Are there segments of the target market(s) aimed for not being addressed through their promotional activities?

Chuck Galea, during a management meeting last week, told his colleagues that the demographic coming to the craft brew category is getting younger and younger. That comment got Garnett Pratt thinking about their overall promotional strategy. He has asked you to assess their previous celebrate campaign and use of the various elements of the promotional mix in light of changing market characteristics and the entrance of more craft breweries.

The number of brewing facilities increased by 21.8% from 817 in 2017 to an all-time high of 995. Most of Canadas breweries are small, local operations with 93% producing less than 15,000 hectolitres (hL) of beer in 2018 (Beer Canada, 2018).

Tastes change over time, so do those who cater to these. This we know. To succeed into the future, a marketing message has to also appeal to those it seeks to attract.

Questions: You are asked to look at Side Launch and assess its promotional activities. In terms of consumer demographics, do they appeal to the needs of its current customer base? In terms of the 4Ps, are changes needed? If so, can you describe examples they could consider based on strategies successfully used by others? Are there segments of the target market(s) aimed for not being addressed through their promotional activities?