Page 41 - Brewdog Teaching Notes
P. 41
Market Research
Product Market Consumer
Craft Beer Global markets Branding, communication
Punk image & product
EFP TSG
IPO
Carbon Punk
Feedback
Neutral ambassadors
Diagram 12
BrewDog’s entire existence, is marketing
The company has seen their image evolve and become
more appealing to a wider range of potential audience
members, without letting go of the unique values that made
the brand special in the first place. However, with growth
comes change
e.g. EFP TSG Carbon Neutral IPO
How these pressures manifest post COVID-19 will impact on
the founders and their strategy especially as the brand goes
global.
The brand goal is to increase both segments and markets
over the long term.
