Gastown Premium Brewing Callum Ng
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Transcript of Gastown Premium Brewing Callum Ng
GASTOWN PREMIUM BREWING
Callum NgTop Grads 2009
The Gritty. The Market
The Market 24 years old, growth, beginning kick outs Trusted brands, with strong positioning and
a loyal customer base
The Players
OKANAGAN Spring (Sleeman Brewing) Granville Island Brewing (Kelowna) Russell R and B
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
Granville Island
Granville Island
Price-Quality
Price Low
Quality Low
Quality High
Price High
$172.50
$163.68$158.8
7
$188.00
Making The Brand
History and Tradition
TIMELESS
Gastown Premium
Brewing Cool, hip brand with
classic taste and
undeniably quality.
Meet the Brand
Capturing the soul of Gastown. Refined. Classic. Cool.
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.
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 choice. Her choice is
Profile: the rising stars
Men and WomenSolid income Good education,
usually post-secondary
City DwellerDrinks beer more
often than spiritsDrinks imports or
local microbrews
Their story… Their beer…
Water Street Pale Ale• light• clean and refreshing• easy to drink
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
Profile: The intellectual
Mostly maleAged 45+High income Well educatedResides in city or
suburbsPrefers darker beersDrinks imports or
local microbrews
Their story… Their beer…
Midnight Extra Stout• dark• smooth and heavy• for relaxed evenings
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
Profile: the buddies
Mostly maleAged 25-35Lower to middle income Educated or notResides in city or
suburbsPrefers lager beersDrinks domestic draft
during the day and at night. Drinks plenty.
Their story… Their beer…
The Standard
• classic lager beer• smooth and refreshing• for anytime
The gT line up
• displays sophistication and refined taste• for the refined drinker, who can handle a
stout• poured into a regular pint glass and
available in the signature black bottles• label should include the Steam Clock Tower,
black and white, etched out
• displays confidence and sophistication• caters to the selective • poured into a clear, rounded pint glass and available in clear bottles• label should include a snap shot of a classic Water St. road sign
Midnight Extra Stout
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
Water Street Pale Ale
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
The beginning
Last Night 2009
Where? At the home Gastown BrewingWhen? 10 PM. December 31st, 2009Who? Industry owners, managers and staffWhy? Low cost. Convenient. Great times.
showcase Gastown Premium Brewing exposure to 400 trigger pullers
Total Cost $29,440.00
POW! PRINT
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
The Gastown Globe
POW! 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
GT Premium Brewing Online
POW! Word of mouth
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
Summoning the Social Networks
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
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
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?
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
Schedule
May-Aug Facebook Party Promotion kicks off Segment: Mark|
Astrid Segment based sponsored eventsTarget: 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
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.