Samuel Adams Beer Co.

Lindsay Price Sarah Schumann Jacody Swor Erik Thor

About Samuel Adams Founded in 1984 by Jim Koch The Samuel Adams Beer Company (AKA: The Boston Beer

Company) was built on the belief that Americans deserved a better beer.

America’s largest microbrewer #1 top craft brewer in the U.S. Voted one of the best companies to work for by Boston Magazine Their beers have won more awards than any other beer in history. In 1988, when they opened the Boston Brewery to the public, they

asked visitors only for small donations which have been given to charities.

Today, their charitable connections include Share our Strength, The Cam Neely Foundation for Cancer Care, etc.

Sarah

Samuel Adams Commercial http://www.youtube.com/watch?v=P0JF1rvoxfk&feature=related

Sarah

SWOT Analysis

Location of Factor

Favorable Factors

Unfavorable Factors

Internal •Named #1 top craft brewer in the U.S. •America's largest microbrewer •Advanced research & development department •Extensive coverage •American-owned

•Slow production/ low flexibility

•Too narrow product range

External •Growth of “new luxury” market •Growing interest to pair a good beer with the right meal •Increase in brewer sales

•Increased patriotism

•Many new breweries are being established in the U.S. •Decrease in U.S. beer sales •Increased awareness of health trends

Lindsay

Issues Analysis Primary Issues: Growing competition Beer sales down so far this year Decline in overall market share Yuengling market increase and low price Rise of Sierra Nevada’s Pale Ale on the west coast and

across the nation

Other issues: Strong Company ego Not very popular among 21-25 year olds America’s 2nd oldest brewery

Jacody

Target Market Primary Target: People looking for a higher-quality and better tasting beer Middle class Americans, ages 31 to 65 years old with an income of

$50,000 + Working individuals with a desire for a better tasting beer that also

compliments meals Small- midsized families Individuals who are interested in the seasonal beers available Secondary Target: Middle class Americans, ages 21- 30 years old with an income < $50,000 Individuals interested in professional sports (several of our

promotions are targeted to these individuals) Individuals interested in specific lagers they personally prefer

Jacody

Strategy Statement Positioning Statement: For individuals who desire a higher-quality and better

tasting beer. Our varieties of seasonal flavors are not only enjoyable alone, but also accent a multitude of flavors when paired with meals.

Value Proposition:

Company Target Market

Benefits Price Value Proposition

Sam Adams

People looking for a higher quality and better tasting beer without the high cost.

Quality and Taste

Reasonably priced

Reasonably priced beer while not compromising taste, quality, or variety.

Sarah

Goals & Objectives Goals: Increase sales Increase brand awareness Remain “best beer in America” Continue to be innovative as a

company

Improve Sam Adams’ image as an environmentally-friendly company

Objectives: Increase sales in 2010 by 50%

to 6.2 million barrels/year Increase market share by 35%

in 2010, targeting Sam Adam’s biggest direct competitor- Yuengling

Expand business with bars and restaurants by 20% to increase brand recognition by March 2010

Be included among the list of “green” companies

Lindsay

Top 3 Action Plans

Overtake the majority of available advertising time during the Super Bowl.

Organize brewing events at local popular beer bars.

A beer and prize giveaway at local popular beer bars.

Erik

Advertise During Super Bowl. Objective:

Most viewed telecast. Compete with Anheuser-Busch & Miller

Target Market: Large target

Description: Incorporate humor

Who: Mass media marketing group

Timing: December 1st 2009 and finish by February 6th 2010.

Budget: Commercial cost: 5(number of 30 second time slots) X $3 million(1) = $15 million

Total: $15 million Measurement:

Total sales and word-of-mouth advertising.

Erik

Brewing Events Objective:

Educate Target Market:

Home Brewers Description:

Master Brewer Who:

Local marketing supervisors Timing:

August 1st 2010 and run until August 31st 2010. Budget: Airfare: $150 per flight X 21 flights = $3150 Hotel: $75 per night X 30 nights = $225 Total: $3375 Measurement:

Turnout Website

Erik

Objective: Occupy space along newly developing highways

Target Market: Daily commuters

Description: Samuel Adams/autumn theme

Who: Mass marketing department

Timing: August 1st through November 30th.

Budget: Billboard cost: $2000 cost per month(2) X 4 months X 5 billboards =

$40000 Total: $40000 Measurement:

Increased sales in areas surrounding the billboards. Erik

Billboards

Other Action Plans #4: A beer and prize giveaway at local popular beer bars.

Objective: To raise awareness of Samuel Adams beer by having a raffle at 10 local beer bars to give away prizes and bottles of Samuel Adams beer.

#5: Conduct a dinner with beer inspired recopies. Objective: Advertise our beer by showing how consumers

can cook with Samuel Adams to create a delicious meal. #6: Patriotic displays in grocery stores during the 4th of July.

Objective: The objective is to show consumers that Samuel Adams is a true American beer by setting up patriotic displays in the week leading to the 4th of July.

#7: Advertisements in Sunday news papers with coupons. Objective: Advertise to Sunday news paper readers and

offer coupons. During the NFL football season this could help to boost sales by consumers buying our beer for their cookouts or gatherings.

Erik

Other Action Plans cont. #8: Conduct a health walk.

Objective: We want to reach out to a new market that our company does not normally advertise too. Since there has been a health trend recent years we want to show that health is important to our company as well by conducting a 5 mile walk.

#9: Sports Illustrated advertisements. Objective: We want to advertise to Sports Illustrated

readers as Sports Illustrated is one of the most popular magazines in the country. With our other efforts to Advertise with the NFL, we believe advertising in Sports Illustrated will only aid that.

#10: Create an online point system to buy products. Objective: The objective here is to increase our sales

by offering consumers a chance to earn points and purchase goods online.

Erik

Total Budget for Action Plans Action Plan Requested Budget

Super Bowl Advertisements $15 million Brewing Events at Local Bars $3,375 Billboard $40,000 Beer/Prize Giveaway at Local Bars $1,500 Dinner with Beer-Inspired Recipes $85 Patriotic Displays in Grocery Stores $400 Coupons in Sunday Newspapers $7,174 Health Walk $494.08 Sports Illustrated Advertisements $1.92 million Online Point System $5.004 million

Total Budget Requested $21,977,028.08

Erik

$21,977,028.08= Too high of a

Budget???

NO!!

Results that will be achieved: *Brand Awareness/ Product Recognition *Increase in Sales *Improvement of Market Share *Image of Sam Adams leading the Patriotic Movement *Increased Word-of-Mouth Advertising

Erik

Sam Adams’ Variety http://www.youtube.com/watch?v=GwBUstMm3Mw

Lindsay Sarah Jacody Erik