Nicole Winter

Terry Watson

Keith Bolden

Jacob McGreevey

Mike Zech

Product Management

Positioning Strategy Each of Rogue’s beers will be

marketed to different consumers because no two beers are alike. Due to the variation between beers, consumers will have their own likes and dislikes, which is why Rogue produces 60 types of brews

The majority of Rogue’s brews are on the darker side and are divided between levels of bitterness. Their main market is consumers who prefer a darker brew.

Positioning Strategy Cont. Rogue also has won a few awards of

the years for the brews, which also helps to differentiate them from competitors.− Old Crustacean – Barley Wine World Beer

Championships - Gold 2006 − Juniper Pale Ale – Pale Ale World Beer

Championships - World Champion 2005 − Mocha Porter – Porter International Beer

Competitions - Best in Show/Gold 2005 − Half-E-Weizen – Hefeweizen World Beer

Championships-Gold 2003

Positioning Strategy of Competitors

McMenamins− McMenamins has a similar idea to

Rogue; except they do not sell near the amount of different beers and they are restricted to only the McMenamins restaurants. In addition, the majority of the beers they sell are seasonal

Red Hook Ale− Red Hook has about 8 different beers.

Like Rogue they are marketed to different consumers depending on their likes and dislikes

Perceptual Map

Brews from the Perceptual Map Dead Guy Ale – 40 IBU

− Dead Guy is a German-style Maibock made with Rogues proprietary "PacMan" ale yeast

Old Crustacean – 110 IBU− Brewed with eight ingredients. Old Crustacean is best

when aged for one year

Chipotle Ale – 35 IBU− Based on Rogues American Amber Ale, but delicately

spiced with smoked jalapeno (chipotle) chile peppers

Morimoto Black Obi Soba – 30 IBU− Brewed with roasted buckwheat and malts providing a rich

nut-laced flavor, while hops provide a refreshing zest

American Amber – 53 IBU− A delicate roasted malt accent, generous use of hops and

smooth finish with a coffee aroma

Rogue Locations House of Rogue Bed & Beer

Issaquah Brewery

Brewers on the Bay

Rogue Ales Public House − Portland, Newport, San Francisco,

Astoria, & PDX Airport

Rogue Ales Eugene City Brewery

Rogue Ales Wolf Eel Café at the Oregon Coast Aquarium

McMenamins Locations Edgefield

Grand Lodge

Old St. Francis School

Kennedy School

Ringlers Pub

White Eagle Saloon

Dad Watsons

Brand Equity & Strategy High Brand Equity

− Due to their high awareness, quality and loyalty among customers, which is shown by the brewers review

Branding Strategy− Their strategy is to brand their name,

this is useful in product identification, repeat sales and new product sales Having a well-known and respected

brand name is extremely useful when introducing new brews to the market

Brewers Reviews Based on four criteria: Beer Quality,

Beer Selection, Food & Service “Rather quirky place to have a beer, follow the

yellow line through the warehouse and you will find the bar and the family restaurant. AS expected the beer is fantastic the food good enough..the service, I wasn't impressed with.”− Beer Quality & Selection = Awesome, Food &

Service = Good Overall = GREAT

“Will never return, service was awful. Party of eight left due to waitress attitude. She seemed to think that Rogue wouldn't care how she treated customers as there was always another one coming in. I should hope that isn't really their opinion. But I know we will never return.”− Beer Quality & Selection = Good, Food = So So,

Service = Lousy Overall = LOUSY

Brewers Reviews Cont. “I love beer and let me tell you a visit to this

place is like nirvana! If you are EVER in Oregon, check it out! The staff is knowledgable and nice. The food is good and if you have a chance, stay in the Beer and Bed above the Ale House on the waterfront. You can bring beer up to your room!!! Beautiful beaches and the best beer ever--is there anything better?? You decide...check it out.”− Beer Quality & Selection, Service = Awesome

Overall = AWESOME

Product Life CycleGrowth Stage Product

Pricing

Distribution

Promotion

12 Month Forecast

Consumer Adoption Cycle Innovators

− First to adopt & display behavior that demonstrates wanting to be ahead

Early Adopters− Quick to buy new products and are key opinion

leaders

The Early Majority− Look to innovators to see if a new product works

The Late Majority− Tend to purchase products later than the average

person

The Lagers− Tend to be very late to take on new products and it

includes those that never adopt at all

Consumer Decision Making Process

Recognition

Information

Evaluation of Alternatives

Purchase

Post-Purchase Behavior

Rogues Growth Point To The Majority

− Rogue is in the Early Adoption period because beer that is bought today was designed & marketed to people who never wanted beer in the first place

To The Minority− Rogue is in the Early Majority cycle

due to recent expansion to reach consumer demand

12 Month Forecast

Packaging Strategy “Rogue Ales are bottled using an

oxygen absorbing cap, brown glass for better shelf life, and plenty of malted barley and hops to provide stability”

Promoting the Product− Rogue uses unique names &

individual art for each brew to set them apart from others as well as their name/logo. A star through the “O” in Rogue