Page 38 - Brewdog Teaching Notes
P. 38
(A)
Market Research
Extensive
By setting the craft beer connoisseurs apart from the other
“traditional” breweries around the world, the more
BrewDog’s popularity grew.
Consumer Needs/Wants
Consumer needs/wants are clearly identified by BrewDog
BrewDog tries to embody an identity of young, hip, and
rebellious, whilst championing quality, and battling a
mediocre status quo.
Marketing Research
Watt and Dickie knew their customers and what they
expected from a craft beer. They knew what they did not
want, bland, tasteless, gaseous beer.
(B)
Potential Customers
BrewDog was built on developing a strong community, and
a base of loyal fans which allowed it to development a
