Marketing Plan

 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. _______

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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
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Some common words found in the essay are:
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Approximate Word count = 2669
Approximate Pages = 11 (250 words per page)

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