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| Official Finish Line IPA Branding |
Thursday, December 9, 2010
EOC: Week 10: What Channels are you going to do to get your product noticed?
Located in the heart of Seattle, Finish Line Brewery has the unique ability of maximizing local distribution because of the area's densely populated community's and cities. "Products must be available where and when consumers want them" (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 323.), so intensive distribution efforts to make Finish Line IPA available to buyers will be made in house through Finish Line's delivery fleet. These delivery routes will supply three important clienteles: grocery, restaurant, and bar/events.
As the company grows, Finish Line will sell indirectly through retailers such as Safeway, Kroger, and Metropolitan Market in order to reach more consumers and become more competitive in pricing. Because its brewery's location, Finish Line will be able to take advantage of Seattle's ports, trucking routes, and international airport for delivery methods.
Measures are in place now to begin establishing a wider array of key suppliers to support the raw materials necessary to create the Finish Line brew. "Companies must decide on the best way to store, handle, and move their products and services so that they are available to customers in the right assortments, at the right time, and in the right place." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 328.)
As the company grows, Finish Line will sell indirectly through retailers such as Safeway, Kroger, and Metropolitan Market in order to reach more consumers and become more competitive in pricing. Because its brewery's location, Finish Line will be able to take advantage of Seattle's ports, trucking routes, and international airport for delivery methods.
Measures are in place now to begin establishing a wider array of key suppliers to support the raw materials necessary to create the Finish Line brew. "Companies must decide on the best way to store, handle, and move their products and services so that they are available to customers in the right assortments, at the right time, and in the right place." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 328.)
Weeek 9 EOC: Three Great Mission Statements
Great mission statements
I selected the following mission statements based on their ability to answer the following questions:
Bowman, Robert B. (http://rbowmanphoto.blogspot.com/) clearly defined the mission of Nature's Blend by articulating their focus on family, tradition, and inviting consumers to open a bottle and become part of something bigger, something legendary.
Lapadu, Michaell Edward (http://lapaduproductions.blogspot.com/) expresses everything you need to know about the company in four sentences. I liked this mission statement for its succinct approach to defining who they are, what they do, and who they do it for. You know very quickly if you are of, "the passionate few that understand what a beer can and should be."
Glenn, Tanya M. (http://tjustme.blogspot.com/) created the strongest mission statement of the lot. Every word is accounted for and used to serve a purpose. This clear run through of the companies purpose is refreshing in its brevity, no fluff just the facts in a professional and compelling presentation.
Great job team! Keep up the good work.
I selected the following mission statements based on their ability to answer the following questions:
- What is our business?
- Who is the customer?
- What do consumers value?
- What should our business be?
Bowman, Robert B. (http://rbowmanphoto.blogspot.com/) clearly defined the mission of Nature's Blend by articulating their focus on family, tradition, and inviting consumers to open a bottle and become part of something bigger, something legendary.
Lapadu, Michaell Edward (http://lapaduproductions.blogspot.com/) expresses everything you need to know about the company in four sentences. I liked this mission statement for its succinct approach to defining who they are, what they do, and who they do it for. You know very quickly if you are of, "the passionate few that understand what a beer can and should be."
Glenn, Tanya M. (http://tjustme.blogspot.com/) created the strongest mission statement of the lot. Every word is accounted for and used to serve a purpose. This clear run through of the companies purpose is refreshing in its brevity, no fluff just the facts in a professional and compelling presentation.
Great job team! Keep up the good work.
EOC Week 8: Creativity Content
I will be creating the following items to support my new brand, Finish Line IPA:
I will create a logo design for the brand, along with a label, and complete bottle design for the actual beer.
Finally, I will crossover from paper to ether and provide a web and twitter page to round out my marketing efforts.
I will create a logo design for the brand, along with a label, and complete bottle design for the actual beer.
Finally, I will crossover from paper to ether and provide a web and twitter page to round out my marketing efforts.
Final Project: Implementation Evaluation Control
In order to implement an efficient and effective product evaluation Finish Line IPA will focus on its progress toward the following performance standards: market share, sales volume, product profitability, and customer satisfaction. "We define sales force management as the analysis, planning, implementation, and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, compensating, supervising, and evaluating the firm’s salespeople" (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 416.)
We understand that the market for specialty brew is very saturated in regard to our competition and ability to compete with larger brewery's. However, we are planning effective control measures to monitor our customer satisfaction, sales volume, and profitability on a bi-weekly basis. "Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 55.)
Finish Line IPA has developed a strong management team to closely monitor its success throughout the first and second quarter of 2011. Comprised of project mangers from sales, marketing, and operations all with key personnel to review our current status, we are confident that the implementation of our product and brand will be a success. With our efforts focused primarily on the proper delivery of marketing, product, and customer service we have also set in place contingency plans in all three areas that will allow is to respond quickly to changes in the market and economy.
We understand that the market for specialty brew is very saturated in regard to our competition and ability to compete with larger brewery's. However, we are planning effective control measures to monitor our customer satisfaction, sales volume, and profitability on a bi-weekly basis. "Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 55.)
Finish Line IPA has developed a strong management team to closely monitor its success throughout the first and second quarter of 2011. Comprised of project mangers from sales, marketing, and operations all with key personnel to review our current status, we are confident that the implementation of our product and brand will be a success. With our efforts focused primarily on the proper delivery of marketing, product, and customer service we have also set in place contingency plans in all three areas that will allow is to respond quickly to changes in the market and economy.
Final Project: Marketing Mix - Price
Finish Line IPA will be priced at $11.99, $20.99, and $38.99 for 6, 12, and 24-packs of 12oz bottles. Kegs will be priced at $80 with a $30 deposit.
These prices are reflective of Finish Line's locally grown organic ingredients, the cost of supporting a state of the art brewing facility, and its emphasis on local sustainability. "Economic factors such as a boom or recession, inflation, and interest rates affect pricing decisions because they affect consumer spending, consumer perceptions of the product’s price and value, and the company’s costs of producing and selling a product." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 284.)
Because of these factors, Finish Line has reviewed project earnings, facilitative costs, and operating expenses in order to establish product pricing that is equal to what the product delivers - not only in taste, but also in the company's impact on the local community.
Calculating the product pricing for Finish Line IPA requires much consideration. "Marketers sometimes become addicted to promotional pricing, especially in difficult economic times. They use price promotions as a quick fix instead of sweating through the difficult process of developing effective longer-term strategies for building their brands." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 294.)
While the company is currently unable to provide promotional pricing for their product, they do offer $1-$6 discount coupons based on returning empty Finish Line IPA bottles to the brewery for recycling. "Rebates have been popular with automakers and producers of cell phones and small appliances, but they are also used with consumer packaged goods." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 294.)
These prices are reflective of Finish Line's locally grown organic ingredients, the cost of supporting a state of the art brewing facility, and its emphasis on local sustainability. "Economic factors such as a boom or recession, inflation, and interest rates affect pricing decisions because they affect consumer spending, consumer perceptions of the product’s price and value, and the company’s costs of producing and selling a product." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 284.)
Because of these factors, Finish Line has reviewed project earnings, facilitative costs, and operating expenses in order to establish product pricing that is equal to what the product delivers - not only in taste, but also in the company's impact on the local community.
Calculating the product pricing for Finish Line IPA requires much consideration. "Marketers sometimes become addicted to promotional pricing, especially in difficult economic times. They use price promotions as a quick fix instead of sweating through the difficult process of developing effective longer-term strategies for building their brands." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 294.)
While the company is currently unable to provide promotional pricing for their product, they do offer $1-$6 discount coupons based on returning empty Finish Line IPA bottles to the brewery for recycling. "Rebates have been popular with automakers and producers of cell phones and small appliances, but they are also used with consumer packaged goods." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 294.)
Final Project: Marketing Mix - Distribution
Located in the heart of Seattle, Finish Line Brewery has the unique ability of maximizing local distribution because of the area's densely populated community's and cities. "Products must be available where and when consumers want them" (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 323.), so intensive distribution efforts to make Finish Line IPA available to buyers will be made in house through Finish Line's delivery fleet. These delivery routes will supply three important clienteles: grocery, restaurant, and bar/events.
As the company grows, Finish Line will sell indirectly through retailers such as Safeway, Kroger, and Metropolitan Market in order to reach more consumers and become more competitive in pricing. Because its brewery's location, Finish Line will be able to take advantage of Seattle's ports, trucking routes, and international airport for delivery methods.
Measures are in place now to begin establishing a wider array of key suppliers to support the raw materials necessary to create the Finish Line brew. "Companies must decide on the best way to store, handle, and move their products and services so that they are available to customers in the right assortments, at the right time, and in the right place." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 328.)
As the company grows, Finish Line will sell indirectly through retailers such as Safeway, Kroger, and Metropolitan Market in order to reach more consumers and become more competitive in pricing. Because its brewery's location, Finish Line will be able to take advantage of Seattle's ports, trucking routes, and international airport for delivery methods.
Measures are in place now to begin establishing a wider array of key suppliers to support the raw materials necessary to create the Finish Line brew. "Companies must decide on the best way to store, handle, and move their products and services so that they are available to customers in the right assortments, at the right time, and in the right place." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 328.)
Final Project: Marketing Mix - Promotion
Finish Line as a company, is active by its very nature and long time running enthusiast, Ernie Stepp, understood the wants and needs of a quality beer from his fellow runners from around the world. Those who understand the dedication of marathon running and the ability to push ones self in pursuit of the finish line know that victory is born of hard work and perseverance.
"In developing a sales promotion program, a company must first set sales promotion objectives and then select the best tools for accomplishing these objectives." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 432.) Promoting Finish Line IPA began as a very slow and organic process, but has grown into a strong and successful marketing campaign. "Finish Line IPA - There's a trophy in every glass" has catapulted the brew from a local favorite to a nationally known beer tap. What started with local 10 second radio spots and a lack luster twitter following has grown into a national add campaign with the help of the 2011 Rock 'n' Roll Seattle Marathon and 1/2 Marathon.
As the official runner's beer, Finish Line IPA marketers knew that sponsoring a national event like the Rock 'n' Roll Seattle Marathon and 1/2 Marathon would not only "communicate the merits of the product and persuade target customers to buy it" (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 54.) , but it would prove to be a match made in heaven in regards to local social responsibility and benefiting the America Cancer Society. It's rare that these opportunities present themselves to partner with such an obvious match in running and community service.
Promotional displays have been created to increase brand awareness in grocery and liquor stores, while marketing ads are also being used in key magazines such as Runners World and Men's Health. An online presence can be felt at Finishlinebrew.com where consumers can read about the company, check the events calendar, or order from the online store.
"In developing a sales promotion program, a company must first set sales promotion objectives and then select the best tools for accomplishing these objectives." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 432.) Promoting Finish Line IPA began as a very slow and organic process, but has grown into a strong and successful marketing campaign. "Finish Line IPA - There's a trophy in every glass" has catapulted the brew from a local favorite to a nationally known beer tap. What started with local 10 second radio spots and a lack luster twitter following has grown into a national add campaign with the help of the 2011 Rock 'n' Roll Seattle Marathon and 1/2 Marathon.
As the official runner's beer, Finish Line IPA marketers knew that sponsoring a national event like the Rock 'n' Roll Seattle Marathon and 1/2 Marathon would not only "communicate the merits of the product and persuade target customers to buy it" (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 54.) , but it would prove to be a match made in heaven in regards to local social responsibility and benefiting the America Cancer Society. It's rare that these opportunities present themselves to partner with such an obvious match in running and community service.
Promotional displays have been created to increase brand awareness in grocery and liquor stores, while marketing ads are also being used in key magazines such as Runners World and Men's Health. An online presence can be felt at Finishlinebrew.com where consumers can read about the company, check the events calendar, or order from the online store.
Final Project: Marketing Mix - Product
"Marketers see themselves as selling products, customers see themselves as buying value or solutions to their problems. And customers are interested in more than just the price; they are interested in the total costs of obtaining, using, and disposing of a product." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 54.)
American India Pale Ale (IPA) is a American beer style based on the British pale ale tradition. They are gold to amber in color and generally their flavor and aroma comes from the citrus and pine character of American hops along with caramel-like malt flavors and fruity esters from top-fermenting yeast. The style was developed by microbreweries.
The goods and services combination Finish Line offers its target market for its IPA product consist of locally grown organic ingredients and a state of the art brewing facility that produce 12 oz bottles in 6, 12, and 24-packs of American India IPA brew with an alcohol content of 7.8%. Finish Line IPA is also available in kegs of beer for restaurant and bar consumption.
Finish Line IPA was designed for quality from the bottle to the beer inside of it. Sun light has a damaging effect on beer, so utilizing a dark brown bottle was key in protecting the handcrafted taste that has come to be expected in every bottle we produce.
Finish Line prides itself in its industry leading dedication to social responsibility. Because of the brewery's local integration, Finish Line has been able to position itself as a recycling hub for its used bottles. 100% Recycled packaging has also been implemented for the 6, 12, and 24-pack cardboard carriers.
"Customers want the product and service to be as conveniently available as possible. Finally, they want two-way communication." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 54.) Service will continue to be paramount to the success of Finish Line. Finish Line employs a 7x24x365 customer service line that offers an always open line of communication. To that extent, products can always be returned to their original point of purchase for a full refund or exchange. It's not often that beer comes with a warranty, but we believe in our customers and will continue to support them the best way we know how.
American India Pale Ale (IPA) is a American beer style based on the British pale ale tradition. They are gold to amber in color and generally their flavor and aroma comes from the citrus and pine character of American hops along with caramel-like malt flavors and fruity esters from top-fermenting yeast. The style was developed by microbreweries.
The goods and services combination Finish Line offers its target market for its IPA product consist of locally grown organic ingredients and a state of the art brewing facility that produce 12 oz bottles in 6, 12, and 24-packs of American India IPA brew with an alcohol content of 7.8%. Finish Line IPA is also available in kegs of beer for restaurant and bar consumption.
Finish Line IPA was designed for quality from the bottle to the beer inside of it. Sun light has a damaging effect on beer, so utilizing a dark brown bottle was key in protecting the handcrafted taste that has come to be expected in every bottle we produce.
Finish Line prides itself in its industry leading dedication to social responsibility. Because of the brewery's local integration, Finish Line has been able to position itself as a recycling hub for its used bottles. 100% Recycled packaging has also been implemented for the 6, 12, and 24-pack cardboard carriers.
"Customers want the product and service to be as conveniently available as possible. Finally, they want two-way communication." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 54.) Service will continue to be paramount to the success of Finish Line. Finish Line employs a 7x24x365 customer service line that offers an always open line of communication. To that extent, products can always be returned to their original point of purchase for a full refund or exchange. It's not often that beer comes with a warranty, but we believe in our customers and will continue to support them the best way we know how.
Final Project: Target Market Strategy
Finish Line IPA's marketing strategy was born of an overall evaluation of Finish Line's strengths, weaknesses, opportunities, and threats. It is our goal to create customer value and relationships by providing a true local beer that is made from local ingredients and brewed in the heart of the Northwest. "Through strategic planning, the company decides what it wants to do with each business unit. Marketing planning involves deciding on marketing strategies that will help the company attain its overall strategic objectives." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 56.)
Finish Line IPA's market niche consists of premium beer drinking consumers who want a quality American IPA and value the flavor of the brew along with pure organic local ingredients. Finish Line was born of the running and jogging community here in the Northwest. And because beer drinking has become a synonymous after race/run past time, it has been named the official runner's beer.
Target demographics for Finish Line IPA's marketers include an age range of 30 to 65 year old males and females. We are also focusing on mid to higher income consumers living in and around Washington and Oregon.
There's an unspoken sense of family and pride among the target demographic in the Pacific Northwest. Our focus is to achieve customer value and relationships from this community connection. By providing our customers with an exceptionally tasting "home grown" product that is not only satisfying, but also supports the local economy, we look to achieve this goal and further increase our brand equity.
Finish Line's market strategy doesn't stray far from its mission statement and that is important to note. Our goal has been clear from the company's inception, provide our customers with a great tasting, satisfying beer and a local brewery that they can count on. We keep our focus strong and steady on this one goal in order to bring it to fruition. "Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page57.)
Finish Line IPA's market niche consists of premium beer drinking consumers who want a quality American IPA and value the flavor of the brew along with pure organic local ingredients. Finish Line was born of the running and jogging community here in the Northwest. And because beer drinking has become a synonymous after race/run past time, it has been named the official runner's beer.
Target demographics for Finish Line IPA's marketers include an age range of 30 to 65 year old males and females. We are also focusing on mid to higher income consumers living in and around Washington and Oregon.
There's an unspoken sense of family and pride among the target demographic in the Pacific Northwest. Our focus is to achieve customer value and relationships from this community connection. By providing our customers with an exceptionally tasting "home grown" product that is not only satisfying, but also supports the local economy, we look to achieve this goal and further increase our brand equity.
Finish Line's market strategy doesn't stray far from its mission statement and that is important to note. Our goal has been clear from the company's inception, provide our customers with a great tasting, satisfying beer and a local brewery that they can count on. We keep our focus strong and steady on this one goal in order to bring it to fruition. "Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page57.)
Final Project: SWOT Analysis
"Managing the marketing function begins with a complete analysis of the company’s situation." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 55.)
Strengths:
• State of the Art brewing facility
• Locally grown organic ingredients
• Large focus on social responsibility
Finish Line IPA has many great strengths which will allow the company to provide a quality product while still delighting customers by exceeding product and service expectations. Our opportunities lie in the growing demographic of craft beer drinkers, key marketing toward a large marathon/enthusiast running population, and being located in the pacific northwest - a hub for micro and craft brewing.
We are also positioned to be a fierce competitor in the craft brew market because of our state of the art brewing facility, locally grown organic ingredients, and an extremely large focus on social responsibility.
Weaknesses:
• Lack of brand awareness
• Lack of variety in beer
• High end pricing
Finish line IPA does not possess strong brand recognition, however will take advantage of a huge marketing campaign with the upcoming Seattle Rock-n-Roll Marathon. Although there is a major lack of variety in product, Finish Line IPA will turn this weakness as a strength by focusing on quality and customer satisfaction.
Opportunities:
• Global emphasis on local sustainability
• Production of recycled materials is becoming more efficient and cost effective
• Sponsorships for local community events (e.g. Rock-n-roll Marathon)
Finish Line will take advantage of three major market opportunities: our global emphasis on local sustainability, production of recycled materials, and local event sponsorships.
Threats:
• Small business taxes
• Economic down-turn effecting consumer beer consumption
• Overly dependent on local goods and services
Strengths:
• State of the Art brewing facility
• Locally grown organic ingredients
• Large focus on social responsibility
Finish Line IPA has many great strengths which will allow the company to provide a quality product while still delighting customers by exceeding product and service expectations. Our opportunities lie in the growing demographic of craft beer drinkers, key marketing toward a large marathon/enthusiast running population, and being located in the pacific northwest - a hub for micro and craft brewing.
We are also positioned to be a fierce competitor in the craft brew market because of our state of the art brewing facility, locally grown organic ingredients, and an extremely large focus on social responsibility.
Weaknesses:
• Lack of brand awareness
• Lack of variety in beer
• High end pricing
Finish line IPA does not possess strong brand recognition, however will take advantage of a huge marketing campaign with the upcoming Seattle Rock-n-Roll Marathon. Although there is a major lack of variety in product, Finish Line IPA will turn this weakness as a strength by focusing on quality and customer satisfaction.
Opportunities:
• Global emphasis on local sustainability
• Production of recycled materials is becoming more efficient and cost effective
• Sponsorships for local community events (e.g. Rock-n-roll Marathon)
Finish Line will take advantage of three major market opportunities: our global emphasis on local sustainability, production of recycled materials, and local event sponsorships.
Threats:
• Small business taxes
• Economic down-turn effecting consumer beer consumption
• Overly dependent on local goods and services
Final Project: Business Objectives
"Few leaders actually get the point of forging a mission with real grit and meaning. [Mission statements] have largely devolved into fat-headed jargon. Almost no one can figure out what they mean." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 40.)
As we continue to grow the Finish line brand, we will also aid our local community in growing along side of us as we foster a mutually beneficial relationship. We have expressed many times over that our business is beer, but our passion lies in providing our customers with a great tasting and satisfying beer that they can count on. This is our overall objective: integrity, trust, and value.
The Finish Line brand name has become synonymous with integrity, trust, and value. Our customers and local partners have come to know us by these names because our mission is bigger than a brewery, it stands to make every aspect of our brewing process a positive one for surrounding local businesses and communities. We understand that, "The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 41.)
Finish Line goes far beyond brewing the perfect beer from local Northwest ingredients, we stand behind our community and growers. Finish Line has partnered not only with local growers to assist with the increasing costs of farming, but also with local charities where our staff provides weekly meals and seasonal clothing for our cities neighbors who are in need.
As we continue to grow the Finish line brand, we will also aid our local community in growing along side of us as we foster a mutually beneficial relationship. We have expressed many times over that our business is beer, but our passion lies in providing our customers with a great tasting and satisfying beer that they can count on. This is our overall objective: integrity, trust, and value.
The Finish Line brand name has become synonymous with integrity, trust, and value. Our customers and local partners have come to know us by these names because our mission is bigger than a brewery, it stands to make every aspect of our brewing process a positive one for surrounding local businesses and communities. We understand that, "The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 41.)
Finish Line goes far beyond brewing the perfect beer from local Northwest ingredients, we stand behind our community and growers. Finish Line has partnered not only with local growers to assist with the increasing costs of farming, but also with local charities where our staff provides weekly meals and seasonal clothing for our cities neighbors who are in need.
Final Project: Business Mission Statement
Finish Line IPA
Our Mission: To provide our customers with a great tasting, satisfying beer and a local brewery that they can count on.
“Forging a sound mission begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be? These simple-sounding questions are among the most difficult the company will ever have to answer.” (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 39.)
Our business is beer, but our passion lies in providing our customers with a great tasting, satisfying beer and a local brewery that they can count on. Those looking to enjoy a pint of beer rather than drink a pint of beer have understood the vision and mission of Finish Line IPA from its inception.
Our refined noble hops and complex malt flavors are derived from organic Northwest ingredients. Finish Line IPA is the industry's leading socially responsible brewery, with local farming and community partnerships that are changing the expectations of beer drinkers nation-wide.
At Finish Line IPA we understand that our business was born of a community, we also understand that, "... a company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 41.) So we strive to make every aspect of our brewing process a positive one for surrounding local businesses and communities.
Our business should be beer, but we just can't help reaching out to those around us. While we continue to exceed customer expectations by using the purest ingredients on earth to handcraft our beer, we're also using our business presence to strengthen the neighborhoods, cities and states around us.
Our Mission: To provide our customers with a great tasting, satisfying beer and a local brewery that they can count on.
“Forging a sound mission begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be? These simple-sounding questions are among the most difficult the company will ever have to answer.” (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 39.)
Our business is beer, but our passion lies in providing our customers with a great tasting, satisfying beer and a local brewery that they can count on. Those looking to enjoy a pint of beer rather than drink a pint of beer have understood the vision and mission of Finish Line IPA from its inception.
Our refined noble hops and complex malt flavors are derived from organic Northwest ingredients. Finish Line IPA is the industry's leading socially responsible brewery, with local farming and community partnerships that are changing the expectations of beer drinkers nation-wide.
At Finish Line IPA we understand that our business was born of a community, we also understand that, "... a company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 41.) So we strive to make every aspect of our brewing process a positive one for surrounding local businesses and communities.
Our business should be beer, but we just can't help reaching out to those around us. While we continue to exceed customer expectations by using the purest ingredients on earth to handcraft our beer, we're also using our business presence to strengthen the neighborhoods, cities and states around us.
Week Seven EOC: The Pitch
Finish Line IPA
"You already know a lot about marketing—it’s all around you. Marketing comes to you in the good old traditional forms: You see it in the abundance of products at your nearby shopping mall and in the advertisements that fill your TV screen, spice up your magazines, or stuff your mailbox." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 3.) Finish Line IPA is more than a beer, it’s an experience. Aged in oak barrels before packaging, Finish Line IPA is a full bodied highly aromatic brew with a distinct malt flavor that chooses to satisfy over compromise.
Our staff is comprised of those who meet challenges head on and savor the thrill of victory, enter Finish Line Brewery. At Finish line, our business is beer, but our passion lies in providing our customers with a great tasting and satisfying beer that they can count on. We continue to exceed customer expectations by using the purest ingredients on earth to handcraft our beer.
Long time running enthusiast, Ernie Stepp, understood the wants and needs of a quality beer from his fellow runners from around the world. Those who understand the dedication of marathon running and the ability to push ones self in pursuit of the finish line know that victory is born of hard work and perseverance.
In order to create an authentic India Pale Ale, abbreviated IPA, Finish Line brew masters have worked tirelessly to perfect its distinctive copper color, aromatic bouquet of noble hops and complex malt flavor. Our organic and top cultivated hops are grown right here in the Northwest's Yakima and Willamette valleys.
"Customer relationships and value are especially important in today’s tough economic times, when more frugal consumers are cutting back and spending more carefully." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 2.) Finish Line goes far beyond brewing the perfect beer from local Northwest ingredients, we stand behind our community and growers. Finish Line has partnered not only with local growers to assist with the increasing costs of farming, but also with local charities where our staff provides weekly meals and seasonal clothing for our cities neighbors who are in need.
Pour a glass and let the aroma of our hand picked noble hops envelop your senses. Let he beautiful copper hue of our perfection dazzle your eyes as the chill of Finish Line IPA declares victory over your pallet's desire for something more than mediocrity. Finish Line IPA - more than a beer, an experience.
"You already know a lot about marketing—it’s all around you. Marketing comes to you in the good old traditional forms: You see it in the abundance of products at your nearby shopping mall and in the advertisements that fill your TV screen, spice up your magazines, or stuff your mailbox." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 3.) Finish Line IPA is more than a beer, it’s an experience. Aged in oak barrels before packaging, Finish Line IPA is a full bodied highly aromatic brew with a distinct malt flavor that chooses to satisfy over compromise.
Our staff is comprised of those who meet challenges head on and savor the thrill of victory, enter Finish Line Brewery. At Finish line, our business is beer, but our passion lies in providing our customers with a great tasting and satisfying beer that they can count on. We continue to exceed customer expectations by using the purest ingredients on earth to handcraft our beer.
Long time running enthusiast, Ernie Stepp, understood the wants and needs of a quality beer from his fellow runners from around the world. Those who understand the dedication of marathon running and the ability to push ones self in pursuit of the finish line know that victory is born of hard work and perseverance.
In order to create an authentic India Pale Ale, abbreviated IPA, Finish Line brew masters have worked tirelessly to perfect its distinctive copper color, aromatic bouquet of noble hops and complex malt flavor. Our organic and top cultivated hops are grown right here in the Northwest's Yakima and Willamette valleys.
"Customer relationships and value are especially important in today’s tough economic times, when more frugal consumers are cutting back and spending more carefully." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 2.) Finish Line goes far beyond brewing the perfect beer from local Northwest ingredients, we stand behind our community and growers. Finish Line has partnered not only with local growers to assist with the increasing costs of farming, but also with local charities where our staff provides weekly meals and seasonal clothing for our cities neighbors who are in need.
Pour a glass and let the aroma of our hand picked noble hops envelop your senses. Let he beautiful copper hue of our perfection dazzle your eyes as the chill of Finish Line IPA declares victory over your pallet's desire for something more than mediocrity. Finish Line IPA - more than a beer, an experience.