DUTCH BROS-MARKETING AUDIT & BRAND EXTENSION
Market Analysis | Product Concept Development
February 2024-May 2024
Visualization of the Hard Rebel: Vodka Seltzer
Visualization of the Hard Rebel: Vodka Seltzer
Visualization of the Hard Rebel: Vodka Seltzer
Overview
This project required the team to conduct a comprehensive marketing audit of Dutch Bros and propose a data-backed brand extension with an analysis of its potential acceptance, reception, and overall impact on the brand.
Role
Market research, brand strategy & product mockups
Context
Arizona State University | Academic project | Marketing 302
Objective
Evaluate Dutch Bros’ market position, performance, and growth opportunities through a comprehensive marketing audit and assess the viability and brand impact of a proposed extension informed by consumer and industry insights.
Challenge
Analyze internal and external factors to identify an opportunity for strategic growth that would be positively received by the target market.
Strategy
Collaborated with the team to analyze Dutch Bros’ company history, mission, strategic objectives, financial and stock performance, market size, industry trends, and demographics
Identified opportunity for brand extension based on insights
Researched market acceptance and consumer reception of similar products and brand extensions within the category
Evaluated how the proposed extension could influence brand perception and success
Research on target market used to analyze possible extension viability
Research depicting the extensions positive impact on Dutch Bros target market
Execution
Co-authored a 40-page marketing audit
Developed brand extension, Hard Rebel (3 flavors)
Co-authored a 40-page brand extension proposal
Designed 6 different product and packaging mockups to aid with visualization for market entry
Analyzed consumer reception and impact on Dutch Bros from multiple angles
Front of proposed Hard Rebel Box
Proposed side of Hard Rebel box
Proposed back of Hard Rebel box
Results & Impact
Delivered a comprehensive audit with actionable insights
Presented a cohesive, data-driven brand extension concept
Demonstrated how brand extension could increase brand relevance, attract new consumer segments, and strengthen Dutch Bros overall
Key Takeaways
This project reinforced the importance of evaluating not only the feasibility of a brand extension but also its market reception and potential impact on brand perception and equity.