In order for NAB to concentrate its resources towards reaching the young people, it has to strike a balance between nostalgia and relevance. This involves tapping the equity and heritage that defined the Genesee brand in the past and proving that it also recognizes the current trends too. This strategy seizes the opportunity to sustain the old customers while getting new ones hence it focuses on the brewery future while embracing its great history and tradition. Radio, digital, and displays at retail centers can be used to advertise this brand.
The hardworking mothers can be reached effectively by targeting their special needs. This can be done by re-inventing Seagrams to suit their requirements. It can be achieved by adequate promotion and new packaging so as to engage the target market. Outdoor marketing campaigns can be used to achieve this. NAB can strengthen its brewery position by carrying out this since it has the advantage of not starting from scratch. This strategy enables NAB to challenge the market by fulfilling the unmet needs of this group.
The Dundee craft ales and the lagers brands can be re-invented by stating their new benefit or innovation to meet the needs of the old people who are more established in life. The print media can successfully be used to relay these new benefits of the brand. Nutritionally beneficial ingredients can be added to the beers since this target market generally needs a healthy diet. This re-invention will enable NAB to defend its current share of the market and also expand it.