Soweto Gold: Building an Iconic Craft Beer Brand
(8 pages of text)
Soweto Gold was a premium microbrewery in the township of Soweto, South Africa. In 2011, one of its co-founders got the idea to start a craft brewery while on an advanced brewing course in London. After a period of soul-searching and research, in 2013, he found a partner to begin producing and marketing a new craft beer. They found early success by focusing their efforts on getting to know the craft beer market and creating a sustainable value proposition. However, by 2016, they faced questions regarding how to grow the market for their iconic brand. How could they better reach some of their untapped markets and cement the brand in the minds of consumers? Should they contract out the brewing to a larger company outside Soweto in order to expand production? The challenge was to act boldly but not make any mistakes.
This case can be used in marketing and marketing research courses at the graduate level, in management development programs, and in custom executive education. After discussing and analyzing the case, students should be able to
- understand the importance of collecting and managing marketing information to make sound marketing decisions;
- describe the process of segmenting a market and selecting a target market;
- explain how a customer-driven marketing strategy is developed using marketing mix elements in order to create a sustainable value proposition; and
- recognize what value means to a customer and how value elements satisfy customer needs at different levels.
South Africa, Small, 2016
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