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.