Table of Contents

Executive Summary............................................................................................................. 3
Situation Analysis................................................................................................................ 4
Company Analysis.......................................................................................................................... 4
Consumer Analysis......................................................................................................................... 5
Market Research............................................................................................................................ 6
Product Analysis............................................................................................................................ 7
Competitive Analysis...................................................................................................................... 8
Distribution Review...................................................................................................................... 10
SWOT Analysis............................................................................................................................. 11

Planning Section................................................................................................................ 12
Target Market.............................................................................................................................. 12
Problem and Opportunities Statement...........................................................................................12
Marketing Objective..................................................................................................................... 13
Media Objective........................................................................................................................... 14
Communication/Advertising Objective...........................................................................................15

Timeline & Budget............................................................................................................. 16

Evaluation......................................................................................................................... 17
Focus Groups............................................................................................................................... 17
Survey......................................................................................................................................... 18
Sales analytics............................................................................................................................. 18

Appendix........................................................................................................................... 19
Creative Brief............................................................................................................................... 19

Works Cited....................................................................................................................... 21
2

Executive Summary
Craft beer is the fastest growing segment of the alcoholic beverage sector. Blue Moon has positioned itself
among the top brands within the segment. Their growth potential, mixed with the large backing of the
brand by parent company MillerCoors, allows for Blue Moon to have strong potential within the market. The
biggest challenge facing Blue Moon is the large amount of options within the beer market and being able
to distinguish the brand from other competitors within the minds of the consumers.
To break through this clutter, Blue Moon needs to establish itself as the brand that can truly become a part
of consumers day-to-day lives. This will be done through the use of ads and events to associate the brand
with every major and minor moment within the consumers lives. By creating a lifestyle that can be
associated with Blue Moon and making consumers feel like it is more than just a drink, the brand stands to
become the number one player within the market.

Situation Analysis
Company Analysis
Peter Coors, owner of MillerCoors, sent Keith Villa, head brewmaster and founder of Blue Moon, to Belgium
to get his doctorate in brewing science from the University of Brussels (Consumer Nation). Villa loved
Belgian-style beer and returned with a desire to craft his own version of Belgian brew. Coors approved and
footed the bill to begin Blue Moon Brewing making Villa the founder and brewmaster of Blue Moon Craft
Beer. In 1995, his first creation was Blue Moon Belgian White Belgian-Style Wheat Ale brewed in Denver,
Colorado Crafts Belgian inspired beers with a twist.

Villa made his own interpretation of the Belgian brew using a Valencia orange peel to add sweetness. He
then added oats and wheat to create a smooth, creamy finish. The final touch, he garnished the beer with
an orange slice to heighten the citrus aroma and taste. Most Belgian beers are garnished with a lemon,
however the orange garnish is a part of the Blue Moon twist on Belgian-style beer. The company is 50
percent owned by mass-market producer Molson Coors Brewing (TAP), with the rest held by London-based
SABMiller (SAB:LN), the worlds No. 2 brewer. Blue Moon is the centerpiece of MillerCoorss Tenth & Blake
Beer, an operating unit created to capitalize on the rapid growth of craft and import brews and to help
offset slowing sales of light beers.
From 1995 to 2005, Keith and crew hit the road. They went bar to bar, store to store, telling the story of
Blue Moon Brewing Company and the Belgian White. They would even go as far as dropping off bags of
oranges to garnish the beers at bars. Keith even started getting calls from the bar owners who ran out of
5

oranges. They told him how people loved the beer garnished with an orange slice. The only problem was,
bars didnt stock oranges as a drink garnish, so they wanted Keith to deliver more bags of oranges.
Parent Company
Category
Sector
Tagline/Slogan
USP

MillerCoors
Beverages
Food and Beverages
Artfully Crafted
Orange sweet flavor

Consumer Analysis
According to Mintel, craft beer consumers are predominantly ages 22-34. Craft beer came onto the market
in the 1980s. Because of this, older age groups had already developed their taste preferences, which is
why their interest in craft beer is significantly lower. White and Asian or Pacific Islander consumers hold a
large percentage of the craft beer market.
Craft beer consumers drink more to relax and enhance their mood. They place more of an emphasis on
slowing down and savoring the unique flavors a craft beer can offer. When drinking a craft beer, it gives
consumers status and often times they feel cooler in front of peers. The deceleration of fast paced America
is a major selling point for craft beer consumers.
Craft culture focuses on taste and quality. Craft beer consumers are significantly less likely to say their
purpose of drinking is to get drunk. People want to savor and appreciate a craft beer. In addition, the
community aspect is strong in craft beers. Consumers enjoy sharing knowledge with one another. Many
consumers prefer drinking in communal spaces such as tap rooms, bottle shops and beer-garden style
breweries.
Based on their low to moderate income, age group and urban lifestyle, Blue Moon consumers can be
categorized into two PRIZM groups. First, the Midtown Mix is a mix of all ethnicities and recent college
grads with lower-middle income averaging $38,576. They pursue very active social lives. They frequent
bars, health clubs and restaurants at a very high rate. Their music taste is progressive and they drive small
imports.
6

Young achievers are also a prime PRIZM group for Blue Moon. These young, hip singles have recently
settled in metropolitan areas. This group is twice as likely to include college students living in groups. The
incomes range from low to well-off, with the median household income being $52,931. Young Achievers
enjoy active nightlife, liberal politics, alternative music and progressive lifestyle.

Market Research
Blue Moon falls into the craft beer market, which makes up the fastest growing
portion of the alcoholic beverage segment. As of 2011 according to Mintel
Market Research, they make up 9.3 percent of the overall market share within
the craft beer segment, which accounts for a 1.8 percent growth in this
segment. Additionally, they have a 1.1 percent share of the overall domestic
beer market, accounting for a .2 percent increase over previous years.
Compared to the 2010 numbers, their growth made up for a 30.4 percent
increase moving into 2011, accounting for one of the largest growth of any
brand within the market. Blue Moon also has a strong showing within the 22-34
year old target market with a BDI of 131. The craft beer market also shows a
great deal of potential within the target market with a CDI of 107.
Within the market, many people already believe that Blue Moon is considered a
craft beer even though MillerCoors manufactures it. This is extremely beneficial
for the company because many customers actually want to see further
expansion by the larger corporations in the craft beer realm. These feelings are
especially prevalent within the group of people that already considers
themselves to be craft beer drinkers. The area within the market that seems to
be the hardest to overcome is the feeling by many that the larger corporations
do not make quality products.
The beer market is one that shows a great deal of segmentation, but also has
quite a bit of overlap within those different segments. In a survey on Mintel, 43
percent of respondents considered themselves craft beer drinkers while 76
percent and 64 percent considered themselves domestic and import beer
drinkers, respectively. This shows that the market is wide open for expansion
with a large portion of the market willing to act as brand switchers with little to
no thought or loyalty. On the other hand, this brings up a troubling scenario as
well with many not having strong brand loyalty to any one brand and makes it
difficult to anticipate hold from year to year.
This market is also in a state of increase and gains after experience a bit of a fall
in sales throughout recent years. Mintel projects that the sales of the overall

1.1%

share of the
overall
domestic
beer market

9.3%

overall
market share
in craft beer
segment

30.4%
increase in
growth since
2011

107
CDI

in

131
BDI

in

craft beer
market

target

Product Analysis
Blue Moons award-winning Belgian white can be enjoyed all year around. The unique brewing approach is
what makes Blue Moon an artfully crafted beer. There have been unusual ingredients used in the beer,
such as frankincense and peanut butter. Blue Moon used these uncommon ingredients because they are
always open to suggestions from consumers. To make sure they are delivering what the consumers want,
every batch is tasted and remade until the beer has reached perfection. In fact, the name came about
during a tasting. Someone said, a beer this good comes around only once in a blue moon. The name has
stuck ever since. (Blue Moon Brewing Co.)
Initially, the crafty vs. craft beer controversy seemed to pose a threat for Blue Moon as a product.
However, with further research, it is clear that a very few percentage find the controversy to be relevant.
Over half (66 percent) of adults ages 25-36 believe craft-style beer brewed by a large company can still be
considered a craft beer/microbrew. Also, over half (64 percent) would like to see more large companies
release a small, craft-style beer. Blue Moon is able to capitalize on this growing market.
Furthermore, according to a survey done by Simmons NHCS, respondents chose Blue Moon, Samuel Adams
and Yuengling as the top three microbrews that consumers drink.

66% of adults ages 25-36

believe craft-style beer brewed by a

large company can still be
considered a craft beer/microbrew

64%

would like to see more

large companies release a small
craft-style beer

10

Competitive Analysis
D.G. Yuengling & Son Traditional Amber Lager
D.G. Yuengling & Son was founded in 1827 and is the oldest brewery in the
United States. In 1987, Yuengling reintroduced the Traditional Amber
Lager, which is their flagship brand now. It is the largest brand of craft
beer and the fourth largest brewer in the United States. However, it is only
distributed in 14 states. Pennsylvania-based Yuengling has generated
somewhat of a loyal following among its beer fans. Yuengling, along with
Blue Moon, has the most significant volume sales gains, which increased
from 10.4 percent to 18.1 percent. It is famous for its rich amber color and
medium-bodied flavor with roasted caramel malt for a subtle sweetness
and a combination of cluster and cascade hops. The original flavors deliver
a well-balanced taste with very distinct character. The brand extended into
Ohio recently, to meet the high consumer demand.
According to Mintel, the companys market share in the craft beer category
is 15.4 percent. A six-pack costs on average $6.99. Some of their regular
promotions are the Yuengling Bad Boy Buggy Sweepstakes, the Yuengling
Ultimate Football Fan Challenge Sweepstakes, and the Yuengling Tailgate
Trailer Sweepstakes. The PRIZM group that fits the target market for this
company is Middle America. The target market is lower-middle class
homeowners living in small towns and remote exurbs. Consumers are
typically found in scenic settings throughout the nations heartland.
The target market tends to be white, high school educated, living as
couples or larger families and ranging in age from under 25 to over 65.
These conservative consumers tend to prefer traditional pursuits such as
fishing, hunting and recreational activities.

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Samuel Adams Boston Lager

Samuel Adams Boston Lager was launched in April 1985. It is the third
largest craft brand behind Blue Moon. The Boston Lager is a full-bodied
brew that is robust and rich with character. Only the finest hand-selected
ingredients are used to create this perfectly balanced, complex and fullbodied original brew. According to Mintel, Samuel Adams Boston Lagers
market share in the craft beer category is 7.2 percent with a six-pack
costing an average of $9.99. The major promotions for this beer are:
OktoberFest Stein Hoisting Competition, Longshot American Homebrew
Contest, Pumpkin Keg and Cosmic Mother Funk.
The PRIZM group that fits this company is Middleburbs. The target market
is middle-class with a suburban perspective. It includes a mix of
homeowners and renters as well as high school graduates and college
alums. The target market has plenty of discretionary income to visit
nightclubs and casual-dining restaurants, shop at midscale department
Anheuser-Buschs Shock Top
Anheuser-Buschs Shock Top was formed in 2008 with the merger of
leading Pacific Northwest craft brewers. The Belgian-style wheat ale is
made with real orange, lemon and lime peels with a little coriander spice
to the mix. This uniquely-crafted and award-winning ale is unfiltered to
create a brew that is naturally cloudy with a light golden color and a
smooth, refreshing finish. Approximately 700,000 barrels were sold in the
2012. The average price of a six-pack is $7.99. Some of the promotions
are Shock Top Earthwork and the many local restaurant promotions that
include discounts on certain schedule dates.
The PRIZM group that fits this companys target market is Midtown Mix.
This is one of the same target market groups as Blue Moon. The target
market is mostly lower-middle-income urban segments. Its a diverse
social group, consisting of a mix of single and couples, homeowners and
renters, college alumni and high school graduates. The market pursues
active social lives frequenting bars, health clubs, and restaurants at high

12

Distribution Review
Although on-premise sales for the overall beer market are low, on-premise sales of craft beer are becoming
a crucial factor in driving sales, according to a November 2013 BeerPulse.com post. On-premise sales
include restaurants, bars and any other place where the buyer consumes the beer at the location of the
purchase, instead of bringing the beer home.
According to Mintel, off-premise beer sales account for 76 percent share of the market in 2013, selling 2.1
billion 2.25 gallon cases, while on-premise volume sales are far lower, with 24 percent share in 2013 and
669 million 2.25 gallon cases sold in 2013. Off-premise beer sales are supported by the lower cost of
buying from a liquor store, convenience store, or grocery store, compared to the typically higher prices
found at bars, restaurants, nightclubs, and the like.
The craft beer trend is helping boost sales at a number of unique off-premise retailers, all of which have
increased their craft brew offerings. Craft brewers are reported to perceive convenience stores, which
control the highest individual share of beer sales, as particularly favorable sites for expanding in the
segment, and are therefore looking for opportunities to work with operators in the convenience channel.
Supermarkets nationwide are also experiencing solid growth of craft beer sales. Nationally, craft beer sales
make up about 14.3 percent of market share by dollars in grocery stores.

13

SWOT Analysis

14

15

Planning Section
Comparatively low prices of some competitors
High taxes and regulations
Large number of players in the same market

Threats
Weaknesses

Brand awareness and recall is lesser than

market leaders
Only seasonal availability of particular flavors

Opportunitie
s

Expansion has been made easy with easy

international trade laws
Exploration of new markets with the entry in
markets like UK, India, etc.
Low alcohol content and sweet taste appeals the
consumers

It has won many international awards which

have helped to increase the brand equity
Publicity in popular culture has helped the beer
to get an attention
Strong backing of parent company means good
distribution

Strengths

Problem and Opportunities Statement

Problem
Blue Moons top competitors are Sam Adams, Shock Top and Yuengling, however, the main focus is on Shock
Top because they have the same target market as Blue Moon. Both brands are viewed as similar products; a fun
craft beer for a decent price. Blue Moon needs to get further ahead of Shock Top and change something to
make itself stand out more. Blue Moon had sales equal to 15 percent of the 13.2 million barrels of craft beer
sold in the U.S. last year.
Opportunities
There is an open opportunity to increase existing Blue Moon consumers to be brand loyal and brand advocates
because Blue Moon only has one major competitor, Shock Top. Shock Top and Blue Moon are both Belgian-white
style beers garnished with an orange. Both of them are crisp refreshing beers to be enjoyed during the spring
and summer. That time period is best for Blue Moon to advertise. It also is a great opportunity to make our
target market brand loyal because our target market is relatively young and is still developing brand loyalties.

Target Market
Our target market includes males and females ages 22 - 34 years old. These consumers are recent college
graduates with a median income of $38,000, respectively. Many are living with roommates and enjoy sharing
bar outings or dinner out on the town with one another. These individuals are extremely social and tend to drink
with friends. Friends are an integral part of beer consumption. Many consumers in our target market will be
more inclined to purchase a beer if their friends have ordered one as well. These consumers prefer beer in a
social setting because they tend to go to bars frequently, and it is a less expensive alternative to other
alcoholic choices. The social aspect is a key element for our target market. These consumers enjoy living in the
moment and sharing those moments with friends. Oftentimes, our consumers turn to social media to share
their moments and experiences. Our target market is very well engaged in social media and almost all have
multiple platforms that they use ranging between Twitter, Instagram and Facebook. These male and female
consumers live in metropolitan and suburban areas. They have active social lives and tend to have many
friends they can go out with on the weekends or after work. Their enjoy music and consider it a large part of
their lifestyles. They predominantly keep up to date with their progressive music styles via social media.

16

Marketing Objective
1. To increase sales to the target market by 10 percent by the end of September 2015.
Strategy #1
Blue Moon is going to have end-caps at several grocery store chains in order to remind the consumer of
the brand while going down the aisle to purchase beer. End-caps will increase sales, as consumers will be
more inclined to purchase a beer that is being highlighted. In addition, there will be a promotion of buy one
six-pack, get another six-pack half-off.
Tactic A
Vons and Smiths grocery stores in Los Angeles, Denver, Seattle, Phoenix and Las Vegas will have an endcap display for one month total in each city.The end-caps will display the most popular beer, Belgian White,
along with the seasonal beer that is appropriate for that time period. Displaying the seasonal beer will
create awareness of that particular beer and assist in the increase of the sales of that beer. The oranges in
the produce section will have a nearby sign Blue Moon sign displayed Blue Moon that says The best
complement to an orange is a Blue Moon. Go to aisle ___ for a buy one get one half off. Cheers to the
Weekend.
Strategy #2
Blue Moon will sponsor popular music festivals, such as Stagecoach, Austin City Limits, and Sasquatch, in
targeted cities where their target market is in attendance.
Tactic A
Blue Moon will sponsor music festivals in San Francisco, Los Angeles, San Diego, Denver, Seattle, Austin,
Dallas, Portland, Las Vegas, Phoenix.
Tactic B
Blue Moon will be on all signage and infrastructure. It will be the only beer sold at these festivals and will
have several banners indicating they are the sponsor.

17

Media Objective
1. Reach 70 percent of the target market by the end of the campaign to attain an average frequency of
4.0 by repeated opportunities for exposure of the campaign message.
Strategy #1
Blue Moon is going to improve their online marketing by using social media websites to interact and create
relationships with their consumers. Blue Moon will use Facebook, Twitter and Instagram.
Tactic A
On all three social media sites, photos will be posted for event sponsorships of music festivals.
Tactic B
On all three social media sites, photos and posts will be posted about fun facts about Blue Moon and
upcoming discounts that will be offered in stores.
Tactic C
On all three social media sites, there will be three posts each for each platform a week.
Strategy #2
Blue Moon will have billboards in select cities to increase awareness about the music festival that is soon
coming to each city.
Tactic A
Billboards will be placed in the same cities as where the music festival is taken place. The billboard will be
put up one month before the start of the festival. The billboards will be seen in San Francisco, Los Angeles,
San Diego, Denver, Seattle, Austin, Dallas, Portland, Las Vegas, and Phoenix.
Tactic B
18

Billboards will feature the campaign slogan, Cheers to the Experience. The billboard will have the Blue
Moon logo along with the music festival logo and date of the festival.

Communication/Advertising Objective
1. To increase engagement with Blue Moon by 35 percent among the target market after three months
of the campaign launch.
2. To increase campaign awareness by 70 percent amongst existing Blue Moon consumers by the end
of the campaign.
Strategy #1
Blue Moon will have commercials and product placement that will be shown on select channels during
select shows in order to reach the target market.
Tactic A
Commercials will only be shown on ESPN because it is one of the only channels that is watched in real
time. Commercials will be bought during Sports Center, featuring the tagline Cheers to the Rush at the
end of the commercial.
Tactic B
Blue Moon will have product placements in The Bachelor to stay in consumers top of mind and to build
brand awareness. For example, people on the show will be drinking Blue Moon.
Strategy #2
Blue Moon will partner with Southwest Airlines to be able to provide Blue Moon on all Southwest flights
because they fly into our target cities.
Tactic A
The Blue Moon tagline will be featured on the Blue Moon plastic cup that will hold the drink. The cup will
feature the tagline Cheers to the Adventure.
19

Tactic B
A Blue Moon key chain will be given to the each customer who buys two Blue Moons on the flight.

Timeline & Budget

20

Evaluation
Focus Groups
Hold

focus groups in the 10 markets Blue Moon advertised in. Ask questions like:
Did you see Blue Moon billboards? If you did see the billboard - what do you recall it saying?
Did you see in-store promos?
Do you follow us on social?
Have you flown recently?
o What airline did you fly?
o If you flew Southwest, did you purchase an alcoholic beverage?
o What beverage did you purchase?
o If you bought a Blue Moon, did you buy the second beer to receive the keychain?
o Do you still have the keychain?
What beer do you drink?
o What do you think about Blue Moon?
o Have you had Blue Moon?
Have you gone to a musical festival?
o Which one?
o What did you drink?
o Why did you drink it?
o How did you like it?
Do you drink Blue Moon in restaurants and bars?
o Why do you drink it there?

21

Survey
Email surveys to consumers that bought Blue Moon based on
data.
The survey will ask questions like:
Why did you buy Blue Moon?
Did you see the in-store advertisements?
Did you purchase an orange(s) with your Blue Moon?
When and where did you drink your Blue Moon?
Did you drink alone or with company?
o Do you drink it at home too?

Sales analytics
Blue Moon will measure:
Amount of in-flight beers sold
Number of key chains given away due to buy-one-get-one
promotion
Number of Blue Moons sold at the music festivals
Number of Blue Moons sold in-store
ROI for the sales promotion
22

Sales of Blue Moon in restaurants and bars

Appendix
Creative Brief
Clients Marketing Objectives
To increase sales of Blue Moon to lower-middle income consumers who are 22-34 year olds, have active
lifestyles and live in an urban setting by 10 percent by the end of September 2015.

Who Are We Talking To? (Key attitudes and/or behaviors)

Blue Moon is talking to existing Blue Moon customers ages 22-34 years old. They are displaying Blue Moon
as an exciting and lively alcoholic beverage. The goal is to have our existing Blue Moon customer base that
usually purchases Blue Moon in restaurants and bars to also buy Blue Moon.

What Communications Goals Are We Trying To Accomplish?

Our brand to be perceived as the best beer to be enjoyed for any occasion and at any location. Blue Moon
consumers will feel like drinking Blue Moon can make their night in more relaxing, their flight to feel more
like an adventure, the sporting event more exciting or the music festival to feel more exhilarating - that
Blue Moon is the perfect complement to an exhilarating event or a relaxing night at home.
23

Advertising Tone
The tone for the advertisements is exciting and lively. This tone matches the company and the message
that is being communicated by the company to the consumer.

The One Thing (the unifying idea that binds all tactics)
Blue Moon is a beer that can complement every thrill a consumer can experience in life.

Why is The One Thing relevant to the target?

The target market is focused on experiences and being in the moment. This target market enjoys spending
money on the destination and are willing to spend money on traveling expenses.

Success Criteria (key measures, client and agency)

The predominant measure of success will be through sales and whether a significant increase is visible
during the life of the campaign and whether the 10 percent goal was met. The sales will also be analyzed
to see how much was sold at sponsored events, in-stores, in flight and the ROI for the key chains and cups
to see what tactics were successful and which ones fell short.
Disclaimers
Please drink responsibly.
24

Must be 21 or older to enjoy.

Slogan
Cheers to the _____. For example, Cheers to the Experience for music festivals, Cheers to the Rush for
sporting events and Cheers to the Adventure for travel. The end word will change according to the
medium/event.

URL
http://www.bluemoonbrewingcompany.com/AV
Social Media Symbols
Instagram: BlueMoonBrewCo
Twitter: @bluemoonbrewco
Facebook: Blue Moon Brewing Company

25

Works Cited
Alibaba. (2014). Retrieved November 16, 2014, from
http://www.alibaba.com/showroom/customized-logo-printed-pp-plastic-cup.html

Bloomberg Businessweek, Blue Moon vs. Craft Beer Rivals: MillerCoors Strikes Back, (2013, August)
http://www.businessweek.com/articles/2013-08-08/blue-moon-vs-dot-craft-beer-rivals-millercoors-strikes-back

Blue Moon Brewing Company, (2014). Retrieved September 20, 2014, from http://www.bluemoonbrewingcompany.com/Home

C.A.S.P.I.A.N. (2014). Retrieved November 16, 2014, from http://www.nocards.org/list/supermarketlist_bottom_RtoZ.html

Clear Channel Outdoor. (2014). Retrieved November 16, 2014, from

http://clearchanneloutdoor.com/how-to-buy/rates/

Cockeyed. (2007, December). Retrieved November 16, 2014, from http://www.cockeyed.com/citizen/retail/raleys.php

26

MBASkool, (2014). Retrieved September 20, 2014, from http://www.mbaskool.com/brandguide/food-and-beverages/5183-bluemoon.html

Mintel: Global Market Research. (2014, June). Retrieved September 22, 2014, from
http://academic.mintel.com.ezproxy.library.unlv.edu/display/680491/
Mintel: Global Market Research. (2013, December). Retrieved September 22, 2014, from
http://academic.mintel.com.ezproxy.library.unlv.edu/display/637799/
Nielson PRIZM Social Groups. (n.d.). Retrieved October 1, 2014, from http://www.claritas.com/MyBestSegments/Default.jsp?
ID=7020&menuOption=learnmore&pageName=PRIZM%2BSocial%2BGroups&segSystem=PRIZM
Rotunno, T. MillerCoors Crafts Small Beer Strategy, Consumer Nation, (2011, October). http://www.cnbc.com/id/45079554#

Southwest Airlines. (2014). Retrieved November 16, 2014, from

http://www.swamedia.com/channels/Corporate-Fact-Sheet/pages/corporate-fact-sheet

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