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...
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