Deborah Nacimiento
Enabling Connections

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Background
Situation Analysis
Recommendations
3.1 Purpose
3.2 Ideal Target Customer
3.3 Positioning
3.4 Branding
3.5 Product
3.6 Service
3.7 Promotion
3.7a Themed Fundraising Event
3.7b Lead Generation
3.7c Lead Conversation
Appendix
Reference List
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Rhinegeist is a brewing company located in Over the Rhine, Ohio. Founded by Bob Bonder and Bryant
Goulding in 2013, Rhinegeist embraces the heritage and culture of the Over the Rhine. Their brew house was established in an old brewing facility built in the 1890s. Rhinegeist translates to “The Ghost of Rhine”, which comes with deep heritage of Over the Rhine. Rhinegeist wants to bring the tristate area together through enabling connections with their brew house. Through this, Rhinegeist will revive the community in Over the
Rhine. However, they are still trying to attract customers from the northern Kentucky region.

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Summary of SWOT Analysis

Rhinegeist is a local brewing company ran by Bryant Goulding and Bob Bonder. Rhinegeist produces and sells a wide variety of unique crab beers and ciders. Their target customers consists of millennials in the local tristate area who enjoy crab beers and ciders. Rhinegeist is currently positioned as a unique flavored local crab beer with brew house heritage. The average price of a Rhinegeist six-pack is around $9.99. Rhinegeist is also an experience, as they also offer tour services in their brew house. Major competitors of Rhinegeist are:
MadTree, Budweiser, and River town Lagerhouse. Being pert of an extremely saturated market, Rhinegeist must to communicate the value of their crab beers compared to others. By attracting millennials from NKY, developing their products