marketing plan for carib beer in guyana

INTRODUCTIONAnsa Mcal is a leading distributor of goods in Guyana. They have been supplying goods to us for a number of years and have created a good name for themselves. They have always fulfilled the needs of our fellow Guyanese and will also continue to do the same in the upcoming years. They market and distribute a wide variety of consumer goods, pharmaceuticals, construction items and alcoholic beverages to retail, wholesale and institutional markets. The purpose of this advertising plan is to, according to the company wishes; focus heavily on one of their oldest yet trusted products, Carib Beer, which has been in the market for a number of years. Unity Advertising Incorporated has been tasked with crafting an advertising plan to facilitate the successful promotion of this product. This plan was specially made for Carib Beer. It was designed to increase and retain market share, increase overall profits and continue to broadcast the good nature of the company and its trusted product, Carib Beer. The plan focuses on the all the key components such as executive summary, situation analysis, objective, budgeting, strategy, execution and evaluation of the product (Carib Beer), for its successful promotion.

UNITY ADVERTISING AGENCY- ADVERTISING PLAN FOR CARIB BEER

SITUATION ANALYSISWe at Unity Advertising focus heavily on fulfilling the needs of the consumers and offering the best service to our clients. Not only to promote ourselves as an agency but also to build meaningful relations with our clients and their affiliates. It is through this belief and aim we have created a plan that is guaranteed to meet your desires and assist in fulfilling your long term goals. We have first assessed your company from its historical aspect, which shows how important it is to know how your company arrived at its current situation, its industrial aspect, which focuses on the development and trends of your company and the supply of products. Also its marketing perspective which states with your target market and prospective customers and the competitive perspective which explains some of your product competitors, their weakness and strengths as compared to your product. We also added a product aspect which briefly explains the nature of our product (Carib Beer).


HISTORICAL CONTEXTAnsa Mcal Limited is a diversified Public Conglomerate. Listed on Trinidad and Tobago stock exchange (TTSE: AMCL), it is one of the largest local conglomerates with an asset base of over US $1.5 billion. To date, its business operation span the manufacturing, brewing, insurance, finance, real estate, media, shipping, trading/distribution, automotive and industrial equipment retailing sectors. The Ansa Mcal subsidiaries operate in the Caribbean including Trinidad and Tobago, Barbados, St. Kitts and Nevis, St. Lucia, Guyana, Grenada and the USA. Ansa Mcal has a diverse workforce of more than 6000 and generates annual consolidated operating revenue of approximately US $790 million.


INDUSTRY ANALYSISAnsa Mcal Distribution has made some significant development during the years. Their distribution channels as well as their product lines have increased rapidly. It is now one of the largest distribution companies in Guyana and is strategically positioned to market and distribute a wide range of consumer goods, pharmaceuticals, construction items and alcoholic beverages to retail, wholesale and institutional markets. Ansa Mcal possesses two warehouses with over 26000 sq. ft to accommodate its products. Because of the increasing demand for its products (Carib Beer), it has a large supply to fulfill the consumer requirements. The company is therefore preparing and providing for its future enhancements and developments and long term goals, objectives and prospective customers by meeting its consumer needs and having adequate supply to accommodate them.


MARKET ANALYSISANSA McAL, as it refers to Carib Beer, focuses heavily on targeting persons above the age of 18(age of consuming alcohol according to law), to persons in their senile years, 50 years. They also target both type of sex (both male and female). This target market was chosen because Carib Beer, being an alcoholic beverage and also wanting to present themselves right in the eyes of the law, should focus mainly on persons within the drinking age. This product can be consumed by both sexes because it was specially made for that reason, i.e., no harmful effects can debar the person the right to enjoy this product depending on their sex. In addition, no harmful effects can also come upon persons below the age of 18 who consume this product. It has been proven that the percentage of underage drinking is extremely high, thus expanding the market for this product. The market for Carib Beer will continue to increase rapidly and broader distribution channels will be set in place to accommodate this expansion, which will encourage the company to save more because a lot of future spending will be required.


COMMUNICATION ANALYSISAnsa Mcal is a popular name in Guyana especially in the beverage industry. This company has made its name known to the public through various promotions in special events. Some of these events may include: racing, charity and schools just to name a few. So far these ways of getting out to the public have seemed to be extremely effective and successful. These are not the only ways to communicate with the public. Some other ways may include; direct Sales; Personal Selling; and also advertising via the internet. DIRECT SALES It is very common for companies to practice this method of sales communication but as for Ansa Mcal they have many distribution centers so it is not possible for them to do so. PERSONAL SELLING

INTERNET These days everyone has access to the internet, where through the phone, computer, and iPod just to name a few. It is known as the fastest rising means of communication and the competition would be stiff as many of them would like to get their products to the consumers first.


OPPORTUNITY ANALYSISThroughout the Caribbean, Ansa Mcal has become synonymous with Carib Beer, which one could say is the best and most popular product produced by Ansa Mcal. Carib Beer is probably now the most popular and highly demanded beer in the Caribbean region, and with its promotion tactics that promote the Caribbean lifestyle, it forms an integral part in our Caribbean pride. Beer is a worldwide, commonly known and used beverage that has become a major part of our society. A good satisfying, thirst quenching beer should have most of the following characteristics: Color (Gold, Copper, Brown) Smell Great taste Low price Design and Branding

Surveys prove that Carib beer places a check to all of the above characteristics. Its crisp golden look assures a great taste accompanied with a fresh lemon lime scent that entices the consumer. Carib Beers target market may be defined as 18 to 50 year olds, including both males and females. Although many teens begin drinking before the legal drinking age- 18, Carib Beer endorses the social responsibility of setting its market along the legislation of Guyana. Also surveys proved that the bulk of beer drinkers are located between the ages of 18 to 50, giving us the advantage of creating promotion styles to attract them. Beer is the worlds most widely consumed and probably oldest alcoholic beverage. The reasons why people demand it are numerous. Some of the social reasons however, include: Sociability Taste Relaxation To get intoxicated Peer Pressure

Majority of these cases are widespread in Guyana and since Carib Beer is widely distributed and cheaply priced, it will be demanded. This is more so in session drinking, since consumers would not only be receiving beers in quantity but also beers of good quality.

UNITY ADVERTISING AGENCY- ADVERTISING PLAN FOR CARIB BEERCarib Beer is not the only beer that Ansa Mcal manufacturers and distributes. There are others that pose competition for Carib, an example is Stag. Apart from Ansa Mcal, a strong and market dominating company, Banks DIH produces other beers such as Banks Beer (its star), Premium Beer and Draught Beer. The beer market is a very large one; beers are imported and exported every day. It could be estimated that approximately 65% of the world consume some amount of alcohol at some point or the other and that choice of alcohol might just be a beer. With that being stated, beside the ones mentioned before there are many other options in the alcohol market.


COMPETITOR ANALYSISSome businesses think its best to get on with their own plans and ignore the competition. Others become obsessed with tracking the actions of competitors (often using underhand or illegible methods). Many businesses are simply happy tracking their competition, copying their moves and reacting to changes. Unity Advertising Incorporated knows for a business to be successful in any market, it has to have a vast understanding of their competition. In the beer market of Guyana, Carib beer has five main competitors, namely, Banks Beer, Banks Premium (manufactured and distributed by Banks DIH Ltd.), and Stag (manufactured and distributed by Ansa Mcal ). For the purpose of this evaluation we will be mainly focusing on these brands in direct confrontation with Carib Beer. BANKS BEER Banks Beer is your strongest and most serious threat in the market. Before Ansa Mcal was established in Guyana, Banks DIH was the pioneer and provided the only local beer, which was Banks Beer. Surveys show that some people prefer Banks over Carib because its purely Guyanese and has grown into the Guyanese lifestyles. Note that majority of the consumers that preferred Banks over Carib where between the ages of 35-45, (middle aged individuals/ the older generation); While majority of the consumers that preferred Carib over Banks where between the ages of 18- 35 years old (mostly young adults/ the younger generation). In terms of promotion Banks Beer uses up all the available advertising Medias just as Carib. There are numerous television commercials, newspapers ads, radio announcements, and even Billboards around Guyana. Banks promotion doesnt stop at advertising but goes further down the line to Sales promotion; Trade shows (Guyexpo) and Public relations promotion (e.g. sponsoring young athletes). PREMIUM BEERS Premium is another great competition for Carib. This addition to the Banks Line proves to be a favorable drink as it gets more and more popular. Its a lighter beer than Carib, catering to the needs of the minor consumers but its much more expensive than Carib making Carib favorable to the finance aware consumers. Its promotion mix includes a variety of advertisements (television, radio, magazines, and so on); Sales promotions (such as offering incentives to suppliers, for example: if a

UNITY ADVERTISING AGENCY- ADVERTISING PLAN FOR CARIB BEERsupplier sells 20, 24 bottle cases of beer they get free ice or tents or a monetary value or Under the crown promotions, where consumers are given the opportunity to win prizes with just the cap of the beer); Public Relations (sponsoring social events); a Promotion strategy similar to that of its sibling, Banks Beer. STAG Stag lager beer personifies maleness, extreme stamina and tenacity. This lager is known as a light bodied beer with a crisp flavor, clean finish and with very little aftertaste. Its not as popular as the beers mentioned above but is slowly moving upwards in the market. Its promotion mix includes advertisements (newspapers, bill boards, Television, magazines and so on), sales promotions (the Under the crown promotion, gifts if a customer buys a certain amount of beer, e.g. buy 2 6-pack cases and get a t-shirt) and Public Relations (sponsoring social events). From this evaluation it would be noticed that the promotion strategies for these beers are alike. They all engage in Advertisements, making use of the available advertising Medias; Sales Promotions, which all serve their purpose of providing incentives to purchase; and Public Relations, which is simply giving back to the community and they do this by sponsoring social events especially sporting events (racing, cricket and so on). The promotion mix is made of five components: Advertisements, Sales Promotion, Public Relations, Personal selling and direct marketing. Its noticed that only the first three are employed by our competitors therefore if Carib could utilize the others in any way that would give us an advantage over our competitors.


OBJECTIVESCarib Beer is a product with a large amount of potential, which just needs a little push to be the best. It has most of the qualities as the leading beer but doesnt have the leading beers market share. The reason for that is simply because a percentage of the market has brand loyalty for the leading beer posing a challenge for Carib Beer. SHORT TERM OBJECTIVES To position Carib beer as the number one choice for beer; To increase market share by making use of intensive promotion strategies positioned country wide by 20-25% within a 2-3 year period; To change the older generations appeal about the product;

LONG TERM OBJECTIVES To pursue brand loyalty by changing consumers beliefs and attitudes from the competing brands in favor of Carib Beer; To enhance Ansa Mcals image as a true Guyanese distributor.


BUDGETINGAdvertising is supposed to accomplish some objective outcome, it must be noted that your advertising budget is compartment of the overall budget of the firm. As such it is important to place significant interest on how much you budget for the advertising of your product. It is said that if you spend too little on advertising , you might not reached your potential target market however spending too much on advertising can result in a waste of resources. There must be a balance in which the advertising budget is established. As is common to the strategy associated with gathering awareness, response and acceptance of any product on the market, whether if its an existing product we recommend that you implement a budgetary advertising payout plan. The payout plan justifies the allocation of funds to the advertising budget from the point of view to an investment in the future of the product rather than expenditure. The payout plan recognizes that it may take several years before the company can recover start up cost and begin making profits. The task of building product awareness in the marketing, trying to establish large market share and dealing with the competitive issues in the market will require more advertising especially in the long term. The advertising budget is important since it will help to determine: How much adverting can the firm afford? What are the media options the firm can afford to pursue? How large is the target market? The overall adverting budget has a grand total of $43,725,000 (forty three million seven hundred and twenty five thousand dollars). It includes the development of the advertising plan which sum up to $ 3,215,000 (three million two hundred and fifteen thousand dollars) and the launch of the advertising campaign and also inclusive of the different media types used in the quarter of 2011. These include radio commercials newspaper, billboards, television and other communication material.


STRATEGYWith the regards to the launch of the campaign to place Carib beer at the forefront of the different beers in Guyana, we at Unity Advertising Agency propose to implement the following strategies: To engage in extensive sales promotion such as a appoint accumulation system tied to the substantial purchases thereby earning rewards for a particular amount purchased. For example, sales promotion of the amount of cases of Carib beer bought. If the consumer purchases (4) four cases of beers, he/she will be entailed to (1) case absolutely free. To utilize popular figure in society in an effort to generate public approval and awareness. Ansa Mcal has been well established distributor for various products, but Carib beer is one of the stands out product of its distribution. Carib beer will develop several attributes and values among customers. Consumers normally feel a sense of comfort and style in drinking Carib, they usually think of it as being KOOL and CLASSY. Carib beer has developed a really good position in the mind of the consumers. The target market consists of persons between the age of 18-50 yrs. Banks beer and Guinness are the other two beers that have a significant impact on the market, but carib have a high share of the market. Offer sponsorship for several social events and give back to society in an effort to raise the beers image to consumers.

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EXECUTIONUnity Advertising Agency has worked relentlessly to design an advertising plan for Ansa Mcal, more over Carib beer. The main objection of this plan is simply to increase sales volume and maximize profits, using several tactics which have been identified and seem most feasible. These tactics will further enhance and support our marketing plan/advertisement. [Place type of media plan here] In this advertising plan, we the agency decided to use different slogans mainly Carib the best reason for beer and the beer of the Caribbean


MEDIA PLANUnity Advertising Agency has created/designed a sales promotion in various outlets nationwide. By use of modeling, mainly swimwear well advertise at parties and fitting social gatherings. Also sponsorship of events and programs on television and radio at various fixed time, according to its target market such as working population from (ages 18 to 50) Billboards will featuring the product or product log will be placed alongside roadways, shops and vehicles.


EVALUATIONOur agency will create and design a few prize offering promotion, well do on site/deals, and whereas u buy 5 six pack u get 1 six pack free. This is to improve sales at the same time as making customers familiar with this beer. The marketing team of Unity Advertising Agency is fully aware and is accepting sole responsibility of the media plan. It is considered by our staff as a gift to complete a media plan as this is also one of our favorite beverages and such everyone was excited from the very beginning into the ending of this project. We, the staff of Unity Advertising Agency are awaiting your evaluation whether this plan is a success or failure judged by your company standards. This plan clearly illustrates and assures that we have created a suitable catalyst that will place this product at the top, above its competitor. Therefore we have total faith in it and your sales will increase shortly after the implementation of this plan.


CONCLUSIONIt can be concluded that Unity Advertising Agency had undertaken the challenge with an iron fist, in developing this and throughout development of this media plan; we paid keen attention to the competition in terms of activities. Using various strategies and goodwill activities to show the customers that its not all about profits, this is assure customer that the company is grateful for their support throughout the year and strengthens bonds between customer and company. This plan will overall, increase sales and improve consumer trust, it is common for customers to get fed up after certain time. But with this new plan without doubt this distrust will be erased. This plan is one of most successful and a piece of best work to date, Unity Advertising Agency will strive to achieve even more in the near future and accepts all challenges.

marketing plan for carib beer in guyana

Documents

long term goals

unity advertising incorporated

unity advertising agency

sponsoring social events

banks dih

sales promotion

ansa mcal

public relations