Boston Beer Company's Boston Lightship Thesis

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A possible strategy for this group is to market Lightship as 'the healthy beer,' its 'less calorie' function becoming the 'reason to believe' that indeed, Lightship is a healthy beer and is BBC's response to the increasing awareness on the health benefits of drinking a Boston Beer.

Results of the field study support these suggested improvements in the marketing strategy of Lightship. Assessment of the light beer segment and results from the customer analysis showed two important findings that put BBC's light beer sales problem in the proper perspective: (1) "Core craft drinkers" of beers such as Boston Beer are not light beer drinkers, and (2) "No one had ever heard of" Lightship -- that is, as summarized in the study, BBC has a "great product" but has "no brand awareness" (9).

Thus, recommendations mentioned earlier are further reiterated. To address the main issues generated from the analyses, BBC must segment its products, in the same way that its beer offerings are segmented based on its content/ingredients.

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To ensure Lightship's success in the beer market, BBC must market this light beer brand to a new set of consumers: the light beer drinkers or 'healthy' beer drinkers. BBC will market Lightship to this group as BBC's response to the increasing need for a healthy product in the beer and alcoholic drinks market. It is also necessary to market Lightship as a 'healthier option beer,' so as not to alienate the core craft/hardcore drinkers. This communication and marketing strategy to the hardcore Boston beer drinkers is critical since BBC must be known as a company manufacturing both traditional and light beer variants, and not exclusively associated to either one of these (traditional, hardcore or light)......

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