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Table of Contents
Where are we now..
Overview of “A good beer buys a life to someone” campaign.
Objective of Good Beer Co.
“A good beer buys a life to someone” campaign’s current objectives.
Insights of the target market of Good Beer Co.
Where can we be.
Solution of the consumer problem..
Arguments to be used to let people purchase the beer.
How to get there.
“Discover the spirit of joy by celebrating the random moments with us and better beer deserves a better consumer” and
We are here to work with good causes, good businesses and good brewers to do good.
Good Beer Co is an Australian based social enterprise organization which looks forward to brew and sell the beer so that it can raise funds and awareness for the good cause. It is mentioned by the owner of Good Beer Co that almost 10% of the sale of every beer goes straight to the charity partners (Wilson, 2018). Therefore, the researched shows that in past Good Beer Co was involved in running such campaign which represented the slogan "A good beer always helps" whose aim was not to only to show love and gratitude to the doctors, front line workers, nurses, teachers, police and professionals inputting into their duties during the hard time of Covid-19 but also to show support to the beer industry who was facing issues due to the restrictions of social distancing (Cwhitting, 2020). Therefore all the workers were sent the 4-pack of beers and the donation Good beer Co collected went to the workers of the company. Thus, the new campaign whose slogan is represented above is going to show an amusement to work for the people liked to the beer company doing tasks like brewing the beer, canning, packing, and then delivering the beer.
The main objective of Good Beer Co is to brew and sell the beet to raise the funds and awareness for the good cause. In interview conduction with the owner of the company, James Grugeon claimed that they are running a beer company that exists to do only good with the beer (Aula and Mentere 2020). This shows the delicacy of the company to provide benefits to most of the people out there.
The objective of this campaign is not entirely different from the previous campaign which were been the part of the organization recently but links to them to some extent. The current campaign is not highlighting the goodness of the beer which the company sells but it aims to highlight that the beer of this company can be bought by anyone who wants to donate or help anyone using anyway. The beer which people are going to consume from this company will bring a life to someone which means that the deserving ones connected to the company will get that donation. As a result, they will be able to meet both ends meet and will have a chance to live a good life like other people does. Recently, the owner of this company was interviewed in which she was questioned about the new campaign a company could run in the coming months. The answer she gave only based on doing well for others. She said the business will prosper until we will be taking care of people around us and this is a reason that this objective is the part of out every campaign ( Mathias and Huyghe, 2018).
The target audiences for this campaign are the ones who belong to the elite or middle class and can easily afford to buy beer from the organization. These include people from various organizations who like to have a beer. They are targeted so that they can buy beer from Good Beer Co and 10% of every beer can go to the deserving ones. As enabling these affording people is the major aim of this campaign (Hawkins, 2015).
Consumer insight is developed to find out and analyze by the businesses so gain a deep understanding of the thinking, feeling, needs, and wants of their consumers ( Strong, 2015). In link to this campaign, the needs, desires, and aspirations of the consumers can be defined. This campaign is going to be successful when people will get educated about the importance of doing well to others. Normally, people all around exist with emotions and feelings for others but it becomes difficult often to ask for donations. People do not respond if donations are asked directly. Therefore, the psychology of consumers needs to be understood by Good Beer Co too. The reason behind this is that if the company would sell the beers with no slogan of providing goodness unlike the current campaign, their business may not get much attention and superiority in the market. The campaign and the business will get success if the needs of consumers are also fulfilled and they do not think they are being asked for donations and 10% of every beer automatically goes to the deserving one. One conducted interview shows that consumers do not tend to buy a product that does not seems to be interesting to them. Therefore, the beer company believes in selling a good beer to save the life of many as a result.
The consumer problem has been discussed while discussing the consumer insights about the business and campaign. There is a solution to this problem which is not to communicate the allocation of donations directly as well as through educating people that their purchase from the business would help with the life of so many. Awareness is needed to be spread which will turn the people of Australia on to think for others too having not many resources like they do.
Some arguments which can be used by Good Beer Co to make the campaign success can be
This part of the assessment includes the strategies which Good Beer Co can follow to make this campaign successful and operational. The current explained campaign is all about saving the lives of other workers and people who deserve it. People will go for the purchase of beer from this company because they have been providing value to both the consumers and the workers they have. There is a next stage to this campaign too which focuses on joining hands with other organizations for this noble cause. This will increase organizational sales as well as the donation work will prosper. Some interviews show that the Good Beer Co has already allied with some organizations in different cities of Australia. This can be done on a bigger level which can be international. There is a huge need for this organization to be internationally recognized. The nest campaign should focus on the internationalization of the business so that more people could know about this business and can work with Good Beer Co together to provide value to others.
Aula, P., and Mantere, S. (2020). Strategic reputation management: Towards a company of good. Routledge.
Cwhitting (2020). CAMPAIGN LAUNCHED TO GIFT ESSENTIAL WORKERS WITH BEER. [online] brewer & beer. Available at: https://www.beerandbrewer.com/campaign-launched-to-gift-essential-workers-with-beer/ [Accessed 20 Aug. 2020].
Hawkins, E. (2015). Great Beer, Good Intentions, Bad Law: The Unconstitutionality of New York's Farm Brewery License. BCL Rev., 56, 313.
Mathias, B. D., Huyghe, A., Frid, C. J., and Galloway, T. L. (2018). An identity perspective on coopetition in the craft beer industry. Strategic Management Journal, 39(12), 3086-3115.
Strong, C. (2015). Humanizing big data: Marketing at the meeting of data, social science, and consumer insight. Kogan Page Publishers.
Wilson, M. (2018). Good company: A study of Nyakyusa age-villages. Routledge.
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