Sara,  Shirin,  Darnikka,  Brian  

The  Company  Analysis  

• 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  

Sara,  Brian,  Darnikka,  Shirin  

 

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Brand/Product  Analysis  

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  

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  

 

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Market  Analysis  

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  

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  

Geographic  Sales  • Pacific:  32.7%  volume  

• South  Atlantic:  19%  volume  • Mountain:  12.3%  volume  

Target  Market  Analysis  

Product  Usage  Index  • Pacific:  220  

• South  Atlantic:  95  • Mountain:  174  

 

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Target  Market  Analysis  Cont’d  Social  Media  Engagement  

Analysis  • There  was  a   large   spike   in  

social   media   chatter   of   Blue   Moon   on   August  31st.   This   was   contributed   by   the   rare   event   of  our  moon  being  blue   (won’t  happen  again  until  

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    

Attitudes  • Blue  Moon  has  its  own  niche  with  an  

orange  slice  to  accompany  it  

• 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    

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  

o

 

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Competitive  Analysis  

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  

 

Blue  Moon  has  a  higher   total   consumption   rate  and  buying  rate  than  Fat  Tire  or  Smithwick’s  

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  

 

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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,  the  cocktail  on  tap.  The  solution  for  indecisive  alcoholics.  

Our  Problem?  Our  consumers  are  not  recognizing  the  fruitiness  of  Blue  Moon.  They  are  also  unaware  of  the  craft  beer  status  of  Blue  Moon.  

Our  Audience?  The  main  audiences  we  are  serving  have  disposable  money  and  are  educated.  Therefore  they  are  looking  for  great  taste,  and  don’t  mind  the  price.  

Blue  Moon’s  fruitiness  makes  it  more  of  a  cocktail  of  beers,  thus  a  cocktail  on  tap.  

People  will  be  motivated  due  to  the  sharability  of  our  first  contest  campaign.  The  community  aspect  is  important  to  our  customers,  because  most  of  them  live  in  the  suburbs,  which  usually  have  a  more  motivated  and  active  community.    

Normal  beers  do  not  put  you  in  the  cocktail  mindset.  There  will  always  be  that  decision  between  the  two  types  of  drinks.  If  we  position  Blue  Moon  as  the  solution  to  this  problem,  they  will  think  about  having  one  when  they  cant  decide.  

Cocktail  on  Tap!  

Tagline!  

 

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Magazine  Advertisement  

 

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Bathroom  Advertisement      

 

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Transit  

Commercial  

 

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Street  Social  Campaign