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Page 1: Abyss Presentation

DARK CRAFT BEERmarketing plan

ABYSSDessy Germosen · Saing Heng Hy · Kasama Ruengwijitra · Sirikwan Rukdang

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our mission

“We want to become America’s highest leading dark beer provider. We will strive to achieve nationwide awareness and gain loyalty from the dark beer drinkers who are looking for a high alcohol contented beer that will bring satisfaction, passion, life and enjoyment to the consumer.”

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target markets

Demographics: · Males & Females, 24-55 · Income of $50,000+ · College Educated · Middle to Upper-Middle Class Geographics: · Primary Locations: New York City, Chicago, & Los Angeles · Secondary Locations: Washington D.C., Boston, & San Francisco

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swot analysis

strengths

· highest alcohol beerwithout a bitter taste· quality brand image· new alternative forconsumers· young company with socialmedia networking

weaknesses

· highly competitiveindustry· brand awareness &recognition· new, small company

opportunities

· craft brewer’s continuinggrowth over the past 3 years· room to obtain market sharefrom other beer companies

threats

· increasing alcoholtaxes & prohibitions· brand loyalty· bargaining powerof suppliers

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competition

main competitors indirect competitors

Wine red/white Domesticred/white importeddessert & fortifiedchampagnesparkling

Liquor vodkarumwhiskeyscotchbrandygintequila

Premium Budweiser Bud Light Stella ArtoisCoors Light

Sub PremiumBusch Busch LightNatural Light

ImportsCoronaHeinekenGuinnessDos Equis

Craft Samuel Adams Sierra Nevada Lagunitas

Super Premium Blue Moon Michelob Ultra

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success

Our Key To Success Is: · Provide A High Quality Product · Expand Our Distribution To Cover Many Areas. · Utilize New & Efficient Technology To Ensure The Quality Of Abyss

Issues We May Face: · Lack Experience · Need To Invest More Money & Time To Attract Potential Customers

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market research

Research Methods: · Face-to-Face interaction · surveys & questionnaires (website, email, social media, telephone etc.)

Limitations & Challenges: · Responses that are biased and/or have faulty data making gathering accurate information difficult · Funding for design & printing is limited

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marketing mix

Place: · restaurants, bars, clubs, etc. · supermarkets & convenience storesPrice: · $7.99 / 6-pack, $13.99 / 12-pack, $24.99 / casePromotion: · Advertising (print, billboards, commercials, online, social media, etc.) · Beer Expos & Festivals · Promotional Products (coasters, bottle openers, foam bottle holders)

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contingency plan

Geographic Contributors& Retailers

Learn &Adapt

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conclusion

to have an effective and profitable product:

· we will be organized within our organization& maintain interpersonal relationships withour staff, suppliers, & distributers.· Learn from our competitors to be able to beahead of them in the industry.· rely heavily on promotions to make the publicaware of our new product.· enforce our position as an enjoyable, creative,innovative, experienced, & unique beer.

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Questions & Answers

DARK CRAFT BEERNEW YORK CITY

EST. 2014

net contents: 12 fl. oz · alc. by volume 30%

ABYSS