Executive Summary for Saint Arnold's Proposal

Gracie Lewis, Brice Barnes, Joshua Cauble, Alvin Cheung, Jillian Godfrey, & Mikaela Smith

EXECUTIVE SUMMARY

Saint Arnold Brewing Company, located in Houston, is the oldest craft brewery in Texas. This brewery has a unique selection of 15 year round brews and 7 seasonal brews along with multiple specialty collections. At this time, Saint Arnold products are only available in bars, restaurants, and grocery stores across Texas and Louisiana. This means that the rest of the United States contains untapped potential for a new audience. With that in consideration, more consumers will have the knowledge about, and access to, Saint Arnold’s original brews if they put more effort towards increasing brand awareness and exposure to the rest of the United States.

We find it in Saint Arnold’s best interest to broaden their marketing efforts with the offer of a new monthly subscription called THE BREW CLUB. With that subscription the consumer will get a monthly delivery of 6 beers, 5 of which are picked out just for them in response to their submissions on the palette quiz; the sixth beer will be an exclusive brew, courtesy of our flavor contest. The flavor contest is a great way to get our consumers more involved in our productions so we can bring them exactly what they want. With a membership to THE BREW CLUB, one will also gain access to THE BREWSLETTER which is a resource for the consumer to get to know each of Saint Arnold’s brews and their unique story along with some exclusive coupons and discounts.

These efforts will help Saint Arnold expand as a company because of the Word of Mouth strategy. For the exchange of WOM advertising to occur, the offering must be interesting as well as accessible to many. Our offering will utilize this marketing technique because THE BREW CLUB is both novel and accessible; it gives people something new and exciting to talk about while remaining a public item that anyone can gain access to. It is interesting in the aspect that it is new and unique. This type of offering is something people will not be able to wait to tell their friends about, which is why we have given them the opportunity to do so. Through the Gift a BREW BOX campaign, our members will have the chance to gift one BREW BOX to anyone of their choice. This promotional tactic will prove beneficial to us as natural influencers have been found to be 70% more trustworthy to others than any advertising message we could put out. This level of consumer engagement that is carried along with the palette quiz, flavor reviews and contest adds another level of interest. The drinker of Saint Arnold brews will feel that they are making a personal impact on the growth of the company, and that is exciting to them. THE BREW CLUB is also accessible in the sense that anyone can subscribe to it, and the consumer can indulge in the offerings in a public setting or group gathering. The fact that the box comes every month is also a plus for the buyer because they will not have to go to the store or brewery to try out new beers; this convenience is something that will get people talking now and far into the future. Since many people trust the opinions of others over what an advertising message has to say, the word of mouth tactic becomes even more beneficial to us; it is free advertising that people cannot help but spread, and it comes from credible sources- the consumer.

By providing a way for consumers to experience the products in their own homes without physically going to the brewery, Saint Arnold will be able to reach more people with their products as compared to their current reach at this time. Saint Arnold will undergo an increase in sales, brand exposure, product exposure, brand awareness, product awareness and national reach.