Marketing Plan

Topics: Beer, Alcoholic beverage, Marketing Pages: 22 (5312 words) Published: September 15, 2013
STAY COOL. BE COOL.
TEAM 2
TEAM 2
STAY COOL. BE COOL.
TEAM 2
TEAM 2

Marketing Plan
Semester 2, 2013

Tutor: Kim Vu

Team 2
Naing Aung - 42991742
Subashini Ramash - 43319080
Christopher Lie - 43103382

Table of Contents:

1. Introduction ………………………………………………………………………………………… 3

2. Current Situation Analysis ……..…………………………………………………………….. 3 3.1 Internal:
3.2.1 Mission ………………………………………………………………………………. 3 3.2.2 Resources ………………………………………….....……………………………. 4 3.2.3 Offering ……………………………………………………………………………... 4 3.2 External Analysis …………………………………………………………………………….. 5 3.3.4 Demographic Trends ………………………………………………………….. 5 3.3.5 Technological Trends ……………………………………..………………….. 4 3.3.6 Economic Trends ……………………………………….....………………….. 5 3.3.7 Political/Legal Trends ………………………………...……………………… 5 3.3.8 Socio-Cultural Trends ……………………………………….................... 5 3.3.9 Natural Environmental Trends …………………….....…………………. 6 3.3 Market Analysis ……………………………………………………..…...…………………. 6 3.4.10 Market Definition ……………………………………..….……………………. 6 3.4.11 Market Trends ……………………………………………………………………. 6 3.4.12 Competitive Situation ………………………...…….......………………….. 6 3.4.13 Customer Needs …………………………………..…….....…………………… 7

3. SWOT Analysis ……………………………………………………………………………………… 7

4. Target Market Selection and Position Strategy ……………………………………. 7 5.4 Market Selection ……………………………………………………………………………… 8 5.5 Target Market Strategy …………………………………………………………………… 8 5.6.14 Professionals …………………………………….………………………………… 9 5.6.15 College Students …………………………………………………………………. 9 5.6 Position Strategy ……………………………………………………………………………… 9 5.7 Messaging ……………………………………………………………………………………….. 10

5. Objectives ………………………………………………..……………………………………………. 10 6.8 Short Term Marketing Objectives ……………………………………………………… 10 6.9 Sales …………………………………………………………………………………………………. 10 6.10 Market Shares …………………………………………………………………………………… 11 6.11 Brand Awareness ………………………………………………………………………………. 11 6.12 Customer Segments …………………………………………………………………………… 11 6.13 Loyalty ………………………………………………………………………………………………. 11 6.14 Strategies for Overcoming SWOT ………………………………………………………. 11 6.15.16 Responses to Weaknesses ………………………………........................ 11 6.15.17 Responses to Threats ………………………………………........................ 12

6. References …………………………………………………………………….………………………… 13 7. Appendices …………………………………………………………………..….……………………… 14

1. Introduction

Marketing a plan is the primary step for every company before they are able to develop and market a new product. It also applies to Chillsner where the marketing plan provides extensive coverage of research, analyses, and assessment on the current market to understand the development of their new product.

Before releasing the new product into Australia’s market, the company would have to thoroughly analyse matters such as potential market, potential competition, internal and external analysis that influence the business (Environmental Analysis), SWOT analysis, measurable and achievable business objectives.

Marketing strategies such as positioning strategy is in place to achieve an advantage over its competitors to gain market share, profitability and customer awareness. With an effective marketing plan, it assists in growing its business and increases brand awareness, which could positively impact the business.

2. Current Situation Analysis

2.1. Internal:

2.1.1. Mission

Corkcicle Company aims to provide world-class and futuristic innovations to nurture a sense of community amongst beer and wine loving people. Corkcicle Company aims...

References: 1)  Abs.gov.au. 2013. 4832.0.55.001 - Alcohol Consumption in Australia: A Snapshot, 2007-08. [online] Available at: http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/4832.0.55.001main+features52007-08 [Accessed: 28 Aug 2013].
2)Krepshaw, B. 2013. Chillsner chills beer bottles from the inside out. [online] Available at: http://www.cnet.com/8301-13553_1-57572714-32/chillsner-chills-beer-bottles-from-the-inside-out/ [Accessed: 19 Aug 2013].
4) (Ia@Pushhere.Com), P. 2012. Chillsner by Corkcicle | Corkcicle Products | Corkcicle. [online] Available at: http://corkcicle.com/chillsner/ [Accessed: 8 Sep 2013].
5) Censusdata.abs.gov.au. 2013. 2011 Census QuickStats: Brisbane City. [online] Available at: http://www.censusdata.abs.gov.au/census_services/getproduct/census/2011/quickstat/305011105 [Accessed: 28 Aug 2013].
6) Yellow Social Media Report. 2013. [online] Available at: http://about.sensis.com.au/IgnitionSuite/uploads/docs/Yellow%20Pages%20Social%20Media%20Report_F.PDF [Accessed: 2 Sep 2013].
7) Abs.gov.au. 2013. 3218.0 - Regional Population Growth, Australia, 2011. [online] Available at: http://www.abs.gov.au/ausstats/abs@.nsf/Products/3218.0~2011~Main+Features~Queensland#PARALINK4 [Accessed: 5 Sep 2013].
8) Pickypickyme.com. 2013. Chillsner Beer n Drink Chiller 2-Pack @ Picky Picky me . com. [online] Available at: http://www.pickypickyme.com/p/1217/ [Accessed: 3 Sep 2013].
9) Root7 site. 2013. Will Chillsner Fit In Any Beer Bottle?. [online] Available at: http://www.root7.com/2013/07/05/will-chillsner-fit-in-any-beer-bottle/ [Accessed: 9 Sep 2013].
10) Piperpat.com. 2013. Why Should I File a Patent?. [online] Available at: http://www.piperpat.com/IPInformation/Introduction/WhyShouldIFileaPatent/tabid/4269/Default.aspx [Accessed: 5 Sep 2013].
15) Bottleserviceshowcenterpieceicecooler.com. 2013. Chillsner-vs-beercicle-beer-chiller-review. [online] Available at: http://www.bottleserviceshowcenterpieceicecooler.com/Chillsner-vs-beercicle-beer-chiller-review.html [Accessed: 28 Aug 2013].
19) Alcohol Use and Harms in Australia (2009) –Information Paper Available at: http://ama.com.au/alcohol-use-and-harms-australia-2009-information-paper [Accessed: 06 Sept 2013].
[2] Source provided by WHO, 2008(14) Table shows countries as per capita alcohol consumption.
[6] Source provided by (ABS, 2012) indicates the different statuses (ranging from student, unemployed, etc) of Australian that consumes the most alcohol. This implies that alcohol is part of old and young people’s life in Australia
Appendix 7:
Frequency of alcohol consumption, proportion of the population aged 14+ years, Australia, 1991 to 2007
Frequency | 1991 | 1993 | 1995 | 1998 | 2001 | 2004 | 2007 |
(Censusdata.abs.gov.au, 2013)
Appendix 8:
(Abs.gov.au, 2013)
Appendix 11: LARGEST AND FASTEST POPULATION GROWTH, Queensland |
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