Case Study: Madcap Craftbrew & Bottleworks, Inc. Promotional Strategy.

Essay by superscott77High School, 12th gradeA, November 2005

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Define the audience to be targeted:

The target market is defined as the young professionals between ages 23 to 35 who drink premium or super premium beer. The secondary market was considered to be professionals who drink ultra premium beer.

Promotional Objectives

1) To increase the overall sales of Zebra Beer

2) Build awareness to the target market

3) Promote loyalty and long term growth

Promotional Budget:

Zabra Beer Promotional Budget -

Packaging: $3.50 - $4.00 Per Case

Advertising: $2.00-$3.00 Per Case

Point-of Purchase displays: $0.50 -$1.50 Per Case

Distributor Loyalty program: $5,000.00

Consumer Loyalty program: $10,000.00

Publicity: $10,000.00

The promotional budget will be mainly related to the amount of cases of beer being sold. The more cases of beer sold the more money that will be spent on promotional and advertising.

Design the Promotion Mix.


Madcap Craftbrew & Bottleworks, Inc will be using a "push" strategy to promote the sales of Zebra Beer.

Radio advertising - Advertising will consists of a series of advertisements which feature the 80 year old family matriarch. They will be aired on stations that broadcast rock and alternative rock music. The message of the ads will consist that Zebra beer was different, high quality and fun. It is also recommended to create other radio commercials that consist of Zebra Beer being high quality and fun. As part of the integrated marketing communications, all of the advertising should have Zebras and Grandma


Example of idea of radio ad (Still in production)

"Grandma, I met a wonderful person last night"

"You did,.....what is her name" Grandma

"Her first name was Sara, but I did not get her last name"

"You did not get her last name!! What were you thinking" Grandma

"I don't really remember, we were just hanging out and having fun"

"What did you talk about" Grandma

"I don't really remember, we were drinking Zebra Beer"

"I'm so proud of you" Grandma

(Sound of a Zebra) "Zebra Beer. The beer that is different. The beer that is high in quality. The beer that is fun. Zebra Beer. Buy it today and make Gradma happy" (Sound of Zebra)


Point-of Purchase displays.

Point-of Purchase displays is setup at a budget of $0.50 -$1.50 per case sold. The point of purchase displays will follow the same integrated marketing communications that the radio advertising and packaging. The 12 ounce bottles were brown, painted with white zebra stripes and the Zebra logo. The six pack cardboard carriers were also printed to resemble a zebra's stripes. All of the Displays should have contained zebra stripes on them and should contain grandma on the display. All of the advertising should contain zebras and Grandma to become part of the integrated marketing communications. Maybe even have a picture of Grandma with sunglasses that have zebra stripes on it. This would make the display stand out from the other beers and still follow the same theme as the advertising.

Loyalty Program:

Madcap Craftbrew & Bottleworks, Inc wants to increase the sale of Zebra Beer and promote loyalty and long term growth.


1). Contest among distributors- for every case of Zebra beer that is sold during a three month period, they will be entered into a contest. For example, if they sell 500 cases of Zebra Beer, they will receive 500 entries into this contest. One entry will be selected from all distributors. The winning distributor will receive free tickets to a local theme park for each employee and $1,000.00 for spending money.

2). Bonus for distributors - If distributors will receive a bonus based on reaching their targeted budget of sales / volume. This will help distributors strive to increase the sales of Zebra Beer.


3). Zebra Beers needs to promote customer loyalty to build long term growth. Madcap Craftbrew & Bottleworks, Inc can promote a contest for customers to create a new radio advertising ad that will be promoting their love of zebra beer. The winner will receive two free cases of Zebra Beer every week and will receive $10,000 for the rights to use their advertising. Every person that enters the contest will also receive a free Zebra Beer Tee-Shit and Zebra Sunglasses (whiter with zebra black stripes) The front of the shirt will have Zebra strips on it and the back of the shirt will have a picture of grandma on the back of it wearing zebra sunglasses.


Madcap Craftbrew & Bottleworks, Inc can promote its Zebra beer to the media with free publicity. Give out free cases of Zebra Beer "live" on radio stations. They will be aired on stations that broadcast rock and alternative rock music, Zebra Beer's target market. They can also include free Zebra Beer tee-shirts for winners. Winners will have to answer something about Zebra Beer or Zebras. For example, how many flavors does Zebra Beer come in?" Or how many pounds of food does an average zebra weigh?" By asking questions and beer and Zebras it will make Zebra Beer stand out to the audience and from the competition.

Marketing Research.

Zebra Beer should conduct marketing research before and after their new promotion efforts to find out if their efforts made a difference in sales and volume. They should also research their target market. The company needs to know what motivated consumers to purchase a Zebra Beer. Is it price, advertising, promotion, packaging. They should also test all of the advertising to a focus group to discover consumer's reaction -good or bad-to all of the marketing efforts. Including the 4Ps. By performing marketing research before and after a marketing campaign, it will encourage the greatest amount of success.