Concept Evaluation and Marketing Strategy for a 'Hop and Beer Museum/Experience' in Spalt, Germany
Client:
City of Spalt and Municipal Brewery of Spalt
Brief project description:
The Mayor of Spalt is responsible for the Spalt Municipal Brewery, as well as the conversion of the historic granary into the Spalt Hop and Beer Museum, which is already underway. The museum is set to open by spring 2014 at the latest, alongside the tourist information office and Spalt brewery tours. Spalt is located in the Franconian Lake District, within the metropolitan region of Nuremberg in Middle Franconia, Bavaria. Financing for the project is almost in place, but sponsors are still being sought for the second construction phase and marketing activities.
Key elements of the project:
- Review of the present concept for market viability
- Profitability calculation
- Potential analysis
- Marketing concept with planning of measures and implementation proposals for the pre-opening phase
- Determination of target groups and target markets
- Elaboration of USPs and strengthening of the business profile
- A list of activities, dates and responsibilities for a calendar year, broken down by month
- Budget distribution according to Kohl > Partner's five marketing principles