Delivering the right product, at the right price, at the right time, to the right
customer is a marketing challenge that has always existed. In this assignment,
you will be considering the launch of a new craft brewery and you need to
describe how you will approach creating the positioning in a highly competitive
market.


Assignment Overview:
As the marketing director for Kitsch Brewing Co. (when you have an itch get a
Kitsch) you are creating the product positioning using the tools we have studied in
class. Right now, there is only the name and tag line. The product you will be brewing and
the type of retail operation you will create need to be developed. Marketing is taking
the lead in these areas, and you are driving the entire process as Marketing Director.


To Answer the following questions:
1. To Describe your primary target customer:
• Be specific in terms of demographics and psychographics.
•To  Describe the most important influence (family, social, etc.).


2. To Describe your approach to assessing the competitive market for craft breweries:
• To Describe the number of competitors and relative size of the industry.


• NOTE: you can use proxy data - you need to demonstrate that you can use different sources to try and see how big your market is to determine if there is a profitable target market.


• What stage of product life cycle is this industry in? Based on the stage, what
are the implications for Kitsch Brewing to consider?


3. To Outline the types of products you will offer. Describe how you will use marketing
research and environmental assessment tools to guide this new product
development process.
• You do not need to create individual beer flavours. You should describe a
general range of the number of products, what type of container they are in, etc.
• Include a recommendation of whether you will have a bar set up, retail sales, food service.


• NOTE: you do not have to describe the food menu. You just need to
state why or why not food will be available. Remember there is a cost
for staff, equipment, food supplies, food handling licensing, etc.


4. To  Describe your evaluation tools and approach after the brewery has launched. How
will you measure success?
• To Present the top three Key Performance Indicators (KPI) that you will be
tracking.