Branding Marketing - Monterrey Brewing Company - Essay Example

? Part The beer market has been flexible with the provision issuing growth even in the worst economic times. Consumers have been accorded the choice of utilizing a wider range of products that vary in prices with the lower products witnessing the increased consumption rate. There is also the suggestion that the environments without harsh government restrictions like the U.S. market have been the avenues to favor the success of entrance of the new brands. The section has reviewed the history of the beer market and the current trends in the consumption that aid the progress of the Monterrey Beer product. Competitive Analysis The section has clearly mentioned the other products that offer competition to Monterrey Brewing Company. With the inclusion of the market share in the leading products, there is the realization of the scope of marketing need to advertise the product. The author has further compared the available brands of the advertised product to the competitors, which offer the needed analysis in the consumer trend. The competitors have been listed with the leading brand and the marketing strategy that they apply to gain the needed profit. The author should construct a table to compare the measures to be applied by Monterrey in advertising to be compared to the leading brands. With a chronological list of the brands within a table that accords comparison, the author is able to convince the target of the relationship of the brand with the competitors, and the needed measures for proper marketing (Pride, Hughes & Kapoor, 2012). However, there is a detailed account of the competitors and their prevalence within the market giving Monterrey an adequate position. Brand Strategic Plan Vision The vision of the beer holds all the components required for adequate marketing with the flavor included and the motive of the brand to consumers. However, the vision should mention the performance of the established brand as compared to the known beers. The phrase should include the provision of the Monterrey to offer the realized satisfaction as compared to the known brands in the market. Objectives The objective clearly outlines the motive of the company to enter into the competitive market with the two leading brands in Ale and Ginger Light. The author further lists the objective to strengthen relations in the market to the consumers by offering satisfaction. Strategies The 4Ps are accorded the needed definition to offer the proper marketing strategy in the market. The author gives detailed description of the product that is needed to accord the identity and distinction from the other brands. The mention of the pricing and the communication measures to be applied has been properly mentioned with Monterrey as a new product. The author has captured the section in detail, and this has completed the needed instructions to complete the strategy section to offer evidence of the marketing provision. Target Customer Segmentation Analysis The section contains the necessary information on the consumer demographic but the author should offer the listing on a table format. This is because tables are easier to interpret and allow for the analysis of the market condition with the changes made with market fluctuation. The author also issues explanation on the consumption trend that is affected with the existence of product variety. Consumer Insight The author has included the needed measures to communicate with the consumers. The strategy to include the updated communication channels for advertising and connection to the customers prove ideal in the modern society. Growth of new products within the market is supported by the application of modernized measures in connecting to the consumers that are faster and cheaper. Brand Essence The author has included the steps applied in manufacturing the finalized product to create assurance to the consumers of the product utilized. The Brand Essence section has been accorded the description to show the professionalism of the company and their ability to compete with international brands. The brand packaging, design and type list the requirements to justify a leading product that had done adequate research on competitors. Brand Concept The author ascertains the identity of Monterrey as a new product that is capable of attracting consumer’s attention with the demand shifting to new quality and affordable products. The presentation and packaging also aids advertising and popularizing the product. Traditional promotion The promotional measures suggested for Monterrey Brand are included in print advertising. There is also the suggestion to apply promotional campaigns in the sales team and the input of influential ventures in the ministry of commerce. New Media Promotion The author has included the updated measures in digital media to market Monterrey Brand. This section fulfills the provision of new media technology in the marketing campaign. However, the mentioned media calendar is not completed to outline the advertising program to be implemented. Part 2 Industry Analysis The section analyzes Whisky industry revealing the witnessed growth, mostly in Kentucky. The whisky industry has been based on the two leading subcategories mentioned in Kentucky and Tennessee. The section has delved more in composition of whisky, wit ingredients and ingredients of production failing to expound on the market integration and performance of brands. Competitive analysis The section analyzes the performance of America Roots in the market but does not offer competitive comparison to the other leading products. The author fails to predict the performance like in the first section where the market share had been included of the competitors. There should also be the mention of the leading brand of whisky that sets the pace in the market. Strategic Plan The packaging presentation is listed in the section failing to highlight the vision of the company. The author should begin the section with a listing of the intended target towards the market and competitors. The section accords a literature review and packaging description of American Roots Whisky without analyzing the strategies applied in the market segment. The section should be listed as in the first part to inform of the expected performance of product. Moreover, there is no mention of the brand as existing or a new market entrant. Target Customer The author lists successful strategies applied by other competitors to market their product. The section fails to explain the consumer behavior or analysis of the Brand with the strategies applied to attract the consumption level. This creates failure in offering substantial evidence to the success of American Roots. The second part on the American Roots Whisky brand fails to concentrate on marketing the brad and analyzes the consumer market. Without the necessary analysis and data comparison, the author will fail in presenting a concrete argument in establishing the marketing skills (Pride, Hughes & Kapoor, 2012). However, the application of new verses old media would help in marketing of the product and the author should compare the performance of competitive brands in the market. Through listing existing marketing strategies that have yielded success, the American Roots brand is capable of establishing a stable measure to obtain a noticeable market share. Reference Pride, W. M., Hughes, R. J., & Kapoor, J. R. (2012). Business. Mason, OH: South-Western Cengage Learning. Read More