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July 06, 2016


Thank you so much for the feedback. It is all very constructive so I appreciate that. I'm five months into my planning career so all feedback is useful for me. This challenge was a massive learning experience and came at a perfect time. Looking back on it now I can see some gaps, all which you pointed out in the feedback. In relation to the risk that championing the smaller brewer might give the consumer an opportunity to look away from Sam, that's a valid concern. I think though if the campaign is executed correctly then Sam will be the go-to craft beer when their favourite isn't available which, considering the distribution gaps with most craft beers, will be a regular occurrence. Thank you again for taking the time to put the challenge together and of course the thorough feedback!

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