Chapter 16: Advertising, Public Relations and Sales Promotion

Advertising, public relations and sales promotion are vital for a company increasing demand for their products, getting consumers to recognize the need for them as well understanding the reasons a company does so. In today's blog, I want to discuss how Blue Moon Brewing Company uses advertising, public relations and sales promotion to maintain and improve the demand for its beer products as well as my own personal opinion about Blue Moon Brewing Company's advertising, public relations and sales promotion efforts.

I noticed Blue Moon Brewing Company's unique selling proposition in its advertsing campaigns. Its slogan appeals to consumers who want to drink quality craft beer that offers several, unique taste. 

Different taste according to the seasons.

Blue Moon Brewing Company also uses a seasonal media schedule- a media scheduling strategy running advertising only during times of the year where the product is more likely to be used. Blue Moon Brewing Company's craft beer is best sold during the earliest time of the new season because of the fresh ingredients that are used when they are in season as well. I remember the commercials be advertised on the FX channel and I noticed that the commercial was shown twice during one-minute commercial breaks and three times during eight-minute commercial breaks on the first day of Spring this year. I like how the company uses its seasonal media schedule to compliment the new products made and debuted during the new season.

Another important aspect Blue Moon Brewing Company has is evaluating public attitudes about creating new products and gaining the public's understanding and acceptance- public relations. Blue Moon Brewing company understands the importance of sustaining a healthy environment by reducing water consuption in its beers and instead use ingredients catering to consumers who want something new every season. According to an article, Blue Moon Brewing company has its 20th aniversary I feel that the company needs to focus a bit more on promoting and giving set dates to its consumers for set dates on relaeasing it new products to the public as well.

Speaking of promoting...

Blue Moon Brewing Company has also been trying to create new type of ales. They are interactively promotion this on the company website by giving its consumers the option to choose which new ingredients should be incorporated into the new beer as well. 

Chapter 14: Retailing

Retailing is all the activities directly related the sales of goods and services to the ultimate consumer for personal and non-business use. Today blog, I want to discuss how beers are sold in different types of retailers especially blue moon beer.

One thing I noticed when I went to the store or as per say, an independent, off-price retailer in my community, I noticed the emphasis of small snacks and low prices. In these types of stores, products are constantly being sold and replenished because it the closest store and perhaps the store with the most stock as well. The disadvantages is that its cash only and not involved in a franchise. I wanted to find out how they Blue Moon Beer was sold in independent, off-price retailers compared to other franchise and major retailers such as Target.

As I went in the store, I noticed how the beers were stocked. The beers were stocked from highest to lowest price. It went from blue moon beer being the highest at $3.00 to natural light being the lowest at $1.50. A case of blue moon beer also went to $12.00 shockingly. I think this was a ploy to get consumers to buy the other beers at lower prices.

When I walked into target, I noticed the difference in how it the beer products were sold. Target emphasized its low prices by showing just how much a consumer will save buying the product. I believe this ploy was also used to make consumers believe they are getting the product at a discounted price.  

Chapter 6: Consumer Decision Making

A company must understand consumer behavior when selling products or services to successfully satisfy consumers and reach company goals. Today blog, I will discuss the process involved in making a buying decision, several factors influencing how a consumer decides to make a buying decision and what Blue Moon Brewing company does to ensure consumers believe their product will satisfy there needs.

Consumer decision making process 

A need recognition is an occurrence consumers have between needs and wants- the first step in the decision making process. It's when you want something you believe you need. It's when you're sitting on the couch watching "TheWalking Dead" and a commercial shows. Or, when youre reading this blog and you watch this.

 

Yes I just did that...

The moment you watched the video, (depending if you need a drink) then this may have aroused you to recognize that you may want one. Wither its beer or anything else.

Information search is the second part of the decision making process. Once a need or what is recognized, a consumer will find out all about the product they want. Talking with friends, family, anyone with knowledge of the product, or the knowledge a consumer has about a product. When it comes to Blue Moon beer, I have friends who also drink it as well.

After a consumer finds the information about the product they want or need, evaluation of alternatives is the next step. In this step, consumers are evaluating on the product they want to buy. They decide weither or not to buy the product, when to buy, what to buy, where to buy and how to pay. When I decide to buy blue moon beer, I decide to buy it on social occassions when at the bar with friends. Sometimes, I'll even go to the store if me and my friends are indoors. Some other people may even decide to shop at an online retailer as well. There are many different beers but I buy this because I like it, my friends do and its at a cheaper price compared to other belgium style beers.

Once the consumer buys the product, they have an expected outcome for buying it. If the product does not exceed to the expect outcome, most consumers turn to a different product or its competitor when purchasing a similar product. Post purchase behavior is important because all these factors decide if a consumer will continue to buy the product from a company.

I noticed the biggest factor that plays when I'm purchasing Blue Moon beer is what I like about it. I like the taste and compliments fried foods especially fried chicken wings or bbq wings since its an ale. Some people also like to drink it because its at an affordable price for its high quality taste as well.