Marketing Strategy Presentation
Transcript: MARKETING STRATEGY Introduction Current marketing strategy Using Arthur - Dog as Brand/ Face 1 2 Social Media Industry contacts and relations Word of mouth 4 Professional Photos and Lifestyle shots 3 Beer reviewers 5 6 Everything we have done has been for $0 to little cost Achievements to date Achievements to date - 5 Local Bottle Shops as Stockists - BWS 20 stores in Brisbane - 5 Dan Murphy's - Breakfast Creek Hotel, Emporium, Brunswick Hotel - Big Brand Hotels - Strong feedback and reviews - 400 Instagram Followers - Local Barbershop, restaurants - Successful launch of 4 Beer flavours -8 in total by end of the year SWOT SWOT STRENGTHS Our beers are a combination of quality, creativity and tradition. Gypsy Brewing (No equipment costs) Eye-catching brand appearance (Branding is targeted to be easily recognizable with the Barley stem) With a clear goal to build an excellent beer brand STRENGTHS Our beers are a combination of quality, creativity and tradition. STRENGTHS Although beer has evolved over time, its cultural purpose of achieving Shared social experiences remains the same. In addition to the age-old pursuit of friendship, today's beer drinkers seek out innovative flavors, local connections and the highest possible quality in their brews, which is why Fields makes craft beers. Gypsy brewing have been defined as: "Gypsy or contract brewing is a business model for bridging the gap from home brewing to commercial brewing. The way it works is that you brew your beer at someone else’s venue using their equipment and pay them a fixed fee to do it." (DAN NORRIS 2016) STRENGTHS Gypsy Brewing (No equipment costs) Eye-catching brand appearance (Branding is targeted to be easily recognizable with the Barley stem) STRENGTHS The influence of a strong brand: "A strong brand focuses consumers on specific points of differentiation, ranging from unique product features to more emotional, image-oriented benefits." (Davis, Scott 2002) With a clear goal to build an excellent beer brand STRENGTHS The benefits of clear goals for the business: 1. Goals can guide the company's activities, establish direction and guidance to achieve the owner's goals and vision. 2. Motivate employees: Make them enthusiastic and energetic about their work 3. Establish performance metrics: Objectives Establish performance metrics. 4. Form a foundation for budgeting: Once you define the company's path, goals help allocate the money needed to achieve them. 5. Structure of project plan: Objectives constitute the structure of project development and performance measurement. Applying goals to a project can define the schedule of activities required to complete the plan. WEAKNESSES Low Profit Margin. 6%-12% profit margin on a can of Beer. We are a small participant, customers lack brand loyalty. High costs, less volume meaning retail price is higher than bigger brands. The budget is limited. Lack of a specific process and sales system. WEAKNESSES Low Profit Margin. 6%-12% profit margin on a can of Beer. WEAKNESSES The profit margin for bottle beer should be around 75%, while the profit margin for draft beer should be about 80%. (BINWISE, 2019) In a survey conducted in "New York Magazine," beverage industry experts estimated that the cost of alcohol represented just 40 percent of the monthly costs of operating a neighborhood pub. Furthermore, while you might price your inventory to generate a margin of around 80 or 85 percent, liquor losses typically run high in the industry. An 80 percent gross profit margin drops to 75 percent when you add in a 25 percent loss factor. (Steve Lander, 2019) We are a small participant, customers lack brand loyalty. WEAKNESSES Brand loyalty refers to repeat purchase intention, the willingness to pay a premium price or the loyal consumer’s willingness to expend a larger amount of monetary resources to acquire the brand, and intention of WOM which is the tendency or inclination to speak favorably about the brand. (Chinomona Richard, 2016) Thus attitudinally loyal consumers who are willing to endorse their preferred brand are distinguished from repeat purchasers who may continue repurchase but lack the inclination to disseminate favourable WOM about the brands. High costs, less volume meaning retail price is higher than bigger brands. WEAKNESSES Because our cost is higher than the big brands, and production, sales volume is lower than the big brands. It can be seen that the existing market competition is fierce, so we need to develop a flanking attack strategy. The eye-catching packaging and unique taste of the beer brand attract customers. The budget is limited. Lack of a specific process and sales system. WEAKNESSES OPPORTUNITIES Customers in the market are awakening to brand awareness and prefer craft beer. There is little difference in the taste of beer. Social media has made it easier for us to promote the brand. OPPORTUNITIES Customers in the market are awakening to brand awareness and prefer craft beer. OPPORTUNITIES
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