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TRANSCRIPT
PRESTIGE MARKETING Presents:
MAJ Phil Durando, CPT Jimmie Beheler, CPT Elvis Gonzalez,
CPT Stephanie Kessinger, CPT Max Smith
Graduate Students, U.S. Army-Baylor MHA Program 1
AGENDA
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Current Light Beer Market
Mountain Light Campaign
Slogan
Target Demographics
Cans and On Site Sales
Sales Forecast
Marketing Milestones
Questions
Light Beer is the fastest gr owing beer categor y
2001 Light Beer = 30% of sales
2005 Light Beer = 50% of sales
Light beer is the only categor y of beer sales that has been
demonstrating consistent gr owth over the past 5 year s
During this same time frame premium beer sales have decreased by 4%
WHY LAUNCH MOUNTAIN LIGHT?
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This is your oppor tunity to capitalize on the l ight beer market share
You wil l not be alienating your loyal core customer base of Mount ain
Man Lager
This campaign wil l focus on attr acting a new customer base who is
already familiar with the exceptional Mount ain Man Brewing Company
br and
WHY LAUNCH MOUNTAIN LIGHT?
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CAMPAIGN SLOGAN
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Go Light, Stay Longer!
Exercise, Health,
and Fitness Young, Active, and
Social Adults
Canned beer and on premise sales (bar s and rest aur ants)
Target Demographic wil l be 21 -27 year olds and females of legal age
Recent resear ch has shown that younger beer drinker s prefer l ight beer
I t ’s t ime for MMBC to capitalize on those preferences, and make new
customer s for l i fe
MOUNTAIN LIGHT CAMPAIGN
Draft Beer Tap
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LAGER
Proposed Can
Focus on building upon the est ablished Mount ain Man br and image
with a regionally brewed, great t asting, and af fordable l ight beer
Increase your presence in bar s and rest aur ants
Launch at the beginning of college football season with a Mount ain
Light Tailgate Tent at the Univer sity of West Virginia home opener
Television, Radio, and Internet marketing adver t isements wil l launch in
the months following
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MOUNTAIN LIGHT CAMPAIGN
Mount ain Light is a quality, dist inctively f lavor ful, and drinkable l ight
beer
WHAT DIFFERENTIATES MOUNTAIN LIGHT FROM
COMPETITORS?
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2006 2007 2008 2009 2010
Series1 ($1,227,173) $1,747,479 $3,230,068 $4,827,027 $6,545,136
($2,000,000)
($1,000,000)
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
Inco
me
Mountain Light Projected Net Income
Sales of Mount ain Light wil l increase revenue 2% annually to
compensate for the annual lost revenue of Mount ain Man Lager.
Mount ain Light wil l gr ow its regional market share of l ight beer fr om
0.25% in 2006, with a quar ter per cent gr owth ever y year to 2010
SALES FORECAST
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SALES FORECAST
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2006 2007 2008 2009 2010
Series1 $4,727,313 $9,832,811 $15,339,186 $21,270,338 $27,651,439
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
Inco
me
Mountain Light Sales Forecast
Milestones Start Date End Date Budget Manager Department
Marketing Plan Completion 1/1/2006 2/1/2006 $ - Chris Marketing
Web Site Completion 1/1/2006 2/1/2006 $ 100,000.00 Chris Marketing
Advertising Campaign #1 1/1/2006 6/30/2006 $ 450,000.00 Chris Marketing
Advertising Campaign #2 7/1/2006 12/31/2006 $ 450,000.00 Chris Marketing
Development of off-premise 1/1/2006 12/31/2006 $ 100,000.00 Chris Sales
Morgantown Market Area 1/1/2006 7/31/2006 $ 400,000.00 Chris Marketing
MARKETING MILESTONES
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Exceptional t aste since 1925
Mount ain Man Brewing has stood for giving the people what they want
and deser ve in a quality beer
A great t asting l ight beer…with a unique made in America att itude
MOUNTAIN MAN BEER COMPANY
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Mountain Light…
Go Light, Stay Longer!