What is the best marketing strategy for launching new beer in the market?
In our market there is only 1 brewery and has over 65% of the market share. We are establishing new brewery and planing to launch in April 2014. The name is Pristina Beer, a name of the capital city.
I agree with Kevin, time should be spent on marketing research, focus groups, confirming your company name has brand recognition. That your customers will remember it. How is the quality of the beer, do you get good feedback that your clients love it and want more.
Now the question is what are you considering your market to be? Are you talking about in your local city? Do you have all the stores in your city stocking and selling your beer? How is your local market doing first? Have you establish that?
Then I would look at your growth strategy and expansion. Are you thinking of distributing to other countries? Do you have the infrastructure to support the expansion?
Can you distribute into the countries you want to sell your beer?
Once that is establish I would look at a Social Media Marketing campaign of YouTube video's and picking a few social sites to market on. Facebook, Twitter, Pinterest, Instagram and YouTube. Watch what other beer companies are doing like Labatt's.
Start follow their marketing strategies and do the same.
If you have any questions please let me know.
Hi Bekin. As others have suggested, once you are certain you have the best beer, then you need to create some 'buzz' with your target market audience. Perhaps a quirky YouTube video as a run up to a 'launch party' would be worth considering. You should develop a full marketing strategy , both outbound and inbound to develop both your distribution channel and lovers of your new beer. The key to the strategy is to market what makes your brand unique.
Differentiate your product from what the quasi monopoly brewery is putting out. Find some local distributors and cafés or bars that will carry your beer. If it's good stuff and you can keep the quality consistent you'll be amazed at how fast your brand recognition will grow. Market yourself as a micro-brewery and not as a rival to the big player in your market. Travel to Belgium and talk to some of the local brewers and ask how they do it. And taste their beer as well. :-)
The only strategy is: really really damn good beer. Get that into peoples' gullets. If it's not fantastic, no amount of marketing will help you convince them that it's good. I speak from deep experience, having marketed beers, wines and spirits all around the world. Get out to tastings and events. Give it away, if you have to (and assuming it's legal in your jurisdiction). Differentiated packaging is important too. But, you'll have no repeat customers if it's not stellar. Forget everything anyone tells you about marketing, when it comes to wine and beer. You're making art. Make great art, and the rest will take care of itself. It's your only hope in changing your market's entrenched buying habits.
Identify your strategic positioning -- what makes you "different and better?"
Create powerful stories that exemplify your strategic positioning -- so powerful that the people who drink your beer will remember them and tell the stories to others.
Hi, Bekim. I would highly recommend Video Marketing for immediate recognition in your area for your new product.. Multiple Videos, featuring your products, and variable keywords can be done inexpensively and the videos can be done quickly. the more awareness you get now. the better success you will have when your beer comes to market. This is a sample generic video link that discusses "Why Video Marketing". http://www.youtube.com/watch?v=dyra8vHlwZI Check it out and reach out to me through my Profile picture if I can help you.
The location should be as far apart as possible if not already established. Don't make comparisons between the beers until you have a big enough market share to tilt the %. Try to draw loyalty from the suburb markets closest to the brewery to offset the city moods. Use as many traditional and Internet methods as the budget will allow. Be wide not deep.
If there was such a thing, it would not be a strategy. A true strategy, is intelligent, customized, right only for you. Tactics on the other, yes, they can be duplicated, replicated, exported, tweaked, reapplied. Cheers. Skol. Prost. Salut!
Testing your product locally is a great start. Social media is another great way. When posting focus on the value not the price. People tend to purchase based on value over price sometimes.
Miller/Coors and Budweiser ask themselves that very question every day. It's a billion dollar question that requires a million dollar deposit.
You need to stress how UNIQUE and DIFFERENT you are from the competition. Try some new and different things as well as getting out in the eyes of your customers in ways that your competition isn't. You need to get yourself out there and meet and great with people and share what you have to offer. (make sure to follow the laws surrounding alcohol, which is a lot)
It does seem many say face book page, but beer is not just beer, who is your market target? an Example is that the UK has now become wine drinkers in a certain age bracket, whilst youngsters are looking for shots and an easy and cheap way to have a good time.
Why am I not quoting you facts and marketing strategy? This is something you need to discuss with your marketers and advertisers. gather your source who will be your market as there is no point putting time and effort into Facebook marketing and advertising if your market is aimed at the younger generation, as you would get better results from Twitter and other social media sites that younger people have moved too. as figures already show that facebook is now seeing an older generation using it.
Don't think you have the best beer on the market and it will be popular with everyone unless you are planning to give it an image.
have you noticed over the years how Guinness has change who it targets to stay at the top of the market. is your product going to be compatible in the pricing market as the the last thing you need is to over price and the product is then stuck in one market place, and if to cheap then will it become a phase drink because it is cheap.
good luck with the launch, but think about the time of year is April a really good launch time for a beer, depends what countries you are aiming at. I would think about June July
How will you differentiate your beer and to whom? Will it be priced higher or lower than the existing beer? If higher priced, how will you present it as deserving of that premium price?
I recommend that you choose a few bars in Pristina whose patrons match your target group. Ask the bar owners if you can create an event in their bars in which you will provide your beer at no charge and you will promote your event on social media. The bars will get their patrons for free, you will get patrons to try your beer. You can even provide a taste testing contest at these bars so that you pay for people to try the competitor beer and your beer and explain which they like and why. If you record their answers, you can upload them to your social media program as testimonials to your beer's taste (assuming it wins the taste tests)
Good idea. Looks like you have done some market research. I would look deeply into the beer business and make sure you understand the dynamics of expenses and revenue potential. Working capital will be a high priority. Just like many great beer companies did at the start, you have to go to restaurants and business on foot with samples after receiving the correct permits. Let them try the beer and see if they will carry it. You will need to find a local distributor that will help distribute the product unless you have your own delivery team which would probably require more permitting and licensing. If you have a building that can do taste tests, do that a lot and push it into the market. Use twitter, facebook etc to market yourself with pictures and messages of progress even before you open. Taste tests are important. Stay authentic, genuine and be eclectic in your approach. Local local local with beer is so important. Promote that as much as you can and people will buy in if you have a good product.
Bekim: A friend of mine did something similar. Here is his story. Maybe it will be helpful. Below is a link to his KickStarter campaign.
Hi Bekim. In my opinion, more time should have been focused in the beginning on finding your target market first, then building the product around them. Of course, hindsight is always 20/20, so lets forget about that and get to solving the problem!
With such a short period of time before the launch, you're going to need some paid advertising in order to generate a large buzz. My suggestion is to get a nice Facebook page built, then use Facebook ads to target your demographic. The great thing about Facebook ads is that you can target geographical areas, gender, age, or even members of a certain group.....for example, if the other brewery has a Facebook page you can target the people that like that page.
I hope this helps and I wish you all the best with your brewery.
Your timeline dictates that you use creativity through social media to grow a following for your brand quickly. Since Kosovo has a great Facebook audience, I would look at creating a Facebook page and using fun content and possibly contests (silly trivia, fun games) to create a branding tie. The contests should have prizes for winners - but, they needn't be expensive. Branded t-shirts and baseball caps ... things like that. Anything that encourages people to share your page with friends, be relevant and fun - and build excitement for the brand with regular updates about your progress - even countdown to the launch would be great. People love to feel like they were in on something before it was cool - so, invite folks to the launch event and keep them updated on the building excitement! You have wonderful potential in that market. Best of luck!
Create an experience based on the city life - link it to the brand
I would have started before now if you launch in April.
It really depends on your budget.
A lot depends on your demographic and what makes you a better option than the competition. When you know that you can know better how to spread that message. In addition to paid advertising, you can do events at appropriate venues and have free tastings, t-shirt giveways etc. Maybe you could do one-off labels for the bottles as collector's items.
Online I would suggest social media marketing and trying to get a buzz going pre-launch. Maybe a video has potential to go viral. I would research other successful viral videos not to copy but to look at the quality that set them viral. Generally it is humor. Maybe you could do a video of a supposed "event".
I assume you have built a website for the brand so you could also do some kind of countdown to launch and collect email address of interested visitors to maybe win a case of beer on launch.