Marketing Plan

The following marketing plan outlines the marketing requirements for a new beer, called "Gusto," which is to be marketed regionally in competition with both "microbrewery" beers and major commercial beers. "Gusto" must be established in an intensely competitive marketplace, effected by market concentration, changing demographics, and evolving consumer and public attitudes. This marketing plan will consider the aspects of name selection, market targeting, demographics, cost and pricing, plant location, and advertising and promotion, among others.

NATURE OF THE INDUSTRY: Americans have been drinking beer since the earliest colonial days. Since that time, the beer industry has gone through many changes in terms of both production and consumption patterns. Prohibition disrupted the tradition of beer production and use in the United States, and had lasting effects on beer tastes: the bland taste associated with popular massmarket American beers, as opposed to foreign premium beers, has been traced to the effects of Prohibition.1

By the 1970s and 1980s, postProhibition beerdrinking habits and tastes began to change. The "gourmet" movement brought about a sharp rise in the popularity of premiumquality imported beers such as Heineken, beers richer in taste than massmarket American beers. To the popularity of premium imports, now wellestablished, two related trends were added in the 1980s. _______

Related Essays

Marketing Plan This research developed a marketing plan for the "Apple Jacks" breakfast cereal product produced by the Kellogg Company. "Apple .... (3101 12 )

International Marketing Plan This research develops an international marketing plan. The target country is Mexico. The product is facsimile transmission machines (fax). .... (2798 11 )

Interior Design Marketing Plan .... lease location for storefront, preferably in the area where I plan to do .... schedule (2 weeks, zero cost) Design and have printed the marketing brochures, sales .... (486 2 )

International Marketing Plan The purpose of this research is to describe an interna tional marketing plan, whereby an American company would export products to Cuba. .... (1301 5 )

Marketing Plan for Paper Nextel Marketing Plan: Phase III Paper Nextel The product life cycle of our product will affect our marketing plan, because as the product goes through each of the .... (484 2 )

nt in public tastes offers the possibility of a market niche which has not yet been met by any major brewer: for a popularpriced brand of strong, basic brew, preProhibition Americanstyle beer, NOT reduced in calories or alcohol content (but not excessive in these either, but full in flavor and traditional. A good beer with a burger and fries or a pizza. A beer you only need one of. This is Gusto beer. Why choose such a simple, unsuble name for this new product? Because Gusto is a simple, unsubtle product. You drink it because when you drink a beer, you want a good one. And you want to pay for a beer, not for a fancy import or fake "local" label. Life is too short and too expensive for that. DEMOGRAPHICS AND TARGETING: The target market for Gusto is the working to uppermiddle class American aged 2145. The broad class range of appeal is based on the argument that the "back to basics" movement marks in part a return of Baby Boom generation parents back to the traditional attitudes and values they rebelled against in the 1960s. This return does not necessarily take the form of an overt conversion to traditionalism as an ideology oldtime radicals do not all not become Republican business owners

Category: Business - M