Product & Product Assortment Strategy -There are a wide number of product strategy & product assortment decisions to be made once you have decided on your target audience and positioning.
These decisions include:
What product categories should we participate in? At a minimum, you should consider non-alcoholic ciders and/or coolers, craft beer (with alcohol), branded merchandise (e.g., Exhibit 1 of the case).
What range of non-alcoholic beer styles should we offer (e.g., goldens, IPA’s, darks, sours, pilseners, lagers, ambers, etc.)?
Given that there are so many potential styles of beer, you are simply to determine whether we should have a focused strategy (e.g., 1 – 3 styles) or a broader strategy (4 or more styles).
Should we have a tight assortment (e.g., 3 – 4 flagship beers & 1 – 2 seasonal releases or brew combinations at any one time) or a wide assortment (e.g., 5 – 6 flagship beers, and multiple seasonal releases, pilot styles and brew collaborations)?
The decisions listed above are a sample of the decisions to be made. There may and will be others that you need to identify, evaluate alternatives and provide a recommendation.
A criteria table is required for our product & product assortment decisions.
Using an appropriate set of close-ended criteria, you must assess each alternative.
The summary for each decision will state if you are recommending this alternative or not, and why?
Your product and product assortment strategy are simply the summation of all the individual decisions you have made.
for athletic Brewing: Crafting the Strategy for Non – Alcoholic Beer
In the dynamic landscape of the beverage industry, the decisions surrounding product and product assortment strategy play a pivotal role in shaping a brand’s success. For Athletic Brewing, a trailblazer in the non-alcoholic beer sector, these choices are particularly crucial. In this essay, we will delve into the key product strategy decisions for Athletic Brewing, including product categories, non-alcoholic beer styles, and assortment strategies, while adhering to a comprehensive criteria table to ensure an informed decision-making process.
A Multifaceted Approach When considering which product categories to participate in, a well-rounded approach is essential. Beyond just non-alcoholic ciders and craft beer, Athletic Brewing should also explore branded merchandise as an avenue for brand extension and customer engagement. Branded merchandise not only enhances brand loyalty but also serves as a marketing tool. Hence, our recommendation is to diversify and engage in all three categories.
Balancing Focus and Variety The spectrum of non-alcoholic beer styles is vast, ranging from goldens and IPAs to darks, sours, and more. Here, the decision lies between a focused strategy concentrating on 1-3 styles or a broader approach encompassing 4 or more styles. Given the evolving consumer palate, it’s prudent to adopt a broader strategy. This allows Athletic Brewing to cater to a wider range of tastes, enticing both traditional beer enthusiasts and those seeking unique flavors.
Finding the Right Balance The assortment strategy determines the number of flagship beers, seasonal releases, and collaborations to offer. A tight assortment focuses on a select range, while a wide assortment offers greater diversity. For Athletic Brewing, a balanced approach is recommended. A mix of 3-4 flagship beers ensures a core offering, while 1-2 seasonal releases infuse excitement and adaptability. Moreover, including pilot styles and brew collaborations showcases innovation and fosters a sense of community among consumers.
Guiding Informed Decisions To guide the decision-making process, a criteria table serves as a structured tool. The table should include parameters such as market demand, consumer preferences, production feasibility, competitive analysis, and alignment with brand identity. Assigning weights to each criterion based on their significance aids in objectively evaluating alternatives and making informed choices.
In summation, the product and product assortment strategy for Athletic Brewing’s non-alcoholic beer is a harmonious amalgamation of crucial decisions. By participating in multiple product categories, offering a diverse range of non-alcoholic beer styles, and adopting a balanced assortment strategy, Athletic Brewing can cater to a broader consumer base while maintaining innovation and brand authenticity. The implementation of a well-defined criteria table ensures that decisions are backed by data and market insights, fostering a resilient and competitive position in the non-alcoholic beverage market.
In conclusion, the success of Athletic Brewing’s product and product assortment strategy hinges on a well-structured approach, fueled by a deep understanding of consumer preferences, market trends, and the brand’s unique identity. By making the right choices in product categories, non-alcoholic beer styles, and assortment strategies, Athletic Brewing can continue to lead the way in the non-alcoholic beer sector, capturing the hearts and taste buds of a diverse and evolving consumer base.
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