Strategic Marketing Plan (1)

8/12/2019 Strategic Marketing Plan (1)

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Bobmarlay Brewing

CompanyMARKETING PLAN

The rationale of BBC marketing plan is to serve as a

quick blueprint towards, achieving our objectives.

Presented by: A Group of Northern Caribbean University

Students

6/24/2013


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The reel reggae rockin beer

2

NORTHERN CARIBBEAN UNIVERSITY

College of Business & Hospitality Management Department of Professional & Continuing Education

Salem Runaway Bay Campus

Presented in partial fulfillment of the course

MKTG490: Strategic Marketing

Assignment

Facilitator

Ms. Dennisha Blair

From:

Michael Mallett

Vanessa Bryan

Tashj Haughton

Kashan Walters

Janet Gordon

Date

June 24, 2013


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Lot # 2

Main Street

Ocho Rios

St Ann

Tel. 1876 880-3634

Website:www.bobmarlay.com

Email:

[email protected]

[email protected]

m
http://www.bobmarlay.com/http://www.bobmarlay.com/http://www.bobmarlay.com/mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]://www.bobmarlay.com/


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TABLE OF CONTENTS (Contd) PAGES

Competition 21

Services 21

Current Offerings 21

Keys to Success 22

Critical Issues 23

Historical Results 23

Financials 23

Break-even Analysis 23

Sales Forecast 24

Expense Forecast 24

Controls 24

Implementation 25

Appendix 26-27

References 28-29


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COMPANY OVERVIEW

Bobmarlay Brewing Company (BBC) is a Jamaican based beer brewing company, owned and

operated by five (5) partners. Its regional headquarters is located in Ocho Rios, St Ann Jamaica.

The company has brewing facilities in both England and Germany. Bobmarlay BrewingCompany operates under the ownership of five partners, where three of the partners have an

equal share of 20% while the fourth and fifth partners have 30% and 10% respectively.

Currently, all partners attend Northern Caribbean University.

Company Goals and Objectives:The main aim of BBC is to grow globally in terms of annual

sales and penetrate the markets in both Europe and Jamaica. This partnership will seek to serve

both the Jamaican and European markets.

The partnership will initially offer the Jamaican and European markets. In addition, in the near

future BBC will extend to the Asian and United States of America (US) Markets. BBC offers the

most affordable price in its product offerings.

Vision:The creators of satisfaction putting real heart into customer service and the quality of

its product.

EXECUTIVE SUMMARY

Bobmarlay is a brewing company that specializes in its flagship self-named beer, with its head

office in Ocho Rios, St Ann (Jamaica). The members of the executive body are:

Michael Mallett-Chief Executive Officer Vanessa Bryan-Regional Chief Executive Officer Janet Gordon-General Manager Head Office Tashj Haughton-General Manager Germany Office Kashan Walters-General Manager England Office Becky Lewis-Chief Financial Officer

BBC products will be offered through its website, a direct- to-the -consumer approach from its

branches, advertising and personalized marketing will be used to connect, as well as

communicate with customers. BBC will take a market penetration approach, which means it will


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aim for a substantial market share as quickly as possible. These approaches will allow BBC to

achieve higher profit margins, and maintain a close relationship with the customers, which will

give BBC a strong reputation as time progresses. BBC will develop a very good relationship with

suppliers, customers and the society on a whole. Therefore, it will be with great pleasure to

market these exciting offerings.

Marketing Strategy

BBC will sell its products through its website, a direct- to-the -consumer approach from its

branches, advertising and personalized marketing will be used to connect and communicate with

customers. In addition, viral marketing will be used to promote, as well as, gain awareness of our

product. These include and not limited to: Twitter, Facebook, Oovoo, Skype and Vimeo. BBC

will take a market penetration approach, which means it will aim for a substantial market share

as quickly as possible. These approaches will allow BBC to achieve higher profit margins, and

maintain a close relationship with the customers, which will give BBC a strong reputation as

time progresses. BBC will develop a very good relationship with suppliers, customers and the

society on a whole.

Mission Statement:

Bobmarlay Brewing Company is committed to providing the highest quality beer product at the

lowest price in order to satisfy and exceed the expectations of our loyal customers. In

recognizing the diverse beverage needs of all our customers, we will continue to broaden the

scope of our beer products in order to encompass the various tastes of our valued customers. We

will continue to expand our global boundaries in order to reach untapped markets in our quest to

become the most successful brewer in the world. Through our strong presence in the brewing

industry, we will utilize all possible resources to promote growth and profitability. We will

continue to maximize the uses of our distinctive competencies in both marketing and distribution

in order to reach our customers. Bobmarlay is a customer-driven, quality-focused brewer that

will always conduct our business pursuits to the highest moral and ethical standards in the

industry so as to remain a responsible corporate citizen.


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Market Objectives

The following is a list of key marketing objectives that BBC wishes to work on this year.

BBC wants to:

Maximize market penetration Build brand awareness Control at least 85% market share in all its locations after the first year of operation Extend our operations to Asian and USA markets Retain customer base Support and interactive business communication link with customers

Marketing Mix

Bobmarlay is the brand which will provide the highest brand equity. No doubt we will have to go

through hardships to reach that position. The marketing mix of Bobmarlay will be done to the

best of our ability to ensure satisfaction in all aspects. So what is the marketing mix of

Bobmarlay?

ProductBobmarlay (The Reel Reggae Rockin Beer)The Company has a wide rangeof flavors for our beverage, under the Bobmarlay brand we have four (4) great refreshing

flavors, and they are Bobmarlay ginger, Bobmarlay lime, Bobmarlay ginseng, and

Bobmarlay malt. Bobmarlay is a very healthy product, also contains little calories for our

weight watchers and the best feature of all is our affordability.

Price - Due to the availability of wide range products the pricing is done according to themarket and geographic segment. Bobmarlay will offer affordable prices in comparison to

our competitors to ascertain majority of the market share. Each flavor of Bobmarlay has adifferent pricing strategy. Their pricing strategy is based on the competitors pricing in

each destination. It is the intention of the company to use cost based strategies ranging

from penetration pricing, cost plus pricing, skimming and market oriented pricing. These

strategies will be implemented where best fitted to ensure fair and reasonable prices.


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PlaceBobmarlay is hoping to be one of the worlds favorite beverages and we arestaring off with our product in a few markets over the world. We are currently in the

European and Jamaica markets. We will have an effective distribution network of

Bobmarlay to ensure the ease of accessing the product. There are facilities in Jamaica

surrounding the island where the product is available, soon to be all over Europe and in

the future other markets will have our beverage.

Promotion - Bobmarlay adopts various advertising and promotional strategies to createan increased demand in the market by associating with life style and benefits sought and

mainly targeting value based advertising. You are more likely to see a Bobmarlay ad with

a general positive message. Promotions will be used as a way of attracting attention to

our products and provide incentives for customers to make purchase of the products

being offered by the company. The aim of the promotional activities will be to lure

customers away from the competitor. A variety of sales promotion types will be used.

These include: Use of Coupons, Price Reduction and Giveaways.

1. Coupons can be used as a way to attract new customers and to develop customerloyalty. They can be mailed to targeted individuals in surrounding areas and

organizations as an incentive for them to buy Bobmarlay. They can also be placed on

product packages to provide customers with an immediate savings at the cash

register. This method will encourage customers to continue making purchases fromour company.

2. A price reduction (discount) will allow customers to buy your products at a lowerprice for a specified period of time. The price reduction will take the form of a sale or

an in-store event like an unadvertised special on the beverage. The reduction will be

placed on similar products being offered by the competitor and will be used to take

attention away from the competitor.

3. Giving something away is another way to lure customers from the competitor. Itemssuch as t-shirts, caps and knapsacks containing the company name or slogan can be

given to customers.

Advertising would also be used as a part of the promotion aspect; Advertising, this is non-

personal communication transmitted through mass media such as newspapers, magazines,


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billboards and window banners, this promotional tool would be most effective because

promotion of Bobmarlay through the mass media we will be able to reach our target market

along with additional customers whom we may not have been targeting, with advertising if our

product is advertised well enough, we will get advocates to our product therefore spreading by

word of mouth the advantages of Bobmarlay and help us to capture more of the market share.

Another strategy our company will be undertaking is utilizing a Push and Pull Strategy with the

aim to obtain the following outcomes:

Promote and garner sales to wholesale plus customers Create awareness of Bobmarlay Establish a premium product with exceptional customer service image

The Push and Pull Strategy will seek to increase sales products. For example, pull-where

Wholesalers will purchase more since Retailer demand more.

Communication Mix

Personal Selling

Our sales agents will be properly trained to engage customers in problems solving instead of

product pushing. We will continue to innovate and be involved in research and development to

best meet the needs of the customers.

Advertising

In order to have maximum reach and frequency, advertising will be done through our website

and so on. We will also advertise through mass media such as newspapers, magazines, billboards

and window banners.

Direct Marketing

Based on the analysis of the interview and questionnaires the organization will know exactly.

Sales Promotion

Sales Promotions such as; discounts and or the availability of sampling before purchasing, these

promotional tools would be effective because seeing that the alcoholic beverage market has


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numerous competitors and the discounts being placed on Bobmarlay would help us capture our

primary market and with gradual increase in prices they will hopefully stay loyal. The sampling

of Bobmarlay before purchasing would portray a positive message to our consumers showing

them that we are confident in the taste and quality of our product. Sampling strategy is also good

because prospective clients can taste the beer prior to purchasing it.

Publicity

After the first month of operation our presence and brand should be well known to a large

portion of our market share.

Within our marketing promotions Bobmarlay will utilize the DRIP model to Differentiate,

Remind, Inform and Persuade.

Differentiatelet local plus overseas Distributors and Jamaican clients (Wholesalers,Retailers plus Consumers) understand that our Jamaican beer is internationally certified.

Remindthrough reminder advertising to prompt customers to utilize our website togo see drinks specials, mix drinks ideas, quotations and garner information on our

overall operations.

Informthrough establishing informative advertising seek to create and build ourbrand awareness. In addition, our company will seek to garner local reputation within

the Jamaican market share.

Persuadethrough the use of Persuasive advertising Bobmarlay as a healthieralternative.

Financial Objectives

BBC would like to be closing total of at least 12.5billion per year. BBC goal is to have at least a 95% gross margin. BBC would like to have a net income profit of at least .50% of sales after expense are

paid.

Target Markets

JamaicaAll parishes EuropeEngland & Germany


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Positioning

Bobmarlay will be positioned as a moderate calorie beer that gives a reggae rockin feeling, a

product that stimulates the mind and gives an Irie and No problem feeling. The beer to

remember!

Marketing Research

Bobmarlays achievement can be attributed to two simple principles: segmented marketing and

saturation advertising to reach the target market. Through consumer research by Just Drinks

Marketing Research Store, light beer in UKwe have realized there is a beer-drinking market

segment of young men who is interested in a beer that is not too high-calorie and not too low-

calorie. This appeal for moderation beer stems from trends toward health and fitness in societytoday. Persons are more health conscious today than few years a back. Based on a research done

by Euro monitor International in 2012, what are the market opportunities for healthier beers

like low calorie and/or low ABV beers? We have seen that lower-calorie beer or more suitable

for women. On the other hand, the higher-calorie beer which is targeted to male makes their

belly or overall body increase over a period of time, which is known as obesity. Trends like these

can have powerful effects on demand, and the beer market is no exception. Unlike what has been

assumed previously, men are just as interested in light beer as women are because they are afraid

of obesity.

SITUATION ANALYSIS

BBC is the only beer company in Jamaica and around the world that offers a moderate calorie

beer. Through consumer research by Just Drinks Marketing Research Store, light beer in UK

we have realized there is a beer-drinking market segment of young men who are interested in a

beer that is not too high-calorie and not too low-calorie. This appeal for moderation beer stems

from trends toward health and fitness in society today. Persons are more health conscious today

versus the past. Based on a research done by Euro Monitor International in 2012, what are the

market opportunities for healthier beers like low calorie and/or low ABV beers? We have seen

that lower-calorie beer or more suitable for women. On the other hand, the higher-calorie beer

which is targeted to male makes their belly or overall body increase over a period of time, which


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is known as obesity. BBC product will be well received and marketing will be the key to the

development of this product awareness as well as growth of the customer base. Bobmarlay will

be available to meet the needs of the individuals in the European and Jamaican markets,

especially for clients that are health conscious and those who want to have a laid back relaxing

irie feeling. After consuming Bobmarlay beer people will experience a no problem feeling,

which research has shown that personsin the markets targeted are yearning for.

Market Summary

BBC is a member of the dynamic and competitive beer industry. This industry is booming as

technology, finding and legislation have made it easier for new companies to survive. The

increased power of beer drinking customers has forced suppliers to emulate best business

practices and integrate feedback in decision making to achieve a competitive edge. BBC will

poise itself to take advantage of the growing needs of customers by listening and acting towards

concerns, innovations and being as flexible and customer centric as possible.

Market Demographics

The main segments in BBC target markets are as follows:

Adults Companies such as: Wholesaler, Retailer and Private Entities.

The profile for the typical BBC customer target for this market offering consists of the following

geographic, demographic and behavioral factors:

18-65years of age Predominantly all races Existing or prospective beer drinking adults of Jamaica and Europe Average education all level There is almost equal ratio between male and female users


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Geographies

Our immediate geographic target is the Jamaican and European markets specifically inEurope; England and Germany

Behavior Factors

Enjoy a high quality beer that gives them an Irie and No Problemfeeling Beer drinkers are more health conscious There is value attributed to the appearance of the product

Market Needs

Bobmarlaysachievement can be attributed to two simple principles: segmented marketing and

saturation advertising to reach the target market. Through consumer research by Just Drinks

Marketing Research Store, light beer in UKwe have realized there is a beer-drinking market

segment of young men who is interested in a beer that is not too high-calorie and not too low-

calorie. This appeal for moderation beer stems from trends toward health and fitness in society

today. Persons are more health conscious today than few years a back. Based on a research done

by Euro monitor International in 2012, what are the market opportunities for healthier beers

like low calorie and/or low ABV beers? We have seen that lower-calorie beer or more suitable

for women. On the other hand, the higher-calorie beer which is targeted to male makes their

belly or overall body increase over a period of time, which is known as obesity. Trends like these

can have powerful effects on demand, and the beer market is no exception. Unlike what has been

assumed previously, men are just as interested in light beer as women are because they are afraid

of obesity. Therefore, Bobmarlay identifies a segment and will be targeting the European and

Jamaican markets.

Bobmarlay target markets are Jamaica and Europe. Bobmarlay will be sold to persons ages

twenty years and older. Harvard studies found beer can prevent blood clots and reduce the risk

of stroke, and that a few beers a day lowered the risk of diabetes in middle-aged men by 25

percent. Research in Europe found moderate beer drinkers had 30 percent higher levels of the


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disease-fighting vitamin B6 compared to non-drinkers, from Healthy Living, (Dador, 2013). A

study in Finland done by KABC (Dador 2013) says by Nixon, men who drank a few bottles daily

lowered their risk of kidney stones by 40 percent. Research also found marinating a steak in beer

could reduce the risk of cancer because it wipes out the majority of carcinogens that are

produced when meat is fried in a pan. Sharon Tanenbaum Medically reviewed by Ed Zimney,

MD. Therefore, there is a high need for moderate calorie beer in the markets we have targeted, as

a result of change in consumer health, and with these needs BBC will have a strong market

penetration in order to gain a substantial market share.

Market Trends

There were a number of trends a report commissioned by The Brewers of Europe and conducted

by Ernst & Young Tax Advisors and Regioplan Policy Research occurring in mid 2000. First, a

nationwide health kick was in the works. Second, in 2000, of the 76 million of generation y

population, nearly 20 million is in their mid- and late-twenties. The result of these two trends is a

large but changing beer-drinking demographic, one increasingly concerned with its health.

Realizing that customers demographics are changing, Bobmarlay took action by conducting

extensive consumer research to determine how best to appeal to this evolving segment. The beer-

drinking generation is made up predominantly of men in their early twenties and over. Thus,

Bobmarlay will be available to meet the needs of the individuals in the European and Jamaican

markets, who are health conscious and those who wants to have a laid back relaxing irie

feeling. After consuming Bobmarlay beer persons will experience a no problem feeling, which

research has shown that personsin the markets targeted are yearning for. In order to get a

greater insight on this, one can visit the Central Intelligence Agency or European Commission

websites.

Market Growth

Sales are estimated to grow by at least 30% for the next few years. This growth can beattributed to several different factors.

Beer drinkers are more health conscious

More choices

Great customer service


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SWOT Analysis

The SWOT Analysis contains the strengths, weakness, opportunities and threats of BBC.

Through the SWOT analysis, we have discovered that many of BBC weaknesses can be

eliminated with minimal effort. The SWOT analysis also shows that BBC largest areas that will

be responsible for its growth are a presence on the internet; and the promise of total satisfaction

through a commitment to three key brand pillars: friendly staff, exceptional service, and loyalty;

which give them a strong brand identity.

Strengths Weakness

Skilled and committed staff Convenience in ordering Product quality Customer service Location Research and Development Strong relationships with suppliers as well

as retailers and wholesalers that offer high-

quality ingredients and fast/frequent

delivery schedules.

High customer loyalty among repeatcustomers.

High quality beer offerings that exceedcompetitors offering in quality price.

Health Appeal An aggressive and focused marketing

campaign with clear goal and strategies

Inadequate financing capabilities Lack of management depth ( expertise) Bobmarlay name lacks brand equity A limited marketing budget to develop

brand awareness.

The struggle to continually appear to becutting edge

Opportunities Threats Entering the other markets that we are not

serving

Add to product line Create awareness and new customers

Change in buyers preference Likely of new competitors Economic slowdown Negative outlook for beer market in Europe


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through the use of technology

Growing market with a significantpercentage of the target market still not

aware that BBC exist

Increasing sales opportunities in take outbusiness

The ability to spread overhead overmultiple revenue centers. BBC will be able

to spread to management overhead cost

among the multiple branches, decreasing

the fixed cost per branch

New emerging market such as Russia/AsiaChina

Health Appeal - Low Calorie Beer society is pushing for a healthy lifestyle

market due to Government restrictions and

taxes

A negative perception that beer is not ashealthy as other alcoholic beverages such

as wine

Rising raw materials prices could adverselyaffect margins (devaluation of the

Jamaican Currency)

Microenvironment

PESTLE Analysis

Political

Perhaps the most important considerations for global business firms are the political and legal

forces operative in the countries in which they plan to conduct business. Some foreign

governments are unstable, that is, there may be frequent, dramatic and unpredictable regime

changes and/or political unrest. When this occurs industries may be nationalized; private

property may be seized or destroyed; normal business operations may be suspended, the

workforce may go on strike. For example, during the recent unrest in Venezuela, banks were

shut down for months, workers were on strike, rioting broke out, food stuff were seized from

private companies. Even within relatively stable governments, as different administrations come

to power different business regulations and attitudes may be adopted.


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The 27 countries that are part of the EU all have their own political systems. These countries

systems of governments include constitutional monarch and democratic parliamentarian such as

Denmark, England and Spain and semi presidential system such as France. The EU political

environment is stable and a good environment to conduct business.

Economic

Governments of different countries use various techniques to encourage and discourage global

transactions. When governments favor international trade, they create a friendly environment in

the form of free trade zones, free trade agreements and trading blocs. On the contrary, when they

want to shield their countries from international competition, they institute trade barriers and

protectionist measures such as tariffs, quotas, and even licensing requirements. When assessing a

country economic one should look on rate of inflation, currency value and interest rate.

According to the EU, operating as a single market, the EU is a major world trading power. With

27 member countries, the EUs GDP is now bigger than that of the US: with a GDP

(12,268,387 million 2010). With just 7% of the worlds population, the EU's trade with the rest

of the world accounts for around 20% of global exports and imports. The EU is the worlds

biggest exporter and the second-biggest importer. Around two thirds of EU countries total trade

is done with other EU countries. The United States is the EUs most important trading partner,followed by China. In 2005, the EU accounted for 18.1% of world exports and 18.9% of imports.

There have been some recent economic slump in Europe with most countries experiencing

financial meltdown such as Ireland, Spain, Portugal, Italy and Greece with the latter experiencing

the biggest meltdown. There are countries that have remained stable, such as Germany.

Socio-cultural

A societys culture can tremendously affect its economic activities. Culture is characterized by

the acceptable ways in terms of behaviors, customs, and values of a specific society. Hence, a

good understanding of the culture of a nation will enhance greatly the chances of sucess. It is

important, therefore, to acknowledge and take into consideration the main cultural and social

factors such behaviors, education, language, values, customs, as well as religion when


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conducting international business. According to the EU, there are 23 official EU Languages with

German being the most widely spoken mother tongue with 90 million natives or 18% of the EU

population. However, English is spoken by an estimated 38% of EU Citizens as their first

language, putting it well ahead of German. With 27 countries the socio/cultural differences is

huge and paramount and could be costly to the company in areas such as labeling and packaging

According to the EU, Unemployment has increased in the wake of the recent economic and

financial crisis and now stands at 7.5% in the EU and this will result in less disposable income.

With changing consumers attitudes towards healthier lifestyles and decreasing disposable income

the demand for alcoholic beverages could be on the decline.

Technological

A nations transportation, communication, and utility systems are referred to as its

infrastructure. It is a matter of importance to evaluate a host country's communications systems

to ensure that it can support the type of high-speed international communications necessary.

Moreover, the quick diffusion of ideas to create a market for goods and services is dependent on

adequate communications. The physical distribution of products is also dependent on

infrastructure. Are there sufficient facilities for safe and timely distribution of products and

movement of personnel such as roads, ports, airports and so on?

The European countries are some of the trendsetter in modern science and technology. Te recent

advancement in Technology has opened huge markets for organization to access world

population without barriers. This can be taken as a chance to reach out to almost every location

on the globe. There should be no problems in accessing modern technology. In accessing

modern technology one will have to ensure that all laws and regulations are obeyed, such as

environmental, health and privacy issues. For example, the EU privacy laws with regards to

information on the internet is more advanced than other continents, case in point the opt in vs.

the opt out policy.


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Legal

Firms involved in global business must be familiar with and obey the laws of their home country,

the local laws of each country in which they do business, and international laws. For example,

countries may well have different laws covering employees such as minimum wages, overtime,

insurances, maximum work weeks, and so on. There are also often differing rules regarding

product testing and safety. Business practices which are common in one country may be illegal

in another, for example, the bribing of public officials.

Businesses must also follow those international laws which govern international trade. For

example, dumping which is a practice of selling exported products at a very low price, in some

instance, lower than the cost of production with the ultimate intention to drive local competitors

out of the market. Under the pressure of local companies, governments may find it necessary to

intervene to prevent such practice by adopting antidumping laws and regulations.

In the EU, each government has the power to set laws and restrictions. These laws and

restrictions will differ from country to country and can be costly to the company if not adhered

to. Some of these legal issues that would have to be taken into account are:

Taxation: Countries always have some sort of system for tax collection purposes. Governments

levy taxes for various reasons. For instance, a tax can be levied on imported products to make the

products more expensive than similar products manufactured locally, this is referred to as an

import tax. Taxes are also a great source of revenue for governments to pay their employees

and to finance and maintain specific projects. In addition, many governments collect a value

added tax (VAT). The VAT system works by charging a tax at each stage a value is added to a

product.

Tax on Tobacco & Alcoholic

Restrictions on packaging, such as; the usage of cans in Denmark Laws controlling advertising Specification of the packaging and labeling


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Increased regulations by government concerning alcohol distribution and production suchas

o Drunk Drivingo Drinking in public places currently banned in Englando Health effects both short and long term.

Environmental

Companies have a major impact on the environment and must comply with EU environmental

rules in many areas, such as air quality, chemicals or waste management. The EU depends on

imports for more than 50% of its energy needs. To reduce this dependence and protect the

environment, the EU is striving to use energy more efficiently and use more renewable sources.

This will impact on energy cost.

Competition

Our main competitor is Snow Beer that is located in Europe. The strengths of this competitor are

they have a wider product line, experienced management, and customers are loyal, not

withstanding that for the emerging BBC. The weaknesses for these competitors are their poor

customer service, high product cost and a rigid distribution channel. The best competitive

strategy to be used is searching for loose bricks. In this case we will have to look for an open

hole or make use of their weakness. Once we have discovered the loose bricks we can then know

where we stand and what we need to do with the loose brick and be very competitive in the

European market.

Services

Current Offerings

Under the Bobmarlay brand we have four (4) great refreshing flavors, they are Bobmarlay

ginger, and this is a product that has a taste of ginger in every taste. This flavor is made for

person who likes the taste of ginger, and we all know that ginger is good for your stomach and

beer is also good for your stomach too. Ginger is commonly used to treat various types of


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stomach problems, including motion sickness, morning sickness, colic, upset stomach, gas,

diarrhea, nausea caused by cancer treatment, nausea and vomiting after surgery, as well as loss of

appetite, ( National Institute of Health). So a blend of both is a great combination for the market.

Because of the ginger flavor it is also good for cooking so the Chinese can use it also when

cooking their spicy food.

Bobmarlay lime, this is a flavor that is very refreshing especially when it is well cold. It is a

flavor that also has a unique taste, imagine a taste of lime in every sip of the product.

Bobmarlay ginseng, this is a flavor that has a little Chinese in it. We know Chinese love ginseng

and china is one of our future target market, it is a beer that will do well in the Chinese market

because of their love for ginseng and we all know that ginseng is very healthy for the individual

immune system. So the Bobmarlay ginseng is one of health benefits. Thus, in the future, (The

next five years of operation) we will surely enter the Asian Market with Bobmarlay. Bobmarlay

malt, this is a flavor that is very smooth. This is the smooth version of the beer that we know

mostly elder persons will surely enjoy consuming. This was proven by a research carried out by

our team in April 2013.

Key to Success

The following activities are the key for BBC to be successful:

Innovation in quality beer the introduction of new products Constant interaction and feedback from customers Savvy ways in acquiring financing for expansion The use of technology to improve operations, cut costs, and creates convenience for our

customers

Maintain brand equity Continue good, consistent customer service Promote good environmental practices

By achieving all the above activities, BBC will become a profitable offering.


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Critical Issues

The following issue must be continuously addressed in order for the offering to be successful.

BBC must:

Continue to create and build strategic partnership with retailers and wholesaler Create and maintain a core group of satisfied customer, current customer retention is less

costly, than new customer acquisition, satisfied current customers are more likely to

return and/or recommend to friends/family.

Create and build awareness for the new product identity. Create and maintain an online presence, an online presence through a comprehensive

website makes BBC accessible to their key targets. A strong online presence

communicates dominance in the key targets and to competitors.

Position themselves as an important part of society BBC employees must be goodcorporate individuals of society and give back through willingness and helpfulness to the

general public and surrounding communities.

Maintain their business integrity for ethical business by continuing to do what is best forthe customer at all times.

Historical Results

The numbers of beer drinkers in the target markets are being increasing by 10 percent, per year.

Our competitors have received a 15% increase in revenue per year.

Financials

Break-Even Analysis

Total monthly expenses =$5million

Depending on sales BBC needs to sell approximately $1million to $1.8million worth of stocks in

order to break-even for each month or a total of $1.5billion to $2.0billion worth of sales for the

year.


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Sales Forecast

Total monthly expenses =$5million

Depending on sales BBC needs to sell approximately $1million to $1.8million worth of stocks in

order to break-even for each month or a total of $1.5billion to $2.0billion worth of sales for the

year.

Projected total closings per month

March 2013 $10million

April $10million

May $10.5million

June $10.5million

Expense Forecast

Total monthly expense =$5million

Total annually expense=$60million

These expenses are based on a research done by the team in March 2013 with one of our maincompetitor (Red Stripe Beer) to find out what are the approximate expenses incur by the

company on a monthly and annual basis. This competitor will also be used as a best practice

benchmark.

Controls

The rationale of BBC marketing plan is to serve as a quick blueprint towards, achieving our

objectives. The following areas will be monitored to gauge performance:

Revenue: monthly and annually Expense: monthly and annually Repeat Business Customer Satisfaction


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Implementation

The executive of BBC would like to have the company up and in full operation by March 1,

2014


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APPENDIX

Picture of USA President trying The Reel Reggae Rockin Beer


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References

Barton, P.R. (2010). Pricing Strategies. Retrieved April 29th, 2013, from MarketingPricing Strategies:

http://www.netmba.com/marketing/pricing/

Berman B., & Evans, R. J. (2010). Retail marketing. (11thed.). A Strategic Approach, NJ:Pearson Prentice Hall.

Bhasin, H. (2010). Pricing Strategies. Retrieved April 29th, 2013, from PricingStrategies:

http://www.marketing91.com/pricing-strategies/

Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing. (9th ed.). New York, NY:McGraw-Hill Irwin.

Communication Department of the European Commission. (2010). the Economy.Retrieved June 22nd, 2013, from European Union:

http://europa.eu/about-eu/facts-figures/economy/index_en.htm

Dador, D. (2013). Healthy Living. Retrieved April 29 th, 2013, from Healthy Living:http://abclocal.go.com/kabc/story?section=news/health/your_health&id=9015796

Euromonitor International Ltd. (2013). Beer Market Research. Retrieved April 29th, 2013,from Euromonitor International:

http://www.euromonitor.com/beer

Jobber, D., & Lancaster, G. (2009). Selling and sales management. (8thed.). UpperSaddle River, NJ: Pearson Prentice Hall.

Kerin, R .A., & Peterson, R. A. (2010) Strategic marketing problems: Cases andcomments. (12th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
http://www.netmba.com/marketing/pricing/http://www.netmba.com/marketing/pricing/http://www.marketing91.com/pricing-strategies/http://www.marketing91.com/pricing-strategies/http://europa.eu/about-eu/facts-figures/economy/index_en.htmhttp://europa.eu/about-eu/facts-figures/economy/index_en.htmhttp://abclocal.go.com/kabc/story?section=news/health/your_health&id=9015796http://abclocal.go.com/kabc/story?section=news/health/your_health&id=9015796http://www.euromonitor.com/beerhttp://www.euromonitor.com/beerhttp://www.euromonitor.com/beerhttp://abclocal.go.com/kabc/story?section=news/health/your_health&id=9015796http://europa.eu/about-eu/facts-figures/economy/index_en.htmhttp://www.marketing91.com/pricing-strategies/http://www.netmba.com/marketing/pricing/


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Kotler, P., & Keller, K. L. (2010). Marketing management. (14th ed.). Upper SaddleRiver, NJ: Pearson Prentice Hall.

Lister, J. (2010) Business Planning and Strategies. Retrieved April 29th, 2013, from PriceAdaptation Strategies and marketing Management:

http://smallbusiness.chron.com/price-adaptation-strategies-marketing-management-

37396.html
http://smallbusiness.chron.com/price-adaptation-strategies-marketing-management-37396.htmlhttp://smallbusiness.chron.com/price-adaptation-strategies-marketing-management-37396.htmlhttp://smallbusiness.chron.com/price-adaptation-strategies-marketing-management-37396.htmlhttp://smallbusiness.chron.com/price-adaptation-strategies-marketing-management-37396.htmlhttp://smallbusiness.chron.com/price-adaptation-strategies-marketing-management-37396.html


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Strategic Marketing Plan (1)

Documents

Transcript of Strategic Marketing Plan (1)