My team and I are having a lot of trouble with this. We are targeting the educated males (ages 25 - 34) in Philadelphia with household incomes of $80,000 or more. We have the demographics, etc. Our product is craft beer with ales in various flavors, fruity malts, and several lagers. Some of the beers are low-carb. The ingredients are home-grown and natural. Our microbrewery is local, so the beers would be fresh. Our beers taste good and have been designed to compliment meals for a fine dining experience. We will have a club that sends out newsletters, emails, text messages and faxes to alert our customers of new flavors and events. Our microbrewery will offer tours in the microbrewery and give samples to those who visit along with T-shirts and other promotional items. The beers would be sold at the brewery, in retail liquor stores, restaurants and pubs. The problem is that our competitors offer the same things. How can we differentiate our product in order to find a niche and a competitive advantage. Any thoughts?
In order to differentiate the microbrewery beers from competitors, it needs to offer something the others don't. This can be a special service, an added value or some other aspect that makes the brand unique.
Vertical differentiation occurs when there is a perceived difference. This can be a factor such as quality. In order to use this type of differentiation, consumers need to be convinced of the perceived difference, or that the new product is of better quality than the others. To accomplish this, you need to target consumers in a way that others do not. One suggestion is to have 'beer tasting parties,' such as those often offered at restaurants for wine distribution. This is a sort of 'taking the ...
The solution creates a niche for a craft beer market.