Table of Contents
2: Primary Research Strategy..
3: Secondary Research Strategy..
4: Development of Consumer Insights and Ad-Campaign..
This research has briefly analysed and critically explained the expansion strategies and rebranding of Good Beer Co in the Australian and global market. It is explained the Australian beer industry through secondary research and consumer insights which have depicted the desires and aspirations of the consumers. However, both primary and secondary research is used. This research will help the organisation to capture the global market and concentration on ad-campaign.
Primary research is one of the key factor and strategy which was used in the research. Qualitative primary research was used to analyse and understand the beer industry, needs, expectations and satisfaction level of the consumers (Mays and Pope, 2019). This qualitative research was implemented by visiting the retail store which supplies local to crafts beer in the Australian market. In-depth interview questions were asked with the consumers in a focus group. The main intention was to analyse the behaviour, purchase history, expectations and feedback by using a product. Some of the in-depth interview questions were:
1) Type of beer consumed or liked such as Craft or local beer?
2) How often the consumer drinks?
3) What is the most important factor of cultured beer liked by the consumer?
4) What excites you the most such as any desires, aspirations and expectations?
5) Can you describe the product features and standards you wish to have?
These in-depth interview questions and primary research will be very helpful for Good Beer Co to meet the expectations in the Australian and global market consumers. Qualitative research on focus group is used to observe the behaviour and mind-set of the consumers towards the quality and packaging of the beer (Mays and Pope, 2019). One of the main objective is to identify the future goals and perspective of the company
The beer market in Australia is facing tough challenges due to the transformation in various marketing strategies adopted by companies. Some of the alcoholic companies like Coopers Brewery, Kirin Company, Good Beer Co and many more are competing with each other to capture the huge Australian market and establish a global brand in the international market. Organisations have witnessed exceptional growth of beer with 12.1 per cent imported value and 24.2 per cent of local value. This is due to the increase in ad-campaigns and social media promotion and creating awareness of the benefits of beer among consumers (Beveragedaily.com, 2019). Currently, Good Beer Co has established a well-reputed organisation in the Australian market but due to changes in consumer’s expectations and demand, the organisation is looking forward to rebrand its products to create better brand loyalty among consumers. Australian people have excellent changing habits and more keen towards the product which has the best packaging and quality. However, Good Beer Co has achieved many recognition and awards from RSPCA Queensland and Australian marine conservation society. Some of the finest product of the company are Great Barrier Beer, Pale Tail and Love beer. Company is already providing the best quality product with excellent packaging in different forms of glass bottles and cans, which are very attracted by the consumers (Colbert et al., 2020).
However, in recent years these beer and wine organisations are also facing a tough challenge with many government and health associations who are creating awareness programs among consumers to avoid alcohol, challenges in the form of local beer companies and imported products which are liked by the new era of consumers. In 2020, the beer industry is fully transformed and companies are creating effective ad-campaigns which attracts the huge target audience at once. Consumers spend most of their time at social media and different social media platforms such as Instagram, Facebook and Twitter are commonly used by the beer companies for their ad-campaigns. Good Beer Co is looking forward to attract the target audience for their products (Colbert, Thornton and Richmond, 2020). Different intermediaries such as bars, vendors, suppliers, traditional brewery manufacturers, investors and restaurants proprietors are in direct contact with the ultimate consumers. It is necessary for the organisation to establish an effective relationship with these intermediaries as the target audience. The best way to expand the current Australian market and capture the global market is meeting all the desires and expectations of the ultimate consumers and intermediaries (Jaeger et al., 2017). It is very important for Good Beer Co to capture the global market as many key players such as Mountain Goat, Belter and Little creatures in Australia are adopting various marketing strategies to attract the consumers who are available in the international market. Good Beer Co needs to replace the traditional retail trade by modern retail trade-in current scenario by delivering quick service to the consumers and the target audience. This delivery can be in the form of supplies and services. Company will be able to capture the huge global market by organising the social media events and ad-campaigns (Jones, Wyatt and Daube, 2016).
Consumers in Australian Market are very smart and preferable towards premium products and services. They are keen towards buying the product which fulfil their aspirations and desires. It is very important for the organisation to understand the needs of the consumers and manufacture the same. Today, due to transformation and globalisation every organisation is more focused and developed. It has been noticed the consumers like German, French and Belgian craft beers with excellent packaging in cans which attracts the consumers. In Australia One of the major threat to Good Beer Co is the increase in consumption of Wine and Whiskey by premium customer, Consumer insights are very important for any organisation (The Good Beer Co., 2020). Adopting the changes and transformation according to the latest innovation and demands of the customer is the only best possible way for Good Beer Co to rebrand the organisation. According to Beer Cartel’s annual survey, more than 23000 craft beer drinkers took part in the online retail campaign which created the boom in the industry. However, there are more male drinkers of 77 per cent compared to just 23 per cent of female drinkers in Australian Market whereas average consumer spends around $56 on beer a week which is the huge amount in the Australian Market. It is necessary for the Good Beer Co to acquire both the targeted and untargeted consumers. Consumers in Australia like more craft beers rather than other breweries in the market. Craft beers is more genuine and best quality due to its ingredients and make procedure. However, a new line of product is also witnessing the increase in growth to 41 per cent (USA Beer Ratings, 2018).
An awareness Ad-campaign in social media platforms with new global strategy and effective hashtags which will attract the target audience and consumers. This ad-campaign should be about the new craft beer with new packaging which will create brand loyalty.
It can be concluded that consumers in the Australian Market are preferable towards the premium quality and crafts beer. It is important for the organisations to innovate and regularly promote their products through ad-campaigns at social media platforms to retain the consumers and create brand loyalty. The ‘Hot Button’ for the craft beer product of Good Beer Co will be the exterior packaging and premium quality.
Beveragedaily.com (2019). Australian craft beer trends: What do consumers think about cans, independence and core beer styles? [online] beveragedaily.com. Available at: https://www.beveragedaily.com/Article/2019/10/23/Australian-craft-beer-trends-2019-Consumers-shift-towards-cans-and-core-ranges [Accessed 19 Aug. 2020].
Colbert, S., Thornton, L. and Richmond, R. (2020). Content analysis of websites selling alcohol online in Australia. Drug and Alcohol Review, 39(2), pp.162–169.
Colbert, S., Wilkinson, C., Thornton, L. and Richmond, R. (2020). COVID ‐19 and alcohol in Australia: Industry changes and public health impacts. Drug and Alcohol Review.
Jaeger, S.R., Cardello, A.V., Chheang, S.L., Beresford, M.K., Hedderley, D.I. and Pineau, B. (2017). Holistic and consumer-centric assessment of beer: A multi-measurement approach. Food Research International, [online] 99, pp.287–297. Available at: https://www.sciencedirect.com/science/article/abs/pii/S0963996917301965 [Accessed 19 Aug. 2020].
Jones, S.C., Wyatt, A. and Daube, M. (2016). Smokescreens and Beer Goggles. Social Marketing Quarterly, 22(4), pp.264–279
Mays, N. and Pope, C. (2019). Synthesising Qualitative Research. Qualitative Research in Health Care, pp.151–168.
The Good Beer Co. (2020). The Good Beer Co. [online] Available at: https://thegoodbeerco.com.au/ [Accessed 20 Aug. 2020].
USA Beer Ratings. (2018). Insights On Australian Craft Beer Industry. [online] Available at: https://usabeerratings.com/en/blog/insights-1/insights-on-australian-craft-beer-industry-39.htm [Accessed 20 Aug. 2020].
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