Marketing research

Analysis of a beer brand positioning

Analysis of a beer company

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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