0 valutazioniIl 0% ha trovato utile questo documento (0 voti)
73 visualizzazioni30 pagine
A comprehensive survey of the current digital presence of Burlington-based national craft brewery, Magic Hat. The document includes a full website/social media audit, definition of industry trends, competitor analysis, SWOT analysis, target market definition, and goals for the company.
A comprehensive survey of the current digital presence of Burlington-based national craft brewery, Magic Hat. The document includes a full website/social media audit, definition of industry trends, competitor analysis, SWOT analysis, target market definition, and goals for the company.
Copyright:
Attribution Non-Commercial (BY-NC)
Formati disponibili
Scarica in formato PDF, TXT o leggi online su Scribd
A comprehensive survey of the current digital presence of Burlington-based national craft brewery, Magic Hat. The document includes a full website/social media audit, definition of industry trends, competitor analysis, SWOT analysis, target market definition, and goals for the company.
Copyright:
Attribution Non-Commercial (BY-NC)
Formati disponibili
Scarica in formato PDF, TXT o leggi online su Scribd
Maglc PaL 8rewlng Company was founded ln 1994 ln SouLh 8urllngLon, v1. lL ls currenLly owned by norLh Amerlcan 8rewerles, whlch ls owned by llorlda larm & lce Co. As such, Maglc PaL has access Lo a good deal of resources Lhrough lLs parenL corporaLe conglomeraLe. CurrenLly, Lhe Maglc PaL markeLlng deparLmenL conslsLs of Lwo brand managers, Lwelve graphlc arLlsLs, four web Leam members (deslgners/developers), and one soclal neLwork 2
manager. 1he brand mangers work aL Lhe norLh Amerlcan 8rewerles offlces ln 8uffalo, n?, whlle Lhe resL of Lhe deparLmenL works ouL of 8urllngLon, v1. lL ls worLh noLlng LhaL Lhey do noL currenLly have a poslLlon dedlcaLed Lo SLC or analyLlcs. AnalyLlcs monlLorlng duLles are spllL beLween Lhe soclal medla manager and Lhe web Leam. As for flnanclal resources, Maglc haL has a slzable quarLerly markeLlng budgeL, as well as a dedlcaLed quarLerly soclal medla budgeL. 8udgeL amounLs are ad[usLed based on Lhe currenL campalgn and focus of Lhe season (le. a new beer, a seasonal beer, a seasonal varleLy back, an upcomlng evenL, eLc.). 1hough Lhe exacL amounL of Lhe budgeL ls noL publlcally dlsclosed, lL glves Lhe Maglc PaL Leam room Lo work. lf need be, Lhe markeLlng Leam could campalgn for addlLlonal funds. 1he budgeL number ls pro[ecLed Lo grow ln Lhe comlng years, followlng efforLs Lo show company hlgher-ups Lhe value of soclal medla. Cverall, fundlng ls a sLrengLh of Maglc PaL.
Maglc PaL's currenL markeLlng comblnes LradlLlonal and dlglLal markeLlng efforLs. lLs LradlLlonal efforLs cenLer around Lhe hosLlng of concerLs and oLher evenLs, as well as fesLlval and band sponsorshlp. Many of Maglc PaL's evenLs are held aL Lhelr brewery and are puL on Lo beneflL local charlLles, for example, Lhe annual !"#$%&'(&)*# evenL beneflLs Lhe vermonL loodbank. As for concerLs, Maglc PaL hosLs concerLs wlLh a dlrecL connecLlon Lo lLs beers. 1he Palloween nlghL of Lhe Llvlng uead aL Lcho Lake Aquarlum show, for example, promoLes Lhelr seasonal nlghL of Lhe Llvlng uead varleLy pack. ln Lerms of sponsorshlp, Maglc PaL's mosL noLable fesLlval sponsorshlps are 8onnaroo, CaLherlng Cf 1he vlbes, and PeavyfesL. Cn Lhe dlglLal slde, Maglc PaL has a webslLe, an emall newsleLLer Lhrough MallChlmp, lacebook, 1wlLLer, lnsLagram, CnLappd, ?ouLube, and has dabbled ln vlne, Myspace, 1umblr, and loursquare. As for analyLlcs, Maglc PaL uses only free producLs. 1hey use Coogle AnalyLlcs, lacebook lnslghLs, 1wlLLer AnalyLlcs (for 1wlLLer Ads), and MallChlmp's bullL-ln emall analyLlcs. 1hese lLems wlll be covered furLher ln Lhe onllne presence/soclal medla audlL.
1he markeLlng goals of Maglc PaL are ldenLlfled as growlng buslness ln dlsLrlbuLlon and volume, whlle malnLalnlng core bellefs ln quallLy, creaLlvlLy, and fun. CurrenLly, Maglc PaL ls avallable across Lhe unlLed SLaLes and sells 134,236 barrels per year. lLs goals cenLer around lmprovlng avallablllLy and barrel sales, whlle malnLalnlng lLs dlsLlncL brand ldenLlLy and personallLy. uesplLe lLs slze, Maglc PaL ls careful Lo malnLaln lLs small crafL brewery" feel.
1he brewlng company ldenLlfles lLs LargeL cusLomer as younger" - ages 23 Lo 39. Maglc PaL LargeLs beer drlnkers of elLher gender. 1he company LargeLs lndlvlduals locaLed across lLs dlsLrlbuLlon area, Lhough lLs popularlLy ls hlghesL ln Lhe norLheasL. lLs LargeL markeL has a creaLlve slde and a love of arLs and muslc. 1he company also LargeLs Lhose who are proacLlve Loward soclal change and en[oy Lo beneflL a good cause. Maglc PaL ldenLlfled LhaL lLs LargeL are lndlvlduals and have a sLrong sense of personal ldenLlLy.
3
Source: upLake.com
PROBLEM DEFI NI TI ON
Maglc PaL's maln problem ls belng able Lo produce producL and packaglng LhaL ls dlfferenL enough Lo sLand ouL among 2,300 oLher crafL brews, boLh on Lhe shelves and aL bars. ln a markeL where Lhere are so many companles flghLlng for Lhe same Lhlng, one can lmaglne Lhe pressures relaLed Lo malnLalnlng a proflLable poslLlon ln Lhe lndusLry. WlLh so much compeLlLlon, Maglc PaL sLruggles Lo produce a producL LhaL ls unlque, boLh ln appearance and LasLe, from any oLher beer. AL Lhe same Llme, Maglc PaL musL sLay Lrue Lo Lhe creaLlve, fun brand lmage and personallLy LhaL lL has esLabllshed. lLs communlcaLlons musL be unlformed and coheslve ln order Lo culLlvaLe Lhe brand's persona and Lhe culLure around Lhe brand.
4
Maglc PaL has a developed volce and presence on many soclal medla slLes, lncludlng lacebook, 1wlLLer, and lnsLagram. lL also has lLs hand ln many oLher neLworks, such as ?ou1ube, unLappd, vlne, Myspace, 1umblr, and loursquare. 1he challenge for Maglc PaL ls Lo creaLe a unlformed presence across all Lhese neLworks and Lo connecL Lhese neLworks ln a meanlngful way.
As a naLlonal company, Maglc PaL musL also balance Lhese lssues wlLh a deslre Lo expand lLs presence ln key markeLs. 1he company has ldenLlfled Lhese markeLs as: Lhe aclflc norLhwesL, speclflcally Callfornla and Colorado, as well as Lhe SouLhwesL, nevada and new Mexlco ln parLlcular. lurLher expanslon lnLo Lhese areas musL conLend wlLh SLaLe and lederal laws, ln addlLlon Lo esLabllshed local compeLlLors.
Source: Mlndomo 8log
WEBSI TE ANALYSI S
Cverall Lhe Maglc PaL webpage acLs as a deLalled, lnformaLlve face for Lhe brand. 1he colors are brlghL and aesLheLlcally pleaslng. 1he brand lmage ls very evldenL LhroughouL every page Lhe hoL Labs connecL Lhe vlslLor Lo. Lvery blL of lmagery flLs perfecLly wlLh Lhe Lheme of Lhe page. A vlslLor of Lhe slLe wlll flnd lL very easy Lo navlgaLe, flndlng whaL Lhey are looklng for wlLh llLLle efforL. 1here are plenLy of promoLlonal pleces for new seasonal brews, evenLs, and offerlngs. Maglc PaL's page ls beauLlfully lnLerLwlned wlLh Lhelr ?ou1ube, 1wlLLer, lacebook, and lllckr medla as well. 8elng as LhaL Lhls ls a very arLsy brand, lL ls greaL Lo see speclal pleces feaLured LhroughouL.
Cne lnLeresLlng feaLure ls Lhe "1unes on 1ap" secLlon. lL offers whaL some would call a "sLralghL from Lhe rooLs" experlence. 1hls lncludes some of Lhe company's favorlLe Lunes for Lhe vlslLor's 3
llsLenlng pleasure. Many of Lhe songs chosen reflecL Lhe Maglc PaL rooLs, wlLh Lracks lncludlng hlsh, CraLeful uead, and apadoslo. 1hls lncreases Lhe slze of Maglc PaL's reach as fans of Lhe muslc wlll make a connecLlon Lo Lhe brand.
Maglc PaL offers up some really cool producLs oLher Lhan Lhelr popular beers. navlgaLlng Lhelr ecommerce slLe ls a breeze and deflnlLely does a greaL [ob of hlghllghLlng Lhelr branded memorabllla. 1hey do a greaL [ob of brandlng pracLlcal lLems LhaL no oLher brewery has LhoughL Lo use. An example belng Lhe brandlng of condoms, playlng off Lhe name Maglc PaL". 1hls creaLlve Lhlnklng ls a greaL (cheap) way Lo reach Lhe Lens of Lhousands of college sLudenLs ln 8urllngLon LhaL are already comlng ln conLacL wlLh Lhe brand ln every bar, resLauranL, and convenlence sLore Lhey vlslL around Lown.
ONLI NE PRESENCE/SOCI AL MEDI A AUDI T
As menLloned above, Maglc PaL uses lacebook, 1wlLLer, lnsLagram, ?ou1ube, and unLappd. Maglc PaL currenLly has general soclal medla rules. Across all ouLleLs, Lhey shooL for aL leasL one posL per brand per day. lacebook ls a speclal excepLlon where Lhe company wlll rarely posL more Lhan once a day - ln order Lo avold clogglng newsfeeds. Cn 1wlLLer, Maglc PaL makes lL a rule Lo reply and engage as much as posslble. As a rule, posLs Lo 1wlLLer and lnsLagram become much more frequenL durlng speclal evenLs, concerLs, and fesLlvals. ln general, Lhe company abldes very closely Lo Lhese rules.
FACEBOOK:
6
Cn lacebook, Maglc PaL has 249,603 llkes, 3,230 Lalklng abouL Lhls", and 18,430 were here". 1he company has a large selecLlon of phoLos, mosLly showlng Lhe beer, brewery, and arL and muslc assoclaLed wlLh Lhe brand. 1here are albums for every ma[or Maglc PaL fesLlval and evenL (le. PeavyfesL, 8onaroo, Mardl Cras, Summer Sesslons, eLc.). AddlLlonally, Maglc PaL creaLes lndlvldual evenL pages for lLs upcomlng evenLs. 1he company page also has a Slpcode LocaLor" funcLlon where vlslLors can locaLe places Lo buy Maglc PaL locally. 1he Lop bar of Lhe page has a Shop" opLlon LhaL llnks Lo feaLured lLems ln Lhe shop, whlch are updaLed Lo maLch Lhe webslLe. Maglc PaL's page also has a llnk Lo enLer a conLesL for a Maglc PaL prlze pack and Lrlp. Maglc PaL posLs once every day or Lwo and does a good [ob of lncludlng plcLures and vldeos. lL also does a good [ob of replylng Lo commenLs on lLs posLs. Maglc PaL's user raLlngs on lacebook are hlghly favorable and almosL enLlrely four or flve sLars. Compared Lo compeLlLors, Maglc PaL's lacebook page vasLly ouLshlnes compeLlLors llke SwlLchback and Slerra nevada ln boLh page numbers (llkes, Lalklng abouL Lhls, were here) and quallLy/frequency of posLs, Lhough lL falls behlnd brands llke Samuel Adams, especlally ln Lhe page numbers.
TWITTER:
As for 1wlLLer, Maglc PaL has a maln accounL, a conLesL accounL, and separaLe accounLs for lLs ma[or markeLs - 8urllngLon, new ?ork ClLy, hlladelphla, uC, and 8alLlmore. Lach of Lhe pages generaLes lLs own unlque and locaLlon-relevanL posLs. 1he maln accounL has 7,603 LweeLs and 33, 104 followers. 1wlLLer acLlvlLy ls a comblnaLlon of sharlng plcLures, updaLes, reLweeLs, and conversaLlons. lL ls worLh noLlng LhaL Lhe ma[orlLy of Maglc PaL posLs are replles or lnLeracLlon wlLh followers. Maglc PaL's lnformaLlonal posLs do a good [ob of uslng relevanL hashLags, such as #crafLbeer, #vLbeer, and evenL speclflc hashLags. 1he blo for Lhe maln page does a good [ob of capLurlng Lhe qulrky creaLlve slde, whlle Lhe oLher accounLs glve a more sLralghL-forward descrlpLlon of Lhe Lype of conLenL Lhey share. Cverall, Maglc PaL ls ln a sLrong poslLlon on 1wlLLer. Many of lLs local compeLlLors do noL have a 1wlLLer accounL, whlle Maglc PaL ouLshlnes larger compeLlLors llke Samuel Adams and Parpoon ln number of followers and fan lnLeracLlon. 7
INSTAGRAM:
Maglc PaL's lnsLagram accounL has 313 posLs and 10,224 followers. 1he company has a preLLy baslc blo wlLh a llnk Lo Lhe Maglc PaL webslLe. 1he plcLures and vldeos on lnsLagram are almosL enLlrely Lhe same a Lhose on lacebook. As such, Lhey cenLer around Lhe beer, Lhe brewery, and Maglc PaL arL and muslc. 1he plcLures range from abouL 100 Lo 300 llkes. CommenLs range from a handful Lo an upwards of LhlrLy or so. As ln Lhe case of 1wlLLer, many of Maglc PaL's local compeLlLors do noL have lnsLagram. As for Lhe larger compeLlLors, Maglc PaL has nearly double Lhe followers of Sam Adams and Parpoon, buL abouL Lhe same amounL of llkes and commenLs.
8
YOUTUBE:
Maglc PaL also has a presence on ?ou1ube. 1helr channel has 232 Subscrlbers and 86,434 LoLal vlews, a relaLlvely small followlng compared Lo some of Lhelr more developed soclal medla presences. 1he AbouL secLlon has a shorL blo and a llnk Lo Lhe company webslLe, however Lhe ?ou1ube channel ls noL llnked from Lhe webslLe. Maglc PaL has lLs logo as a proflle lmage, buL no background phoLo. 1hough Maglc PaL has posLed a slgnlflcanL number of vldeos, Lhe company's mosL recenL vldeo was posLed over seven monLhs ago. 1he dlscusslon posLs abouL Lhe channel are slmllarly daLed. 1he channel was prlmarlly used Lo revlew and dlscuss new beer offerlngs, buL Lhe mosL popular vldeo was a former Maglc PaL commerclal wlLh a fun Lake on Lhelr brewlng process seL Lo clrcus muslc. CompeLlLors Parpoon and Slerra nevada boLh have a ?ou1ube presence. Parpoon ls found Lhrough a channel called frlendofharpoon", whlch posLs Parpoon lnLervlews and llnks Lo Lhe Parpoon webslLe. Slerra nevada has Lhe mosL developed presence on ?ou1ube wlLh abouL Lwlce as many Subscrlbers as Maglc PaL. ?ou1ube 9
remalns a huge opporLunlLy as nelLher Maglc PaL nor lLs dlrecL compeLlLlon have Laken a flrm hold of Lhls ouLleL.
UNTAPPD:
unLappd ls anoLher soclal neLwork on whlch Maglc PaL ls presenL. lLs numbers on Lhe webslLe are: 288,607 beers consumed, 84,347 unlque consumers, 2,742 consumed Lhls week, and 18,886 consumed Lhls monLh. Maglc PaL has Laken ownershlp of lLs company page and seL Lhe proflle phoLo Lo Lhe company logo. 1he unLappd page has llnks Lo Lhe Maglc PaL webslLe, 1wlLLer, lacebook, and 8SS feed. ln Lerms of page numbers, Maglc PaL beaLs local compeLlLors, llke SwlLchback and Long 1rall. lL ls almosL exacLly on par wlLh Parpoon, whlle lL falls shorL of Lhe numbers of Slerra nevada and 8osLon 8rewlng Company. Maglc PaL's and [usL abouL all of lLs compeLlLors are ranked aL a 3.3 ouL of 3 sLars. Maglc PaL has made use of whaL ls avallable on unLappd and lLs page ls on par wlLh Lhe compeLlLlon.
10
SEARCH ENGINE OPTIMIZATION:
As for SLC, Maglc PaL does falrly well across Coogle, ?ahoo, and 8lng. Cn Coogle, Lhe webslLe ls Lhe Lop resulL, followed by a llnk Lo Lhelr vlslL Lhe ArLlfacLory" page, and a llnk Lo Lhelr #9 page. 1he flfLh and slxLh resulLs were Wlklpedla and an unrelaLed page. 1helr 1wlLLer comes ln as Lhe sevenLh llnk, followed by revlews from 8aLe8eer and ?elp. Cn Lhe slde, Coogle's Maglc PaL 8rewlng Co. enLry appears wlLh an address, phone number, and map. Cn ?ahoo, Lhe flrsL resulL ls Lhe company webslLe, followed by Lhe Wlklpedla page and Lhe #9 page. 1he 8eerAdvocaLe revlew and Maglc PaL ArLlfacLory page come ln laLer on Lhe Lop page, whlle Lhe resL of Lhe resulLs are unrelaLed. 8lng feaLures Lhe company webslLe as Lhe Lop resulL, followed by Lhe Wlklpedla enLry and 8eerAdvocaLe revlews. 1he only oLher relaLed resulLs ln 8lng's Lop page was a llnk Lo Maglc PaL's 8lackmaglc page. Cn Lhe slde, 8lng feaLures a map, address, 11
hours, ?elp revlews, and phoLos of Lhe brewery. Cverall, Maglc PaL's SLC ls decenL. 1helr llsLlngs ln Coogle are solld, buL leave room for lmprovemenL. Cn 8lng and ?ahoo, Maglc PaL could work Lo achleve more relevanL Lop page resulLs. Across all Lhree, Lhelr soclal medla pages dld noL reach Lop page.
I NDUSTRY TRENDS
As of 2u12, the 0niteu States beei inuustiy is woith ovei $99 billion anu seives 2uu,u28,S2u baiiels annually (Bieweis Association). The inuustiy is uominateu by giants, Anheusei-Busch InBev anu Nillei Coois, togethei accounting foi 7S% of the 0niteu States beei inuustiy (Bemetei uioup). As a whole, the beei inuustiy is losing tiaction to wine anu spiiits. Beei hau a SS% alcohol maiket shaie in 2uuu, compaieu to only 49% in 2u11 (Bemetei uioup). The beei inuustiy hau seen a steauy uecline in piouuction since 2uu8, until 2u12 biought the inuustiy a slight 1% inciease (Bieweis Association).
The massive beei inuustiy is bioken into seveial segments baseu on the quality, piice, anu oiigin of the beei. These categoiies aie: Piemium Beeis, like Buuweisei anu Coois Light; 12
Sub Piemium Beeis, like Natuial Light anu Busch; Supei Piemium Beeis, like Blue Noon anu Nichelob 0ltia; Impoits, like Coiona anu Beineken; anu Ciaft Beeis, like Sam Auams anu Lagunitas (Bemetei uioup). Nagic Bat's beeis fit into the Ciaft Beei segment. Nagic Bat as a company fits the Biewing Association stanuaiu foi a ciaft biewei baseu on its piouuction, owneiship, anu beei poitfolio.
Conveisely to the inuustiy as a whole, the ciaft beei inuustiy has enjoyeu vast anu sustaineu giowth. In 2u12, the inuustiy giew 1S% by volume anu 17% by uollais (Bieweis Association), while in 2u11, it giew 1S% by volume anu 1S% by uollais (Bieweis Association). As of 2u12, ciaft beei was a $1u.2 billion inuustiy anu piouuceu 1S,2SS,917 baiiels (Bieweis Association). This boom in ciaft beei has leu to a iapiu inciease in competition. As of Naich 2u12, 4u9 ciaft bieweiies openeu, contiibuting to a total of 2,S47 ciaft bieweiies opeiating foi some oi all of 2u12 (Bieweis Association).
CredlL: uemeLer Croup
To capitalize on populaiity of ciaft beei, inuustiy playeis aie taking seveial appioaches. The inuustiy heavyweights aie tuining to ciaft beei incubatois (Bemetei uioup). These incubatois, Ciaft Biew Alliance in the case of AB Inbev anu Tenth anu Blake Beei Company foi NilleiCoois, aie companies within a company (Bemetei uioup). They buy select ciaft beei bianus anu act as the uistiibutoi, but otheiwise leave the beeis moie oi less unchangeu. Laige, establisheu ciaft bieweis aie appioaching the situation in a uiffeient way. These companies aie expanuing theii geogiaphic footpiints by opening auuitional bieweiies in stiategic locations (Bemetei uioup).
13
Cieuit: Bemetei uioup
Foi example, Sieiia Nevaua built a bieweiy acioss the countiy in Nills Rivei, Noith Caiolina. Yuengling uiu the same, expanuing to incluue a seconu bieweiy anu Southein heauquaiteis in Tampa, Floiiua (Bemetei uioup). In auuition to uomestic expansion, many companies aie looking inteinationally. Cuiiently, Euiope has seen steauy giowth in beei uemanu, while South Ameiican, Afiica, anu Asia aie piojecteu to giow 4% to S% each thiough 2u16 (Business Insights, Bemetei uioup).
Possibly the most ciitical inuustiy tienu in ciaft beei is a shift fiom bianu to style. In othei woius, consumeis aie looking foi specific styles (ie. Pale Ale, IPA, Lagei, etc.) anu then choosing the bianu within the style (Bemetei uioup). This tienu has pioven paiticulaily tiue among ueneiation YNillennials (Bemetei uioup). This tienu makes keeping up with uesiieu types of beei highly impoitant. Foi example, Light beei fell below Su% consumption foi the fiist time in yeais, leauing to significant ievenue hits foi bianus like AB Inbev's Buu Light (ReseaichNoz).
Right now, consumeis aie looking foi vaiieu, flavoiful, anu unique beei offeiings (Business Insights). This has leu to the appeaiance of many stiongei, high ABv beeis anu change of pace beeis like souis. AB Inbev capitalizeu on the highei ABv tienu with Buu Light Platinum, captuiing 1% of all beei sales in its uebut yeai (St. Louis Post- Bispatch). Anothei tienu in teims of beei offeiings is foou paiiing (Business Insights). Consumeis aie looking foi beeis uesigneu to complement specific flavois of foou.
The cuiient beei inuustiy situation couples giowing uemanu with incieaseu competition. Consumeis aie looking foi specific beeis anu companies who uiffeientiate themselves. If piopeily manageu, these tienus iepiesent significant oppoitunity foi a giowing company, like Nagic Bat. 0n the othei hanu, theie is also significant iisk of being lost in the shuffle. 14
The ciaft beei inuustiy is open foi establisheu bianus like Nagic Bat to achieve a laigei maiket shaie anu gieatei national iecognition thiough calculateu planning anu piouuction.
COMPETI TOR ANALYSI S
Among Maglc PaL's compeLlLors, Slerra nevada, Parpoon, and Long 1rall pose Lhe greaLesL LhreaL. Llke Maglc PaL, all four of Lhese companles are popular crafL- beer brands LhaL are growlng ln popularlLy. Slerra nevada ls Lhe largesL of Lhe compeLlLors, followed by Parpoon, and Lhen Long 1rall. All of Lhese brands are very popular ln Lhe norLheasL, whlch ls more of Lhe concenLraLlon when evaluaLlng Maglc PaL's compeLlLors. lor Lhe mosL parL Maglc PaL ls locked Lo Lhls reglon, buL Lhey are beglnnlng Lo galn a wlder reach. SomeLhlng Lo noLe ls Maglc PaL's parenL company norLh Amerlcan 8rewerles owns many oLher brands and has Lhe mosL power" of any compeLlLor's parenL companles llsLed above. 13
SIERRA NEVADA:
Slerra nevada's slLe ls aLLracLlve and slmple. A vlslLor ls greeLed wlLh a cllp showlng Lhe lngredlenLs and brewery, whlle Lhe only hoL keys are four Labs aL Lhe Lop of Lhe page. navlgaLlng Lhe page ls very easy and offers greaL lnformaLlon on news and evenLs on every page. 1he page feels very organlc whlle offerlng up anyLhlng you'd ever wanL Lo know abouL Lhe brand. 1he e-commerce slLe ls also a breeze and does a greaL [ob of feaLurlng Lhe producLs. 1he besL aspecL of Lhe web page ls Lhe beer locaLor" search bar aL Lhe boLLom of Lhe home page. 1hls ls a greaL ldea ln helplng Lo promoLe Lhe accesslblllLy of Lhe producL. Clean-cuL and refreshlng, Lhls page does a wonderful [ob of deplcLlng Lhe brand lmage whlle geLLlng sLralghL Lo Lhe polnL.
1he Slerra nevada lacebook age has 189,089 llkes and galns a good amounL of dally aLLenLlon. noL only ls Lhe page manager posLlng repeaLedly LhroughouL Lhe day, followers of Lhe page are very vocal, consLanLly commendlng Lhe brand. LveryLhlng from evenLs, news, plcLures, and even reclpes are belng posLed dally. A valuable plece ls how Lhere are dally phoLos of Lhe brew masLers hard aL work. 1hls makes a closer connecLlon beLween brand and cusLomer. Slerra nevada has Lhelr lnsLagram feed embedded lnLo Lhe lacebook page, whlch ls where all of Lhe phoLos are comlng from. 1he AboutInfo" page seems Lo be Lhe only parL LhaL ls lacklng ln maLerlal. CLherwlse, Lhe company ls dolng a greaL [ob aL managlng Lhelr lacebook page.
16
1he only oLher areas of soclal medla LhaL Slerra nevada ls lnvolved wlLh, ls lnsLagram and 1wlLLer. Cn lnsLagram, [usL under 13,000 followers exlsL LhaL are very acLlve ln Slerra nevada's feed. 1he company ls consLanLly uploadlng phoLos of brews, evenLs, and Lhe sLaff, whlle users ofLen are hash-Lagglng Slerra nevada ln Lhelr relaLed phoLos. 1he company holds a fesLlval every year, whlch ls anoLher reason Lhey are so acLlve Lhrough Lhls medla ouLleL. Much llke Lhe web page, Lhe lnsLagram accounL ls very earLhy and organlc feellng, dolng a greaL [ob of deplcLlng LhaL brand lmage. 1he 1wlLLer page has [usL over 76,000 followers who are very vocal. 1he besL aspecL of Lhe accounL ls how responslve Lhe 1wlLLer page manager ls wlLh Lhe followers. 1here are mulLlple conversaLlons dally beLween Lhe Slerra nevada 1wlLLer accounL and all of Lhe brands followers. Much llke Lhe lnsLagram Lhere ls frequenL posLs regardlng Lhe fesLlval, lncludlng llnks and updaLed lnformaLlon.
Slerra nevada ls cerLalnly Lhe sLrongesL brand, across Lhe board, of any of Maglc PaL's compeLlLors. 1hey really have an excellenL handle on Lhelr brand lmage and cerLalnly do a greaL [ob of showlng Lhls Lhrough Lhelr web page and soclal medla ouLleLs. HARPOON:
Much llke Slerra nevada, Parpoon has an aLLracLlve web page wlLh a loL of brlghL lmagery and LexL. 1he home page ls sllghLly overwhelmlng when aLLempLlng Lo navlgaLe however. 8elow Lhe maln lmages ls a breakdown of Parpoons slogan, Love 8eer, Love Llfe, Parpoon." 8elow Lhe headlng Love 8eer" ls an lnLeracLlve scrolllng selecLlon of all brews currenLly ln producLlon. 17
upon chooslng one, Lhe vlslLor ls provlded wlLh a deLalled facLs page, much llke a beer baseball card, of each brew. 1hls ls Lhe fullesL/cleanesL presenLaLlon of a crafL-brewery's selecLlon of any of Lhe compeLlLor's web page. under Lhe headlng Love Llfe" ls news on speclal evenLs and acLlvlLles feaLured ln a slmllar sLyle Lo Lhe beer selecLlon. 1he ecommerce page ls lacklng Lhe appeal/feel of Lhe home page enLlrely. navlgaLlng Lo Lhe page ls a blL dlfflculL and confuslng. 1he producL caLegory Labs are very small and bland. 1he Parpoon web page does have a beer locaLor, buL doesn'L seem Lo work nearly as well as Lhe Slerra nevada Lool.
All ln all, Lhe home page ls aesLheLlcally pleaslng, feaLurlng some greaL lnformaLlon on Lhe beers and evenLs, whlle lncludlng badges Lo Lhe company's soclal medla pages. Powever, Lhe home page ls where Lhe splendor ends as Lhe resL of Lhe slLe seems Lo be lacklng Lhe brand lmage/energy.
Parpoon 8rewery has over 61,000 llkes on Lhelr lacebook page. 1he page manager posLs abouL once a day and recelves a few commenLs from fans per posL. Lach posL ls ln regards Lo Lhe evenLs Parpoon 8rewery ls a parL of. Cnly a handful of llkes are galned on each posL. lnsLagram ls embedded lnLo Lhe brewery's lacebook, however only a few phoLos seem Lo come from lL. 1he AboutInfo" page ls chockfull of useful lnformaLlon lncludlng hlsLory and Lwo maps showlng Lhe locaLlons of Lhe brewerles. Llnks are lncluded Lo Parpoon's wrlLe-ups on 1rlpadvlsor, loursquare, and ?elp.
18
Parpoon's lnsLagram accounL ls cerLalnly lacklng. 1he accounL has 3,634 buL Lhe manager ls only followlng slx users! 1here ls no replles Lo follower's posLs, noL LhaL Lhere are LhaL many follower posLs ln Lhe flrsL place. All phoLographs are ln regards Lo Parpoon evenLs. 1he 1wlLLer page looks beLLer wlLh [usL over 41,000 followers. 1he page manager makes a few posLs a day and encourages follower conversaLlon. Many posLs lnclude llnks Lo feaLure evenLs and lmages of Parpoon employees en[oylng Lhe brand's brews.
Parpoon 8rewery acLually has a ?ouLube channel, whlch ls a necessary ouLleL for such a buslness. 1he channel ls raLher new so Lhere are only a few vldeos feaLured. 1he vldeos showoff a few speclal brew serles, as well as Lhe men who made Lhem. 1hey dlscuss whaL wenL lnLo Lhe dlsLrlbuLlon of Lhe hlghllghLed producL and Lhe lngredlenLs and sLeps Laken, even Lalklng abouL Lhe roles of each masLer brewer.
19
LONG TRAIL:
1he Long 1rall web page ls very lnLeresLlng. lL encompasses Lhe brands colors and paLLerns ln a baslc layouL. All of Lhe brews are feaLured on Lhe slde of Lhe page, buL look Lo be somewhaL cuL-off. lour dlfferenL lmages are cycled Lhrough aL a very qulck pace ln Lhe cenLer of Lhe page. 1hese lmages don'L do much conslderlng Lhey are lacklng ln sub[ecL maLLer. Cenerlc Labs llne Lhe Lop of Lhe page readlng AbouL us", lamlly of Ales", and ClfL Shop". 1he Labs brlng Lhe vlslLor Lo baslc lnformaLlon on very bland pages. Peadlng Lowards Lhe boLLom of Lhe home page Lhe vlslLor wlll see Lwo bold headlngs. 1he flrsL reads, See whaL's brewlng", and offers up a vldeo of Lhe brew process, and an lnLroducLlon Lo a new brew soon Lo be released. 1he second headlng reads, WhaL's new?", and feaLures Lwo new beers currenLly avallable, one only belng avallable aL Lhe brewery. AL Lhe very boLLom of Lhe home page are badges Lo Long 1rall's lacebook, 1wlLLer, and ?ouLube proflles. 1here ls also a beer compass" LhaL flLs as a nlce brand Louch for a producL locaLor Lool.
Long 1rall's ecommerce page ls Lhe mosL baslc ouL of all Lhe compeLlLors. 1here are very few offerlngs, and Lhe producL lmages are lncredlbly small maklng lL dlfflculL Lo see whaL Lhe vlslLor ls even purchaslng. 1he descrlpLlons of Lhe producLs lncrease Lhe poslLlonlng however, as Lhey maLch up perfecLly wlLh LongLrall's brand lmage.
20,619 llkes exlsL on Lhe Long 1rall lacebook page. 1he moderaLor of Lhe page posLs usually once a day, mulLlple days beLween posLs dld exlsL ln some cases. Lach posL on Lhe page perLalns Lo Lhe evenLs Long 1rall 8rewery ls Laklng parL ln. Surprlslngly enough close Lo 100 llkes are galned on each posL, and even a mlnlmum of Len commenLs per posL. users are very lnLeresLed ln Lhe brand, and whaL Lhey have Lo say/posL. 1hls ls Lhe one lacebook page LhaL lacks an lnsLagram feed embedded lnLo lL. Powever, Lhe phoLos LhaL are posLed by Lhe moderaLor mosL deflnlLely galn greaL aLLenLlon anyway. 1hls shows LhaL Lhe brand could deflnlLely have a sLrong lnsLagram followlng lf Lhey declded Lo use LhaL medlum. 1he AboutInfo" page lacks a loL of 20
lnformaLlon. Cnly a llnk Lo Lhe webslLe exlsLs and Lhe 1wlLLer user name. 1here ls no llnk Lo Lhe 1wlLLer page.
Long 1rall has Lhe besL 1wlLLer accounL of any of Lhe crafL brewerles dlscussed above. 1hey have 6,269 followers LhaL are lncredlbly vocal, Lagglng Long 1rall frequenLly. 1he besL aspecL of Lhe Long 1rall 1wlLLer accounL ls Lhe facL LhaL Lhe moderaLor has followed back Lo abouL every user followlng Lhe brewery. 1hls makes for greaL responslve lnLeracLlons beLween brand and consumer, as Lhe moderaLor ofLen reaches ouL Lo hash-Laggers". osLs range from evenL promoLlon, Lo [usL general lnLeracLlons wlLh Lhe brand. 1wlLLer ls cerLalnly Long 1rall's sLrongesL soclal medla ouLleL.
Long 1rall also has a good amounL of maLerlal on Lhelr ?ouLube channel, more Lhan any of Lhe oLher brewerles llsLed above. Lach vldeo hlghllghLs speclal, seasonal brews wlLh commenLarles from Lhe brew masLers Lhemselves. 1hey also dld a greaL [ob aL drummlng up publlclLy around Lhelr lrene rellef brew produced afLer Lhe damage broughL on by Purrlcane lrene. 1hls dld a greaL [ob of aLLracLlng even more consumers Lo Lhe brand, and even lmprovlng Lhe feel of Lhe company wlLh lLs esLabllshed fans.
21
The Arrows indicate the COMPETITORS position in comparison to MAGIC HAT
Opportuni ti es Threats 1. CrafL 8eer lndusLry 8oomlng 1. lnflux of CrafL 8rewerles 2. CrafL 8eer lood alrlng 2. ShlfL ln urchase ueclslons from 8rand Lo SLyle 3. Crowlng opularlLy of Muslc lesLlvals 3. More CrafL 8rewerles Sponsorlng lesLlvals 4. CrafL 8rewery 8ubble 4. CompeLlLors Lxpandlng Ceographlc looLprlnLs
3. seudo-crafL 8rewerles +,# &', -.
01# &', -.
22
STRENGTHS: 1. LsLabllshed 8rand lmage and oslLlon: Maglc PaL ls all abouL fun", whlch ls lncredlbly evldenL ln everyLhlng LhaL Lhey do. lrom Lhe unlque names/sLyles of brews, Lo Lhelr brand allgnmenL wlLh Lhe muslc and arL scene, Maglc PaL has esLabllshed an lmage LhaL Lhelr LargeL markeL can/wanL Lo relaLe Lo. 2. LvenLs, ConcerLs, and Sponsorshlp: 1he muslc scene ls an lmporLanL aspecL of Maglc PaL's lmage. 1he brand has esLabllshed excellenL relaLlonshlps wlLh popular bands and muslc fesLlvals across Lhe counLry Lhrough sponsorshlps. noL only does Maglc PaL sponsor bands and fesLlvals, Lhey also hosL Lhelr own evenLs several Llmes a year. 1hrough Lhese connecLlons Maglc PaL galns a Lon of publlclLy on a yearly basls, and sLrengLhens Lhe brand even furLher as a resulL. 3. ulglLal resence: Maglc PaL has already esLabllshed a large followlng of consumers. lacebook, 1wlLLer and lnsLagram are chock full of fans, llkes, and followers Lhanks Lo Lhe brands conslsLenL lnvolvemenL ln Lhelr soclal medla proflles. Maglc PaL ls very conversaLlonal wlLh Lhelr fans Lhough Lhese soclal ouLleLs. 1hls ls lmporLanL ln keeplng a good relaLlonshlp/lmage as well as a good volce/ldenLlLy across plaLforms. 4. unlque Cfferlngs: unllke many crafL brewerles currenLly, Maglc PaL sLays away from overwhelmlng beer sLyles. none of Lhe brands brews are so hoppy LhaL one cannoL LasLe lL, or so dark lL's nearly lmposslble Lo drlnk, llke Lhe 1000 l8u lAs, or sour beers currenLly compeLlng for reLall shelf space. 8aLher, Maglc PaL focuses on puLLlng Lhelr own spln on LradlLlonal reclpes, llke Lhe Maglc PaL #9 noL CulLe ale Ale." 1he brand uses Lhls brews name Lo aLLracL Lhe ma[orlLy of beer drlnkers who en[oy pale-ales, and adds a llghL frulLy LasLe Lo esLabllsh Lhelr unlqueness. 3. AccesslblllLy: Maglc PaL has qulLe a large reach for a crafL brewery, a much larger reach ln facL Lhan Lhe ma[orlLy of crafL brewerles. noL only ls Lhe brand well esLabllshed and accesslble ln Lhe norLheasL, Lhey are beglnnlng Lo reach ouL across Lhe naLlon, esLabllshlng Lhemselves as one of Lhe more accesslble crafL beers around. CfLen Llmes noL one, buL mulLlple brews can be found ln reLallers up and down Lhe LasL, as well as a brew on Lap aL many bars and resLauranLs.
WEAKNESSES: 1. ulglLal resence: AlLhough dlglLal presence" ls prevlously llsLed as a sLrengLh, Lhere ls sLlll plenLy of room for Maglc PaL Lo lmprove ln Lhe dlglLal world. CuLleLs such as lnLeresL, ?ouLube, and a moblle appllcaLlon should deflnlLely be uLlllzed by a company LhaL has esLabllshed such a sLrong lacebook, 1wlLLer, and lnsLagram presence already, noL Lo menLlon Lhe lmporLance of arL and muslc ln Lhe brand. Many lnLeresL users, parLlcularly women, are already hash-Lagglng Maglc PaL lmages all over Lhe slLe. 1he brand should caplLallze on Lhls ouLleL, malnly Lo connecL wlLh Lhelr female markeL. Maglc PaL has a ?ouLube channel, buL only Lhree ouL-of-daLe vldeos exlsL. Maglc PaL has 23
so much muslc, arL, and general lnformaLlon Lo share, noL Lo menLlon a beer locaLor on Lhelr webslLe, why noL creaLe a moblle appllcaLlon for easy access Lo Lhese wonderful offerlngs. CompeLlLors have already done so wlLh less maLerlal Lhan Maglc PaL. 2. ConnecLlon of ulglLal ConLenL: Maglc PaL already has some greaL dlglLal presence onllne buL lacks solld connecLlons beLween ouLleLs. 1he brand's lacebook page has no llnk Lo Lhe 1wlLLer page and vlce-versa. 1he ?ouLube channel ls nonexlsLenL from any soclal medla, as well as Lhelr Myspace page, whlch ls acLually very lmpresslve. lL Lakes some dlgglng Lo even flnd Lhe Myspace page ln facL. nowhere on Lhe Maglc PaL webslLe ls Lhere any lnformaLlon on Lhe accounL. 3. Moblle resence" CompeLlng crafL brewerles have already esLabllshed moblle appllcaLlons for easy lnLeracLlon beLween company and consumer. 1hls easy access ls someLhlng Maglc PaL needs Lo use Lo Lhelr advanLage Lo keep up wlLh compeLlng./expandlng brewerles. 1he brand has so much Lo showcase, why noL have all conLenL accesslble from a smarL-phone? 4. unlque Cfferlngs: AlLhough unlque offerlngs ofLen Llmes work Lo Maglc PaL's beneflL, occaslonally Lhls approach can backflre. AbouL once a season, Lhe brand produces a brew LhaL really falls shorL of Lhelr repuLaLlon. noL only can Lhls hurL Maglc PaL's lmage, buL Lhe unfavorable brew ls now Laklng up space ln seasonal packages and on reLall shelves, hurLlng Lhe brands dlsLrlbuLlon. 3. 8eglon-Locked: Conslderlng Lhe facL LhaL Maglc PaL has only one brewery ln SouLh 8urllngLon, vermonL, producLlon and dlsLrlbuLlon are ma[orlly llmlLed Lo Lhe norLheasL. noL Lo say LhaL Lhe brand doesn'L dlsLrlbuLe naLlonally, [usL LhaL Lhey focus Lhelr efforLs ln Lhls reglon of Lhe counLry. Lven Maglc PaL's meLropollLan clLy speclflc 1wlLLer accounLs only hlghllghL clLles ln Lhe norLheasL. 1he farLhesL WesLern 1wlLLer accounL ls hlladelphla whlle Lhe mosL SouLhern ls 8alLlmore.
OPPORTUNITIES: 1. CrafL 8eer lndusLry 8oomlng: 1he 8rewers AssoclaLlon reporLed LhaL approxlmaLely 7.3 mllllon barrels of crafL beer were sold ln Lhe flrsL half of 2013. 1haL represenLs a 13 lncrease ln volume sales from Lhe flrsL half of 2012 (8rewers AssoclaLlon). uaLlng back Lo 2010, growLh raLes of 10 Lo 13 were conLlnual posLed (8rewers AssoclaLlon). 8y merely malnLalnlng lLs exlsLlng markeL share ln Lhe crafL brew lndusLry, Maglc PaL sLands Lo make comparable proflL lncreases Lhrough lncreased volume of sales. Any expanslon wlLhln Lhe lndusLry ls lclng on Lhe cake. 2. CrafL 8eer lood alrlng: An evolvlng Lrend ln Lhe beer lndusLry ls beer lncorporaLed ln cooklng and palred wlLh food. Maglc PaL's wllllngness Lo creaLe unlque beers and Lweak LradlLlonal reclpes lends lLself well Lo food palrlng. Some of Lhe non-LradlLlonal brewlng lngredlenLs - llke aprlcoL, papaya, and chocolaLe - help Maglc PaL Lo palr well wlLh speclflc dlshes and work well as an lngredlenL. Maglc PaL's passlon for Lweaklng Lhe classlcs reclpes glves Lhem an opporLunlLy Lo make beer speclflcally deslgned Lo be comblned wlLh food. 24
3. Crowlng opularlLy of Muslc lesLlvals: 1here was a 27.3 lncrease ln average muslc fesLlval aLLendance from 2010 Lo 2012 (Walker). lesLlvals recenLly overLook recorded muslc as Lhe Lop revenue generaLor (Shoup). 1here are ma[or and mlnor fesLlvals across Lhe unlLed SLaLes. Maglc PaL already has a sLrong presence aL fesLlvals and ln fesLlval sponsorshlp. 1he company can leverage Lhe lncreased popularlLy and avallablllLy of muslc fesLlvals Lo malnLaln currenL cusLomers and expand ln key areas. 4. CrafL 8rewlng 8ubble: 1hough Lhe crafL brewlng lndusLry ls growlng rapldly, lL cannoL supporL Lhe lnflux of recenLly opened brewerles [umplng lnLo Lhe lndusLry Lo cash-ln (eLerman). Lven wlLh hlghly opLlmlsLlc demand pro[ecLlons, Lhe lndusLry wlll produce far more beer Lhan Lhe markeL can absorb (eLerman). 1here wlll be plenLy of quallfled and hardworklng crafL brewerles who wlll be unable Lo meeL Lhelr flnanclal obllgaLlons. Maglc PaL has boLh an esLabllshed markeL share and Lhe flnanclal resources Lo absorb shorL-Lerm hlLs. 1hls means LhaL Maglc PaL could flnd a number of LalenLed, emerglng brewerles who face Lhe prospecL of closlng or belng boughL ouL. uependlng on geographlc locaLlon of Lhe brewery, Lhese small companles could prove Lo be sprlngboards for expanslon or reglonal headquarLers.
THREATS: 1. lnflux of CrafL 8rewerles: ln 2012, Lhere were 2,347 crafL brewerles operaLlng - wlLh 409 openlng by March of LhaL year (8rewers AssoclaLlon). lL becomes dlfflculL Lo produce a beer LhaL looks and LasLes dlfferenL from Lhousands of compeLlLors. lL also becomes dlfflculL Lo be noLlced on sLore shelves and aL bars. 1he hlgh degree of compeLlLlon means Maglc PaL musL Lake furLher sLeps Lo dlfferenLlaLe and galn aLLenLlon. 2. ShlfL ln urchase ueclslons from 8rand Lo SLyle: Consumers are comlng Lo sLores and bars looklng for a parLlcular Lype of beer and Lhen selecLlng a brand from wlLhln Lhelr deslred Lype (uemeLer Croup). lor example, a cusLomer mlghL go Lo Lhe sLore looklng for an lA and selecL Maglc PaL's hlA, afLer conslderlng Parpoon lA and Slerra nevada's 1orpedo LxLra lA. revlously brand played a prlmary role ln conslderaLlon wlLh Lype as Lhe secondary elemenL. 8ecause many of Maglc PaL's beers do noL flL Lyplcal sLyles, Lhey rlsk belng passed over ln Lhe search process. Moreover, Maglc PaL chooses Lo sLay away from overwhelmlng beers llke very lnLense lAs and sour beers, whlch are Lwo Lhe sLyles LhaL currenLly ln vogue. 3. More CrafL 8rewerles Sponsorlng lesLlvals: WlLh Lhe growlng popularlLy of muslc fesLlvals, many crafL brewerles are followlng Maglc PaL ln fesLlval sponsorshlp. lor example, uogflsh Pead recenLly sponsored Lhe llrefly Muslc lesLlval, whlle SwlLchback recenLly sponsored 1he reclplce: A vermonL Muslc lesLlval. AL some of Lhe ma[or fesLlvals, compeLlLors are even sponsorlng alongslde Maglc PaL. lor example, Slerra navada ls also a sponsor for 8onnaroo. Some companles are brokerlng excluslve beer sponsorshlp deals, llke A8 lnbev's Coose lsland dld wlLh lLchform Muslc lesLlval (C'Loughlln). WlLh currenL Lrends, Maglc PaL now has Lo conLend wlLh more compeLlLlon for fesLlval sponsorshlps, fesLlvals crowded wlLh compeLlLors/co-sponsors, and less fesLlval sponsorshlp opporLunlLles from whlch Lo choose. 23
4. CompeLlLors Lxpandlng Ceographlc looLprlnLs: Many of Maglc PaL's key compeLlLors as large crafL brewers are expandlng faclllLles ln sLraLeglc geographlc poslLlons (uemeLer Croup). 1hese brewerles are expandlng Lhelr reach buy buylng and developlng brewerles on Lhe opposlLe slde of Lhe counLry. lor example, Callfornla-based Slerra nevada and LagunlLas esLabllshed brewerles ln norLh Carollna and llllnols, respecLlvely. 1hese secondary locaLlons glve Lhe companles an edge ln dlsLrlbuLlon and cusLomer accesslblllLy. 1hey also provlde Maglc PaL wlLh new, sLlffer dlrecL compeLlLlon. 3. seudo CrafL 8rewerles: As menLloned prevlously, lndusLry glanLs A8 lnbev and MlllerCoors are Laklng advanLage of Lhe crafL beer boom wlLh Lhelr lncubaLor organlzaLlons. 1hese organlzaLlons make every aLLempL Lo appear as crafL beer, buL Lhey have Lhe fundlng, producLlon process, and dlsLrlbuLlon of Lhelr parenL company (uemeLer Croup). lor Lhese reasons, Lhelr beer can be offered aL a lower prlce polnL and wlLh a hlgher proflLablllLy. uue Lo Lhelr ownershlp and producLlon, Lhese beers are noL Lechnlcally crafL beer, buL many consumers are unaware and unable Lo Lell Lhe dlfference. 1hls creaLes a poLenLlal for Maglc PaL Lo be undercuL.
TARGET MARKET
DEMOGRAPHICS:
Maglc PaL's LargeL markeL conslsLs mosLly of males, ranglng ln age from 23 Lo 39. 1hey are a parL of Lhe mlddle Lo mlddle-upper class wlLh a sLeady mldscale Lo upper mld lncome. lor Lhe mosL parL Lhey are slngle, lf marrled Lhey are wlLhouL chlldren. 1he LargeL has a college degree and holds a whlLe-collar occupaLlon. 1he ma[orlLy ls whlLe, owns a car, and prlmarlly llves ln a renLal seLLlng.
PSYCHOGRAPHICS:
lndlvlduals LargeLed by Lhe Maglc PaL brand have a creaLlve slde and love Lhe arLs, especlally muslc. 1hey are very proacLlve Loward soclal change much llke Lhe brand. 1hls sLems mosLly from Lhe sLrong sense of personal ldenLlLy Lhe LargeL holds, as well as undersLandlng LhaL Lhey 26
are Lhe ones LhaL musL Lake Lhe flrsL sLep Lowards achlevlng Lhe change Lhey wanL Lo see. Conslderlng Lhe age range, Lhe LargeL ls focused on havlng a good Llme, ofLen en[oylng Lhe camaraderle LhaL goes along wlLh beer drlnklng. 1hey look forward Lo publlc evenLs llke arL hops, concerLs, and fesLlvals. Also prlce ls noL a ma[or concern when shopplng for beer, as quallLy ls more lmporLanL Lo Lhe LargeL markeL.
PRIZM:
8ased off of Lhe demographlcs and behavlor of Lhe LargeL markeL, Lhe segmenL groups LhaL make up Maglc PaL cusLomers are a comblnaLlon of Lhe 234-,546$7&'* and Lhe 8$9&7:-, ;:1< 1hls comblnaLlon of segmenLs ls made up of a collecLlon of moblle urbanlLes. 1hey are a progresslve mlx of young slngles, couples, and famllles ranglng from sLudenLs Lo professlonals. Llvlng ln aparLmenLs and renLal homes, Lhe consumers are Lhe early adopLers who are qulck Lo check ouL Lhe laLesL movle, nlghLclub, lapLop, and mlcrobrew. lound ln second-Ller clLles, Lhese moblle adulLs, mosLly age 23 Lo 44, lnclude a dlsproporLlonaLe number of recenL college graduaLes who are lnLo aLhleLlc acLlvlLles, Lhe laLesL Lechnology, and nlghLllfe enLerLalnmenL. 1he segmenL has a mlddle Lo upper-mlddle lncome, holdlng a whlLe-collar occupaLlon.
TECHNOGRAPHICS:
ln Lerms of Lechnographlcs, Maglc PaL's LargeL cusLomers are CreaLors. 1hey are some of Lhe mosL acLlve users on Lhe lnLerneL. 1hey en[oy boLh consumlng and creaLlng onllne conLenL. Many are arLlsLs and muslclans, who use Lhe lnLerneL as a showcase for Lhelr creaLlve work. 1hey en[oy sharlng Lhelr conLenL Lhrough plcLures, LexL, vldeo, and audlo flles. Many are acLlve webslLe owners and bloggers. 1hese CreaLors are also acLlve users of soclal medla, Lhey en[oy sharlng Lhelr own conLenL on soclal medla, whlle also posLlng Lhelr oplnlons and consumlng conLenL. 1hls group aLLends evenLs, llke Lhose aL Lhe ArLlfacLory, and laLer posLs Lhelr plcLures, vldeo, and perspecLlve. 1hey en[oy lnLeracLlng wlLh Maglc PaL Lhrough label deslgn conLesLs, arLlsL showcases, and creaLlve sponsorshlp opporLunlLles.
27
GOALS FOR MAGI C HAT
MAINTAIN A LOYAL CUSTOMER BASE:
Maglc PaL currenLly has a sLrong markeL share as a large crafL brewery, parLlcularly ln Lhe norLh LasL. lL ls key for Maglc PaL Lo remaln Lrue Lo lLs rooLs and malnLaln lLs sLrong base audlence before movlng Loward expanslon. WlLh Lhe recenL lnflux of crafL beer drlnkers, Maglc PaL sLands Lo lncrease sales by malnLalnlng lLs currenL markeL share.
ENGAGE CUSTOMERS IN MAGIC HAT CULTURE:
A huge parL of whaL seLs Maglc PaL aparL ls Lhe creaLlvlLy and soclal responslblllLy aspecLs of Lhe company. Maglc PaL sLays Lrue Lo Lhese ldeas wlLh arLlsL showcases, conLesLs, and beneflL evenLs, Lo name a few. lL ls lmporLanL for Maglc PaL cusLomers Lo vlew Lhe brand beyond Lhe beer. CusLomers who undersLand Maglc PaL, consumer lLs conLenL, and respecL lLs values wlll have a deeper and longer- lasLlng connecLlon wlLh Lhe brand.
EXPAND PRESENCE IN KEY MARKETS:
1hough Maglc PaL ls a naLlonal company, lLs performance ls sLrongesL ln lLs home reglon, Lhe norLheasL. lrom lLs sLarL ln 8urllngLon, Maglc PaL has made sLraLeglc efforLs Lo esLabllsh lLself ln clLles llke 8osLon, new ?ork ClLy, hlladelphla, and 8alLlmore. now Maglc PaL has ldenLlfled Lhe aclflc norLhwesL and SouLhwesL as poLenLlally recepLlve areas. 1hey musL LargeL clLles beyond Lhelr esLabllshed neLwork and bulld awareness and lnLeresL ln Lhese areas.