BLUE MOON: Artfully Crafted Team 15

Anastasia Gorshkova, Maria Lombana, Abigail MacDonald, Ashley Soto

MAR 3023 M/W CRN 10186

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TABLE OF CONTENTS

Blue Moon Business Description.…………………………………………………………… …3

Brand Equity Inventory…………………………………………………………….…………. .5

Brand Heritage.………………………………………………………………………….. 5

Brand Representatives….…………………………………………………………………5

Brand Identifiers.………………………………………………………………………….6

Brand Domaine.…………………………………………………………………………...6

Brand Essence….………………………………………………………………………….6

SWOT Analysis.………………………………………………………………………………….7

Brand Competitor Brands with Clusters (Exotic vs Domestic & Traditional vs. New Age).……………...8

Competitive Map.………………………………………………………………………………...9

Brand Personality………………………………………………………………………………10

Target Description……………………………………………………………………………...11

Brand Positioning………………………………………………………………………………12

Blue Moon Pricing……………………………………………………………………………...13

Price Comparison (Target US 41 & Daniels Pkwy)……………………………………..14

Price Comparison (Publix Corkscrew Rd………………………………………………..15

Distribution Channels…………………………………………………………………………. 16

Creative Workplan & Media Selection………………………………………………………..19

Advertising Objective…………………………………………………………………….19

Target…………………………………………………………………………………….19

Unique Selling Proposition/Differentiating Proposition..……………………………….20

Media to be Use ..………………………………………………………………………20

Forms of Ads….………………………………………………………………………….20

Blue Moon Promotional Ideas…………………………………………………………………21

Coors Field and Sand Lot Brewery……………………………………………………...21

Craft Beer Expo………………………………………………………………………….22

References………………………………………………………………………………………23

BLUE MOON: BUSINESS DESCRIPTION

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In the alcohol industry, beer has proven to be the largest

beverage served nationwide. According to Apex Publishers, beer

encompasses 85% of alcohol products sold with sales volume

amounting to $91.6 billion (Beer Brewing). In the industry, three

major brewers in the playing field responsible for over 70% of sales

are: Anheuser-Busch, South African Breweries' Miller (SAB-

Miller), and Molson Coors Brewing Company.

Molson Coors Brewing Company offers a wide selection of beers, including the

acquisition of Blue Moon, appealing to consumers alike. Blue Moon was conceived from a local

pub, Sandlots, in Denver, Colorado, where a group of friends gathered with the goal to create a

“uniquely flavored, highly drinkable handcrafted beer” (Blue Moon). Blue Moon boasts

Belgium’s unique unfiltered style of beer combining malted white wheat and oats used for its

creamy body, giving Blue Moon’s Belgian White its signature cloudy appearance and smooth

full-bodied taste its known for. Blue Moon is categorized as a “crafted/special occasion” beer

that is marketed to beer enthusiasts throughout the US, United Kingdom, and the British Virgin

Islands (Molson Coors). It made its first debut in 1995 and shortly after received awards for

three consecutive years for its Belgian White at the World Beer Championships. Over time, in

addition to the famous Belgian White, Blue Moon now offers and brews seasonal beers such as

Summer Honey Wheat, Spring Blonde Wheat Ale, Winter Abbey Ale, and Pumpkin Ale.

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Blue Moon can be purchased at most convenience stores, liquor stores, supermarkets, as

well as on tap at various bars and pubs nationwide. The average cost of a 6 pack of Blue Moon

is priced at $9.99, while other brands such as Corona and Bud Light are priced from $7.49 -

$8.99. Research shows that the cost of Blue Moon is

being sold at higher cost. It has been priced on a high end scale and may be attributed for

its unique taste, as it does envelop “a refreshing, medium-bodied, unfiltered Belgian-style wheat

ale spiced with fresh coriander and orange peel for a uniquely complex taste and an

uncommonly smooth finish” (Miller Coors).

Their largest identifier is the Blue Moon logo with their distinctive font along a unique

shade of blue. This can be seen on their beer mugs, on their boxes, on their website and has

become their trademark.

BRAND EQUITY INVENTORY

BRAND HERITAGE

At Sandlots, a local pub located in Denver, Colorado a

group of friends gathered together with the initial goal to

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create a “uniquely flavored, highly drinkable handcrafted beer” (Blue Moon). This is how the

Belgian White style beer was born. Blue Moon’s original name was the “Belly Slide Belgian

Wit” until an administrative assistant said “A beer this good only comes around once in a Blue

Moon”. The name stuck and it started to get recognition.

Since becoming famous for its unique flavor, Blue Moon began circulating and is

becoming well known throughout the beer industry, most notably at the World Beer Champion

being recognized for three consecutive years. Over time, in addition to the famous Belgian

White, Blue Moon now offers and brews seasonal beers.

BRAND REPRESENTATIVES

Although Blue Moon carries several products, they are consistent with their dark amber

bottle and the layout of their label. They have a distinct font written in a pale white banner with

an image of a blue moon found behind on the left hand side. It is apparent Blue Moon carries

more than one line, and even though they may have different backdrops for each line, they

remain consistent with their “Blue Moon” banner with an image of a blue moon printed in its

background.

BRAND IDENTIFIERS

Their largest brand identifier is truly

their logo with an image of a blue moon and

the script written in their distinctive dark

blue font. It’s this logo that seems to be the

most dominant with the ability to identify

the brand. This can be seen on their beer

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mugs, boxes, and on their website and has become a trademark. Blue Moon beer is also strongly

identified by their company slogan, “Artfully Crafted”, which is truly reflected in their

advertising campaigns.

BRAND DOMAINE

Some products that could logically brand this product would be

bar signs with neon light, beer koozie cups, brand a certain orange and

brand a certain snack to help enhance the flavor of the beer. For instance,

a Blue Moon beer and certain bowl chips or spiced peanuts. Something

can be created where when you think of having Blue Moon, a certain product

can go hand in hand with it, just like a slice of orange is thought to bring out

the flavors. Maybe a certain orange or a certain food can enhance the flavors

even more

BRAND ESSENCE

The Blue Moon brand has stood for high quality,

handcrafted, bold Belgian style beer that was crafted by friends

for friends who just want to have fun and enjoy the time together.

This is what makes Blue Moon:

“BELGIAN STYLE: ARTFULLY HANDCRAFTED BEER”

SWOT ANALYSIS

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List of Brands other than Blue Moon:

STRENGTH

Golden's Blue Moon Brewing Co. was

named the largest brewing company of

the year in the 2010 Great American

Beer Festival's awards. It was also

recognized as the World Beer

Champion for three consecutive years

Blue Moon is involved with the

community (social responsibility)

Blue Moon offers a uniquely spiced

and blended brew which sets them

apart from the crafted and domestic

brews.

Blue Moon now offers canned beer,

making it optimal for everyone to enjoy

during outdoor activities such as

camping or spending a day at the beach

WEAKNESS

The Blue Moon brand is not widely

recognized among the public

OPPORTUNITY

Opportunity of expansion and getting

known worldwide.

Sometimes high prices could suggest

better quality.

THREATS

Opportunity of expansion and getting

known worldwide.

Sometimes high prices could suggest

better quality.

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Yuengling

Budweiser

Rolling Rock

Samuel Adams

Land Shark

Bud Light Lime

Leffe

Guinness

Stella Artois

Modelo Especial

Efes Pilsener

Corona Light

Clustered Brands:

Domestic - Traditional

Yuengling

Budweiser

Rolling Rock

Domestic- New Age

Sam Adams

Land Shark

Bud Light Lime

Blue Moon

Exotic – Traditional

Leffe

Guinness

Stella Artois

Modelo Especial

Exotic - New Age

Corona light

Efes Pilsener

COMPETITIVE MAP

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TRADITIONAL

DOMESTIC EXOTIC

NEW AGE

BRAND PERSONALITY

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If Blue Moon was considered a person it would be Megan Fox. Like Megan Fox, Blue

Moon is a new brand in the market; it is innovative and different from the traditional beers.

Blue Moon would be someone that dresses casually, but at the same time in an elegant

manner with good taste. She can be pictured wearing blue jeans and a nice shirt. She would be

involved in the arts and enjoy handcrafts. She would share a passion for life, be intelligent,

innovative, stay traditional to her roots, and would be environmentally friendly. She would also

appreciate homemade food, would prefer bars over night clubs and can be seen as a relaxed

person.

She likes to shop at Express, Banana Republic and Anthropologie. She is conscious of

her image and as a result chooses organic foods, mainly salads and fish. She enjoys making fond

memories with her friends and loves the beach. She is a very easy going person, and can easily

watch chick flicks or action movies with no hesitation. She would be an extremely sensitive and

socially responsible person.

=

TARGET DESCRIPTION

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Blue Moon is considered a fairly new brand. This Belgian Style Wheat Beer is currently

consumed by those interested on more exclusive and crafted products. According to Pottoliccio,

Blue Moon enthusiasts appreciate the lighter refreshingly fruity flavoring (with a slice of

orange).

Blue Moon targets young

people that are socially liberal and are

willing to go against conventional

products and who enjoy trying new

things and flavors. In addition, Blue

Moon also markets to those

individuals who enjoy having craft

beer

According to Bulik’s article, “What

your tastes in Beer says about you”,

specifically under the section of

“Blue Moon and Craft Beers” the

following passages highlights their distinct personality:

“People who drink Blue Moon beer are 105% more likely than the average person to drive hybrid

cars, 77% more likely to own Apple Mac laptops, 65% more likely to purchase five pairs or more

of sneakers every year, and 32% more likely to not be registered voters. This market can be

characterized as those who are more open-minded and free spirited, who are always seeking for

their next quest to create experiences. Lastly, they are also considered to be intellectually curious

people. Craft-beer drinkers have a lower sense of responsibility, as they do not stress about

missed deadlines and tend to harvest a “live for the moment” attitude. Craft-beer lovers are 153%

more likely to always buy organic, 52% more likely to be fans of the show "The Office" and 36%

more likely to be the ones to choose the movie they are going to see at the theater.”

BRAND POSITIONING

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“To young unconventional yet classy beer drinkers,

Blue Moon is the brand that artfully crafts beer for

your never ending fun.”

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Blue Moon Pricing

Based on our price comparisons from

several locations, our team has agreed that

Blue Moon is priced just right at $8.99 for a

6 pack. According to Wine Access, it is

positioned as a mid priced brew in the beer

industry. As a valued craft beer priced at

$8.99 it is distinctly placed and is quite

appealing to many consumers.

In accordance with the 4 different pricing

techniques, we believe Blue Moon falls

under the “value based pricing” method. By

pricing Blue Moon on the market at $8.99, it does not go above and beyond the mid class brews.

Instead, it competitively sells, as Blue Moon is considered a craft beer and not just a local

everyday beer. At $8.99, it is only a couple dollars more than the average beer, thus, creating

value for the consumer.

The two other pricing strategies, “Cost Based” and

“Competition Based”, does not apply to how Blue

Moon is priced because Blue Moons purpose is to

capture consumers based on value of the product. Since

Blue Moon is a craft beer, with only about less than six

million barrels produced per year” (Miller Coors), Blue

Moon’s value can be seen as a beer that is artfully

crafted and is being sold at a price that consumers

believe it should be worth.

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Price Comparison

Target (US 41 & Daniels Pkwy)

Brand Unit Ounces Unit Price

Per Oz

Unit Price

Per Bottle

Unit Price

per Pack

Sam Adams 6 Pack 12 oz 0.12 $8.99 $1.50

Blue Moon 6 Pack 12 oz 0.12 $8.99 $1.50

Guinness 6 Pack 12 oz 0.12 $8.49 $1.42

Modelo

Especial

6 Pack 12 oz 0.12 $8.49 $1.42

Corona Light 6 Pack 12 oz 0.12 $8.49 $1.42

Stella Artois 6 Pack 12 oz 0.11 $7.99 $1.33

Land Shark 6 Pack 12 oz 0.10 $7.49 $1.25

Yuengling 6 Pack 12 oz 0.9 $6.49 $1.08

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Price Comparison Publix (Corkscrew Rd)

Brand Unit Ounces Unit Price

Per Oz

Unit Price

Per Bottle

Unit Price

per Pack

Sam Adams 6 Pack 12 oz 0.12 $8.99 $1.50

Stella Artois 6 Pack 12 oz 0.12 $8.99 $1.50

Blue Moon 6 Pack 12 oz 0.12 $8.29 $1.38

Modelo

Especial

6 Pack 12 oz 0.11 $8.19 $1.37

Corona

Light

6 Pack 12 oz 0.11 $8.19 $1.37

Guiness 6 Pack 12 oz 0.11 $7.99 $1.33

Land Shark 6 Pack 12 oz 0.10 $7.59 $1.27

Yuengling 6 Pack 12 oz 0.9 $6.49 $1.08

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Distribution Channels

Blue Moon operates an indirect distribution similar to example of “Channel 2” (See below)

PRODUCER PRODUCER PRODUCER

DISTRIBUTOR

RETAILER RETAILER

CONSUMER CONSUMER CONSUMER ( Channel 1) (Channel 2) (Channel 3)

“Blue Moon Actual Distribution Channel”

Molson Coors Brewery

currently has a distribution

OFF SITE (Publix on Corkscrew)

MOLSON COORS BREWERY

DISTRIBUTORS (JJ Taylor Florida Distributor, Lee County)

ON SITE (Miller’s Ale House, Gulf Coast Town Center)

CONSUMERS (Free Spirited & Fun People)

CONSUMERS (Anastasia, Ashley, Maria, Abby)

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channel that efficiently works for both consumers and vendors. According to Miller Coors

Brewery located in Shenandoah Valley, VA, Miller Coors handles its own distributor channels as

well as vendors who are distributors as well. From the Brewery, it delivers the products to an

“Off-site” location also known as convenience or grocery stores and to “On-site” locations also

known as restaurants. After the products reach their final retail location, the consumers are now

able to enjoy Blue Moon.

Retail is a huge part of Blue Moon’s channels, as it is the most

convenient and effective way for consumers to purchase Blue Moon.

Due to the regulations of consumers purchasing directly from the

producer, this is the only way possible to retrieve Blue Moon. As

Blue Moon is mainly sold in grocery, convenient and liquor stores, it

can also be enjoyed at many restaurants and sports bars. For this

reason, retail is an extremely important part of the Blue Moon’s

distribution channel. Without it, consumers would not have a way in

order to enjoy Blue Moon’s artfully crafted beer.

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Blue Moon’s channel

strategy is right for what our brand

stands for. Blue Moon’s short

length distribution channel allows

for the flow of information and

promotion of our specialty brand to

reach current and prospective

consumers. Blue Moon takes pride

in being the crafted brand that is

becoming widely recognized and

readily available to our consumers

looking for a laid back afternoon or

evening. Whether it’s ordered on

tap at your local bar or picking up a

six pack from your local liquor

store before the barbeque, Blue

Moon is the brand that embodies a

good time with friends.

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CREATIVE WORKPLAN & MEDIA SELECTION

Advertising Objective

The purpose of advertising is to raise awareness

of Blue Moon as a craft beer, as well as to

continually assist in helping Blue Moon launch

their seasonal lines eg: Winter, Summer, Spring,

Fall, as well as their special editions. In addition,

advertising Blue Moon’s brew competitions will

facilitate and get their consumers involved with

the product in a fun manner. One of the most

important features that should be included should

be an image of an orange. Blue Moon garnished

with a slice of an orange always goes hand in

hand, when serving this craft beer.

Target

Blue Moon targets young people that are

socially liberal and are willing to go against

conventional products and enjoy trying new

things and flavors. People that enjoy having

Craft- beer drinks are also part of the target

market.

People who drink Blue Moon beer are 105%

more likely than the average person to drive

hybrid cars, 77% more likely to own Apple

Mac laptops, 65% more likely to purchase five

pairs or more of sneakers every year, and 32%

more likely to not be registered voters.

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Unique Selling Proposition/

Differentiating Proposition

“A classy beer fit for all occasions”

Media to be used

Magazines, TV Commercials,

Posters Ad’s, Social Media Ads

Forms of Ads

Because of the audience characteristics, a majority of our ads will be seen in commercials in

between a game or a movie. Because Blue Moon just recently came out in cans, it is allowing

more and more people to truly enjoy Blue Moon anywhere at any time- especially more so at a

parks and recreation level. We will also produce ads that subliminally speak to consumers in a

way that it becomes a part of the conversation via social media. We will advertise the next brew

competitions along with flavors and ideas from the Blue Moon Fans. By targeting this specific

consumer, they will be able to spread via word of mouth.

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Blue Moon Promotional Ideas

1) Coors Field and Sand Lot Brewery

Purchase a ticket at Coors Field in Denver,

CO, and after the game, enjoy a FREE

pitcher of Blue Moon at Sand Lot Brewery!

Step back in time and enjoy Blue Moon at

its own birthplace. Get a feel for the

hometown environment with friends. Those

who go will leave with an experience.

a) Objective for this promotional idea is to create desire to purchase.

b) The promotion is going to work because Coors Field and

Sand Lot Brewery are both in an ideal walking distance

location from each other. Having a ticket to the game gives

them an opportunity to experience a pitcher of Blue Moon

with friends.

c) This promotional idea is right for the brand

and target because, Blue Moon epitomizes fun

times with friends while enjoying a craft beer.

It will be an intimate way of getting to know

more about Blue Moon, with friends having a

good time. While at Sand Lot’s, our target

market can take in the environment, understand the heart of Blue Moon, and be exposed to a

whole new perspective of craft beer.

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2) Craft Beer Expo

Go with Friends. At the Expo, avid

enthusiasts can sample a variety of

what Blue Moon offers. They can

also submit an idea on new flavor as

Blue Moon is always changing and

promoting a “seasonal” flavor. Fans

can also rate their favorite and

submit ideas and be a part of the

Blue Moon Journey. At the end, you

may leave with a six pack of your

choice. This can drive sales and

increase customer base.

a) Objective for this promotional idea is to create desire in the public to purchase product.

b) The promotion is going to work because at the expo, most

of those who attend will go with a few friends. While there,

they can sample several seasonal brews and at the end, take

home a six pack of their favorite choice. Not only that, but

while sampling, consumers can provide their opinion and give

suggestions. This is important, as we can understand more of

what our consumers are looking for and cater to them.

c) This promotional idea is right for the brand and target

because this whole event can be enjoyed thoroughly with

friends. This also gives everyone an opportunity to sample

several beers, give suggestions, and take home a six pack of

their choice to enjoy. After having this experience, they can

also advertise our product via word of mouth.

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References

http://www.beer-brewing.com/beer-brewing/beer_chapters/ch01_beer_industry.htm

http://www.bluemoonbrewingcompany.com/

http://www.millercoors.com/our-beers/great-beer.aspx

http://www.molsoncoors.com/en/Index.aspx

http://www.youtube.com/watch?v=wlduHTipMAU

http://www.bizjournals.com/denver/stories/2010/09/13/daily71.html

http://findarticles.com/p/articles/mi_m0EIN/is_1999_Nov_18/ai_57626260/

http://www.beer-universe.com/beer-education-article/2010-05-13/Women-and-Beer-

A-Surprising-Trend-in-the-Beer-Industry/

http://adage.com/article/news/psychographics-taste-beer/140106

http://www.wineaccess.com/file/store/totalwine/beer-corridorwine.pdf

http://www.cnbc.com/id/45079554/MillerCoors_Crafts_Small_Beer_Strategy