MARKETING PLAN

Pink Beer

Executive Summary

Pink Beer is on the brink of penetrating a lucrative market in a rapidly-growing economy. The current trend towards an increase in the number of entrepreneurs and competition amongst existing companies presents an opportunity for Pink Beer to penetrate the market. Pink Beer products will be positioned very carefully. They will be of extremely high quality to ensure customer satisfaction, supported by impeccable service to our customers. Pink Beer primary goal will be to establish and strengthen our license to trade, which will be bestowed by the communities in which we function. As Pink Beer prospers and grows, these communities will continue to benefit from both the value created by Pink Beer and its behavior as a corporate citizen.

Initial plans are to produce three main lines of products primarily focusing on Pink beer (which comes in different flavors). These products will be sold in different sized containers ranging from the 250 ml ginger beer to the 500 ml traditional beer. These products shall be extensively distributed to remote, yet extremely viable areas where the market is appreciative of readily available, good quality brew.

Pink Beer

Introduction

Marketing for many companies and or organizations is crucial to research and produce the product that will satisfy a consumers needs. Pink beer is not the exception which was demonstrated in 1971 when they were able to finally sell their bottled drink for consumers to enjoy at home and not only the pink beer franchised restaurant (Pink Beer, 2007). Pink beer was able to acknowledge the fact that their product would do well if sold in a practical form.

With that same vision and evolvement of their product, they are able to see that the consumer runs a busy and at most times seeks and demands practicality. With the introduction of the new product it is extremely important that pink beer is able to market in a way that targets the consumer group that will appreciate the product for its flavor, accessibility, and the great fun that can be experienced by sharing such a traditional drink with kids, young adults, and people of all ages. Marketing the traditional flavor of an Pink beer is what has made the company the success it is. Continuing on the forward path and always thinking of the consumer as it was done in 1971 is what the marketing department should consider at all times.

Product/Service Description, Situation Analysis

Today, Pink Beer is the #1 selling root beer in the world (Pink Beer, 2007). Because of increasing competition of similar companies, Pink Beer must continually develop new products or services and implement a marketing plan that will successfully respond to the changing environment such as competing products and target markets. As the company devices a marketing plan for a new product or service, recognizing the target market, implementing a SWOT analysis, and defining the research approach used will help develop the beginning of a successful marketing strategy.

Target Market

Pink Beer target markets will primarily constitute the corporate and working class who appreciate good quality traditional ...