Introduction:
Founded as a juice company in 1986, D'Angelo Brands expanded into the pasta and canned vegetables industries . In 2001, it was purchased by Play and Win Inc. of the United States, and it was decided that it would keep its name and Frank D'Angelo would be the company's CEO and President . Since then it has undergone further expansion into the beer and energy drink industries. D'Angelo Brands has two types of beer, Copperhead a higher end beer, and Steelback to compete with Molson Coors? and Budweiser? . In the energy drink industry, D'Angelo Brands has come out with Cheetah ? Power Surge energy drink to compete with other brands such as Red Bull? and Monster? .
D'Angelo Brands has never had ordinary marketing, and this report will look at some of the marketing concepts that are working for them as well as some of the ones that are not. It will also give a brief overview of D'Angelo's two newest products as well as the juice industry and the different marketing techniques used in the general industry compared to that of D'Angelo Brands. It will then look at the ten key marketing concepts: value, relationships, relevance, rewards, competitive advantage, differentiation, customer experience, the target market/marketing mix, satisfaction, and evaluation of performance. Finally it will conclude with where D'Angelo Brands is going in the future and if this marketing style will continue to be successful.
For many years now, the marketing of beer has remained fairly similar. Beer is marketed to people generally between the ages of 19-30 in Canada, and 21-30 in the United States . One main similarity is the patriotic approach to advertising the beer industry has taken. North America's largest brewery, Molson Canada ...