Verified Document

Boston Beer Company's Boston Lightship Thesis

Related Topics:

A possible strategy for this group is to market Lightship as 'the healthy beer,' its 'less calorie' function becoming the 'reason to believe' that indeed, Lightship is a healthy beer and is BBC's response to the increasing awareness on the health benefits of drinking a Boston Beer. Results of the field study support these suggested improvements in the marketing strategy of Lightship. Assessment of the light beer segment and results from the customer analysis showed two important findings that put BBC's light beer sales problem in the proper perspective: (1) "Core craft drinkers" of beers such as Boston Beer are not light beer drinkers, and (2) "No one had ever heard of" Lightship -- that is, as summarized in the study, BBC has a "great product" but has "no brand awareness" (9).

Thus, recommendations mentioned earlier are further reiterated. To...

Parts of this document are hidden

View Full Document
svg-one

To ensure Lightship's success in the beer market, BBC must market this light beer brand to a new set of consumers: the light beer drinkers or 'healthy' beer drinkers. BBC will market Lightship to this group as BBC's response to the increasing need for a healthy product in the beer and alcoholic drinks market. It is also necessary to market Lightship as a 'healthier option beer,' so as not to alienate the core craft/hardcore drinkers. This communication and marketing strategy to the hardcore Boston beer drinkers is critical since BBC must be known as a company manufacturing both traditional and light beer variants, and not exclusively associated to either one of these (traditional, hardcore or light).

Cite this Document:
Copy Bibliography Citation

Related Documents

Beer War a Series of
Words: 620 Length: 2 Document Type: Essay

Craft beer makers make small profits as a result of their hard work because they constantly need to invest in order to be able to keep up with legislations imposed by larger companies. The fact that the number of beer connoisseurs is much smaller than the number of individuals who believe that they like beer and who are likely to drink anything that is in front of them is one

Beer Can Be Light, Dark,
Words: 2862 Length: 8 Document Type: Term Paper

Many different herbs and spices were used to flavor beers in these unique mixtures. Historian Tesoro says, "Among other things, juniper berries, sweet gale, blackthorn, oak bark, wormwood, caraway seed, aniseed, bay leaves, yarrow, thorn apple, gentian, rosemary, tansy, Saint-John's-wort, spruce chips, pine roots - and above all henbane found their way into these Grut mixtures" (Tesoro). Many of these herbs could be dangerous in even small amounts, and

Beer & Liquor Sales Alcoholic
Words: 2587 Length: 8 Document Type: Term Paper

We will briefly examine the history of some of these companies to analyze the reasons for their success and failure. Anheuser-Busch Anheuser-Busch is the number one beer company not only in the U.S.A. But in the world. The company was founded more than 150 years ago by a German immigrant, Adolphus Busch. Its flagship product -- Budweiser beer was introduced 120 years ago. The company has survived such traumas in its

Beer Industry Despite the Recent
Words: 1005 Length: 3 Document Type: Thesis

Brewing companies must therefore not only fight for incremental market share with competitor's brands, but must address the issue of consumers trading down by highlighting the appeal of the premium brand vs. The budget brand. Game theory comes into play in the beer market because the mainstream beer market has been static for many years. While the import and craft beer segments have grown steadily in recent years, the mainstream

Beer Commercial Comparison -- Coors
Words: 603 Length: 2 Document Type: Essay

The commercials make no references at all to the holistic qualities of the product itself. By contrast, the Coors Light commercials also emphasize the special patented 'freshness label" that indicates when the beer is perfectly chilled. The commercials also make explicit references to the clarity and purity of the mountain springs depicted in the product labels. Likeness-Difference Comparison The Coors Light commercials seem to combine three specific marketing messages: (1) the

Beer Game
Words: 658 Length: 2 Document Type: Case Study

EBBD Simulation seems to be successful at its goal in helping people understand how the Bull-whip effect actually impacts people who are in charge of ordering products for distribution to customers. The Bull-whip effect demonstrates that fluctuations in orders build as they head upstream in a supply chain, so that small fluctuations in demand can cause huge fluctuations in supply at the top of the chain. These fluctuations, in term,

Sign Up for Unlimited Study Help

Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.

Get Started Now