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 ever-evolving landscape of the beverage industry, a well-defined product and product assortment strategy is paramount for success. This essay delves into the critical decisions that should shape Athletic Brewing’s approach to non-alcoholic beer, focusing on product categories, beer styles, assortment breadth, and criteria for evaluation. These decisions will culminate in a comprehensive product and assortment strategy, positioning Athletic Brewing for a competitive edge in the market.
The initial step in designing a successful product strategy involves determining the product categories to engage in. Athletic Brewing has several potential categories to consider, including non-alcoholic ciders, coolers, craft beer, and branded merchandise. The choice should align with the brand’s values, target audience, and overall positioning.
Recommendation: Given Athletic Brewing’s core competency in crafting non-alcoholic beverages, a strategic focus on non-alcoholic ciders and craft beer resonates well. This approach capitalizes on the brand’s expertise and meets the growing demand for sophisticated, alcohol-free alternatives.
The selection of non-alcoholic beer styles is pivotal to catering to diverse consumer preferences. The challenge lies in deciding whether to offer a focused range or a broader spectrum of styles.
Recommendation: Opt for a broader strategy by offering four or more non-alcoholic beer styles. This approach satisfies a wider array of tastes and showcases the brand’s versatility, enabling it to appeal to both beer aficionados and those new to the category.
The extent of assortment breadth – the number of flagship beers, seasonal releases, and special brews – profoundly impacts product variety, production complexity, and consumer engagement.
Recommendation: A balanced approach that combines 3-4 flagship beers with 1-2 seasonal releases or brew collaborations is advisable. This strategy ensures consistent quality in core offerings while capitalizing on the excitement generated by limited-time releases.
To make informed decisions about product and assortment strategy, a robust criteria table is imperative. The criteria should encompass factors such as consumer preferences, market trends, production feasibility, brand alignment, and revenue potential.
Recommendation: Craft a criteria table that assigns weights to each factor based on their strategic significance. This table will serve as an objective tool for evaluating alternatives, guiding decisions, and maintaining consistency in strategic choices.
The culmination of these decisions forms a cohesive product and product assortment strategy for Athletic Brewing. By focusing on non-alcoholic ciders and craft beer, offering a diverse range of non-alcoholic beer styles, and maintaining a balanced assortment, the brand can position itself as a leader in the non-alcoholic beverage market. The comprehensive criteria table will ensure that decisions are grounded in data and aligned with the brand’s overarching goals.
In conclusion, crafting a robust product and product assortment strategy for Athletic Brewing involves a meticulous assessment of categories, styles, assortment breadth, and evaluation criteria. By tailoring these decisions to the brand’s identity and the needs of its target audience, Athletic Brewing can solidify its presence in the non-alcoholic beverage market, capturing the hearts and palates of consumers seeking high-quality, alcohol-free alternatives.
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