Bee Heard

Who are we::

We are a group of four students curently studying at Rhodes University in South Africa.

Our group consists of:

• Christie Alexander
• Ross Godlonton
• Melanie Mackay
• Jonathan Millin

What are we::

We are a team currently entered into the Google Online Marketing Challenge.

Who is our client::

Grahamstown Brewery Pty (Ltd), trading as Makana Meadery was founded in the year 2000 (http://www.iqhilika.co.za/index.htm). Makana Meadery grew from a university research project into a company that uses state of the art fermentation technology to place a centuries old South African honey based beverage, iQhilika, on the world's shelves.

The meadery employs 10 full-time members of staff, has an annual turnover just below one million Rand. Honey is the vital ingredient in making iQhilika and to match this demand the company has also developed an extensive beekeeping program. The socio-political impact of the creation of jobs, economic empowerment and social upliftment by this initiative, in a poor region of South Africa, has been significant.

iQhilika Market Analysis::

Makana Meadery offers three products and services, namely:

• Mead
• Beekeeping training
• Meadery equipment

Mead is a largely undiscovered beverage and is currently targeted at Generation Y – a segment of the population classed as trendsetters not afraid to explore new and alternative products. In addition, iQhilika is targeted at weddings for its appeal as a beverage for special occasions as well as for its qualities as a natural aphrodisiac. iQhilika, as a uniquely South African product and a realistic alternative to traditional wine and malt beverages has both local and international appeal.
As part of Makana Meadery’s long term strategy, their beekeeping program aims to grow the small scale honey producing industry, which will in turn supply the meadery. Makana Meadery is also a world leader in mead process design and as a result they use their position to expand the unsaturated mead market by selling meadery equipment.

iQhilika's Current Marketing Stragies::

Makana Meadery currently adopts guerilla marketing tactics. Such tactics include creating a reputation for its community and scientific engagements, and thus gaining exposure by becoming a topic of interest in local media.

Makana Meadery’s website is primarily used to provide information about the company and the products that they offer. It also acts as an interface for potential customers to get in contact with the meadery. In addition to their own website, they rely on local and international distributors to market their mead. There is potential to grow Makana Meadery Internet marketing.
In a Google.co.za web search of the keywords “mead”, “meadery” and “beekeeping”, the Makana Meadery’s website URL is returned on the first results page.