Abyss Presentation
description
Transcript of Abyss Presentation
DARK CRAFT BEERmarketing plan
ABYSSDessy Germosen · Saing Heng Hy · Kasama Ruengwijitra · Sirikwan Rukdang
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.”
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
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
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
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
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
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)
contingency plan
Geographic Contributors& Retailers
Learn &Adapt
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.
Questions & Answers
DARK CRAFT BEERNEW YORK CITY
EST. 2014
net contents: 12 fl. oz · alc. by volume 30%
ABYSS