Chapter 11: Developing and Managing Products

Developing and managing new products is crucial to increasing profits and innovating new products to replace others that are obsolete. In today's blog, I want to discuss the new product development process and how Blue Moon Brewing Company uses this process to create new products.

Steps of new-product development process.

The new-product strategy plan is a plan interconnecting the new-product development process with the objectives of the marketing department, the business unit, and the corporation. In this part of the process, Blue Moon Brewing Company is generating new product ideas. Brewing master, Keith Villa brews and test many new flavored beers based on suggested sources from customers, employees, distributors, competitors, research development, or consultants. On the company website, customers are asked which next flavored beer should be created for the next season. Based on the choice, the company screens which flavors should be implemented and which should be eliminated. Once the ideas have been screened, the concept test evaluates the idea (hence Blue Moon Brewing Company's website getting consumer reactions of the  upcoming flavored beers.)

Blue Moon Brewing Event in Dallas, Texas.

During the development process, the company may brew the flavored beers and decide the marketing strategy down to labeling, packaging, pricing, promotion and distribution. Once this has been done, the company may test market the new beer usually through a promotional event. Blue Moon Brewing Company have tasting events to keep consumers in the know on what's happening in regards to its beer line-up. After this has been done, commercialization happens. That's when Blue Moon Brewing Company start advertising its products and seasonal beer sample packs are sold to the consumer.

Seasonal pack that consumers enjoy.

Chapter 12: Service and Nonprofit Organization Marketing

In today's blog, I want to discuss the importance of internal marketing in the beverage industry. How Blue Moon Brewing company maintain positive relationships with its customers to increase and maintain product sales goals. Company employees are treated as customers that benefits both employee and customer needs.

 

So how does Blue Moon employees and representatives benefit internally? Employees are the first to taste the new upcoming beer before it is even sold to the masses. Employees from the direct manufacturer can get discounts from any retail outlet the products are sold. Internal marketing in Blue Moon Brewing Company allows employees along with consumer input to create better products. Doing so ensures close relationships with it's target market as well.

 

Another topic I want to discuss is the experience quality of Blue Moon Beer and its products. Experience quality is a characteristic assessed after product use. Most people do not how Blue Moon Beer products taste unless they taste it themselves. Others look for indirect experiences to determine whether they should purchase any of the products. There are many reviews detailing blue moon beer products its taste.

 

 

 

Chaper 10: Product Concepts

The concept of a product is vital for a company to successfully market its products to consumers. In today's blog, I want to discuss Blue Moon Brewing Company's products in regards to what type of products it is and how its unique brand affects its consumers.

Blue Moon Brewing Company sells a convenience product- an inexpensive item consumers will shop for with little effort, craft beer. Most of its craft beers are sold in retailers as well as small independent retailers and warehouses. Its convenient for any consumer to find a product but what sets Blue Moon Beer apart from its competitors in the beer industry is its unique brand.

Its very easy to distinguish it's brand mark from other beers because its simple and easy for consumers to remember. There logo signifies there values for high quality craft beer at an affordable price. The logo is also catchy for potential consumers switching from a different craft beer to this as well. So how does Blue Moon Brewing Company ensures its consumers stay loyal to the brand and buy its craft beers?

Blue Moon Brewing Company offers feedback from its customers about its products as well as what new products do the consumers want. They also blend in the company's own unique tasting beer which also leads to better understanding with what ingredients to debut  during the peak of each season.

 

 branding is important because  consumers can easily recognize products.

Another way consumers easily identify Blue Moon Brewing Company's products is its packaging. The company uses persuasive labeling on its packaging to keep consumers loyal to the brand and its products. The consumer is informed to try the company's choice of beers within the packaging based on the seasons.

Another thing about the company itself is that its has its own unique product line. It creates both craft beer and wine. The company is also owned by Miller Coors and it is a part of the product line of beers miller Coors creates.