During the summer of 2013, Hockley Valley Brewing Co a microbrewery located in Ontario, was in the growth stage of its product life cycle as it was operating at 50% capacity leaving room for growth (pg 3). Growth is the key stage for launching a product's position in a market, increasing sales, and profit margins. Sales from a summer festival in Orangeville were surprisingly very high according to the company founder and operations manager. The high sales showed a strong demand for light beers, when the standard bulk of sales are in dark beers. With solid competition from other well established breweries it would be very competitive for Hockley to introduce a lighter beer into the market. The competition was all over Ontario with the same target …show more content…
The taster pack allows for consumers to still purchase 2 established beers and allow them to try the new light beer without fully committing to the risk of buying and trying a new beer they may or may not like. It allows Hockley to get feedback before full production of the product and still associates the product with the already well established brand …show more content…
• “Productions of Georgian Bay beer was only sold in specific geographic regions”(pg3). This could indicate that the new light beer would also be region dependent and an opportunity for additional market research on the target market would help to ensure this new product would be more successful.
• “Light beer brands experienced higher sales volume in the summer months; summer season was used as an opportunity for the promotion and introduction of new products”(pg2) Hockley can further expand their promotions by using a flighting method and heavier advertising in newspapers in summer to gain new customers.
• Light beers are the most popular beers in Canada by volume. Hockley selling a light beer would be a great opportunity in the market as it was a trend at the