From Blueprint to Success – with Alpha Consulting

Positioning and Strategy

A Thoughtful Strategy for a Winning Brand

Dahook beer is an Armenian premium craft beer, and its market entry strategy has been developed and is being led by Alpha Consulting. As a first step, Alpha Consulting conducted a detailed market analysis, assessing the preferences of the target audience, market demand, and the characteristics of the competitive landscape.

A well-planned research study was carried out—which included both quantitative and qualitative research—that helped form a clear positioning strategy and gain an understanding of our target audiences and their expectations from an Armenian premium craft wine.

The study’s findings led to the development of a distinct positioning policy that emphasizes high quality and associates the brand with an adventurous and active lifestyle. Consequently, the planning of the market entry process commenced, involving the creation of the market entry strategy, the organization of tasks, and the streamlining of ongoing processes.

Alpha Consulting has structured the market entry process along two main directions: sales and marketing. The sales strategy entails a phased approach, beginning with the HoReCa sector (hotels, restaurants, and cafes) followed by retail distribution. This approach allows for establishing a high level of trust in the initial phase and capturing the primary target audience.

On the other hand, the marketing strategy focuses on enhancing brand recognition through targeted advertising, online campaigns, and in-store promotions. At the core of the strategy lies Dahook’s positioning as a premium beer—a critical component for ensuring the brand is correctly perceived in the market.

Challenges and Solutions

The market study revealed that while the market is quite saturated, there is a growing demand for Armenian, unfiltered, premium craft beer. Alpha Consulting developed a brand concept that positions Dahook as a modern, trendy, high-quality, and adventurous brand.

Taking into account the challenges in the market, Alpha Consulting devised a marketing strategy that delivers the following competitive advantages: a positioning as a premium craft beer, clear targeting based on consumer interests and lifestyles, and a differentiating approach through Dahook’s four distinct variants, which ensure availability across almost all market segments. This diverse portfolio offers the opportunity to appeal to both women and men.

High quality, smart marketing, the right audience

Thanks to Alpha Consulting’s strategic approach, Dahook Beer is now positioned in the market as a balanced, in-demand brand that resonates clearly with its target audience. It combines premium quality, an adventurous lifestyle message, and modern branding, laying the foundation for sustainable market growth.

Alpha Consulting’s role in this process is crucial, as it not only developed the strategy but also ensured its proper implementation by taking into account market dynamics, the competitive landscape, and consumer behavior.