Page 36 - Brewdog Teaching Notes

MARKETING

BrewDog Marmite beers. You either love them or hate them.

BrewDog embodies, much about modern life that many

people love to hate, particularly online. In the small but

passionate world of British beer nerds, few subjects arouse

stronger feelings than BrewDog where it is seen by some as

an instinctively repulsive operation of expanding beards and

stupidly named gaseous drinks.

However, BrewDog has effectively moved from a disruptive

marketing strategy to a dominant brand with its provocative

marketing being a key aspect of its business model and
making it one of the most recognizable craft beer brands on

the planet.

COMPANY ORIENTATION

Sales Orientation Volume output is the objective. Simply
get as much product onto the market

Product Navel Gazing
Orientation Look internally at production
processes and systems to produce the

most efficient and effective operation

Marketing Satisfy the customer at a profit to the
Orientation company