Marketing research
Analysis of a beer brand positioning
Markets
Canada
Challenge
A Quebec microbrewery had been experiencing strong growth over the past 10 years to establish itself as a major player in the microbrewery sector. However, the company was questioning the use of certain elements of its brand platform. They needed to understand how consumers perceive the brand, and validate the relevance of the brand for its customers and consumers.
Solution
— Focus groups with customers and non-customers of the microbrewery
— Quantitative study of beer consumers in 3 key markets: Quebec, Ontario and British Columbia
Results
Coming – Ongoing project
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