Response to Dellapena

Date: Sunday, November 4, 2007
Time: 7:00 PM
Place: Roommate's Room

For my mktg class, Prof. Dellapena make a response to one of my posts. I was discussing how sex helps beers sales. He asked me "How do you explain the growth in the last 10 years of micro breweries like Sam Adams?" My response was:
They have identified growth opportunities- market development, through producing creative blends. The company maintains only .015% share of the beer market though. I see two reasons for their admirable growth:1. It is owned by Miller, which spends more money on marketing than any other beer company. Being in the business portfolio of such a large company gave Samuel Adams an advantage when it came to its market positioning. I read a news report saying that once they percieved brand recognition & support, the marketing budget was reduced.http://www.bostonbeer.com/phoenix.zhtml?c=69432&p=irol-newsArticle_Print&ID=494195&highlight=2. Their beers have one of the highest volumes of alcohol per volume. Most are between 20 and 30%! This could easily lead consumers to dependence on their product.Btw, when it comes to using using sex and marketing, their company is notorious! Remember in 2002 there was "Sex for Sam III" contest took place on WNEW radio station here in NYC? Contestants had to have sex in public places. Whichever couple had the most sex in the most places won a trip to the brewery! One couple even had sex in St Patrick's Cathedral!