This article aims at analyzing the fundamental IMC planning background of Hillside Brewery, discussing the key IMC decisions of Hillside Brewery based on marketing communication theories, as well as critically evaluating whether this brand applied consistent brand messaging across both traditional and non-traditional marketing channels and using different marketing communications tools to reinforce each other to its target audience. At last, recommendations for the further development of IMC for this brand, based on the critical analysis and evaluation of Hillside Brewery and relevant marketing communication literature, will be listed. Overview of Hillside Brewery and its IMC Holly Bush Farm was purchased in May 2013 by father and son team. …show more content…
It refers to the process of dividing a certain product market into different parts according to different consumers through marketing research, customers’ desire, buying behavior, and buying habits. Marketing segmentation divides the mass market into identifiable and different groups or segments (“Market Segmentation” 2005). Every group of consumption is a segmentation. Targeting allows the marketing communicator to more accurately convey information and prevent the waste from covering people outside the target audience (Shimp, &Andrews, 2013, pp). According to the background of Hillside Brewery, we can tell the detailed segmentation of it. A clearer understanding of the competitive environment will help companies make more informed positioning and positioning decisions (Tynan & Drayton, 1987). First of all, they have a range of different beers. Their Classic Collection is Hillside’s take on traditional styles of beers and what they believe are the best in class for that style – from a ‘Pale Ale’ to a ‘Dark Mild’. They also have a range of Craft Specials where they can be more experimental and play around with seasonal flavours or different and interesting styles – these are constantly changing and are normally one-off batches. All these different beers are made to cater for different people’s desire and likes. For young people,they provide special and novel flavor beer to be welcomed by young people and become popular with young people’s acceptance. At the same time, some traditional products are also popular when older people come there, if they like to retrospect anything in the past. Also, their Classic Collection is Hillside’s take on traditional styles of beers , which restore the basic and classic beer tradition to its customers. That makes it possible to impart the real soul of beer. These products are made for people aged from 25 to 55, the wide range of