...Phase FOur The Beer Store Submitted By: Brandon Borrelli Submitted On: Jan 1st, 2012 Table of Contents THE BEER STORE CORPORATE OVERVIEW 1 The Beer Store History and Corporate Structure: 1 Industry and Regulations: 1 Company Mission and Values: 1 RETAIL STORE OVERVIEW 1 How the Retail Stores Function: 1 How 3260 is Operated: 1 Hiring and Work Culture: 1 Training: 1 Safety procedures: 1 Tasks of all Employees: 1 Management Specific Tasks: 1 Compensation and Benefits: 1 Evaluation and Incentives for Employees and Managers: 8 Exhibit 1 The Beer Store organization chart 1 Exhibit 2 Beverage Retail Outlets 1 Exhibit 3 Flow of Goods 1 Exhibit 4 Ontario System Chart 1 Exhibit 5 Contract between the Minister of Public Infrastructure Renewal and Brewer Retail Inc. (Section 1.15) 1 Exhibit 6 ODRP Sales, deposit value by container type and share of market (ODRP Packaging 2010-2011) 1 Exhibit 7 Deposit Return Schematic 1 Exhibit 8 Full Time Employees Salary 1 Exhibit 9 Part Time Employee Salaries 1 Exhibit 10 Employees Evaluation 1 Exhibit 11 Manage Performance Scorecard 1 Exhibit 12 Mission Statement and Values…………………………………………………….19 Exhibit 13 Interviewee Profiles………………………………………………………………...19 References 20 THE BEER STORE CORPORATE OVERVIEW The Beer Store History and Corporate Structure: The Beer Store came into effect in 1927 as a result of prohibition, the government allowed Brewers Retail/ The Beer Store to regulate the...
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...Brand Analysis: Bud Light Introduction In a competitive industry with multiple product options, beer companies are constantly looking for new ways to market their brand and attract consumers. Bud Light has emerged as a market leader through a successful understanding of their consumer’s behaviour. This report will analyze the major concepts in Bud Light’s marketing strategy that makes them “the number one light beer in the world” (Articlearn). Through their ability to develop a strong brand personality, motivate its consumers, and utilize various social media outlets, Bud Light has successfully influenced the purchasing decisions and buying habits of consumers worldwide. Company History Anheuser-Busch, the brewery that produces Bud Light, was founded in the early 1800’s and grew rapidly due to the early success of their flagship brand, Budweiser. Over the years they continued to add products to their brand profile and quickly became America’s largest brewer. Through the company’s success they were able to acquire Labatt, Canada’s largest brewer in 1995. This merger brought sales of Budweiser and Bud Light north of the border as well as many years of prosperous sales. This was all temporary, because during the recession of 2008, Anheuser-Busch merged with InBev in a hostile takeover. The final result was ABInBev which is currently the “largest brewer in the world” (Reuters). Bud Light is ABInBev’s largest brand in their portfolio, something that contributes to them being...
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...13 8. Advertising, Sales, Promotions and Public Relations …………………………………………... pg. 17 9. Market Research …………………………………………………………………………………………………. pg. 21 Executive Summary Three Floyds is a brewery based in Munster, Indiana that sales and creates a variety of craft beers that each differ in taste, color, and flavor. Because the brewery is limited to one location, they are only able to offer their products locally and in minor distribution throughout the Midwest. The company produces eight beers yearly and thirteen beers sporadically throughout the year. The beers that are produced with a limited production correlate with the month and are supposed to compliment the season with its flavor. The company also participates in special events such as the “Dark Lord” day in which the beer of its namesake is only available during that celebration. The company has slowly grown from the small brewery that was once located in Hammond, Indiana and has gathered loyal drinkers along the way. According to the Three Floyd’s website, the company aims to “provide craft beer enthusiasts with “not normal” quality ales and lagers”; with this in mind, Three Floyd’s aims to gain more coverage for this beer...
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...press, company research, store checks, trade interviews, trade sources Note: Price bands for lager are based primarily on price, but positioning and packaging are other factors that are considered in classification CATEGORY DATA Table 1 Sales of Beer by Category: Total Volume 2008-2013 million litres | 2008 | 2009 | 2010 | 2011 | 2012 | 2013 | | | | | | | | Dark Beer | - | - | - | - | - | - | - Ale | - | - | - | - | - | - | - Sorghum | - | - | - | - | - | - | - Weissbier/Wiezen/Wheat Beer | - | - | - | - | - | - | Lager | 1,516.8 | 1,527.4 | 1,589.9 | 1,614.4 | 1,638.8 | 1,440.9 | - Flavoured/Mixed Lager | - | - | - | - | - | - | - Standard Lager | 1,516.8 | 1,527.4 | 1,589.9 | 1,614.4 | 1,638.8 | 1,440.9 | -- Premium Lager | 6.9 | 6.3 | 5.8 | 6.0 | 5.5 | 5.2 | --- Domestic Premium Lager | 6.4 | 5.8 | 5.3 | 5.1 | 4.5 | 4.2 | --- Imported Premium Lager | 0.5 | 0.6 | 0.6 | 0.9 | 1.0 | 1.0 | -- Mid-Priced Lager | 1,398.9 | 1,409.1 | 1,458.0 | 1,478.2 | 1,499.2 | 1,308.8 | --- Domestic Mid-Priced Lager | 1,398.9 | 1,409.1 | 1,458.0 | 1,478.2 | 1,499.2 | 1,308.8 | --- Imported Mid-Priced Lager | - | - | - | - | - | - | -- Economy Lager | 111.0 | 112.0 | 126.0 | 130.2 | 134.1 | 126.9 | --- Domestic Economy Lager | 111.0 | 112.0 | 126.0 | 130.2 | 134.1 | 126.9 | --- Imported Economy Lager | - | - | - | - | - | - | Non/Low Alcohol Beer | - | - | - | - | - | - | Stout | - | - | - | - | - | - | Beer | 1,516.8 | 1,527.4 |...
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...three of them control 78% of the beer market. Anheuser-Busch controls approximately 45%, Miller Brewing maintains a 23% share, and Adolph Coors controls 10%. Anheuser-Busch's twelve breweries produce more than sixty varieties of beers in a number of families with operations around the world and distribution to over 60 countries. A few of these families are Budweiser, Michelob, Busch, Natural, Bacardi, and Grolsch. Miller Brewing produces more than 130 million barrels of beer annually and has operations in 40 countries with hundreds of brands. In July 2002, South African Breweries purchased Miller Brewing Company, forming one of the largest brewers in the world, called SABMiller plc. Brands range from Miller, Milwaukee's Best, Leinenkugel's, Peroni, Sparks, and Fosters. Adolph Coors produced 42.1 million barrels in 2006 through 12 breweries and more than 40 brands distributed to over 30 countries. Brand names include Coors Light, Milson Canadian, Coors, Killian's Irish Red, Keystone, Blue Moon, and Zima. Beer is distributed through a system called the "three-tier" distribution system. The three-tier system was established by the 21st Amendment to the Constitution and state and federal governments in the wake of the repeal of Prohibition as a means of checks and balances at each tier level. The first tier consists of brewers and importers, followed by wholesalers, and lastly with the retailers. The brewers and importers manufacture the beer and in the case of importers, import...
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...focusing on the beer market as a whole would allow an observational look at the process of the supply chain for most beer manufacturers. The vagueness of not pointing out a specific brand also results from the secrecy most brand names keep around their business practices and a lack of researchable information made available online. The Manufacturer Overall the supply chain is everything included in the management of getting the goods, in this case, the beer to the consumer. As with most production processes the manufacturing of beer begins with gathering the raw materials. The raw materials necessary for the production of beer are barley, yeast, hops, and water. Therefore, manufacturers must maintain a partnership with farmers and suppliers that produce the necessary ingredients and also ensure the water supply utilized in the process is untainted. Furthermore, beer producers must maintain sustainability ensuring the ingredients are available well into the future. Once the ingredients are accounted for, and the demand for beer, which is relatively high around the world, is determined, the production begins. The production process can take on average thirty days to produce a batch of beer ("Anheuser-Busch", 2015). Manufacturers also invest heavily in advertisements to ensure their product remains the product of choice to the millions of consumers in the market. Beer advertisements can be found in numerous places, such as grocery store displays, beer shipping trucks...
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...company the author is familiar with – Coors, an adult beverage company 2. Product a. Definition – a particular product or service that a company offers b. Miller Coors – Coors Light, Killians, Keystone, Blue Moon i. Miller Coors is marketed as an adult decision and easy to use product for everyone over the age of 21. 1. “Fun” commercials 2. People enjoy being around others that drink Coors beer 3. Price a. Definition – the price that a particular product or service costs b. Coors – Brands attack different segments i. Coors offers “Budget Beer” for Americans that make below a certain amount of money and can’t afford more expensive beer ( college students). ii. Coors offers seasonal beers also Winterfest and Killians has become a seasonal sensation iii. Coors offers beer for all different types of fun occasions. 4. Place a. Definition – Where the products are marketed or Distribution Channel. b. Coors– Brands i. A Physical product can be purchased from most stores during certain hours depending on laws within each state.. Target, Safeway, WalMart, Costco, Walgreens and Liquor stores have carried the product in the past. The product is also available for purchase at many Bars / restaurants. 5. Promotion a. Definition – How to market the product. i.e. Advertising, Direct Marketing, Sales Promotion, Public Relations and Publicity. b. Coors– Coors advertises it product year around. You will see heavy advertisement around all major holidays including football season and...
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...in the brewing industry. In 1978 total beer sales are as follows: premiums 48%, popular 30%, lights 10%, super premiums 5%, malts and ales 4% and imports 3%. The distribution channels for beer are also changing. 1978 retail sales are food stores 60%, on-premise sales 25%, other retail establishments 9% and liquor stores 8%. The demographics of beer drinkers are also changing with increased sales to women and white-collar workers. The sale of beer in kegs is declining. The top six brewers sell 10% of their beer in kegs. Large brewers that spread fixed costs over higher production dominate the brewing industry. The industry is moving toward vertical integration with brewers growing their own grains and producing their own cans. The break-even point for capacity utilization for breweries is 80%. Hudepohl’s Current Market Situation Hudepohl Brewing has been operating at 40% of its one-million barrel capacity since 1978 and net income had decreased by 35% from the previous year. Hudepohl’s current brewing costs are competitive with the national average. The majority of Hudepohl’s sales were in the city of Cincinnati (55%) and the metropolitan area (80%). Hudepohl markets five brands of beer. Tap, Hudepohl and Burger are popular priced beers and accounted for 80% of Hudepohl’s sales in Cincinnati. Hudy Delight, the Hudepohl’s recent entrant in the light beer field accounted for most of the remaining 20%. Their premium beer, Hofbrau, accounted for less than 1%....
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...Mexico. The Mexican beer market is the world's eighth largest beer market. The company is also an important player in the United States premium beer segment with a market share of about 6%. Three of its brands ? Corona Extra, Modelo Special and Corona Light ? are among the top ten highest selling imported beers in the US. Grupo Modelo has a distribution system covering more than 122 countries, with its flagship brand, Corona, being the fourth largest selling brand in the world. The major beer brands of the company are: Corona Extra, Corona Light, Modelo Especial, Pacifico, Victoria and Negra Modelo. Grupo Modelo operations comprise of mainly two areas: brewing process and sales. The brewing operations include five breweries located in Mexico with a total processing capacity of more than 50 million hectoliters per year. The group has several subsidiary / affiliate companies that provide support services to the core business of producing beer. GM has followed a strategy of vertical integration since the 60's which has resulted in this network of companies engaging in the brewing and ancillary operations. GM has an established distribution network in Mexican market, which is a key factor in maintaining market shares in the domestic beer market. The export sales of beer are coordinated through a set of representative offices around the world. It may also be mentioned that the distribution network of the company is strengthened by company owned convenience stores operated in Mexico...
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...Overview Larry and his wife have agreed that the opportunity to acquire a Coors beer distributorship could not be overlooked. Larry wants to do research to see if it would be a profitable investment and has to decide which research study would be most effective to determine if the distributorship would be profitable. Recommendation 1) Analyze National and Delaware Per-Capita Beer Consumption for 1998-2002. 2) Conduct Consumer Study through focus-group interviews and a mail questionnaire. 3) Conduct a Retail Study through group interviews with six potential retailers of Coors Beer. Rationale 1) Analyze National and Delaware Per-Capita Beer Consumption for 1998-2002. Conducting Study A will show Larry if there is an existing and/or growing market within Delaware. The first step in making a determination is to find out if there is demand for the product. The study collected the national and Delaware resident consumption per capita. When comparing U.S. and Delaware consumption, based on population over age 21, Delaware scored above average by at least 3% every year from 1998-2002. Based on the data collected on Delaware, consumption based on population over age 21 has shown an upward growth trend. The population consumption has grown every year and displays growth continuity is a strong possibility. The study proves the market in Delaware is a good market to go into, because it is above average compared to the National study numbers and the market...
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...of the distribution 11 Promotional Strategies 13 Social Responsible Behavior 15 Recommendations 16 Appendix 18 Bibliography 19 The history of Stanley Park Brewery Stanley Park Brewery, which is actually based in Delta, has opened what may be Canada’s first sustainable brewery. A 110-foot- tall wind turbine provides the energy for the state-of-the-art complex, which uses less water and energy than a conventional brewery. The brewery’s somewhat confusing name refers to the original Stanley Park Brewery, which was established way back in 1897 on the shores of the park’s Lost Lagoon by Belgian pioneer and brew master Frank Foulbert. (Green beer) The brewery is actually owned by the Mark Anthony Group, the leading distributor of wine and beer in Canada. Some people point out that Stanley Park Brewery is not...
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...Beer Wars is documentary about the American beer industry and how the 3 largest US breweries try to drive out the competition. This documentary covers how lobbyists are used to control the beer market and drive out smaller breweries such as Dogfish Head Brewery, Stone Brewery, and Moonshot: all producers of craft beer. The documentary describes how a 3 tier system was put into place to separate the powers of selling beer and prevent a monopoly but the laws that were put into place to prevent the monopoly, infact, promoted the size and strength of the largest beer corporations. An oligopoly was formed and maintained between Anheuser Busch, Coors, and Miller. Porter’s Five Forces Model is a business strategy that was covered in Beer Wars. Anat Barron described how difficult it was for small craft beer makers to be new entrants to the beer industry. When Anheuser Busch felt the least bit threatened, they had the capital and access to distribution channels that the smaller breweries did not have. The craft breweries found it greatly difficult to compete with the big 3 because they were not a substitute for the Big 3’s product, they were a small competitor. Anheuser Busch controlled the bargaining power because they were able to keep prices down due to their size and pockets while small craft breweries had to be more expensive because of the quality and care that went into it on top of having to pay a higher rate for ingredients compared to the other large corporations. To...
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...“West Virginia’s Beer”. MMBC developed its brand equity as a symbol of toughness, authenticity, quality and uniqueness this with several other factors made MMBC successful. This legacy was started by Guntar Prangel in 1925 when he reformulated an old family recipe with quality ingredients. Brand Equity is defined as the $$$$ value contained in a specific brand. High alcohol content that appealed to the blue collar market along with these specific factors added to MMBC brand. It caters to regional tastes (dark, bitter). MMBC also has class cachet (it’s a miner’s beer) it’s family-owned, it’s perceived as being high-quality and it’s a legacy product. People seem to drink Mountain Man as a way to connect with past generations of their family. Brand played a critical role in beer purchasing decision. The promotion of MMBC was done by accentuating its dark color by packaging it in a brown bottle, with its original 1925 design of a crew of coal miners printed on the front. Mountain Man Lager was priced similarly to premium domestic brands such as Miller and Budweiser but below specialty brands such as Sam Adams. MMBC used its own sales force to focus on off-premise locations (liquor stores or supermarkets) with much success. Blue collar males purchased 60% of the beer they drank at these off-premise locations. The decline in MMBC was due to changes in beer drinkers preferences. This decline was happening across the whole United States to the traditional premium beer category at an annual...
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...MANAGEMENT AND PRODUCT INTRODUCTION Mountain Man a well-known brewing company is planning to introduce a new product line of beers. This case analysis and decides whether Mountain Man should go with its product introduction or not considering its financial health and brand value. Narendhiran S 2012H149236P 1. INTRODUCTION Company: Mountain Man Brewing Company is a family owned brewery located in West Virginia, established in 1925.Mountain Man brewed only one beer Mountain Man Lager also known as “west Virginia’s Beer” and a “Working man’s beer”. The company is experiencing a decline in sales by 2% due to changes in the preferences of beer drinkers. Present Position in the Market: Product – Mountain Man Lager, Bitter flavoured beer with slightly higher than average alcohol content and darker color. To accentuate its dark color, the beer was packed in a brown bottle, with its original 1925 design of crew of coal miners printed in the front. Mountain Man’s main differentiation from its competitors is its product. Price – Mountain Man Lager was priced similar to its competitors. Its price is $2.25 for a 12 ounce serving draft beer in a bar and $4.49 for a six-pack in a local convenience stores. Place – Their primary market was in East Central Beer Region – Illinois, Indiana, Michigan, Ohio and West Virginia. MMBC’s beer is mainly sold in liquor stores and super markets. Promotion – MMBC did not spend more on its promotion. They relied on grassroots marketing with their customers...
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...middle to low income men over the age of 45. * MMBC has very high brand awareness – in a recent study, MMBC Lager was rarted as the best known regional beer, unaided response rate of 67% from the state’s (WV) adult population * There is also a high perception of quality with MMBC Lager * MMBC has won multiple awards: * In 2005, won “Best Beer in West Virginia” for the 8th year in a row * In 2005, won “America’s Championship Lager” at the American Beer Championship What is distinctive about MMBC’s: * Product * Smoothness and drinkability * Distinctive bitter flavor * Slight higher than average alcohol content * Bottle also enhance overall image of product * Original 1925 design with coal miners authenticity and history * Brown bottle accentuating the beer’s dark color taste, ‘strong’ * Customers * In stark contrast to other domestic beers, drinkers of Mountain Man Lager skews heavily towards male, 81% compared to 58% for domestic light beers and 68% for domestic premium beers * Drinkers of Mountain Man Lager also skew older, 64% over the age of 45 compared to 48% for domestic light beers and 49% for domestic premium beers * Mountain Man Lager drinkers are also on the lower income range compared to other domestic beers * This customer segment seems to be very brand loyal and influenced by their reference groups. In a recent focus group, a participant said:...
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