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NB Distillers: How to Promote the Brand?
內容大綱
Neeraj Bakshi, who bought a vodka distillery in 2019 in Mississauga, Ontario, had big dreams for the distillery and purchased a 2.5-hectare property in Welland, Ontario, to increase its production capacity. Bakshi had invested significantly in NB Distillers, which now produced three types of vodka, two types of whisky, and one type of gin, and he wanted to see nothing but success. He had advertised on billboards, bus shelters, and radio, but he wanted to spend his communication budget more strategically and was open to trying new ideas. Now, in May 2021, he needed answers to several important questions: What audience segment should NB Distillers target? How should Bakshi position the distillery? What other promotional tools might help him achieve greater brand awareness?
學習目標
This case is designed for an introductory or advanced undergraduate marketing course. Instructors can apply different marketing communication models and frameworks to this case, which allows students to apply key marketing concepts such as positioning, segmentation, and targeting. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Explain the need for positioning within a marketing strategy and identify available positioning strategies.</li><li>Demonstrate the importance of branding and brand awareness.</li><li>Create a communication strategy that is consistent with the brand position.</li><li>Explain the importance of the customer journey in developing communication strategies.</li><li>Evaluate marketing communications outcomes.</li></ul>