Bevarage and Marketing

The company I work for is a new local microbrewery that has come out with a new beverage. As the marketing project manager it is my job to promote this new product to get it on the shelves, and to the customers. As a marketing professional the tactics I would use, customer, and product life cycle are the factors I have to consider when bringing this new product to market.

Certain concepts to consider would be media advertising, networking, and partnering with larger distributors. When looking at media adverts one thing to consider is that there are several magazines that cater specifically to my market, whether they would be quarterly or weekly periodicals or specialty beverage journals. Appropriating funds for these are essential to our target market; while they don’t reach everyone it would certainly get the product name out there. Next would be to either partner with a local distributor such as Superior Beverage Group, Tramonte Distributing Company, or Heidelberg Cleveland. The benefit of this would be that their sales representatives will assist in the personal accounts with their retailers while also providing us with a place at seasonal tasting events. Should they be unwilling then the burden will fall on sales reps of our own. Sponsoring our local sports franchises, University of Akron or Akron Aeros, would also be an idea to push as they will provide a place for us to furnish our products to their large and local fan base. Pushing the fact that we are local will definitely have pull with local retailers such as bars, privately owned businesses, or a neighborhood business partnership. Exploring marketing schemes that are functional and practical are very important mainly because you have to cater to your customers’ tastes and finances.

Customers control the market; they decide the rise and fall of a business’ profits. Because of this, it is important to know your customer. Should you want to market your beer product to the average North East Ohio...