Beeradvaja Beer

As a fast moving consumer good by definition, the Beeradvaja beer will be sold mainly through distributor and retailer channels (1). The proposed personnel strategy involves a distributor sales manager to direct the sales of the Beeradvaja to liquor stores in Calgary that may or may not already carry Big Rock products, a retail sales manager to direct sales to local restaurants, pubs, and health/fitness outlets, and a field sales manager that actively searches for new opportunities in the channel for marketing the new beer. It is also suggested that Big Rock establish an ecommerce solution on the company website to allow consumers across the country to purchase cases of the Beeradvaja beer directly. This may require hiring an additional manager …show more content…
Given the budget restriction of $50,000, Big Rock will probably not be able to afford the services of an advertising agency and will need to find creative ways to communicate with consumers directly. It is an already established phenomenon that many people enjoy drinking beer after a rigorous workout routine, exemplified by the yoga beer trend previously discussed. This demonstrates a newly emerging “real usage” of beer; it is no longer necessary to view beer as strictly an indulgence beverage or a social gathering/party drink. Its new real usage is that of a post workout recovery drink, and Beervadvaja fits into this image by providing non typical health benefits (otherwise absent in traditional beers) but also delivering the same satisfaction as drinking any beer after exercise. That being said, advertising efforts would not aim to position Beeradvaja as an absolute health food or weight loss substance; instead, they would merely suggest to consumers, and aim to persuade them, that this new product would allow them to enjoy the beer as a substitute to other recovery drinks, while not forcing them to sacrifice protein intake or to consume too many empty calories after a workout, which other beer products on the market currently do. …show more content…
Consumers do not spend time thinking about whether or not they need a beer; instead, they feel like a beer and go out and make a purchase. This suggests that emotional appeals should be more of a priority than rational appeals when communicating with consumers in a beer ad. Although Beeradvaja offers features that are otherwise new to consumers in how they would otherwise think of a “beer,” generating consumer interest and making an appealing connection with them is more important that trying to straight sell them on the inherent health benefits; however, there is no doubt that the differentiating characteristics of Beeradvaja would give consumers a reason to “think” about their purchase, when comparing the product to other beers on the market, rather than just “feel” about it. The specific “technical” benefits of the product can be described in detail on Big Rock’s website to allow consumers to learn more about these rational details. That said, and given the budget restriction, the best way to connect with consumers via broadcast is by using some sort of online channel. With the rising popularity of video and music streaming platforms, such as Spotify and Netflix, it makes sense to reach the health conscious consumer by specifically selecting online radio stations or