Analysis of Marketing for Pietila’s
Brewery through Three Criteria: Beer Events, Television, and Social Media

Prepared by Michelle Brown
Director of Marketing

Submitted to Board of Directors for Pietila’s Brewery

Date:

August 24, 2015

TABLE OF CONTENTS

INTRODUCTION 1 BODY 3 Solution 1: Television 3 Solution 2: Beer Events 4 Solution 3: Social Media 4 RECOMMENDATION 5 Advantages and Disadvantages 6 Plan for Implementation 6 CONCLUSION 7 REFERENCES 8

INTRODUCTION

The topic being analyzed is which method, out of three chosen criteria, would be the most effective to utilize in order to receive the maximum ROI and market penetration. The reason this is being researched is because the anticipated opening of Pietila’s Brewery is set for February 1st, 2016. Given that it is a new brewery in a semi-flooded market, it is imperative that the best marketing solution is chosen. The scope of this report is limited to television advertising, beer event advertising, and social media advertising. While there certainly other methods that could be considered, the current trend in the market place dictates a focus on these three criteria. To establish the effectiveness of the marketing, each criteria will be evaluated based upon cost, interaction with target audience, and the reach of the message. The criterion that overall has the best score will be selected as the method for marketing Pietila’s Brewery. Various periodicals and articles were gathered electronically and reviewed to assist with the formation of this feasibility report. Utilizing these sources, solutions and alternatives will be identified first, which will include establishing the criteria, followed by discussing and evaluating each