Marketing Plan Beer Cristal
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ScribdTranslationsMarketing Plan Beer Cristal
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ScribdTranslationsGlobal Strategies:
The strategies that the consortium will implement in order to achieve our goals will be
based on differentiation, using for it the diversification of our offer
product.
In order to support our strategies, it is necessary to increase the budget allocated to the
production, promotion, and sale of "crystal".
In order to increase the sales volume of the product, it is necessary to start campaigns.
aggressive advertising while the product begins to be placed in different points of sale,
so that it is present in every situation where consumption could be generated:
nightclubs, clubs, gas stations, supermarkets, tents set up at points
strategic in outdoor events, beaches, etc.
Redesign the label, innovating with a more eye-catching logo, a different packaging, in different
sizes.
Increase the alcohol content of the beer by 2%, that is, to bring it to 6.5%, which
will do
that the pilsner type beer from the consortium is 0.5° stronger than the competition.
Make investments in promotion to effectively publicize the product through media.
preferably mass media like television and radio, supported by merchandising actions in
the points of sale and events in crowded places of the target market.
Target market coverage strategy:
"cristal" should use a diversified market coverage strategy, as it aims to
capture different
markets using products with characteristics different from the traditional ones. To do this, it must
treat each
segment in a special way, in order to meet the needs of these identified groups.
like the most
important.
Product positioning:
"crystal", in relation to what its attributes will be, must position itself as the only beer
national capable of satisfying all tastes, both for those who enjoy a strong flavor, or
they prefer a different flavor,
sweeter, or those young people or pregnant women or people who for certain conditions do not
they can ingest
alcohol, or those who seek to take care of their figure.
Product strategy:
Beer is a convenience good, that is, a tangible product, from which the consumer
knows quite a bit
before buying and that is acquired with minimal effort.
Other features include impulse buying with little or no planning, quite
frequent and not
it involves a significant cash outlay, moreover the need is met in a way
immediate.
Brand strategy:
Previously: " "
Currently : " "
Brand positioning:
adjust to everyone's taste.
His name is easy to pronounce
Easy to remember
Disassociated from time, locality, or era
Absence of offensive connotations
Pricing strategies:
For the client of the brewery, price is a variable that takes precedence at the time of making the decision.
purchase, therefore,
"cristal" uses a penetration pricing strategy, thus being able to enter a
part
important in the market, which is mainly composed of people coming from
a social class
low
Distribution strategy:
The connection between the company and the end customer or target market of the product is through the
distributors. In this way, there is a direct customer formed by:
Home market: Convenience stores, warehouses, supermarkets, etc.
• Refrigerated market: Restaurants, Hotels, nightclubs, bars, etc.
The distribution channels of our beer cover the entire national territory. Among
these
It is worth highlighting a classification that has been established in order to make a distinction.
among them:
Key clients:
Key sales volume clients: for which the strategy is focused on leveraging the
price opportunities that can be offered for bulk purchasing or based on history
of sales, and take advantage of the merchandising material so that the customer sells better and more
fast.
Key image clients: they are those points of sale that regardless of the volume or
sales potential, can convey a favorable image of any of the products of the
bottler, for example: a very busy point of sale, a point of sale where the
influx
the public is selective and people influence the opinion of society.
About the product
In terms of product formats, in the competition, the one-liter packaging is the one that has
older
sales, however, the industry could handle the possibility of introducing packaging to the market
mayor
capacity still, similar to sodas.
About the distribution...
The strategic action is aimed at achieving a permanent presence of the product that ensures its
sale, giving
a preferential treatment for direct clients and to make constant visits to meet their needs
needs as soon as possible
possible.
About advertising...
Within the objectives of our advertising campaigns, is to change the valuation that is
has of
product to thus modify the current belief that the economy is of poor quality, and of this
way
support a positive attitude towards the product.
