Blue Moon
Sara, Shirin, Darnikka, Brian
The Company Analysis •
Sara, Brian, Darnikka, Shirin
Blue Moon merged with its parent, Molson Coors, in 2005 after being created in 1955
•
Molson Coors offers more than 65 different brands, has been around for 350 years, is the 5th largest brewing company, and owns 30% of the U.S. beer market
•
In 2011 market sales reached $3,515.7 million
•
Offers seasonal beers and red, white, and brown ales
•
Blue Moon has been reporting double digit growth since 2006
Objectives: •
Determine if Blue Moon has a niche
•
Figure out how our targeted demographic perceives the orange (taste, color, garnish)
•
Determine if Blue Moon is a gateway graft beer
•
Test our demographics’ awareness and feelings towards our competitors
Insights •
Majority of our respondents do not use an orange slice on their glass. We believe this has to do with people purchasing Blue Moon at grocery stores
•
Respondents did not consider Blue Moon a gateway beer
Brand/Product Analysis
Product Attributes •
Made with malts and specialty grains like pale, white wheat, and oats
• • • • • •
5.4% alcohol by volume Use Valencia orange peel and coriander to give them their distinct flavor Unfiltered for more depth Zesty orange fruitiness with a light spicy wheat aroma Imported and domestic hops Creamy body and not too thin that is crispy and tangy and ends with coriander and orange spiciness
• Pricing •
6 Pack of Blue Moon is $7.49
•
A case of Blue Moon is 27.98
•
Usual bar price ranges between $5-‐‑6
•
Promotions “Craft the next Blue Moon” Contest (winner: Blue Moon Caramel Apple Spiced Ale) During promotions fans are asked to comment on ingredients, package, design, etc.
•
Blue Moon held a festival for Blue Moon Belgian White in 1995 in Colorado that included tastings and other festivities.
•
Blue Plum festival hosted by Blue Moon in Johnson City
•
Blue Moon sponsors the Peter Anderson Arts and Crafts Festival
• •
Services Blue Moon Website Accounts Online Shopping: Orders via Mail, Phone, and Fax, Returns and Exchanges, Package Tracking
•
Brand Equity Blue Moon has developed a strong brand equity within suburban areas and college graduates
2
Market Analysis Geographic Sales
Product Usage Index
•
Pacific: 32.7% volume
•
Pacific: 220
•
South Atlantic: 19% volume
•
South Atlantic: 95
•
Mountain: 12.3% volume
•
Mountain: 174
Target Market Analysis • • • •
Product Usage Acquired Mainly through grocery store Post-‐‑graduates with younger families Used to relax, casual drinking, and in social occasions A beer that lets people stray from their normal “beer water taste buds”
•
Product Positioning A gateway craft beer and also competes with their competitors by specials in bars
3
•
Demographics/Psychographics White
•
College Graduate
•
Live in Affluence Suburban Spreads
•
HHI $50,000 -‐‑ $150,000
•
Age 24-‐‑34
•
3-‐‑Person household (married with child or roommate)
•
Administrative Executive/Management
•
Uses Segmentation Approach
Target Market Analysis Cont’d
Attitudes •
Social Media Engagement
orange slice to accompany it
Analysis •
Blue Moon has its own niche with an
There was a large spike in
•
social media chatter of Blue Moon on August 31 . This was contributed by the rare event of st
our moon being blue (won’t happen again until
An easier beer to drink with more taste that a Budweiser
•
Don’t enjoy that the company is owned by a large corporation because it is a craft beer
o In response to an article about Blue Moon. http://blog.beeriety.com/2010/03/ 18/blue-‐‑moon-‐‑the-‐‑most-‐‑ controversial-‐‑beer-‐‑in-‐‑america/
I'ʹm not thrilled about the corporate ownership, but if Blue Moon is a "ʺgateway"ʺ brew that encourages more people to part from their accustomed beer-‐‑water, then it can'ʹt be an altogether bad thing. -‐‑ Elizabeth
Purchasing Process • • • • • •
Knowledge of a product, or willingness to try a product Affordable pricing People are purchasing product in grocery stores This product is an impulse buy the user is mainly the one to purchase The main influence of these purchases is word of mouth People trying it while out at bars/restaurants, or with friends
4
I couldn'ʹt stand most of the other brews from the BIG 3; Blue Moon was one of the first beers I had that I truly liked, and it did get me to branch out. Even now that I know its origin (I didn'ʹt at first) I still will get it regularly if restaurants have nothing better on tap. -‐‑ dRxuggest
Competitive Analysis
Blue Moon has a higher total consumption rate and buying rate than Fat Tire or Smithwick’s
Target Market Served • Small scale families with children 6 or older • Cosmopolitan Center Living • HHI of $50,000-‐‑74,999 • Ages 25-‐‑34 • Post College Graduates Product Attributes • Aroma: Sweet, biscuty, and caramel malts, subtle notes of fennel and green apple • Flavor: Toasty malt, gentle sweetness, flash of fresh hop bitterness • Visual: Clear, amber bright with white lacing • 160 Calories per beer • 5.2% Alcohol By Volume • Body: Medium Pricing • 6-‐‑Pack: $8.99 • A Case: $24.99 • Usual bar price: $6/ On Special: $4 Media Expenditures • New Belgium spent $235,000 on its social media efforts in 2011. It estimates its Facebook fans are responsible for $50.7 million in yearly sales. Most of the money went to developing a food pairing app and banner ads. • Concentrate on national magazines like Wired, Rolling Stones and Men’s Journal and also small niche publications Promotions • Tour de Fat: Costumed bicycle parade with entertainment, food, contest, and much more in 15 different cities across the United States • Clips of Faith: Non-‐‑Profit Benefit Short Film Showing in 18 U.S. cities • “Bike In Cinema”: Similar to a drive in movie, non-‐‑ profit benefit, during the summer of 2012 5
Target Market Served • Affluent Suburbs • Establishes 2 person households • Ages 35-‐‑54 • HHI of $150,000 and up Product Attributes • Aroma: Fruity, Floral, and Malty • Taste: Refreshing and clean, with a gentle balance of bitterness from the hops, sweet/malty notes from the ale malt, and a hint of roast/coffee from the roasted barley • Visual: Clear beer with a rich ruby color • Founded in 1710 • 4.5% Alcohol By Volume • 150 Calories Pricing • 6-‐‑Pack: $8.95 • A Case: 26.99 • Usual bar price $6/ On Special $4.50 Promotion • Exclusive brewery tours of the St. Francis Abbey Brewery • Sampling Program 2008: Smithwick’s sent Irish bartenders to the U.S. • Smithwick’s 300th birthday celebration in September of 2010
Creative Strategy Brand Positioning Statement: For men and women age 24-‐‑34, Blue Moon is the Craft Belgian White Ale that delivers orange essence, because only Blue Moon uses Valencia Oranges
Main Idea? We are basing our campaign off the idea that Blue Moon is the cocktail of beers. People have a decision to make when they decide to have a drink, cocktail or beer? Have both with Blue Moon,
Blue Moon’s fruitiness makes it more of a cocktail of
the cocktail on tap. The solution for indecisive
beers, thus a cocktail on tap.
alcoholics.
People will be motivated due to the sharability of our first contest campaign. The community aspect is
Our Problem? Our consumers are not recognizing
important to our customers, because most of them live in
the fruitiness of Blue Moon. They are also unaware
the suburbs, which usually have a more motivated and
of the craft beer status of Blue Moon.
active community.
Our Audience? The main audiences we are serving
Normal beers do not put you in the cocktail mindset.
have disposable money and are educated. Therefore
There will always be that decision between the two types
they are looking for great taste, and don’t mind the
of drinks. If we position Blue Moon as the solution to this
price.
problem, they will think about having one when they cant decide.
Tagline! Cocktail on Tap!
6
Magazine Advertisement
7
Bathroom Advertisement
8
Transit
Commercial
9
Street Social Campaign
10
The Company Analysis •
Sara, Brian, Darnikka, Shirin
Blue Moon merged with its parent, Molson Coors, in 2005 after being created in 1955
•
Molson Coors offers more than 65 different brands, has been around for 350 years, is the 5th largest brewing company, and owns 30% of the U.S. beer market
•
In 2011 market sales reached $3,515.7 million
•
Offers seasonal beers and red, white, and brown ales
•
Blue Moon has been reporting double digit growth since 2006
Objectives: •
Determine if Blue Moon has a niche
•
Figure out how our targeted demographic perceives the orange (taste, color, garnish)
•
Determine if Blue Moon is a gateway graft beer
•
Test our demographics’ awareness and feelings towards our competitors
Insights •
Majority of our respondents do not use an orange slice on their glass. We believe this has to do with people purchasing Blue Moon at grocery stores
•
Respondents did not consider Blue Moon a gateway beer
Brand/Product Analysis
Product Attributes •
Made with malts and specialty grains like pale, white wheat, and oats
• • • • • •
5.4% alcohol by volume Use Valencia orange peel and coriander to give them their distinct flavor Unfiltered for more depth Zesty orange fruitiness with a light spicy wheat aroma Imported and domestic hops Creamy body and not too thin that is crispy and tangy and ends with coriander and orange spiciness
• Pricing •
6 Pack of Blue Moon is $7.49
•
A case of Blue Moon is 27.98
•
Usual bar price ranges between $5-‐‑6
•
Promotions “Craft the next Blue Moon” Contest (winner: Blue Moon Caramel Apple Spiced Ale) During promotions fans are asked to comment on ingredients, package, design, etc.
•
Blue Moon held a festival for Blue Moon Belgian White in 1995 in Colorado that included tastings and other festivities.
•
Blue Plum festival hosted by Blue Moon in Johnson City
•
Blue Moon sponsors the Peter Anderson Arts and Crafts Festival
• •
Services Blue Moon Website Accounts Online Shopping: Orders via Mail, Phone, and Fax, Returns and Exchanges, Package Tracking
•
Brand Equity Blue Moon has developed a strong brand equity within suburban areas and college graduates
2
Market Analysis Geographic Sales
Product Usage Index
•
Pacific: 32.7% volume
•
Pacific: 220
•
South Atlantic: 19% volume
•
South Atlantic: 95
•
Mountain: 12.3% volume
•
Mountain: 174
Target Market Analysis • • • •
Product Usage Acquired Mainly through grocery store Post-‐‑graduates with younger families Used to relax, casual drinking, and in social occasions A beer that lets people stray from their normal “beer water taste buds”
•
Product Positioning A gateway craft beer and also competes with their competitors by specials in bars
3
•
Demographics/Psychographics White
•
College Graduate
•
Live in Affluence Suburban Spreads
•
HHI $50,000 -‐‑ $150,000
•
Age 24-‐‑34
•
3-‐‑Person household (married with child or roommate)
•
Administrative Executive/Management
•
Uses Segmentation Approach
Target Market Analysis Cont’d
Attitudes •
Social Media Engagement
orange slice to accompany it
Analysis •
Blue Moon has its own niche with an
There was a large spike in
•
social media chatter of Blue Moon on August 31 . This was contributed by the rare event of st
our moon being blue (won’t happen again until
An easier beer to drink with more taste that a Budweiser
•
Don’t enjoy that the company is owned by a large corporation because it is a craft beer
o In response to an article about Blue Moon. http://blog.beeriety.com/2010/03/ 18/blue-‐‑moon-‐‑the-‐‑most-‐‑ controversial-‐‑beer-‐‑in-‐‑america/
I'ʹm not thrilled about the corporate ownership, but if Blue Moon is a "ʺgateway"ʺ brew that encourages more people to part from their accustomed beer-‐‑water, then it can'ʹt be an altogether bad thing. -‐‑ Elizabeth
Purchasing Process • • • • • •
Knowledge of a product, or willingness to try a product Affordable pricing People are purchasing product in grocery stores This product is an impulse buy the user is mainly the one to purchase The main influence of these purchases is word of mouth People trying it while out at bars/restaurants, or with friends
4
I couldn'ʹt stand most of the other brews from the BIG 3; Blue Moon was one of the first beers I had that I truly liked, and it did get me to branch out. Even now that I know its origin (I didn'ʹt at first) I still will get it regularly if restaurants have nothing better on tap. -‐‑ dRxuggest
Competitive Analysis
Blue Moon has a higher total consumption rate and buying rate than Fat Tire or Smithwick’s
Target Market Served • Small scale families with children 6 or older • Cosmopolitan Center Living • HHI of $50,000-‐‑74,999 • Ages 25-‐‑34 • Post College Graduates Product Attributes • Aroma: Sweet, biscuty, and caramel malts, subtle notes of fennel and green apple • Flavor: Toasty malt, gentle sweetness, flash of fresh hop bitterness • Visual: Clear, amber bright with white lacing • 160 Calories per beer • 5.2% Alcohol By Volume • Body: Medium Pricing • 6-‐‑Pack: $8.99 • A Case: $24.99 • Usual bar price: $6/ On Special: $4 Media Expenditures • New Belgium spent $235,000 on its social media efforts in 2011. It estimates its Facebook fans are responsible for $50.7 million in yearly sales. Most of the money went to developing a food pairing app and banner ads. • Concentrate on national magazines like Wired, Rolling Stones and Men’s Journal and also small niche publications Promotions • Tour de Fat: Costumed bicycle parade with entertainment, food, contest, and much more in 15 different cities across the United States • Clips of Faith: Non-‐‑Profit Benefit Short Film Showing in 18 U.S. cities • “Bike In Cinema”: Similar to a drive in movie, non-‐‑ profit benefit, during the summer of 2012 5
Target Market Served • Affluent Suburbs • Establishes 2 person households • Ages 35-‐‑54 • HHI of $150,000 and up Product Attributes • Aroma: Fruity, Floral, and Malty • Taste: Refreshing and clean, with a gentle balance of bitterness from the hops, sweet/malty notes from the ale malt, and a hint of roast/coffee from the roasted barley • Visual: Clear beer with a rich ruby color • Founded in 1710 • 4.5% Alcohol By Volume • 150 Calories Pricing • 6-‐‑Pack: $8.95 • A Case: 26.99 • Usual bar price $6/ On Special $4.50 Promotion • Exclusive brewery tours of the St. Francis Abbey Brewery • Sampling Program 2008: Smithwick’s sent Irish bartenders to the U.S. • Smithwick’s 300th birthday celebration in September of 2010
Creative Strategy Brand Positioning Statement: For men and women age 24-‐‑34, Blue Moon is the Craft Belgian White Ale that delivers orange essence, because only Blue Moon uses Valencia Oranges
Main Idea? We are basing our campaign off the idea that Blue Moon is the cocktail of beers. People have a decision to make when they decide to have a drink, cocktail or beer? Have both with Blue Moon,
Blue Moon’s fruitiness makes it more of a cocktail of
the cocktail on tap. The solution for indecisive
beers, thus a cocktail on tap.
alcoholics.
People will be motivated due to the sharability of our first contest campaign. The community aspect is
Our Problem? Our consumers are not recognizing
important to our customers, because most of them live in
the fruitiness of Blue Moon. They are also unaware
the suburbs, which usually have a more motivated and
of the craft beer status of Blue Moon.
active community.
Our Audience? The main audiences we are serving
Normal beers do not put you in the cocktail mindset.
have disposable money and are educated. Therefore
There will always be that decision between the two types
they are looking for great taste, and don’t mind the
of drinks. If we position Blue Moon as the solution to this
price.
problem, they will think about having one when they cant decide.
Tagline! Cocktail on Tap!
6
Magazine Advertisement
7
Bathroom Advertisement
8
Transit
Commercial
9
Street Social Campaign
10
