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Dedicated to brewing flavorful,

unfiltered, quality craft beer
since 1985

Founded

1983, Larry Bell

Location

Kalamazoo, Michigan

Mission

To brew thoughtfully, creatively,

and artistically to bring an authentic
and pleasant experience to all of our
customers through our unique ales
and beers.

Products

Brew 20+ beers for distribution

-

Year Round
Seasonal
Specialty

Current
Customers

Men, ages 25-58

Goal

Maintain the male demographic while

expanding to a new target market of
women through advertisements and
interactive social media to create long
term brand loyalty.

Strengths
Perceived Quality

Social/Environmental
Responsibility

Strong Forecasted
Sales for craft
Brewers

Bells strives to brew products that are the utmost in quality and is
revered in the craft-beer community as one of the premier breweries
in the United States . Bells clearly focuses on enhancing their
customers taste buds.
Bells is always pursuing new ways to reduce their impact on the
environment. Bells acknowledges that sustainability involves more
than just caring for the Earth. By conserving natural resources
through sustainable farming, using efficient energy, and recycling,
Bells is able to make quality products with a minimal footprint.

National beer sales and production data shows that production of

craft beers was up 18% last year. In addition, overall us sales were
up 17.2%.

Weaknesses
Price-Point

Some customers may choose not to purchase Bells because of the

price point. However, the high price point adds to the products
perceived quality and is justifiable considering Bells handmade
product.

Brand Awareness
with Females

Bells has a strong presence in male market segments. Yet, Women

drinkers are not familiar with the brand. Strong efforts need to be
made in order to gain popularity with 18-34 year-old consumers.

Social Media
Interaction

Bells has 91,000 likes on facebook. However, as a company, is

seriously lacking in social media interaction. This area needs to
improve because it is a cost-effective advertising method and an
excellent medium to reach our target audience.

Opportunities
Gaining Popularity with
Female Consumers in
General

Working women have emerged as having huge purchasing power in

the marketplace. Currently they spend an average of 55 million. If
Bells can tap into that market more effectively sales will increase
exponentially.

Converting Macro Beer

Drinkers into Bells
Drinkers

With all beer drinkers considering craft beer offerings more than
ever, macro-brewers have seen a decline in market share. Bells can
gain ground on their competitors and convert these consumers into
loyal Bells Drinkers.

Increase Popularity Using

Social Media

Bells can reach out to desired target markets in a more interactive

way in order to increase loyalty and recognition in a cost-effective
and relevant manner.

Threats
Increasing
Number of
Competitors

Although national craft beer sales are up, the number of

competitors are too. If Bells cannot market towards women
effectively they may lose customers to one of the many the
growing number of other craft breweries.

Losing Customers due to

Marketing Downfalls

Lack of social media interaction could make Bells lose ground

on competition in gaining new loyal customers. If Bells has not
been able to relate to female demographics in the past, there is a
chance new marketing techniques may not be able to either.

Audience Not Receptive to

Changed Marketing
Techniques

There is always the threat of turning off loyal customers with

making changes to marketing and advertising approaches.
However, we believe that our proposed changes Bells mix will
be beneficial in helping achieve the goal of increasing the
number of female Bells drinkers without turning away from the
loyal following.
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Working Women Research

Status

Single

Age Group

18-34

What she likes

Fashion clothing, running, attending cultural events, self

improvement

Personality

Strong willed, independent

Reason for drinking Socializing over a refreshing fruity drink, relaxing with co-workers after a
long day at work
Average Income

50,000 dollars annually

Brand Loyalty

The North Face, Nike, Apple

Working Women Research

Status

Married

Age Group

18-34

What she likes

Loves to meet up with co-workers outside of work, spend time with

family, running, fashion clothing

Personality

Charismatic, opinionated

Reason for drinking Loves the flavor of a wheat beer, socialize with friends on the weekend,
and to unwind at home after work
Average Income

180,000 dollars annually

Brand Loyalty

The Loft, Nordstroms, Target

Name

Jessica Brown

Age

24-34 years old

Education

College Graduate

Occupation

Works Monday - Friday, 9am - 5pm

makes $50,000-180,000 annually

Personality

Strong- willed, charismatic,

independent

Values

Friends, family, healthy lifestyle

Interests

Fashion, physical fitness, culture, social

life

Lifestyle

Busy, relaxing with friends at the

bars, spending time with boyfriend

Brand
Loyalties

Target, Nike, , The Loft, Apple

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Real women drink Bells

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Selection of Brews- Oberon

A summer seasonal, wheat ale. This ale is malt infused with fruity
aromas and created to produce a smooth citrusy mouthfeel.
We selected Oberon because it has great potential to be popular
with our desired target market. Research shows that most women
prefer alcoholic beverages with sweeter or neutral tones rather
than bold, bitter tasting beverages. This Bells selection will be
more palatable for women than some other Bells Products.

This beer is already popular with a large segment of male beer

drinkers. We are confident that a little rebranding and applying a
stronger marketing mix will make this product a popular
selection for the independent, working woman.

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Selection of Brews- Winter White Ale

A light Belgian ale that contrasts most heavy, winter craft beers.
Fruity undertones and hints of clove accentuate the flavor of this
smooth wheat beer.
Winter White falls into a unique position as a lighter, winterwarmer brew. Most other craft brewers focus on dark beers for
winter releases. This unique position in the winter beer market
makes Winter White a likely selection for female beer drinkers .

The seasonality of this selection and Oberon, the summer ale,

should help Bells sales by utilizing the scarcity produced from
their seasonal productions. Marketing these beers more directly
towards female demographics should boost year-round sales
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New packaging
The new authentic label design is simple, yet classy to
display the preferences of real working women and to
avoid any cliches.
The chosen colors of black and gold represent strength
and elegance, and also work with styles that women find
popular today.
In addition, this design will still attract the male
demographic, keeping current loyal consumers buying.

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Why this advertisement?

With our focus on attracting working woman we thought it
best to use an iconic image, just remaster it to fit your brand
and needs. Rosie the Riveter is a classic example of a real,
independent woman. She also represents staying physically
fit, and empowerment, which we found is an important value
to women.
Inspiration for design
Straying away from the stereotypical uses of pastel colors and
pretty design, we wanted to create a bold statement through
color, typography, and imagery. By sticking to a simple
aesthetic, we are able to provide a strong and straightforward
message to our audience.

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Why this advertisement?

With attention to detail and a lot of care, Bells crafts the best
types of beers for only the best. This advertisement will be
posted to our twitter page for our #bellsinspires campaign and
also to our facebook page to inform and engage our viewers
about Bells.
Inspiration for design
The overall aesthetic of the Bells For Real Women campaign
focuses on the craft and details found within hand lettering. This
was inspired by Bells motto of authenticity among their brews
and company. The colors we chose are real and raw, not flashy.
It follows our ad idea of real colors for real women

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RealReal
Women
Drink
Bells
Women
Drink
Bells

Commercial AD
Interviews with women from
Eccentric Cafe located by the Bells
General Store in Kalamazoo,
Michigan. The Cafe is home to
unique offering of craft beer, live
music, entertainment and more.
Most of our demographics will be
found at facilities like this that
offer Bells.
We would ask random women
how Bells inspires them.
This will be a key video to post on
our facebook page and lead into
our social media campaign on
twitter.

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Examples:

Facebook Campaign
On a secondary Facebook page, Bells will
be promoting videos, photos, and articles
geared toward their new target audience.
We will make a separate facebook page
specifically for our campaign so we do not
lose our male audience.
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Facebook Social Media Campaign

Goals

The goal for our facebook campaign is to raise awareness by posting

weekly videos while creating an interactive atmosphere with the
company and the customers.

Benefits

Using facebook is beneficial because it is free advertising for your

new commercial, as you are not required to pay for airtime. Also,
facebook currently is focusing on videos, therefore your
advertisements and weekly videos will appear at the top of news feed
for your followers. This is also a wonderful way to reach a newer,
younger demographic.

What about the

men?

We will still be keeping the original facebook page that is focused on

targeting men.We will create a new page for the women where we
post videos and articles that focus on fashion, physical fitness, culture
or social life.

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Examples:

Twitter Campaign
Bells is asking their viewers to post about
how #bellsinspires them. Once a week Bell
s will feature someone on the Bells
Brewery Twitter page.

Twitter Social Media Campaign

Goals

To reach a new demographic, while maintaining your current

market. Through the hashtag bells inspires we will create an
interactive way to reach current and future customers. We will pay to
promote the hashtag for a week to raise awareness, then we will stop
paying to promote it, but if enough users use the hashtag it will still be
trending. We also think it is important to have a different campaign
from facebook.

Benefits

Using Twitter will create a great way to incorporate your brand

motto about inspiring people in a fun interactive way. The hashtag
will allow users to share their personal stories and pictures. This will
work with our campaign about real women drinking Bells because
once a week we will feature a real woman and her story of how Bells
inspires.

What about the

men?

We will be changing the Twitter picture and layout, however this

will not just be focused on women. The hashtag will be able to be
applied to men as well, they can even send in pictures to be featured.
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