Marketing Research of New Alcohol Brand in United States
DOI:
https://doi.org/10.54691/bcpbm.v34i.3146Keywords:
Alcohol marketing in the United States, difficulties faced by new alcohol brands, pr campaign and measurementAbstract
This paper is mainly divided into four parts, including an introduction, a literature review, the main body, and the conclusion. The main research direction is how new alcohol brands can be advertised and promoted under the existing difficulties in the market. There are a lot of difficulties in the U.S. alcohol market these days. On the one hand, there are many alcohol brands that have been in operation for many years, and they have a wide range of users, with relatively stable sales volume and reputation. On the other hand, the whole alcohol market is in a depressed state due to the impact of the Covid-19. In the wake of the pandemic, a decline in social interaction and increasing health concerns have contributed to a decrease in the need of alcoholic products. With technical developments, the way of information exposure is more diversified than before. Online promotion is easier to attract young people's attention in a short time. By comparison, the traditional promotion method focusing on offline is no longer enough to meet the needs of a new brand entering the market. Hence, this paper explains in detail about the problems in the alcohol market, several factors that are causing them and possible solutions and modes of campaigns.
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