The Beer Store Marketing Plan

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The Beer StoreMarketing Plan
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Market Summary

• The brewing industry has been a continuously
  growing industry since prohibition outside of
  1941-1945 (WWII) there has been a steady growth
  of beer consumption in this country.
• Mass produced domestic beers have naturally led
  the way in this phenomenon with crafted and
  imported brews making up only a small percentage
  of the total consumption in the United States but
  in the past few decades that has began to change.
• Microbrews also known as crafted beer have been
  making steady gains on mass produced beer for the
  past thirty five years and have grown faster
  than mass produced beer in the last 25 years.
  With no sign of a major shift in this trend the
  possibilities in the crafted beer industry seem
  to appear endless.

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Market Growth Chart
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Microbrew Sales Chart
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Competition

• Currently there is not a strictly crafted beer
  distributor majority of our competition sell
  both wine and beer.
• TryMyWines.com
• ArcticLiquor.com
• SendLiquor.com
• The market has grown over the last 9 years and
  will continue to grow in the foreseeable future.
  Artic Liquor is the leading online distributor of
  alcohol beverages.

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Product Definition

• The Beer Store will offer our customers the
  ability to purchase their favorite microbrews
  from all areas of the country. We will build an
  easy access, simple to use website order form
  with shopping cart capabilities to place orders
  via the internet. Also for those consumers who do
  not have access to the internet we offer a toll
  free phone number they can call to place orders
  with us.
• Some of the fine crafted brands of beer we will
  be offering include Averys, Troegs, Bayern, Hair
  of the Dog, and River Horse Brewing companies of
  course there will be many others these are the
  ones we have already started negotiating deals
  with contingent upon capital received.

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Positioning

• Positioning of product or service
• The Beer Store will define itself as a
  distributor of crafted beer. The other stores
  sell both but we will specialize in mainly beer.
• Consumer promise
• The Beer Store promises to bring a level of
  customer satisfaction unparalleled by any other
  company in the business. To achieve this we
  promise that all orders will be accurate on time
  and at the best price possible for the consumer.
• If for some reason there is a mistake made on our
  part whether the order is late or wrong there
  will be amends made for that mistake.
• Amends are yet to be determined
• .Communication Strategies
• To help ensure brand recognition for The Beer
  Store we will employ a media blitz involving
  press releases to as many of the nations
  newspapers as possible. We will grant interviews
  if requested and tours of the headquarters and
  warehouse for any media interested in doing a
  story on The Beer Zone. As we criss cross the
  country making deals with various microbrews that
  will give us an ample chance to contact local
  media in their area seeing that would make it a
  truly local/national story.

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Public Relations

• To gain the support from the public needed for a
  successful business venture you must first show
  the public that you want to be a part of their
  life. In believing in this The Beer Store will
  put together a meet and greet the public team
  that will travel the country. This teams sole
  purpose will be to interact with the public on
  their ground such as they will attend music
  festivals, major outdoor events, celebrations,
  and any event that would draw a large beer loving
  crowd. At these events the team will set up
  booths were we will have information, free
  samples, and gifts pertaining to our product.

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Events the team might attend

• Memphis in May- Which involves many festivals and
  events all through the month of May thousands
  upon thousands of people will attend these events
  for more information go to www.memphisinmay.org
• St. Patricks Day in Savanna, Georgia many people
  attend this the largest St. Pattys day
  celebration in the south for more information go
  to www.officialsavannaguide.com
• The world series of barbeque in Kansas City
  Missourii this barbeque championship attracts
  thousands of teams to Kansas City every year and
  many thousands more in spectators.

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Advertising

• Strategy execution
• The Beer Store advertisements will consist of
  magazine ads, radio ads, sporting events, various
  concert tours and bill board space.
• The ad campaign will begin in March so our
  name will be out so people will buy during the
  summer months. Overview of media timing
• Ad Spending
• 20 to magazine ads
• 30 to concert tours
• 5 to radio ads
• 35 sporting events
• 10 billboards
• The demographic that The Beer Zone will be
  shooting for will mainly consist of professional
  males in their late twenties on up who not only
  can afford the finer things in life but know how
  to appreciate them also.

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Pricing

• The Beer Store prices will vary from 9.90 to
  10.60 for a 6 pack of crafted beer. The 12 pack
  of crafted beer will run from 19.00 to 21.00.

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Some of the brands of beer and approximate prices
that will be offered at the Beer Store

• Bayern 9.75 - 10.15
• per six pack
• Troegs 8.80 - 9.25
  
• per six pack

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Continued brands and pricing

• Averys 9.20 - 9.90
• per 6 pack
• River Horse 8.75 - 9.35
• per 6 pack
  

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Continued brands and pricing

• Hair of the Dog 9.80 -10.60
• per six pack
• These are just approximate prices the actual
  price has yet to be determined. They do not
  include shipping.

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Distribution

• Initially the only way that our customer will be
  able to receive our products is to use The Beer
  Stores website or toll free number system to
  place orders for delivery.
• In the future The Beer Store hopes to break into
  the retail market by securing deals with regional
  retailers once regional beer preferences have
  been determined. We could look into doing this
  two ways we could negotiate directly with
  retailers or we could have local distributors
  distribute our products to the retail market.
• One possibility to look into further on down the
  line would be to have our own retail stores that
  would be stocked with the regional favorites this
  way if a customers favorite is not a regional
  favorite they could place an order online or at
  the store for pickup at the store instead of home
  delivery and that would save them some money on
  shipping costs.

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Success Metrics

• The Beer Stores first year goal is to achieve
  name recognition in the regional area. First year
  goals
• The Beer Store measure of success factors
• Sufficient demand for the product
• Owner's knowledge of the industry
• Adequate starting capital
• A high level of enthusiasm
• Measures of failure
• Lack of inventory control
• Poor vendor relationships
• Slow response to competitor tactics in the
  marketplace
• Ineffective customer service programs
• Failure to budget effectively
• The requirements for our success will be offering
  a top quality product, the best customer service
  in the business and meeting our shipping dates.
  Require1ments for success