Marketing Analysis for the manufacturer and distributor of “Altbier” craft beer

• Low regional awareness: despite leading in the Kharkiv market, the brand remains relatively unknown in Kyiv and other cities, which complicates efforts to partner with distributors.
• Retail dependency: the lack of established demand among end consumers reduces the interest of retail outlets in purchasing and stocking the product.
• Marketing stagnation: minimal promotional investment since the beginning of the war and a lack of systematic work on reputation management and customer database engagement.

Deep market and company analytics:

• Niche Analytics & PEST Analysis: studying the impact of external factors on consumer behavior and identifying market potential.
• SWOT & VRIO Analysis: evaluating the brewery’s internal resources and opportunities to create a unique sustainable competitive advantage.
• Competitor Analysis: detailed analysis of the customer journey, pricing policies, and loyalty programs of the market’s key players.

Reputation and service research:

• SERM and NPS Audit: analyzing online reputation and the brand’s net promoter score.
• “Mystery Shopper” Method: photo documentation and analysis of product display, service quality, and sales techniques at own retail locations versus competitors.
• Communication Analysis: evaluating service standards and customer interaction at every stage of the sales funnel.

• Website ESR Analysis: auditing the technical performance, traffic, UI/UX, and conversion potential of both the brewery and restaurant websites.
• Funnel and SMM Analysis: evaluating the digital presence and the effectiveness of existing promotion channels.

• Crisis Marketing Strategy: adapting communications and operations to current conditions to maintain market share.
• Loyalty Resurgence: developing an updated loyalty system to improve customer retention and stimulate repeat sales.
• Active Lead Generation: designing targeted advertising proposals and implementing tools to attract new audience segments.
• Channel Diversification: recommendations for launching an in-house delivery service and analyzing the potential of online ordering via logistics operators.
• Distribution Strengthening: proposals for attracting new partners by stimulating regional demand.

• Objective Perspective: the client received an “outside-in” view through a comprehensive comparative analysis with competitors (product display, service, and pricing).
• Ready-to-Use Roadmap: a structured action plan was developed with clear steps—ranging from technical website optimizations to launching new sales channels (delivery).
• Strategic Confidence: priority marketing investment areas were identified to transform Altbier into a powerful national brand that is highly attractive to distributors.