Module 2
There is much to be said about Happy Hour, who doesn't enjoy meeting with friends to unwind after a long day at work. Here in Portland most people enjoy happy hour at their local bar and or microbrewery. Where they can enjoy, not only the company of friends but great food and variety of beers. Portland is known for its growing beer scene, some bars and restaurants cook with the local beers and do beer pairings. This is has become a huge economic boost for the city as well as surrounding areas. New companies have opened offering beer busses and tours that take you all over the city to taste and visit local bars and breweries. As breweries partner with each other, local restaurants, or even open their own restaurant, they are not only investing in themselves but their community.
It is true people love their Budweiser but the craft beer drinkers also love their craft beer. People are loyal to their chosen brand and will wait in line for certain beers that are made in smaller portions. Take for example Bissell Brothers in Portland, they release certain beers on certain days and only sell so much to one individual at a time. Also Heady Topper, an IPA sold by Alchemist out of Vermont is one of the most sought after IPA's, people wait in line for hours and will travel to northern Vermont for a four pack. Not to mention these brands aren't cheap a four pack of Heady Topper is $12.50.
The C-D map for this would put these two microbreweries and their beers as Aspirational Brands.
They have found the niche of being highly differentiated and have a wide appeal. This appeal may only be to a segmented group (craft beer drinkers) they are still in the sweet spot amongst that segment.
This Perceptual Map can greatly assist in finding where you or your company fits perceptually amongst consumers. If you wanted to change that perception, the C-D map would show which companies and products are most like your own. Using that information you could look at what these companies are doing differently to make them more central and or distinctive.
Sam Adams is and example of a beer and company that crossed from unconventional /aspirational and is now considered more of a Mainstream Brand in the craft beer community. It can be found on grocery store shelves nationwide. Sam Adams has built its business from its big seller Sam Adams Boston Lager. It is a bit higher priced than your Budweiser, Miller and Busch. While Sam Adams started out a small brewery it is under the larger Boston Beer Company, ( they also make Angry Orchard Hard Cider and a few other brands). While Sam Adams releases seasonal and limited batches, like Bissell Brothers and Alchemist, many argue they are too big and are no longer true a Microbrewery.
It is possible for a small Microbrewery to reposition themselves or their product into an Aspirational Brand. Almost all microbreweries offer a tasting room, or a tap room. Tasting rooms are where they and their beers get their start. If they do research they can easily discover what beers go from tasted to purchased. From that information they can begin bottling or canning and selling said beer. Since canning and bottling beer is one of the most expensive parts of the business, it is in their best interest to know what beers are going to sell the best. As with Bissell Brothers they only "can" so much of a favored beer, thus driving up the sales and making it more desirable, all while keeping their overhead down.
New microbreweries are opening around Portland, and its surrounding cities, so I do see that there are opportunities for new entrants. How successful these entrants are depends on them, their, product and how they chose to market themselves.
Another attribute that might be worthwhile in plotting on the perceptual map, would be age range. What ages are more likely to go to a microbrewery and try a new beer and or are willing to wait in line for a limited batch of beer?
The relationship between centrality and sales volume: The higher a brand is on the Centrality spectrum the higher the sales. The higher a product is on the Centrality spectrum, the better it is known by consumers.
The best spot would be in the middle of Aspirational and Distinctive, providing a high sales volume and a premium price. Once a company is here is can then begin creating new products.
Using this method I would take one product and or beer and push that, market that and make it more desirable. Once that product becomes Aspirational more Central and Distinctive, I would then begin trying to make the companies next favored beer more desirable. Possibly, trying a new venture into offering food in the tasting room. Most likely food made with or flavored with the new beer that is an up and coming.
Resources:
https://en.wikipedia.org/wiki/Samuel_Adams_(beer)
https://en.wikipedia.org/wiki/Boston_Beer_Company
https://hbr.org/2015/06/a-better-way-to-map-brand-strategy
It is true people love their Budweiser but the craft beer drinkers also love their craft beer. People are loyal to their chosen brand and will wait in line for certain beers that are made in smaller portions. Take for example Bissell Brothers in Portland, they release certain beers on certain days and only sell so much to one individual at a time. Also Heady Topper, an IPA sold by Alchemist out of Vermont is one of the most sought after IPA's, people wait in line for hours and will travel to northern Vermont for a four pack. Not to mention these brands aren't cheap a four pack of Heady Topper is $12.50.
The C-D map for this would put these two microbreweries and their beers as Aspirational Brands.
They have found the niche of being highly differentiated and have a wide appeal. This appeal may only be to a segmented group (craft beer drinkers) they are still in the sweet spot amongst that segment.
This Perceptual Map can greatly assist in finding where you or your company fits perceptually amongst consumers. If you wanted to change that perception, the C-D map would show which companies and products are most like your own. Using that information you could look at what these companies are doing differently to make them more central and or distinctive.
Sam Adams is and example of a beer and company that crossed from unconventional /aspirational and is now considered more of a Mainstream Brand in the craft beer community. It can be found on grocery store shelves nationwide. Sam Adams has built its business from its big seller Sam Adams Boston Lager. It is a bit higher priced than your Budweiser, Miller and Busch. While Sam Adams started out a small brewery it is under the larger Boston Beer Company, ( they also make Angry Orchard Hard Cider and a few other brands). While Sam Adams releases seasonal and limited batches, like Bissell Brothers and Alchemist, many argue they are too big and are no longer true a Microbrewery.
It is possible for a small Microbrewery to reposition themselves or their product into an Aspirational Brand. Almost all microbreweries offer a tasting room, or a tap room. Tasting rooms are where they and their beers get their start. If they do research they can easily discover what beers go from tasted to purchased. From that information they can begin bottling or canning and selling said beer. Since canning and bottling beer is one of the most expensive parts of the business, it is in their best interest to know what beers are going to sell the best. As with Bissell Brothers they only "can" so much of a favored beer, thus driving up the sales and making it more desirable, all while keeping their overhead down.
New microbreweries are opening around Portland, and its surrounding cities, so I do see that there are opportunities for new entrants. How successful these entrants are depends on them, their, product and how they chose to market themselves.
Another attribute that might be worthwhile in plotting on the perceptual map, would be age range. What ages are more likely to go to a microbrewery and try a new beer and or are willing to wait in line for a limited batch of beer?
The relationship between centrality and sales volume: The higher a brand is on the Centrality spectrum the higher the sales. The higher a product is on the Centrality spectrum, the better it is known by consumers.
The best spot would be in the middle of Aspirational and Distinctive, providing a high sales volume and a premium price. Once a company is here is can then begin creating new products.
Using this method I would take one product and or beer and push that, market that and make it more desirable. Once that product becomes Aspirational more Central and Distinctive, I would then begin trying to make the companies next favored beer more desirable. Possibly, trying a new venture into offering food in the tasting room. Most likely food made with or flavored with the new beer that is an up and coming.
Resources:
https://en.wikipedia.org/wiki/Samuel_Adams_(beer)
https://en.wikipedia.org/wiki/Boston_Beer_Company
https://hbr.org/2015/06/a-better-way-to-map-brand-strategy
