Write an introduction about INNOVATION BREW WORKS (IBW)

• It should succinctly summarize your marketing problems, your segmentation, positioning, and marketing mix recommendations (minus recommendation support), and the key insights that you derived. You do not need to add implementation details. The executive summary must be kept to under one slide.

Below is information about Innovation Brew Works (IBW) business:

Melody is the manager and would be considered the GM, in charge of the manager that does the brewing as well. Goal is to serve the public as well as student. Open 7 days a week focused on beer and pizza, sandwiches. Aliah, promotes the products through social media, creating graphics for sales, trivia nights, bingo, open mic night and other events. Easiest way to communicate is through email.

What is the product/service being provided?

Pizza and beer (on tap and to-go) are the main products. They also serve catering on campus, providing food such as pizza and sandwiches. Draft beer is available at Kellogg West and Round Table. merchandise, and beer. Working on securing sole provider services to Kellogg West for beer at events with a plan to focus on serving their beers.

What is special or unique about the product/service?

Students are deeply involved in the day-to-day operation at Brew Works. One of their uniqueness is in guiding the students by offering the Assistant Brewers Course.

Students run the services, marketing, and brewing and there is a management team, who oversees the student-run business, consisting of non-student employees.

Brew Works implements the farm-to-fork concept by sourcing fresh produce directly from the CPP farm. Some of the products with ingredients sourced from CPP farm includes beer and seltzers.

How do you compare with your competitors?

The main competitors for Innovation Brew Works are BJs and other brewery/pubs such as Pizza Port. Innovation Brew Works has the advantages that it gives students work experience, has more resources available via the on-campus presence. The disadvantages include limited physical space, only one location, and a high turnover rate due to the vast majority of the employees being students that this is their first job. Advertising has been a challenge since Brew Works is a local business, thus it does not have a team dedicated to marketing and human resources.

Can you describe the types of customers that use the product/service (demographics, why they use it, when they use it, etc.)?

Innovation Brew Works has four categories of customers: Beer enthusiasts, business professionals, families, and students. The beer enthusiasts are typically an older crowd who appreciate craft beers and come in the afternoons or weekends. They come to enjoy the taste of craft beer. The business professionals are typically employed by local businesses such as Edison and Red Cross. They typically come during lunchtime to enjoy the food. On the weekends, the business is often visited by families where the children can enjoy a tasty pizza while the parents sip craft beer. The students usually come for dinner since they can use their meal points to purchase food at Brew Works. The seasonality with students as sales due tends to drop during breaks in the spring, summer, and winter. During the pandemic, sales from business professionals dropped significantly and Brew Works are still struggling to increase lunch sales from business professionals even after promotions such as the Express Lunch.

Please describe how you think these various groups might perceive your product/service differently.

The students and families perceive the pizza as a delicious meal at a great price point. They give the food and beer great reviews on Google. They also get excited for the new and seasonal beers and seltzers. The student customers always want something new and better from time to time. The business professionals have hesitation when it comes to having lunch at Brew Works' location due to the speed of the service. They are interested in a fast, convenient, high-quality meal. For this demand, Brew Works created an Express Lunch menu from Monday through Friday, between 11AM to 1PM, with selected items ready in 10 minutes. This program has struggled as lunch rush time isnt as busy anymore since the semester started. They have promoted the Lunch Express menu on social media as well as in-store, but the advertising doesnt seem to increase their lunch sales. The beer enthusiasts and parents speak highly of the beer. The high quality and great tasting beer are the reasons that keep them coming as loyal customers. During the weekdays the popular beers are vibrant light-colored while on the weekend it is the brown darker beers. Large parties are difficult to accommodate due to the limited space and capacity of Brew Works space in CPP.

What information/questions does the client hope to get/answer from this project? Prioritize these questions?

Brew Works needs help with identifying their target audience groups. From there they would like strategies on how to market their events in order to increase attendance and sales. Currently, Brew Works advertises through social media where they have 5,200 followers on Instagram, 3,000 on Facebook and 100 followers on TikTok. Most followers are based locally in Pomona, age ranging from 18-21 years old, and 51% of the Facebook followers claim to be male. Brew Works would like to work with other organizations and communities on campus to broaden their reach.

What decisions will the client make using the information above?

The current platforms to advertise their products are the Foundation Enterprises Newsletter and SMS through Clover system. Brew Works could use strategies to reach broader audiences, resulting in more followers in their social media and becoming their new customers. Brew Works do giveaways regularly on the social media channels, we would like to suggest a few ways to advertise the giveaways, with the goal of attracting new customers. Social media platforms such as Tiktok and Instagram reels are popular in the college-student age group, Brew Works could be utilizing this platform by creating a video advertising instead of their current static images for advertising.

Brew Works Sample of current advertising on Instagram