The mid thirties man is my clientele. My beer aims for wants three things in a beer: High alcohol content, wide mouth (for longer drinks), and exotic. I want to deliver an experience to those young individuals that want a hefty exotic drink! Just like in the book they mention to work, and be first.
"Being the first producer to introduce a value and new feature is one of the most effective ways to compete." Marketing: An Introduction. Armstrong & Kotler, Pg. 215.
Also, I know young men want a bottle that looks heavy, to describe my heavy beer. My dark brown bottle and red accents give that mysterious, heavy look. To taste with your eyes first, prepares one for a delicious dream come true.
"Design begins with observing customers and developing a deep understanding of their needs. More than simply creating product or service attributes, it involves shaping the customer’s product-use experience." Marketing: An Introduction. Armstrong & Kotler, Pg. 216.
Lastly, Mighty beer will not be the first to have a high alcohol content, nor be exotic, but it will be the first to deliver exotic experience and instant buzz. I want my guest to describe their journey as memorable and luxurious as possible. The Ritz Carlton is known for this because they focus on experience, and not being a hotel.
“For example, year after year, Ritz-Carlton ranks at or near the top of the hospitality industry in terms of customer satisfaction. Its passion for satisfying customers is summed up in the company’s credo, which promises that its luxury hotels will deliver a truly memorable experience—one that ‘enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.’ ” Marketing: An Introduction. Armstrong & Kotler, Pg. 14.
Apple Inc. also focuses on delivering a product that also delivers emotion. Brewing and drinking is life.
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