My presentation for Top Grads 2009, a complete strategic marketing plan for a Vancouver microbrewery. Never complete without the actual delivery, but solid nonetheless.
2. The Gritty. The Market
The Market
24 years old, growth, beginning kick outs
Trusted brands, with strong positioning and a
loyal customer base
3. The Players
OKANAGAN Spring (Sleeman Brewing)
Granville Island Brewing (Kelowna)
Russell
R and B
4. The Gritty. The Market
The Market
24 years old, mid-maturity, beginning kick outs
Trusted brands, with strong positioning and a loyal
customer base
Significant Observations
Premium beers, better taste, higher quality
Local flair
Growing. To 6% in 2008
Why? Established bigger labels
7. Price-Quality
Price High
$188.00
Quality Low Quality High
$172.50
$163.68
$158.87
Price Low
8. Making The Brand
History and
Tradition
TIMELESS
Culture and
Class
REFINED
Art and Design
HIP
Gastown
Premium
Brewing
Cool, hip brand
with classic
taste and
undeniably
quality.
9. Meet the Brand
Capturing the soul of Gastown.
Refined. Classic. Cool.
10. Meet the Drinkers
The rising star.
Astrid, the HIP confident young professional
The intellectual.
Tom, the REFINED marketing professor
The buddies.
Mark and friends, 20 something guys, who
love to have a good time. TIMELESS beer.
11. Meet ASTRID
Astrid finished her law
degree two years
ago. She lives in
Yaletown, still renting
but looking to buy.
She’s 28, single and
while she works hard,
maintains a fun social
life. Balance is
important to Astrid. So
is good beer. It’s her
12. Profile: the rising stars
Their story… Their beer…
Men and Women Water Street Pale
Solid income Ale
• light
Good education, usually
• clean and refreshing
post-secondary • easy to drink
City Dweller
Drinks beer more often
than spirits
Drinks imports or local
microbrews
13. Meet Tom
Tom has been drinking beer
for years. Now in his 50s,
Tom plans to retire soon, but
enjoys teaching marketing at
UBC. He has had an enriched
life, full of wonderful
experiences.
For Tom, carefully brewed local beer is the best, and
he prefers stouts to lager. He has refined tastes in
beer, and his choice is
14. Profile: The intellectual
Their story… Their beer…
Mostly male Midnight Extra
Aged 45+ Stout
• dark
High income
• smooth and heavy
Well educated • for relaxed evenings
Resides in city or
suburbs
Prefers darker beers
Drinks imports or local
microbrews
15. Meet Mark and the Boys
It’s game night, and Mark has been thinking about
puck drop all day. He’s a foreman on the new
Canada Line project. After work, it’s off to the
local pub where he and his buddies will watch the
game, drink plenty. For Mark, beer isn’t a tough
choice, it just has to taste great and be the right
price. For Mark, it’s always been
16. Profile: the buddies
Their story… Their beer…
Mostly male
The Standard
Aged 25-35
Lower to middle income • classic lager beer
Educated or not • smooth and refreshing
• for anytime
Resides in city or
suburbs
Prefers lager beers
Drinks domestic draft
during the day and at
17. The gT line up
Water Street Pale Midnight Extra Stout
Ale confidence and
• displays
sophistication
displays sophistication and refined taste
•
for the refined drinker, who can handle a
•
• caters to the selective stout
• poured into a clear, rounded pint • poured into a regular pint glass and
glass and available in clear bottles available in the signature black bottles
• label should include a snap shot • label should include the Steam Clock
of a classic Water St. road sign Tower, black and white, etched out
The Standard
• the everyman’s beer
• great taste but affordable
• poured into a clear, regular pint
glass and available in dark brown
bottles
• label should include the Europe
Hotel corner
18. The Plan.
Initial channel: licensees
Pubs, bars and restaurants
Industry owners, managers and staff
Exposure. Exposure. Exposure.
Event sponsorship
Signage and patios
Operation POW
Print, Online, Word of Mouth
19. The beginning
Last Night 2009
Where? At the home Gastown Brewing
When? 10 PM. December 31st, 2009
Who? Industry owners, managers and staff
Why? Low cost. Convenient. Great times.
showcase Gastown Premium Brewing
exposure to 400 trigger pullers
Total Cost $29,440.00
20. POW! PRINT
The Gastown Globe
A new approach to entertainment news
Featuring restaurant reviews, pub/bar and club
listings concert and movie listings
Lifestyle pieces covering the arts, culture and world
that is Gastown, Vancouver
Cost Per 2 month Cycle [3 cycles total]
Creation = $10,000
Printing = $20,000
Circulation = $2,560
Total = $32,560
21. POW! online
GT Premium Brewing Online
Tells the Gastown Brewing story
Steeped in history and rich with tall tales
Profiles of each beer, detailed and precise
Online ordering portal for licensees
Cost
Web design (one time) = $10,000
Monthly Maintenance = $500
Annual Total =
$16,000
22. POW! Word of mouth
Summoning the Social Networks
Facebook party promotion
Customer created buzz
Event template provided
100+ party and location choice
6 brand movers
Twitter | Facebook | Blog
Beer Blitz
Fridays
Offices with targeted consumers
Giveaways, t-shirts, beer, fun
Cost
Party Promotion kegs = $19,440 [36 weeks x 3 days a wk x $180 ]
Brand Mover scholarships = $60,000 [tuition scholarship $10,000 x 6]
Beer Blitz budget = $20,000
Annual Total = $99,440
23. Initial Channel: Licensees
What they offer
Brand exposure and promotion
Customer base
Revenue source
Brand Identification and categorization
What we offer
Feature in The Gastown Globe
Industry discount on restaurant parties
Competitive pricing
Signage
24. Exposure. Exposure. Exposure.
Sponsor two major events for each target
segment
Harry’s Spring Run Off or the Run for the Cure
Beer Hunter – the legal version
Golf Tournament
Urban Rec
Provide signage and patio umbrellas
Restaurants and bars
Onsite giveaways of branded merchandise
Season specific signage
25. Advertising
Campaign One: Gastown Gentlemen
Featuring: Trevor Linden, Jim Pattison, Michael Bublé
Donation to charity on behalf of icon
Business publications and magazines
Transit and newspapers
Campaign Two: Introducing…
An expose campaign, introducing each of the 4 beers
Designed to reveal brand differentiation
To run on billboards and transit
“My Choice. My Beer.”
What’s in your fridge?
26. Schedule
Dec 2009
Last Night 2009 Segment: All
Jan/Feb
Licensee recruitment Target: 20
Website development Segment: All
Hiring Brand Movers Segment: Mark
Beer Blitz begins Segment: Tom|Astrid
Introducing… spots launch Segment: All
Mar/Apr
The Gastown Globe launches Segment: Tom|Astrid
Hockey themed signage Segment: All
Licensee recruitment Target: 20
27. Schedule
May-Aug
Facebook Party Promotion kicks off Segment:
Mark|Astrid
Segment based sponsored events Target: 6
Channel focus: liquor stores/distributors Target: BCLC
Licensee recruitment Target: 20
Sept-Oct
Licensee recruitment Target: 20
Gastown Gentleman’s campaign runs Segment: Tom
Nov/Dec
Licensee recruitment Target: 20
Last Night 2010 Segment: All
28. Success.
In 12 months Gastown Premium Brewing will…
Run 2 full scale advertising campaigns
Sponsor 6 events across the lower mainland
Influence 6 blogs and twitter pages
Blitz 100 workplaces
Develop a strong website
Throw 2 fantastic New Year’s Eve parties
Recruit 100 licensees
Launch 4 different beers
Circulate The Gastown Globe to 60,000 homes
Penetrate the off license market, BCLC
This refined, hip and timeless brand will enter the microbrewery market and
provide a mid-range cost, high quality line up of beers that will appeal to three
distinct segments and Gastown Brewing will become an icon in itself.