We explained how Joe has just bought into a small craft brewery that closed its doors during COVID. He had just hired you as the new brand manager to help get his business going and build a full marketing plan, which important as he needs to go to the bank to get a loan to so his has the proper cash flow to run the business.

Again he has asked for your help in rebranding the company and the beers that they sell. The plan is to also launch a new brand called The Sour Seed into the Ontario market. It is a crowded field in the craft beer category, but it this beer made with Crabapples and there is no other product like it in the market, with its tart (sour) but sweeter taste profile. He is launching this product in a 473ml sized can into this market segment where prices range from $2.25 to $3.50.

So in completing the business plan Joe, needs your help in answering the following questions.

Segmentation Joe is trying to determine what segment of the beer market he should go after with his brand.	/12
What would be four ways he could segment the Beer Category to determine what segment offers the best opportunity? List the four critical factors he should look at and explain each one.	/8
What Segment would be the best opportunity for his product the Sour Seed and why?	/4

Branding In developing the new brand, Joe as asking some basic brand questions that he would like you to answer?	/8
What is the difference between a trademark and a symbol	/2
What is the difference between brand equity and brand meaning?	/2
As his brand the Sour Seed is in the Introduction stage of the product lifecycle, name four marketing strategies he should focus on. Be specific	/4