Madcap Craftbrew and Bottleworks, Inc. needs to develop a strong brand image, increase sales and revenue and build brand loyalty. Analysis of the case
The origins of the Zebra beer could be traced back to the Decker family, who lived in the Aslace region between Germany and France around 1857. This German family has immigrated to United States and wanted to establish brewery in the Cincinnati area. However, the lack of capital and an arrival of the prohibition era put their dreams on hold. Eventually three member of the family: Rick Sietz, Jerry Decker & Chad Seitz decided to establish as well as grow their family business. By May of 1997, the three members were still devoted to the success of their company, but their passion was strongly affected by the difficulties they have came across in breaking into the beer market and growing a sustained level of sales. Therefore, in order to compete with other super-premium beers, such as Samuel Adams, Pete’s Wicked Ale and Blue Moon, MCB must make major changes in its product and marketing plans. MCB must expand its market offerings and make adjustments to production and marketing that will allow distribution outside of the Ohio, Indiana and Kentucky regions.
List of alternatives
To increase Zebra’s sales volume and revenue and build brand loyalty, MCB has the following alternatives: a.
Maintain the Zebra brand position as a Super-Premium Beer b.
Launch the Zebra brand on the West coast.
Repackage the Zebra brand from painted bottles to paper labeled bottles d.
Introduce new brands to compete with Premium and Ultra-Premium brand categories
Evaluation of Alternatives
The test market data performed in Bloomington, Indiana leads us to believe that a lower price may be the solution to increase the acceptance of the Zebra brand. I feel that this price reduction will also weaken the perceived value of the Zebra beer. In a microbrew situation such as this, lowering the...
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