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ABYSS

K CRAFT BEER
R
A
D
marketing plan

Dessy Germosen Saing Heng Hy Kasama Ruengwijitra Sirikwan Rukdang

our mission

We want to become Americas


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.

et
g
r
a
t

m arket

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

analysis
t
o
w
s
strengths
highest alcohol beer
without a bitter taste
quality brand image
new alternative for
consumers
young company with social
media networking
opportunities
craft brewers continuing
growth over the past 3 years
room to obtain market share
from other beer companies

weaknesses
highly competitive
industry
brand awareness &
recognition
new, small company
threats
increasing alcohol
taxes & prohibitions
brand loyalty
bargaining power
of suppliers

competition

main competitors
Premium
Budweiser
Bud Light
Stella Artois
Coors Light
Imports
Corona
Heineken
Guinness
Dos Equis

Sub Premium
Busch
Busch Light
Natural Light
Super Premium
Blue Moon
Michelob Ultra
Craft
Samuel Adams
Sierra Nevada
Lagunitas

indirect competitors
Wine
red/white Domestic
red/white imported
dessert & fortified
champagne
sparkling
Liquor
vodka
rum
whiskey
scotch
brandy
gin
tequila

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

researc
t
e
k
r
h
ma
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

e t i ng m i x
k
r
a
m

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

i ng
t
n
co

Geographic

enc y pl
an

Contributors
& Retailers

Learn &
Adapt

conclusion
to have an effective and profitable product:
we will be organized within our organization
& maintain interpersonal relationships with
our staff, suppliers, & distributers.
Learn from our competitors to be able to be
ahead of them in the industry.
rely heavily on promotions to make the public
aware of our new product.
enforce our position as an enjoyable, creative,
innovative, experienced, & unique beer.

s & Answ
n
o
i
t
ers
es
u
Q
EST. 2014

ABYSS
DAR

K CRAFT BEER

NEW YORK CITY

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