o Chuck Galea, during a management meeting last week, told his colleagues that the demographic coming to the craft brew category is “getting younger and younger”. That comment got Garnett Pratt thinking about their overall promotional strategy. He has asked you to assess their previous “celebrate” campaign and use of the various elements of the promotional mix in light of changing market characteristics and the entrance of more craft breweries.
Prepare a report detailing how you would assess the previous “celebrate” campaign and use of the various elements of the promotional mix in light of changing market characteristics and the entrance of more craft breweries.
You will need to look at the overall strategy for Side Launch and assess how the promotional activities are supporting the positioning of the company and the fit with the current customer demographic they are serving. While social media is a growing trend – is it possible that some of their customers will be left behind?
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