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Impact of social media on consumer buying behaviour process
New belgium brewery purpose statement
Social media and its impact on consumer behaviour
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The first step in New Belgium Brewery (NBB) maintaining its strategic focus as the company grows, is ensuring that a relationship with consumers is developed. In an age of technology, the target group is rapidly shifting from baby boomers to millennials. When marketing, television cannot be the only means of attracting consumers. Millennials are attracted to social media and the use of apps, in receiving information regarding almost every aspect of their lives. There is an app called “yelp”, which I use frequently when traveling and searching for restaurants that offer a specific cuisine. If NBB is connected with consumers through social media, when consumers search for their specific brews, all restaurants that serve the product within their
The Rahr and Sons Brewing Company based in Fort Worth, Texas in USA was established in 2004 by Fredrick Rahr. Rahr studied brewing in Texas Christian University and later worked with a railroad company after which he built his own brewing company with the help of his family and friends. Rahr’s wife Erin was a great influence to Rahr’s decision to carry on with beer brewing which was a family tradition.
Belgium is known for a culture of high-quality beer and this concept was formulated by an electrical engineer from Fort Collins, Colorado. The electrical engineer, Jeff Lebesch, was traveling through Belgium on his fat-tired mountain bike when he envisioned the same high-quality beer in Colorado. Lebesch acquired the special strain of yeast used in Belgium and took it back to his basement in Colorado and the experimentation process was initiated. His friends were the samplers and when they approved the beer it was marketed. In 1991, Lebesch opened the New Belgium Brewing Company (NBB) with his wife, Kim Jordan, as the marketing director. The first beer and continued bestseller, Fat Tire Amber Ale, was named after the bike ride in Belgium. The operation went from a basement to an old railroad depot and then expanded into a custom-built facility in 1995. The custom-built facility included an automatic brew house, quality-assurance labs and technological innovations. NBB offers permanent, seasonal and one-time only beers with a mission to be a lucrative brewery while making their love and talent visible. In the cases presented by the noted authors (Ferrell & Simpson, 2008), discusses the inception, marketing strategy, brand personality, ethics and social responsibility that New Belgium Brewing Company has demonstrated. The key facts with New Belgium Brewing Company are the marketing strategy, promotion, internal environment and social responsibility with the critical issues of the public, brand slogan, growth and competition.
This report addresses the issue of whether Amsterdam Brewery should invest and promote new products or continue to focus on current products. And, whether Jeff Carefoote should pay attention to whole brands or spent expense to increase brewing capacity. The report describes a strategic plan to ensure Amsterdam Brewery’s competitiveness in the market.
The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings” (Vinerean, 2017). Therefore, it is essential that the former Genaflek employees enhance their skill set to include social media marketing tactics. They have been using more traditional marketing methods such as paper and television ads, focus groups, and press releases. RPZ will invest in an ongoing continuing education program. The program will allow employees to gain and retain the skills to become competitive in today’s market using social media concepts. RPZ will also hire a social media professional, as a consultant, who would be able to start the educational process and the continuing education program. Employees will participate in online courses to sharpen and stay on top of interpersonal, marketing and online skills. Frank Kasimov, of BusinessLenderMatch.com, says, “You can build on the traditional way of marketing and greatly increase your customer base and your company’s bottom line.” The former Genaflek employees would also have a vital role in training. They will introduce the former RPZ Social Media Analytics and new employees to systems and approaches used in traditional
The Keurig Green Mountain Coffee Company is a leader in specialty coffee, coffee maker, teas and other beverages. They have provided the means for brewing a single cup of coffee from the comfort of your home or workplace. The Keurig green Mountain Coffee Company focuses on the consumer and improving their coffee experience. As a company, they are emphasizing the importance of social responsibility. They claim that 85% of the waste from coffee is diverted from landfills and that their company has provided 57k total hours of volunteering. They currently offer 14 appliances for brewing beverages, over 500 varieties of beverages, and use 75 Brands in the Keurig system. In 2014 they had $4.7 Billion in net sales totaling $596 Million in net income. In 2014 the company began entering the global market. In less than one year they were able to penetrate the UK and Canada markets. (Keurig Green Mountain, 2015)
In 1873, Adolph Coors opened The Golden Brewery in Colorado after immigrating to the United States. Aside from his expertise and experience as a brewer, he only provided $2,000 to the start-up of the brewery. His partner, Jacob Schueler, provided $18,000. A few years later in 1880, Coors bought out Schueler in order to become the sole owner of the brewery. Production at that time was only about 3,500 barrels a year, but just 10 years later in 1890, Coors was producing 17,600 barrels of beer a year and the company was financially on firm ground (MillerCoors Timeline, 2011). The company even launched its first recycling effort in 1885, which will become a crucial part of the company’s success in the future.
The marketing mix, which is basic to any organization, can be considered the ‘controllable’ variables that every business encounters. These controllable variables can be modified based on the uncontrollable variables (external factors found in Environmental Scan) that directly affect business operations. A company focuses on four elements in the marketing mix: Product, Price, Place, and Promotion, which are managed and coordinated through marketing programs in efforts to appeal to their target market. Marketers strive to understand what motivates consumers to purchase certain products. The marketing mix helps to break down some of these questions: What will consumers buy? How much will they spend? Where will they buy? And will they buy again?
Adolph Coors found the Coors Brewing Company in 1873. Statistics revealed that the sales of the company increased by 13 percent, amounting to $1 billion in revenue, which is the highest amount the company had ever acquired in its entire operations(Coors Brewing Company, 2010). Since then, Coors Brewery had went through various changes in management, marketing, production, and distribution.
The first step towards the growth and completion of our marketing objectives would be to increase the awareness of Trader Joe’s by 15% on social media and also boost advertisement to the same degree, for the next two years. We may be able to do so by incorporating advertisements and exclusive deals only found on Trader Joe’s social media pages. Also advertise Trader Joe’s social media pages within different locations of the store so that all people, as well as the younger people whom fall within the target market, can now see it and will become more likely to check out Joe’s on social media which
There is new technological territory that is changing how business does business. From the independent food trucks that tweet their current location to Starbucks that cross promotes on several social media sites.
Burger King delivers value to their customers through their products, prices, and place and promotion strategies - (“BK doesn’t just promise value, they actually deliver value”). Burger king has been in existence for 60 years and is growing rapidly in many other countries. Burger King delivers quality, great tasting food which satisfies ones need or wants and captures the value of customers even before the first purchase is made. Burger King has products very unique from other competitors such as KFC and McDonalds. The difference is that Burger King does not limit their customers in terms of what they eat. For example, when I spoke to a customer also big fan of Burger King, he mentioned that the sauces are left public for the customer to decide on which sauce to have rather than giving the customer one kind of sauce such as McDonalds and KFC. The cold beverage is also self-help service in which customers can help themselves to a bottomless drink. This way the customer feels free to choose what satisfies the need or want.
Hispanics) are more influenced by online recommendations on social media compared to users from individualist cultures. de Almeida, Costa, Coelho, & Scalco (2016) analyzed different types of viral marketing content for eight profiles of Brazilian beer brands, and found a positive relationship between social media posts and viral marketing. To increase the virality of such posts, they suggest brand manager to publish posts which promote the brand and reproduce content generated by people engaged with
If you asked 10 followers on Twitter if they prefer Coke or Pepsi, 9 out 10 would probably say Coke. This paper will explore the concepts of social media presence for The Coca-Cola Company. Why do people drink Coke? Why is Coke so popular? Questions such as these will be answered throughout this strategy recommendation project.
Among the billions of social media users, there is a percentage dedicated to businesses who use social media as part of their marketing strategy. The sheer number of people who use services like Facebook and Instagram on a daily
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...