Business

Computing 1
ISYS 2059

Business Report: Hammer Vines and its marketing strategy

Table of Contents
1. INTRODUCTION....................................................................................................2
2. ANALYSIS OF DATA..............................................................................................2
2.1 EXCEL DATA.........................................................................................................3
2.2 WHAT EXCEL DATA IMPLIES..................................................................................5
3. QUALITATIVE FACTORS THAT AFFECT THE SUCCESS OF THE
MARKETING CAMPAIGN.......................................................................................5
4. CONCLUSION & RECOMMENDATION...........................................................6
5. ERRATUM...............................................................................................................6
6. APPENDIX 1 HAMMER WINES DATA (EXCEL FILE)................................7

1. Introduction
Colin is currently facing excess stocks at the warehouse for DUNKLES, DURST,
FASS and HELLES beers. It has decided to have warehouse sales along with an
evaluation on online communication with customers to promote sales instead of its
traditional way of using hard copy brochure.
The purpose of this report is to analyze which of the marketing strategy would be the
most profitable with the support from existing data gathered, following
recommendation questioning,
1. Should Colin preserve its current evaluation on online communication?
2. Should Colin carry on to use the purchased customer list to generate
larger customer database or concentrate on expanding the database by
using traditional marketing strategies?

2. Analysis of Data
The data provided presents information on the amount of assorted beers that is sold in
different marketing strategies, numbers of emails that were sent out every week and
the total sales from week 1 till week 6. See Appendix 1 Hammer Wines Data (Excel file)
It was decided that a Pivot Table and chart would be created to fully interpret the
assorted beer sales for each marketing strategies.

2.1 Excel Data

After 6 weeks of sales, it was noticed that the number of email that was delivered has
a direct impact on the sales turnover. Week 1s total sales was $58,673.80 with 18%
emails not delivered as compare to week 4s total sales was $79,272.20 with 3 % of
emails was not delivered. Thus, it means the more emails are delivered, the higher the
sales will be. See Appendix 1 Hammer Wines Data (Excel file)
With contrast to the chart, DUNKLES beer stood out as the highest percentile of
146.3% with FASS beer in second of 49.8% and DURST beer with 22.8%. The data
takes reference to the average number of beer cartons sold in week 1-4 in comparison
to the number of beer cartons sold in week 0. Showing that DUNKLES beer is the
most popular and well-known beer as compared to the rest.
700
600
500
400
300

Average Carton Sold

( week 1 - 4)
% of improvement

200
100
0
-100

To have an accurate and detailed result, a pivot table was created to further analyze
the sales of each marketing strategy. It was shown that Customer list and employee
business contacts have the greatest effects on sales with the highest percentile of
149.3% improvement in sales, with Customer list in second of 33.5% and Purchased
potential customer database list in last with -23.6%.

Purchased potential customer database list

Customer List & employee business contacts

% improvement based on
(week 1 to 4)

Customer List
-100.0 0.0 100.0200.0

Adding on, it was also discovered that promotions increase sales turnover rapidly. In
the chart, the 2 for 1 promotion that was sent out in week 5 has increase a percentile
of 102.2% for HELLES as compared to week 1- 5 with -23.7%.

Purchased potential customer database list

Customer List & employee business contacts

% improvement based
on (week 1 to 4)
% improvement based
on (week 5-6)

Customer List

-100 0 100 200 300

2.2 What excel data implies

Through analysis of the data, it has been suggested that,

The customer list and employee business contacts have the greatest

effect on sales as compared to others.

The number of emails that were delivered has a direct impact on the

sales of the assorted beers.

DUNKLES beers are well known in the market.
Promotion helps to increase sales turnover rapidly.

3. Qualitative factors that affect the success of the marketing campaign

There are a few factors to consider if Colin wants to make the best out of its
marketing campaign.
1. Customers preferences. As suggested in the data as well as in the case study, it
was decided that each product would be marketed out to different marketing
strategies. This can affects the sales of the assorted beers as customers have
different preferences. They may want to purchase other beers that are not
marketed out to them.
2. Promotion. Through analysis of the data, customers are appealed to the
promotions that were sent out especially 2 for 1.

4. Conclusion & Recommendation

To conclude, using online communication with its customer list and employee
business contact would have the greatest impact on sales. However, it would be a
bonus on to have it marketed out to different types of demographics.
Therefore a few recommendations have been made respectively,
1. Colin should focus on increasing the size of his customer database list using
the traditional marketing strategies.
2. All products should be marketed out to different markets instead of choosing
the products for its customers to maximize the sales.

5. Erratum
Beer Prices
BEER TYPE

SIZE

DURST

750 ML

$65.80

DURST

375 ML

$54.95

FASS

750 ML

$48.30

FASS

375 ML

$46.50

DUNKLES

375 ML

$40.80

DUNKLES

750 ML

$43.20

HELLES

375 ML

$55.20

HELLES

750 ML

$60.00

Marketing
Strategy
Customer List
Customer List
Customer List
Customer List
Customer list &
employee business
contacts
Customer list &
employee business
contacts
Purchased
potential
cutsiomer
database list
Purchased

Price per Carton

Cod
e

Produ
ct

Size

Week
0

Week
1

Week
Week2 3

Week
4

Week
5

BB002

DURST

375 ML

$10,550.40

$10,440.50

$13,188.00

$13,737.50

$13,737.50

$14,012.25

BB009

DURST

750 ML

$5,922.00

$6,251.00

$7,896.00

$7,896.00

$7,896.00

$7,896.00

BB001

FASS

375 ML

$6,928.50

$7,207.50

$10,927.50

$10,695.00

$10,695.00

$11,160.00

BB008

FASS

750 ML

$3,574.20

$3,670.80

$6,762.00

$6,520.50

$6,520.50

$7,486.50

BB005

DUNKLES

375 ML

$7,507.20

$14,484.00

$16,360.80

$20,440.80

$22,644.00

$25,296.00

BB012

DUNKLES

750 ML

$4,104.00

$6,696.00

$8,856.00

$11,923.20

$13,003.20

$14,385.60

BB004
BB011

HELLES
HELLES

375 ML
750 ML

$0.00
$0.00

$6,624.00
$3,300.00

$6,789.60
$4,020.00

$662.40
$4,140.00

$276.00
$4,500.00

$7,452.00
$4,620.00

potential
cutsiomer
database list