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Using the Marketing Plan Outline listed on the rEsource page as a guide, prepare a 2000 -word or more paper integrating your previous Learning Team assignments into a final Marketing Plan Paper. In addition, be sure to address the following information in your paper:
a. Identify the appropriate place and promotional strategy that should be used in the development of the strategic marketing plan.
1) Develop an initial sales promotion schedule.
2) Create an advertising plan.
3) Identify public relations opportunities for the product/service.
4) Analyze the impact of channel management decisions on the marketing or your selected product or service. Select appropriate distribution channels for your product or service and address costs in terms of placement, shipping, and middlemen.
Running Head: Marketing Plan for Fruit Beer
Marketing Plan for Fruit Beer
Introduction of Product
This marketing strategic plan is related to the fruit beer. A fruit beer can be described as the dark and hard drink with the flavor of fruits. From the last hundred decades, fruits are going to use by the brewing companies to make variety of beer with different flavors. The most common fruits that are used to make fruit beer are cherry, peach, lemon, raspberry, pineapple, etc. (Glancy, 2009). Fruit beer also comprises of various types of barley and diverse types of malt. These ingredients are used to produce sweet beer. Huge varieties are available that produce fruit beer and are differentiated through several classifications.
People are liked to celebrate occasions with some special flavors of the drinks. Fruit beer is one of the most common drinks in the parties and everybody prefers it to celebrate any festival and occasions (Bates, n.d.).
In the USA, the market for the fruit shows huge opportunities. The people in the USA prefer tasty, stylish and thirst quencher beer and the fruit beer is capable of fulfilling the required demands of the customers. Fruit beer like Son of a Peach Wheat Ale has been made keeping in the mind of people, who are not fond of the beer and are associated with the hot chocolate and for the people to give them a taste of fresh peach and a marshmallow (Lancaster & Reynolds, 2005). This beer will give them taste of fresh peaches. Fruit beer should be prepared in such a manner that its likeability and the drink ability among the customer increases (Leadley, Forsyth & Groucutt, 2004).
Fruit beer is targeted at the younger generations and women. The most preferable fruit beer amongst the people of America is one, which has the simple taste and can be consumed directly. For this purpose my company has made a flavor of fruit beer with low level of alcohol, which comprises wheat and oat along with the fruits (Lancaster & Reynolds, 2005). This flavor would be liked mostly by the American people and hence, it is perfect for the American market.
The best suitable place for this fruit beer would be the market of Boston. According to climate of Boston, people of Boston heavily use drinks. In the time period of 2007 and 2008 the youths are very enthusiastic and exciting nature (Kotler, 2002). They love to try the different kinds of drinks. The drink is made according to the nature of children, youths and women on the basis of their taste (Peter & Donnelly, 2002).
It is the younger generation to whom the promotional strategy must appeal. Promotion of the fruit beer is based on the selection of the media depending on the consumers. The promotional strategies for this product would include sale promotion schedule, advertising plan, public relations, etc. (Lancaster & Reynolds, 2005).
Initial Sales Promotion Schedule
Sales promotion schedule refers to the promotional campaign, designed for attracting more customers by offering them benefits attached to the products. It is developed for a definite period of time (Peter & Donnelly, 2002). Sales promotion tools are short term incentives, which are introduced to attract customers and increase the sales. These tools increase the goodwill of the company and induce the wholesalers to purchase more quantity of the product (Leadley, Forsyth & Groucutt, 2004).
First of all, the manufacturers will try to create a demand among the general public to know the potential customers for the new flavor of fruit beer. The company can also use cross promotion techniques to market the fruit beer (Lancaster & Reynolds, 2005). Also, various discount coupons should be introduced and free gifts should be given with every purchase of the fruit beer.
For the promotion of fruit beer, the company should develop a campaign and organization some seminars to provide some information to the target customers for understanding the product ingredients and taste ...
The expert develops an initial sales promotion schedule and creates an advertising plan. The public relations opportunities for the product/service is identified.