1. Nicole Winter
Terry Watson
Keith Bolden
Jacob McGreevey
Mike Zech
Product Management

2. Positioning Strategy
 Each of Rogue’s beers will be
marketed to different consumers
because no two beers are alike. Due
to the variation between beers,
consumers will have their own likes
and dislikes, which is why Rogue
produces 60 types of brews
 The majority of Rogue’s brews are
on the darker side and are divided
between levels of bitterness. Their
main market is consumers who
prefer a darker brew.

3. Positioning Strategy Cont.
 Rogue also has won a few awards of
the years for the brews, which also
helps to differentiate them from
competitors.
− Old Crustacean – Barley Wine World Beer
Championships - Gold 2006
− Juniper Pale Ale – Pale Ale World Beer
Championships - World Champion 2005
− Mocha Porter – Porter International Beer
Competitions - Best in Show/Gold 2005
− Half-E-Weizen – Hefeweizen World Beer
Championships-Gold 2003

4. Positioning Strategy of
Competitors
 McMenamins
− McMenamins has a similar idea to
Rogue; except they do not sell near
the amount of different beers and
they are restricted to only the
McMenamins restaurants. In addition,
the majority of the beers they sell
are seasonal
 Red Hook Ale
− Red Hook has about 8 different
beers. Like Rogue they are marketed
to different consumers depending on
their likes and dislikes

5. Perceptual Map

6. Brews from the Perceptual Map
 Dead Guy Ale – 40 IBU
− Dead Guy is a German-style Maibock made with Rogues
proprietary "PacMan" ale yeast
 Old Crustacean – 110 IBU
− Brewed with eight ingredients. Old Crustacean is best
when aged for one year
 Chipotle Ale – 35 IBU
− Based on Rogues American Amber Ale, but delicately
spiced with smoked jalapeno (chipotle) chile peppers
 Morimoto Black Obi Soba – 30 IBU
− Brewed with roasted buckwheat and malts providing a rich
nut-laced flavor, while hops provide a refreshing zest
 American Amber – 53 IBU
− A delicate roasted malt accent, generous use of hops and
smooth finish with a coffee aroma

7. Rogue Locations
 House of Rogue Bed & Beer
 Issaquah Brewery
 Brewers on the Bay
 Rogue Ales Public House
− Portland, Newport, San Francisco,
Astoria, & PDX Airport
 Rogue Ales Eugene City Brewery
 Rogue Ales Wolf Eel Café at the
Oregon Coast Aquarium

8. McMenamins Locations
 Edgefield
 Grand Lodge
 Old St. Francis School
 Kennedy School
 Ringlers Pub
 White Eagle Saloon
 Dad Watsons

9. Brand Equity & Strategy
 High Brand Equity
− Due to their high awareness, quality
and loyalty among customers, which
is shown by the brewers review
 Branding Strategy
− Their strategy is to brand their name,
this is useful in product identification,
repeat sales and new product sales
 Having a well-known and respected
brand name is extremely useful when
introducing new brews to the market

10. Brewers Reviews
 Based on four criteria: Beer Quality,
Beer Selection, Food & Service
 “Rather quirky place to have a beer, follow the
yellow line through the warehouse and you will find
the bar and the family restaurant. AS expected the
beer is fantastic the food good enough..the service,
I wasn't impressed with.”
− Beer Quality & Selection = Awesome, Food &
Service = Good Overall = GREAT
 “Will never return, service was awful. Party of
eight left due to waitress attitude. She seemed to
think that Rogue wouldn't care how she treated
customers as there was always another one
coming in. I should hope that isn't really their
opinion. But I know we will never return.”
− Beer Quality & Selection = Good, Food = So
So, Service = Lousy Overall = LOUSY

11. Brewers Reviews Cont.
 “I love beer and let me tell you a visit to this
place is like nirvana! If you are EVER in Oregon,
check it out! The staff is knowledgable and nice.
The food is good and if you have a chance, stay
in the Beer and Bed above the Ale House on the
waterfront. You can bring beer up to your
room!!! Beautiful beaches and the best beer
ever--is there anything better?? You
decide...check it out.”
− Beer Quality & Selection, Service = Awesome
Overall = AWESOME

12. Product Life Cycle
Growth Stage
 Product
 Pricing
 Distribution
 Promotion
 12 Month Forecast

13. Consumer Adoption Cycle
 Innovators
− First to adopt & display behavior that demonstrates
wanting to be ahead
 Early Adopters
− Quick to buy new products and are key opinion
leaders
 The Early Majority
− Look to innovators to see if a new product works
 The Late Majority
− Tend to purchase products later than the average
person
 The Lagers
− Tend to be very late to take on new products and it
includes those that never adopt at all

14. Consumer Decision Making
Process
 Recognition
 Information
 Evaluation of Alternatives
 Purchase
 Post-Purchase Behavior

15. Rogues Growth Point
 To The Majority
− Rogue is in the Early Adoption period
because beer that is bought today
was designed & marketed to people
who never wanted beer in the first
place
 To The Minority
− Rogue is in the Early Majority cycle
due to recent expansion to reach
consumer demand
 12 Month Forecast

16. Packaging Strategy
 “Rogue Ales are bottled using an
oxygen absorbing cap, brown glass
for better shelf life, and plenty of
malted barley and hops to provide
stability”
 Promoting the Product
− Rogue uses unique names &
individual art for each brew to set
them apart from others as well as
their name/logo.
 A star through the “O” in Rogue