Big Rock Marketing Strategy

Good Essays
Topics: Beer
Key Benefits and Positioning
It is in a company’s best interest to use key benefits to distinguish their products from their competitors by providing an innovative product or service by utilizing their marketing plan. In addition, product positioning is one of the essential elements in marketing that every company should be able to do properly in order to present a meaningful image in their consumer’s mind that is also a positive reflection of the company. Big Rock considers these elements when implementing their marketing plan and created their beers with simplicity and elegance.
Key Benefits:
To set them apart from the competition, Big Rock has adopted different marketing strategies to improve as a company as well represent their company’s
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Many locals have the privilege to dine at Big Rock’s Grill where they can find the wide variety of ales and lager Big Rock has to offer.
Local and Additive free: Big Rock takes great pride in serving beer made with local ingredients with no additives, preservatives or pasteurization that was targeted to a health conscious psychographic. Unlike most of the other beers, Traditional Ale provides consumers with a natural choice. Big Rock was one of the first beer breweries to start in Alberta and is titled as, “Canada’s leading craft brewer” (“Big Rock”, 2011). Many tourists are surprise with the unique flavor Traditional Ale offers and many describe a visit to Big Rock’s brewery as an extraordinary experience that everyone should try at least
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Big Rock started off with only three flavours: Traditional Ale, Big Rock Bitter, and Cock o’the Rock Porter, when they first launched in small town Lethbridge in 1985. Traditional Ale remained as a popular choice around Alberta’s pubs because it was preferred by many consumers. Big Rock kept their traditional roots and generated their name after a multi-tonne granite glacial deposit located outside of Okotoks, Alberta (“History”, 2011).
The two founders, Ed McNally and Berne Pieper wanted to create a beer their local community would appreciate. Traditional Ale was brewed to be rich, full-bodied brown ale in the English style, a beer that provides distinct flavours that the standard Canadian pub fare has yet to offer.
Big Rock’s Traditional Ale is positioned in the beer market as a great tasting, all natural English style ale perfect for any occasion produced with the best malt barley in the world. Big Rock has access to fantastic water right off the Rockies, really high mineral content that is perfect for making

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