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A Marketing Plan For Replay Breweries Ltd.

2988 words - 12 pages

BSMK1501 - Marketing Plan Page PAGE 2
A Marketing Plan For Replay Breweries Ltd.Due Date: 31 May 2008Topic: Boutique BeerExecutive SummaryReplay Breweries Ltd. is located at Brisbane Queensland; the company has established a market reputation on providing a premium larger product. The company has also been successful in gaining a loyal market. And now the company has decided to expand across the board to the city of Sydney.From research the company have found that there is a growth in the low alcohol boutique beer market and more and more people using the internet to purchase across the country, and because of fewer and fewer distribution of cannel for beer. The company have decided on producing an internet selling service to the new company's product Replay Lemon Light, which is a low alcohol beer with a touch of lemon taste. This new product will only be available on the internet and has guarantee of next day delivery.Although we have some high competition, threats of new entrants in this market, and the decline in overall beer drinkers, the company is hopeful that it will get the end of year target market share of 0.4% and then with our limited resources and hopefully maintaining our loyal customers, expand to a nation wide recognisable brand.21. Company Information 21.1 Company Name: 21.2 No. of Employees: 21.3 Mission Statement: 21.4 Organisational Structure: 21.5 Management Team: 21.6 Industry: 42. Situation Analysis 42.1 Industry Overview 42.2 Competitors Analysis 52.2 Competitors Analysis 62.3 Customer Trends 82.4 Swot Analysis 103. Marketing Objectives and Strategies 103.1 Marketing Objectives 103.2 Marketing Strategies 103.2.1 Market Position Strategy 103.2.2 Competitive Strategy 103.2.3 Customer Relationship Strategy 103.2.4 Market Coverage Strategy 103.2.5 Positioning Strategy 103.2.6 Growth Strategy 124. Target Market Selection 124.1 Segmentation Matrix 134.2 Target Market: 134.3 Profile of the Target Market 134.3.1 Interests of consumers: 134.3.2 Our Segment: High expectation 145. Marketing Mix 145.1 Product Strategy 155.2 Price strategy 155.3 Place strategy 155.4 Promotion strategy 166. IMC Budget & Sales Forecast 166.1 IMC Budget 166.2 Sales Forecast 176.3 Return on Investment 18Reference 1. Company Information1.1 Company Name:Replay Breweries Ltd.1.2 No. of Employees:Approximately 100 employees1.3 Mission Statement:We strive to deliver value to our customers by delivering the best quality beer to best suit their tastes.1.4 Organisational Structure:Our main office is located in Brisbane, and contains our finance, marketing, accounting, research & development and human resource divisions. Our main production facilities are located in the outskirts of Brisbane. This includes a large brewery, and an adjoined bottling factory. The primary forms of packaging we use are glass bottles (stubbies) and kegs. In addition, we hold an interest in various distribution outlets such as liquor stores, pubs and taverns across Queensland...

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