Beer Marketing and Differentiation
Beer Marketing — Growing Beer Market Share
No branding project is complete without market research and beer marketing lacks that valuable research.
This is just a cursory analysis. But, we suggest a brand position for beer brands to use to steal share based on our own experience and expertise in branding beers.
If your brand needs to steal share, feel free to email us or call us.
”No branding project is complete without market research and beer marketing lacks that valuable research”
Beer marketing needs advertising to be successful in stealing market share. So, your brand needs to be both different and better. Remember, keep in mind all the beer ads you’ve ever seen (COORS, Budweiser, Michelob, Miller, MGD, Corona, Beck’s, Heineken, Red Stripe, Bud Light, Sam Adams, Amstel Light and Coors Light — for example). (You can view many of the category commercials here in our beer market study).
Check them out before going on with this article.
Define the competitors. And, briefly describe the personality, position and promise of each of the brands.
Here is a short example of just a few US domestic brands.
|Budweiser||Confident. Hip.||King of beers||“I get it.”|
|Miller Lite||Hip. Youthful.||Beer for friends||It’s the experience.|
|Coors Lite||Hip (a bit sophomoric)||Cold. From the Rockies.||Everyman Beer.|
|MGD||Cool. Aloof.||Genuine||Seize the day.|
|Miller High Life||Knowable||The High Life||Everything in perspective.|
|Coors||Real||Legendary||Be an original.|
|Michelob||Cool. Knowing.||Tastes Imported||Taste|
”Beer marketing needs advertising to be successful in stealing market share. Your brand needs to be both different and better”
So, position your beer brand based on the advertising. And, map out the beer landscape to create meaningful beer marketing messages. That assumes that the advertisers know what they are trying to convey and THAT is a frightening assumption.
Brand position meaning is opposite existing position. But, both sides must be believable and important. So, define the possible positions according to REAL meaning to the customer.
For example, “Best” is not a brand position because no one would claim “worst.”
Because of that, “Best” isn’t believable to the customer. But, someone may claim the “intimate” position because a competitor could claim “casual.”
As a result, Intimate is believable because it’s positioned against another’s positioning. Below are some possible positions for beer.
Rules of Positioning
The following rules are helpful when selecting a beer marketing position to steal share in your market.
The positioning must demonstrate an active competitive advantage. This advantage answers the question of “why should I care” from the perspective of the consumer.
The positioning must have a powerful relevance to the target audience and their interest and receptiveness must be peaked.
The positioning must be distinctive. It must set the brand apart from the competition.
The positioning must be single minded. It must have clarity and simplicity and must illuminate the target’s main precept.
The positioning must be fused together in an emotional bond with the target audience. It must grab them in the gut.
The positioning must be believable. If the message raises suspicion – even if it is true – barriers are raised.
The positioning must speak to the target that is best positioned to influence consumption or to consume that product or service.
The positioning must convey the same positioning message in all of the ways in which the consumer has of touching the brand.
The present positioning must build upon (but never mimic) the equity (if any) of past communications to leverage any residual positioning equity.
The positioning must keep pace with the changing markets to evolve constantly making itself increasingly effective each day.
Beer Marketing and the Current Market
Next, map out graphically how the major beer brands see themselves. This checks to see if there’s a position and opportunity to be grabbed. An important exercise in developing beer marketing messages. There MUST be SPACE.
Beer Marketing Summary
All the major domestic beers are competing for the same audience with the same messaging.
And, the market skews towards masculine-bawdy.
So, where are the hell are the beer marketing differences? And, how are they being delivered?
Imports, the micro-brews (with some spillover into the specialty mass brews, Red Dog, Blue Moon etc.) own quality, distinctive taste and better beer.
So, to claim a position as the best tasting beer is in violation of rule 7 (integrity). It is not believable.
As a result, most mature markets (beer marketing is mature) trade-off of personality and brand image not product benefit. And, no one prefers a beer that they do not like.
Plus, taste or even a promise of better taste won’t steal market share.
Inside-out and Outside-in
Accurately find positions that have the most meaning to customers and provide a market opportunity.
And, think about beer marketing from an inside-out perspective (how the beer brand presents itself) and an outside-in prospect perspective (how the customer feels about the brand).
Beer Marketing Implications
Successful and powerful beer advertising play with this position. For example, Bud’s anthemic “This Bud’s for you” and the original “Miller Time” campaign live in this quadrant. In today’s market. So, the closest player to this position is Corona, a strong beer in the market.
Behavior Modeling Analysis
So, think through the process (what it is customers think beer does). Remember, look at purpose (what the result of that process is). And, uncover precepts (what are the fundamental beliefs of the audiences that leads them to think that is the process).
The ruling precepts is the critical precept that drives this audience. So, brands that fit into the sophisticated/intimate/confident position appeal to this market. And they will steal market share.
Read the Behavior Modeling (Read more about it here) analysis that support our market audit.
The Beer Marketing Prime Position
As an example, X beer is authentic great tasting American beer for those of us that don’t need to follow the crowd.
So, it is a confident beer for those of us who know exactly where we stand.Beer Marketing
Some things in the world need no explanations. Good judgment is a great reward. And, the beer is for those discriminating and smart enough to avoid trends and ads..
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