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Case Study: High Falls Brewery
Situation
One of the largest brewers in the US, with distribution in the US and
Canada, High Falls Brewery was looking for assistance in introducing
a new brand, the first low-carb lager. They chose MVS to perform primary
market research and promotional activities, which would then be used
as the basis for creating a branding, marketing and sales strategy.
MVS' Approach
MVS conducted primary market research into the target audience and promotional
activities to promote new product offering. Using the analysis of consumer
demand and reaction, MVS created the branding, marketing and sales strategies.
MVS' Conclusions and Impact
MVS' research revealed a customer group that differed from the demographic
High Falls had been targeting. To reach this different market, MVS strongly
suggested a new advertising campaign. Additional recommendations on
marketing strategy, sales and distribution - including grass roots efforts
targeting secondary markets - that would allow for the successful growth
into a $50 million plus product in 3 years.
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