Dubliner’s Ale is a global beer band which is based in Dublin, Eire. It has an international appeal for beer drinkers based mainly upon its well known and recognised brand.
- Differences between international and domestic marketing need to be addressed. Continue with international marketing activities where the traditional brand is easier to protect. Reconsider domestic marketing.
- Develop new and innovative products to compete in the new, exciting and innovative markets. Let’s develop (or buy into) a new lager brand, a new cider brand and an innovative spirit-based designer brands.
Its marketing strategies and especially its advertising campaigns are very high profile and even loved by those that enjoy high quality and creative commercials. However over recent years the market for traditional beers has been displaced by new and innovative alcoholic drinks brands. Today’s drinkers much prefer lagers, ciders and spirit-based designer brands. So Dubliner’s Ale has some creative marketing to do. Undertake a traffic lights exercise on their behalf, by placing the bullets below under the following headings:
- Red – STOP.
- Amber – PROCEED WITH CAUTION, and make some improvements.
- Green – Go or Let’s carry on with this activity.
Place the bullets below under the three headings above:
- Generate stylish and creative marketing communications campaigns for our new products that enhance and build upon our reputation for marketing excellence.
- Develop want tomorrow’s consumers will want, and jump one step ahead of our competitors.
- Depending upon narrow and out modish, traditional products. Today’s drinkers much prefer lagers than old fashioned beers.
- Spending a disproportionate amount of our marketing communications budget on products that consumers no longer value, simply because the campaigns are great.
- Positioning was great but now needs to be altered. Let’s reposition our traditional brand to make it appeal to today’s drinkers. This could even mean making ‘beers’ in general more acceptable to new segments.