Because of this low-key marketing concept with both competing beer products, Drifter can outperform both using innovation with localized and broad niche marketing both in the Oregon region and across the surrounding states. Neither Blue Moon or Sierra Nevada have a solid positioning strategy among other low-cost and higher-cost competing beer products, therefore in terms of positioning, options are virtually endless. For the sake of perceptual mapping and to monitor marketing activities, especially in areas of promotion, Drifter Beer will be positioned in terms of flavor and benefit to the customer, with less focus on pricing structure. Consumer attitudes, on the perceptual map, are noted for each competing brand in relation to pricing and quality.
Drifter Beer is working amid a highly competitive environment where lower-cost beer products and the main competition (Blue Moon and Sierra Nevada) saturated the convenience and grocery markets. It works among competing brands where ongoing promotional activities bring higher brand exposure, such as with brands like Coors Light that hosts different sporting events such as the Urban Flats Classic Kickoff Celebration in Orlando, Florida (Marketing Weekly News, 2009). Contests and sweepstakes are often part of their strategies for building better brand equity. Even though Drifter’s two main competitors are higher priced, more luxury-minded beer brands, sales will definitely be impacted by the buying behaviors of consumers in relation to their response to lower-cost beer brand selection marketing. Because of the current economic environment in the U.S. markets, major brands such as Miller, Pabst and Busch (also known as the economy brews) are experiencing higher sales volumes as people defect to lower-cost brands (Kesmodel, 2009). In order to drive any type of brand equity for Drifter, marketing must make the consumer believe that he needs to defect to this upscale brand simply for the sake of