Marketing Plan

Table of Contents
Marketing Plan Summary…………………………………………………………………..20
The Business…………………………………………………………………………...20
The Future………………………………………………………………………….......21
The Market …………………………………………………………………………......21
The Finances …………………………………………………………………………...21

The Business ………………………………………………………………………….............22

Business overview ………………………………………………………………………22
S.W.O.T Analysis ………………………………………………………………………22
Sales Marketing Personnel …………………………………………………………….22

The Future
Vision Statement …………………………………………………………………………...23
Mission Statement …………………………………………………………………………23
Goals /Objectives …………………………………………………………………………..23

The Market
Unique selling Position …………………………………………………………………………...23
Your Customer/ clients …………………………………………………………………………...23
Market research ………………………………………………………………………….............24
Market Targets …………………………………………………………………………................24
Environmental/ industry analysis …………………………………………………………………24
Marketing strategy …………………………………………………………………………...........24
Advertising and sales …………………………………………………………………………........24

The Finances …………………………………………………………………………......................25

 Price …………………………………………………………………………................................25
Expected Sales …………………………………………………………………………................25
Monitoring and measurement activities
…………………………………………………………………………..............................................25

The Internal Business Environment

1) Marketing Plan Summary:
The Business
Business name: Ballistic Bear
Business structure: Sole Trader
ABN:123 456 789
Business location: 123 Alpha Street, QLD 4001
Business owner(s) : David

Relevant owner experience:

a) 4 years of experience in the food and beverage sector
b) Bachelor of Science in Food Science, Cookery, and Beer Production
c) Bartender skills

Products/services:
a) Beers of various types
b) Australian lunch and dinner

Anticipated Demand for the products/ services

* Oriental delectable cuisine
* Fast delicious food
* Gluten free
The Future:

Goals/ Objectives:
- Short term goal: To sell the greatest amount of beers possible: (1-2 year)
- Long term goals: To begin franchising and sustain a reputable firm.: (3 years +)

Vision Statement:
-

The Market:

Target Market:
- Locals of various ages, genders, and professions
- Students, faculty, and staff from the school.
- Muslim diners of all ages
- Hospital personnel at all levels, patients, and visitors or family of patients

2) Marketing Strategy:

To enter the market:

- Making use of major food delivery service providers;
- Putting up the first shop in a somewhat high-traffic location where the company name is clearly recognized;
-Menu options that are adaptable
- Taking part in beer competitions.

To attract customers:
- Excellent hospitality service
- A reasonable serving with complimentary goodies
- Affordable price
- Quick service
- Beer specials and promotions
- The park for children.
- Delicious food

How and why this will work:

- The restaurant is at a prime location;
- There is an increase in the number of beer drinkers.
- Because the weather in Australia is hot, individuals are more inclined to consume cold beer.

The Finances:
The total capital was estimated to be $50,000, with the bank lending 30%.

Marketing strategy in past:

Ballistic Bear used to primarily advertise through print media to promote their brand. Despite the fact that the world has gone online, print
media remains popular for advertising since the internet and websites were not accessible to everyone and were difficult to get.

Current Marketing Strategy:

Print media is rarely useful as a marketing tactic right now. It works best when combined with internet marketing tactics. Using banner
advertising on social media networking sites will enhance brand recognition to a much larger audience while being true to our intended
demographic.

The Business
Business overview

3) S.W.O.T analysis
Strengths Weakness
-Rhett, our Executive Cook, is a skilled and experienced chef in restaurant. -Food options are limited.
-Lachlan is our Beer specialist, and he has a wealth of beer expertise and ideas. - The variety of beers available makes it tough for customers to make the proper
- We have a variety of beers with various flavours. decision.
where customers can drink to their liking
 Opportunities Threats
- Providing work opportunities to both qualified and unqualified individuals. - Monopoly challenges
- Opportunity to shine as Brisbane's greatest beer.
- Weather challenges: During the chilly and rainy season, many prefer not to
drink beer.

4) As we have decided to expand our business in the west end and Springfield lakes. So, for this, we will required more number of staffs in
all sectors such as marketing, promotion, chefs and so on. Highly skilled staffs in these sectors will help to grow the business and achieve its
goals. For marketing activities uses of social media will be used to get to the larger audience.

External environment:

1 Ballistic Beer has decided to established two additional businesses in the west end and Springfield lakes. There are some risk factor or
challenges associated with it:
S.W.O.T weakness/threat Activity to dress weakness/ threat
Limitation of menu Increase in the number of foods that are specifically
paired with beer.
A well-trained bartender who can assist customers in
selecting their beer
Weather difficulties: Produce beer that people will want to drink in a chilly,
During the chilly and wet season, many prefer not to drink wet climate.
beer.

2) As mentioned previously, we started hiring more staffs to our extended branch in the west end and Springfield lakes. There are 10-50
employees now in the Ballistic Beers Ballistic beers believe in the potential of beer to bring people together and build communities. It is a
haven of comfort and delight away from work and home. Key customer of Ballistic Beer includes youths who drink beer everyday. It also
serves other foods which attracts the local residents of all age.
3)Competitors details)
Competitor Established Size Market Value to customer Strengths Weakness
date share%
Felons 1990 10 35 -Good service -Personnel - There is
Brewing co. staffs -Friendly Owner who are no food
-Affordable price qualified service.
-Old -Interior
establishment decoration
is old
Brisbane 2000 10 30 -Easily accessible -Perfect -It is
Brewing co. staffs - Valued price location expensive
-Fair taste - There are -Crowd and
several noisy
alternatives.
Brews 2015 12 10 -Stunning location - a large area -Unskilled
Brother staffs Excellent quality ideal for and
gatherings unqualified
- Beautiful staffs
Venue - Bad
location.

4)
Industry and customer trends:PEST analysis.
a) Political factor: As we strive to manage and develop our company, unstable government is the most challenging task. The beer business
must adhere to both federal and state regulations to create, sell, and market their products lawfully.
b) Economic: The beer market is massive, but it is also oversaturated. Ballistic beers has a huge consumer base and competes on a
comparable level with other brands.
c) Sociocultural: Consuming beers is In high demand during the summer and holiday seasons. Companies are increasingly providing a low-
alcohol option to their most popular offering because many individuals think that alcohol has a detrimental impact on the body.
d) Technological: The beer business is largely reliant on technology to create and improve distribution methods. Ballistic beers wouldn't
have any beer on the shelf if it weren't for this technology.

5) Legal, ethical and sustainability constraints of the market

-False or misleading statements:
Any claim made about your products or services should be accurate and substantiatable. Businesses that mislead customers face penalties.
-Fines and penalties:
The firm which breach the Australian Consumer Law should face the penalties. The breach of the consumer law include producing incorrect
or misleading statements, providing consumer items that do not meet safety requirements.
-Social Media
Businesses that use a variety of social media channels bear responsibilities to guarantee that the content on their pages is correct,
regardless of who created it. One should not create deceptive statements on social media about their products.

5) Opportunities presented by new technologies:

Technological advancements have a significant impact on the success of a firm. Even in marketing field, social media marketing has
become popular now a days. It has presented opportunities to the company to reach the larger audience.

1) Market Position:
- When compared to competitors, our meals are priced in the middle to cheap range of the market. In terms of fee, this is somewhat lower
than our rivals.
- Unique selling point:
We provide a variety of beers at reasonable prices. We also provide takeout services for all of our beers.

Anticipated demand:

Pale ale: 400 glass weekly.

Sour Beer 300 glass weekly

Lager 700 glass weekly
Pilsner 500 Glass weekly
1000 plates of food weekly

Pricing Strategy:
Price range starts from 10dollars minimum to 50 dollars maximum.

Sales/ Marketing personnel

Job title Name Responsibilities
Owner David -Keep the business running smoothly.
- Cooperation with the head chef, the beer specialist,
and the front manager

Front manager Amy Managing front-of-house personnel and front-of-

house operations
Beer Expert Lachlan Producing and inspecting the quality of every bear
everyday.
Head Chef Rheet Creating a menu and offering high-quality meals on a
daily basis.

The Future

- Vision Statement:
With plans to begin franchising in Sydney in the second year,

-Mission Statement:
Ballistic beer will offer community with quality meals and pleasant service throughout the day.
Goals/ Objectives:
-Short term goal (1-2 year)
To become a well-known Brewery.

-Long term goals (3 years+)

To earn gold medals in several beer competitions and obtaining the top spot in Australia's finest beer.

The Market:
Unique selling position
-Beer comes in a variety of flavours.
-Reasonable cost.
- At the same time, excellent cuisine is served.
- The first of its sort in the area (Best quality beer )

Customer demographics:
- Locals of various ages, genders, and professions
- Young people from all across Brisbane.
-People who work in the Labour industry.
- Businessman
- Costumer who organizes events, particularly family events

Key Customers:
- Youths who love drinking every day

Customer management:
-Friendly employees are committed to preserving strong customer relations.
- Service of hospitality
- Bouncers assist in the removal of undesirable customers.

Market research:
-Collect statistics on the amount of customers served by rivals on a daily basis.as well as their best-selling items.
Market Targets:
Selling thousands of glasses of beer each week and 1500 platters of meals on a weekly basis.

Environmental / Industry analysis:

Marketing activity Who Estimated completion date Costs($) Indicator of Success
Concert Planning Wade, Jeremy August 1,2021 $15000 Thousands of people
appearing the concert.
Beer Competition Wade September 29, 2021 $500 Large number of individuals
taking part in competition.
Charity Wade, Amy October 13, 2021 $500 an increase in the number of
donors and sponsors
Billboards Wade November 29, 2021 $300 Increasing public awareness of
our firm.

Advertising and Sales:

Advertising and promotional strategy:

Type of planned Strategy for Promotion
promotion/advertising
Social Medias Advertisement on the most
prominent social media
platforms such as Instagram,
Facebook, tiktok and so on.
T-shirts, mugs, and bottles Selling T-shirts, mugs, and
with custom designs bottles with the corporate
emblem on them.
Expected business growth Costs($) The target date
It will raise awareness of the $ 400 October 2021
restaurant among those who
do not live in the immediate
vicinity.
Provide details about the
brewery.
Customers will keep it in their $400 August 2021
homes and wear it. In the
same circumstance, people
are advertising our company
by wearing our t-shirts or
utilizing any of our items.
 Brochure Disturbing Brochure in a It will raise awareness of the $400 September 2021
location with a high volume of restaurant among those who
visitors. do not live in the immediate
vicinity.

Sales Strategy:
- To promote the company and sell as many beers as possible to customers.
- Arranging several competitions and concerts on a regular basis.

Channels of sale and distribution

We now have three shops in three distinct regions.

We exclusively sell our goods to consumers.

Type of channel Product/ Service Percentage of sales (%) Distribution strategy
B2C(Business -to- Food products and beers 62% Selling as many beers as
Consumer) possible through various
outlets

Price:
The price per portion is consistent at $10.

Expected Sales:
Flat $1500 per day/ $7500 per week/ $30000per month /$180000 per 6 months / $360000 per year

Monitoring and Measuring activities:

Marketing Activity Review Date Methods of monitoring Review outcomes
Competition Monthly Participants' Count Visits to the store by
participants and
supporters.
 Concerts Monthly Sales records The number of individuals
who attempted to attend
the event and the number
of people who purchased
beer
Advertisement in social Monthly Internet reviews. The number of individuals
media who come as a result of an
advertising.

Therefore, meetings will be conducted on the regular basis to discuss on the progress of marketing activities and to plan further to achieve
these objectives in an effective way.