Target Market Overview
Our beer will target three specific consumers; the customers include influential young people, single people as well as up and comers. The income of the first target marker is midscale, and the target market is made up of people between the ages of 25-40. These individuals love to attend social events and have beer as they have a good time. For a case in point, the image below shows people in this target market in a social event enjoying their beer.
The other target markets that our beer will target are single people who are between the ages of 20 and 35. The target market also shares the same characteristics with the first target market, but the difference is that they go to social events not only to have a beer but also meet potential partners.
The last target market that our beer will target is the up as well as comers aged between the age of 25 and 40. This target market includes people that love to attend sporting events and we hope to sell our product to this target market during these events (Thickstock).
Market Strategy
Our overall marketing strategy reflects our desire to serve our customers in a cost-effective manner. Our goal is to marketing the product in the social as well networking opportunities where possible. Social and networking events are held very often in Los Angeles and we hope to market our beer during these events. We hope that through these events, we will marker our product as one that promotes good health because of the low calories and sugar. Although more flavor in beer means more calories, our beer will maintain a unique flavor while at the same time remain unique.
Brand Strategy
Lean Beer seeks to positions itself a quality drink with low sugar and low calories beers in the industry. Our beer will not only have low calories but also a great taste something that is not associated with low calorie beers. Our product aims to create awareness among our target that they can not only drink beer but also live healthy lives through drinking the beer. During the social and networking events, we aim to maximize the value of our product by differentiating from that of our competitors.
Brand Mantra
Product Strategy
Our product is packaged in a unique way that invites our target market to try the product. The use of bright colors and bold fonts as well as the use of a bottle makes our beer look like an energy drink and this is the basis for its uniqueness. In spite of the reason that out beer is new to the market, we aim to make sure that outlets around our target market are stocked to ensure that they do not lack our beer when they feel like having a drink. According to Goldfarb (2016) when a new beer is released, people are often excited and may want to try the beer and establish its qualities. In the course of the launch of our beer, we will ensure that our target marker gets free samples to try out. To show our commitment to service, the top management will serve our target market during the launch and inform them of our unending commitment to offer excellent customer service.
Pricing and Promotion Strategy
Beers in the industry vary in terms of cost; while the cost of some is low, other beers cost moderate while other cost premium. Our Lean Beer will cost our target market a moderate price. Our beer will cost our target market $3.50 per 500ml beer. This will enhance our company’s intention to gain a competitive advantage by offering a healthy beer at a competitive price. Given that our beer is new, we aim to promote it in various ways. We shall begin the promotion of our product by creating a teaser campaign through our social media accounts. The aim of the campaign will be to inform our target market of our beer even before its actual launch. Moreover, the campaign will also invite out target market to the launch of our beer (Olenski, 2014). During the launch of our beer, we will also inform our target market of other promotional strategies. For example, we plan to use the point of sale promotional strategy whereby a customer will get branded merchandises like caps and merchandise when they buy five beers. The other promotional strategy we will use is crafting a story on how our beer is made and encourage our consumers to relate with the story.
Place Strategy
The ideal location is in wholesale suppliers in Los Angeles where various members of our marketing team will be present. This is an ideal location for marketing the beer because the marketing team can engage the target market and establish what they feel about the new product. We shall recognize wholesale suppliers in Los Angeles who will help us in strategically placing our products.
Sales Strategy
Our beer will be distributed by through wholesalers and this entails that we take into account distribution costs. We will use our company trucks to transport our beers to the wholesalers who will in turn distribute them to restaurants and bars across Los Angeles. Our sales associates will work directly with the distributors to ensure that our sales and marketing goals are met effectively.
Communication, Media, Web and PR Strategy
Our beer is based on the idea of connecting our company to our target consumers. During the first week of our product launch, we will visit selected wholesalers in Los Angeles and engage consumers on what they think about our new product through word of mouth. Moreover, we also plan to include promotions across several bars during the weekends, and this will attract more consumers to try our beer. Social media marketing has become one of the best ways to advertise products and get to consumers in a cost-effective way (Marketing-Insider, 2016). Contemporary marketing strategies are now taking into account the benefits that social media can offer in the promotion of their product .Taking this information into account, we plan to use effectively social media to promote our beer to our target market.
References
American Social,. (2016). Home - American Social. Retrieved 23 February 2016, from http://americansocialbar.com/
Goldfarb, A. (2016). When a Craft Beer Is Released, Beer Geeks Go Crazy. The Daily Beast. Retrieved 20 February 2016, from http://www.thedailybeast.com/articles/2016/02/16/when-a-craft-beer-is-released-beer-geeks-go-crazy.html
Marketing-Insider,. "Using Social Media In Marketing - Social Media Marketing". N.p., 2016. Web. 21 Feb. 2016 . <http://marketing-insider.eu/interesting-marketing-articles/using-social-media-in-marketing/>.
Olenski, S. (2014). Forbes Welcome. Forbes.com. Retrieved 20 February 2016, from http://www.forbes.com/sites/steveolenski/2014/10/14/5-inexpensive-ways-to-promote-a-product-launch/#2cf947973b50
Thinkstock,. "Chiling With Friends". N.p., 2016. Web. 21 Feb. 2016 . <http://www.thinkstockphotos.co.uk/image/stock-photo-chilling-out-with-friends/485295406>.
