Industry, Markets and Stakeholder Capstone-OA Journal of Economy and Management-Pubscie

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Industry, Markets and Stakeholder Capstone

DOI: 10.26855/oajem.2022.11.004
Year, volume (issue): 2022, 1(3)
pp. 152-162
Published in: OA Journal of Economy and Management
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Chuxuan Wang, Max Jamwal-Girdler

Newstead Brewing, marketing campaigns, brand loyalty, Methodology, Recom-mendations, celebrity factor, entertaining performance

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Abstract

Newstead Brewing is one of the fastest growing breweries, founded in 2013 by Dr. Mark Howes. The development of the company needs more marketing strategies to keep the company competitive and excellent customer service. Despite the growing popularity and current campaign restrictions, Newstead Brewing aims to increase brand loyalty and increase sales locations. As a result, a reward app was proposed for the companys venues. In this paper, we are going to analyse Newstead Brewing’s development and try to get more efficient marketing strategies and recommendations. The literature review focused on five major themes, namely the interactivity of branded mobile apps, the entertainment nature of apps, the importance of celebrity endorsements, and the impact of social media on brand loyalty and reward systems. And we come up with five hypotheses to be tested later. Moreover, we use research methods to discuss how to effectively launch the application within three months. We attempt to present evidence in support of these hypotheses in order to arrive at the final recommendations for promotion. We have got two useful recommendations at last. One is to optimize the reward mechanism in the application, the other is to use the celebrity factor and the selection function.

Keywords: Newstead Brewing, marketing campaigns, brand loyalty, Methodology, Recom-mendations, celebrity factor, entertaining performance

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