AMB330 – Digital Portfolio Brief - Semester 1 2020

Solution.pdf

Product Background: Our core range of products are represented by characters with distinct personalities, who we refer to as ‘Your Mates’. This personification of our beer style offerings presents consumers with a unique opportunity to connect with our products on an emotional level, increasing the potential for brand loyalty. 

We currently have 4 beers/personalities in our core range of mates: Larry Pale Ale ? Everyone has a mate like Larry. He’s a summer lovin’ party shirt kinda fella. In his element 

at the beach or a BBQ, Larry is always frothing! He is your #Larrycan mate. Sally IPA ? Sally’s passion for Australia’s backyard is no secret. A bold explorer of nature, she is always 

pushing the horizon for botanical beauties. Rain or shine, it’s always a good time with your mate #SunshineSally. Macca Lager ? Macca is your adventuraholic mate. There’s no secret to his happiness besides a hot 

summer’s day and a couple of cold beers. He's a tru-blu bloke who won’t #CrackaMacca until he’s got a fish in the boat. Life is never boring with your mate Macca. Donnie Dark Ale 

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? Donnie is the dark horse, the strong and silent type. He might seem a bit intimidating at first, 

but after a good chinwag you’ll find that he’s a smooth operator with a heart of gold. If you’ve got a mate like #DonnieDarkale, you’ve found a mate for life. 

Larry was the first product/mate launched by our company in 2015. It is our flagship product and is the product we’d like students to focus on throughout this course. Larry was created with the goal to produce the perfect good times beer, something you’d choose to drink during a social session with your mates. 

He has developed a cult following on the Sunshine Coast since his inception. In 2018, Larry was voted 13th most popular beer in Australia in the GABS Festival Hottest 100, a competition that is likened to the Triple J Hottest 100 of craft beer. More recently, Larry was voted 5th most popular beer in the 2019 GABS rankings, a huge and unprecedented result for a beer with such a limited geographic distribution. 

The graph below shows the percentage split between our core range of beers in regards to wholesale. Larry is clearly our most popular product, responsible for 81.1% of wholesale sales in December 2019. 

Larry can be found at most bottle shops and venues across the Sunshine Coast and has a high level of brand awareness within our target market in this area. In some cases, consumers have displayed a higher level of familiarity with Larry than with the Your Mates brand. 

https://yourmatesbrewing.com/your-mates-finder/ 

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Larry can also be found in a small number of bottle shops and venues in the Brisbane area. This is a market we have only recently endeavoured to penetrate due to limited resources and extreme demand on the Sunshine Coast. This year we will be increasing our production capacity, allowing us to brew more beer and supply more customers. We have also recently hired two Brisbane based sale representatives to establish a customer base in the Brisbane area. 

Marketing objectives: 

1. Increase Brisbane based audience by 10% on Facebook and Instagram platforms 

2. Build an email list consisting of 2,000 new Brisbane target consumers 

3. Potentially an ecommerce objective (in the future) 

Traditional media use: 

1. Events We focus heavily on craft beer, hospitality, community, cultural and entertainment events to increase our brand awareness within our target market. 

2. Radio We have some connections within the Sunshine Coast’s most popular radio station, 92.7 Mix FM, who we have collaborated with for events and utilised for promotion of our brewpub 

3. Local media We utilise the local media to promote milestone achievements/events, i.e. Larry placing 5th in the recent GABS results and to promote events. Some of these media organisations include Urban List, Profile Magazine, Sunshine Coast Daily, 7 Local News, WIN News and SC Ten. 

Target audience/s: ? Consumer Market 

Demographics: ? Age and Gender 

Instagram page data 

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Facebook page data 

Web data (last 30 days) 

Income: ? All income levels, mostly middle income 

Education: ? All education levels 

Psychographics: ? Strong social culture, values mateship, urge to actively engage with mates while consuming 

product, having a good time ? Mostly interested in sessionable beer, regularly enjoys drinking sessions ? Sense of humour, easy going personality ? Interested in sports, outdoor activities, physically active - camping, fishing, surfing, 

spearfishing, popular Australian sports ? Likes to support local products* 

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? Likes to support local community* - interesting opportunity to position brand differently to 

Brisbane market as it is not considered a local product ? Has a connection with nature and looking after the environment 

Geographics: ? Interesting variations in data between SM and web audience here. (Data from last 30 days - 

GABS 5th result had clear influence on traffic location) 

Web Audience 

Data from month of December 2019 - prior to GABS result 

Social media audience 

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Facebook ? 38.3% Sunshine Coast ? 27.3% Brisbane 

Instagram 

B2B Market: Location ? SE Queensland (For the purpose of this course focus on Brisbane B2B market only) 

Size ? Brisbane bottle shops: 1,000 ? Brisbane venues with flexible/no contract: 300 

Main competitors for this target audience: Sunshine Coast craft breweries with resources to wholesale to Brisbane market: ? Land and Sea ? 10 Toes ? Heads of Noosa ? Brouhaha 

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Main Brisbane breweries list: ? Newstead ? Green Beacon ? Ballistic ? Revel 

Main Gold Coast breweries list: ? Burleigh Brewing Co. ? Balter ? Black Hops 

Main National breweries list ? Stone and Wood ? Feral ? Bentspoke ? Gage Roads ? KAIJU ? Young Henry’s ? Coopers 

Search budget: ? $2,000 budget per month 

Creative considerations: ? We have developed a strong brand voice that we carry throughout our content. It is emotive 

and communicates excitement, gratitude for our community, good times and a general lust for life. 

Special requests: ? Consider engaging with Brisbane based ambassadors to grow this audience. When creating 

customer personas please consider differences in bottle shop and venue customers. 

Other business information: Wholesale keg vs carton sales for December 2019 ? Keg - 60% ? Carton - 40% 

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