Monday, January 14, 2013
In mature markets do liquor brewers employ marketing firms to secure the markets or they do it themselves?
In mature markets do liquor brewers employ marketing firms to secure the markets or they do it themselves?
In markets that are developed or at times developing,top beer or spirit brewers may not want to carry out the marketing activity themselves but contract a marketing company that looks for markets and seek to increase markets for a specified commision level plus a retainer.In which markets is this prevalent and what methods are used.I know beaty products houses like Givenchy have enlisted what could be called franchises to market and sell their products,this might work almost in the same manner. There is another way that the brewers of Sting ,Sminorf Spin ,Hooshi and all other siders do it.They enlist the services of a number of influential students on campus ,say Wits or UCT in South Africa.These students are given a certain allocation of drinkage a week or special allocation for on campus parties.By the way what is this marketing method called?
Beer, Wine & Spirits - 2 Answers
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1 :
It depends on the producer and what type of alcoholic product (i.e. wines are typically marketed by the importer/distributor). Large well established, high volume brands like Johnny Walker whiskey are represented worldwide by a marketing/brand management company called Diagio. Diagio markets several well known brands worldwide, including Guinness. Hope this helps.
2 :
Mostly this is made by joint ventures with local companies or representation offices, but in each case there is a total collaboration of the producer or owner of the brand and the distributor and marketing executor that sometimes can be within the distributor or as an external and independent office.
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