Discuss about the Strategic Marketing for DB Breweries and Colenso BBDO.
Brewtroleum owned by DB Breweries and Colenso BBDO in the year took home the highly coveted Grand Effie (Nudd and Nudd 2018). They won 3 Gold and 1 Silver award. They received the award as they were able to organize an indigenous campaign in order to create a clean-burning, conflict-free biofuel from the yeast that was left over from the brewing process of client DB Export’s beer. It is difficult to make the world believe that beer was good for the ecosystem and it could be useful for the family. The company managed to claim that drinking more beer would save the world. The managing director of the company continues to say that intend to be one of the most suitable producer of alcohol. They claim to be guided by Heinekens. They intend to adapt the strategy of brewing a better world. They intend to focus on the six areas that forms a major part of strategy. This includes the protection of the water resources, the reduction of the carbon dioxide emissions that is harmful for the ecosystem. The further area is the sourcing of the sustainably, it involves keeping a check on the responsible consumption of the alcohol. They intend to promote health and safety of the persons living in the environment. It intends to grow within the communities.
Political factors: the company is heavily dependent on the regulations of taxation. It has to abide by the government policies in each country where they have their business. One country might have lower policy of taxation. The other might have a strict guideline. These are the factors that affect the organization.
Economic factors: there are many beer companies that comes to the scenario. This can be smaller as well as the bigger companies. The competition can have a huge effect on the economy of the company.
Social factors: the company continuously advertises the products through the help of media. It is constantly at odds with the public opinion.
Technological factors: it heavily relies on the technological aspects. It depends on the technological factors for distribution. It speeds up the production process.
The company sets target, and they develop actions on the reports on all these six key areas. The organization ensures the safety of the people and also the business who does business with them. The head office of the company is located in South Auckland, adjacent to the main brewing site on Bairds Road, Otahuhu. The 2016 sites of the company has been located in both the North and South Islands of New Zealand. They have four main operating breweries and one cidery. It is completely owned subsidiary of Heineken Asia Pacific Pvt Ltd (HEINEKEN Asia Pacific). The company intends to occupy the position of second highest in New Zealand as they focus on premium beer, beer, cider and hospitality. The company has increased 2 percent production last year. The company occupies the leading position in the production of Cider in New Zealand. DB Breweries also owns 60 percent of Barworks Hospitality Group which is a joint venture with JAG hospitality limited. It has partnership with many gastro-pubs. It has huge manpower as it directly employs more than 500 people in the operational sites and it has sales offices and it supports more than 1000 hospitality jobs (West, Ford and Ibrahim 2015).
The company had a negative feedback from the stakeholders. This was analyzed through a report that was presented by the stakeholders. There were number of consistent themes that consisted of the feedbacks that the company from the stakeholders. It continued to prioritize the responsible consumption (Tomczak, Reinecke and Kuss 2018). The first problem was the problem of customer roundtable. It was found that the customer had the intention to prioritize the issues with a drink link to the products of the company. The issue was with the ways of making them in the operating context in New Zealand. There was another problem with the key area of advocating responsible consumption. The factors that were important for the consumers were the issues like the water and sustainable sourcing. The company laid more attention on the health and safety of the customers. The issue of responsible consumption was the biggest issue and it was of great concern. It was followed by different environmental factors that were chiefly the consumption of water, the quality of water and the issue of sustainable sourcing (Banerjee 2017). The primary issue was the consumption of the water. The water was consumed in large amount that resulted in making the resources limited. The quality of the water was affected because of this. An increased amount of water was used for this as it was required for the huge production. During the production a huge amount of brewery effluent was ensured. There were many areas that were suffering from the stress of water. This was the main concern of the stakeholders or the users of the products of the company. The water was important for the company as the operations of the company highly dependent on the 95%water fill in order to have finished beer. It is important for their value chain. It was observed that the organization followed the two different parts of the bottling line that was required for continual usage of water. In both the instances the water was being sent to waste after it was used (Mcdonald 2016).
By analyzing the issues that existed, it can be mentioned that the organization have many opportunities to improve this. The organization can formulate strategies that would include the reduction of the consumption of water. Rather than depending on some technical solution the company can adapt some other strategies that would include the substitute of water which would decrease the consumption of water (Proctor 2014). Team meetings should be held that would ensure the low consumption of water that can be used for production. The organization have the opportunity to initiate the individual action in order to address the issue of waste. The biggest opportunity that is open to the organization is to give attention to the source of the water. The company used waste water from other organization. It can turn out to be harmful for the users. The company can therefore, use other sources like the municipal source of water supplies (Payne and Frow 2014). The company has however taken the initiative not to use the surface, which is a remarkable step. The organization have the opportunity to formulate the strategies that would help the organization to reduce the waste that would have adverse effects in the environment. The organization must make efforts to treat the waste in the waste treatment plants (Kim, Shin and Min 2016).
The organization can provide the opportunities to those organizations who would want to drive moderate drinking behaviors and they have the opportunity to bring social change. This would enable the company to make a positive contribution towards the environment. It will enable the company to have a good reputation in the company. The company has already taken the initiative of reducing the emissions of carbon dioxide (David, David and David 2017). It can source the locally and sustainable products that will make the production of the company fast and it will enable the company to reduce the greenhouse emission. This would enable the company to create safety and security of the people they do business with. The company had the opportunity to provide a direct link with the products. The company have the opportunity to develop the authentic community partnership that will have the same goal of conserving the environment (Foxall 2014). Partnership is extremely important in any organization. If all the partners have the same positive goals, the organization will achieve the heights of success. In this context it can be mentioned that the company has the goal of sharing insights on sustainability performance. The company has the opportunity to think better for their future plan. There are innumerable options open to the organization. This includes, reducing the amount of water used in the production (Bahng, Yang and Reilly 2016). The water is the biggest raw material that the company uses. The company can reduce the amount of raw materials that they use their main product. This would save the water for the future use. While concluding it can be said that the company have the potential to form strategies that would ensure the discharge of the brewery effluent in the safe place that will save the environment. The biggest scope that is open to the organization is introducing water projects. The other scopes would include taking effective actions at the global industry level. The company can bring innovation in their sustainable process of sourcing. The company have the opportunity to expand the business (Hunt 2017). The business already have made progress in New Zealand. It have the scope of exploring itself in other countries and acquire the leading position in other countries as well. It already has a huge manpower and therefore it can expand the manpower to another level in the other regions and formulate the global plan for action. This would include forming partnership across the globe. The company will be able to build a good image and a good status for itself. With the rising year the company already has formulated few strategies that has helped in the progress of the same. The discussed opportunities will take the company to a greater position than now.
References
Bahng, Y., Yang, J.H. and Reilly, A., 2016. A qualitative approach to understanding Hawaiian apparel manufacturers’ exports: strategic marketing resources, dynamic capabilities and export barriers. International Journal of Export Marketing, 1(1), pp.96-113.
Banerjee, S.B., 2017. Corporate environmentalism and the greening of strategic marketing: Implications for marketing theory and practice. In Greener Marketing (pp. 16-40). Routledge.
David, M.E., David, F.R. and David, F.R., 2017. The quantitative strategic planning matrix: a new marketing tool. Journal of Strategic Marketing, 25(4), pp.342-352.
Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.
Hunt, S.D., 2017. Strategic marketing, sustainability, the triple bottom line, and resource-advantage (RA) theory: Securing the foundations of strategic marketing theory and research. AMS Review, 7(1-2), pp.52-66.
Kim, N., Shin, S. and Min, S., 2016. Strategic marketing capability: Mobilizing technological resources for new product advantage. Journal of Business Research, 69(12), pp.5644-5652.
Mcdonald, m.a.l.c.o.l.m., 2016. Strategic marketing planning: theory and practice. In The marketing book (pp. 108-142). Routledge.
Nudd, T. and Nudd, T. (2018). Drink Beer, Save the World! DB’s ‘Brewtroleum’ Takes Home Cannes Outdoor Grand Prix. [online] Adweek.com. Available at: https://www.adweek.com/brand-marketing/drink-beer-save-world-dbs-brewtroleum-takes-home-cannes-outdoor-grand-prix-172132/ [Accessed 27 Apr. 2018].
Payne, A. and Frow, P., 2014. Developing superior value propositions: a strategic marketing imperative. Journal of Service Management, 25(2), pp.213-227.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Introduction. In Strategic Marketing (pp. 1-18). Springer Gabler, Wiesbaden.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage. Oxford University Press, USA.
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