Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 6

Since 1975, Eskimo. Joe's has been a popular watering hole in Stillwater, Oklahoma. Through word of mouth and a popular logo spread via T-shirts, it rapidly became a favorite place to grab a beer for students at Oklahoma State. But what started as a basic beer joint has grown into something much more. When the drinking age changed from 18 to 21 in the 1980s, Eskimo Joe's had to decide how it would move for-ward. That challenge helped the company to recognize that its product is much more than just a cold mug of beer. Instead, people flocked to Eskimo Joe's for the fun atmosphere and customer-friendly serVice. This realization led to an expansion into different businesses that have now spread the Eskimo Joe's logo all over the planet.
After viewing the video featuring Eskimo roe's, answer the following questions:
What is Eskimo Joe's value proposition? How does its value proposition relate to its market offering?