Marketing Strategy

“Fully integrated and targeted marketing strategies are at the core of success in the beer business”

In both long range conceptual planning and annual operating plans they encompass a clear understanding of market dynamics and the design and delivery of strategic positioning and programming.

Through our marketing solutions group, First Key has the expertise and global experience to provide independent counsel to breweries in auditing their existing marketing strategies and programs, in assessing market trends and conditions, and in recommending new strategies and programs to meet growth targets or competitive/industry pressures.

Our marketing group can also provide on-going marketing counsel to monitor performances in the field, recommend ideas and strategic adjustments to respond to or lead market dynamics, and to participate annually in strategic planning sessions.

Whatever the marketing challenge, First Key will work with you to deliver creative and fully integrated solutions that work.

Industry Assessment

  • Role of beer in society
  • Economic, social measurements and trends
  • Consumption trends
  • Competitive product trends
  • Consumer research on awareness and attitudes
  • Industry outlook

Competitive Assessment

  • Corporate positioning
  • Brand strategies
  • Organization
  • Strengths and weaknesses
  • Marketing programming
  • Sales and Distribution

Company Performance

  • Corporate and brand positioning
  • Brand strategies
  • Organization
  • Communications strategies and programming
  • Sales and distribution strategies and plans
  • Promotional strategies and programming
  • New brand/product development
  • Sponsorship procurement
  • Advertising creative concepts
  • Media planning