Integrated marketing communications plan for Stone Brewing World Bistro & Gardens, Liberty Station

Abstract

Stone Brewing Co. is a San Diego County-based craft brewing company that began concocting their signature ales more than 16 years ago. The small brewing company has since grown into one of the most notable brands in San Diego and their large brewery and restaurant, Stone Brewing World Bistro & Gardens, have become popular North County destination for locals and tourists. Stone's bistro is currently San Diego' s largest restaurant purchaser of local organic produce and the menu reflects the brand's all-natural, organic food philosophy. In May 2011, Stone's co-founder and CEO Greg Koch announced the company's plans for a huge local expansion, which included a new Stone Brewing World Bistro & Gardens in Liberty Station, near the metropolitan and beach areas of Southern San Diego. The purpose of this report is to provide the marketing team of Stone Brewing Co. with an analysis of the San Diego restaurant and craft beer marketplace, as well as a strategic integrated marketing communications plan for the brand to grow awareness of the new restaurant opening in early 2013. Research of past marketing efforts, products, services, competitors, and industry trends are included to provide the company's marketing team with a well-rounded understanding of the current marketplace. Primary research in the form of depth interviews was also conduct to uncover the awareness levels of the brand and uncover determining factors in moving the target segments down the consumer funnel. This comprehensive analysis highlights marketing opportunities that are crucial to the new venue's success. The strategic marketing plan detailed in this report has been constructed with the goal of a successful launch of the restaurant and continued success for the Stone brand.