sell their
Zebra Beer at prices conducive to growth and volume, at least as "volume" is defined among craft beers. This leaves promotion as the
"P" in need of the greatest attention at present. The case states that drinkers of craft beer are notoriously disloyal when it comes to brands. Their greatest interest
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