Marketing Mix - Boston Beer Company
Submitted by PennyLane on May 8, 2008
Category: Business
Words: 1502 | Pages: 7
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Effective marketing is essential to the success of a company. A basic aspect of marketing is the product, place, price, and promotion of a product, which are the variables referred to as a marketing mix. This paper will evaluate the effectiveness of the marketing mix in relation to the Boston Beer Company which brews Samuel Adams beer.
History of the Boston Beer Company
In order to understand the marketing behind Samuel Adams Beer, one must know the history and mission of the Boston Beer Company. The Boston Beer Company was established in 1984 by Jim Koch. Koch began brewing beer from a family recipe in his Bostonian kitchen and selling the beer to local bars from the back of his station wagon. Koch believes that beer serves a place at the dinner table as fine wine. Koch was quoted as saying:
"What I'm trying to do is elevate the perception of beer," he says....