DETUROPE - The Central European Journal of Regional Development and Tourism 2019, 11(1):149-163 | DOI: 10.32725/det.2019.009

Importance of Marketing Comunication Tools with regards to the Competitiveness of Mini-Breweries

Monika Březinová, Ladislav Skořepa
University of South Bohemia, Faculty of Agriculture, Studentská 1668, 370 05 České Budějovice, Czech Republic.

Keywords: mini-brewery, local, marketing, communication, promotion

In accordance with the general world trend, a new form of breweries expands in the Czech beer market - mini-breweries. More than 220 new mini-breweries have been established in the period 2013-2016. This tendency does not let up. As the number of mini-breweries increases, we can inspect a strengthening competing pressure in this sector. Mini-breweries are supposed to start to really compete within among themselves and fight for customers. The data collection was done in January 2017 by means of an electronic survey on all population of mini-breweries (350 companies registered by December 31, 2017). The response rate was 41%. The aim of the paper is, by means of the descriptive statistics methods, to find out, what marketing tools the small breweries' managers or proprietors consider as most important with regards to the competitiveness of their business. The collected data were analysed by means of one-way classification according to the defined segmentation criteria. Most of respondents consider a good reputation (89%), recommendation of current clients (85%), and own website (60%) to be most important communication tools.

Published: March 31, 2019  Show citation

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Březinová, M., & Skořepa, L. (2019). Importance of Marketing Comunication Tools with regards to the Competitiveness of Mini-Breweries. DETUROPE - The Central European Journal of Regional Development and Tourism, 11(1), 149-163. doi: 10.32725/det.2019.009
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