Angostura Bitters
Angostura Aromatic Bitters’ marketing plan
Table of Contents
1. Executive Summary 3
1.1 Synopsis of the Situation 3
1.2 Key aspects of the marketing plan 5
2. Environmental analysis 6
2.1 Strengths and weaknesses 8
2.2 Opportunities and threats 9
2.3 Current objectives and performance 11
2.4 Five forces’ Porter analysis 11
3. Marketing Strategy 13
3.1 Segmentation 13
3.2 Target Market 14
3.3 Positioning (Value Proposition) 15
4. Marketing Programs 16
4.1 Product 16
4.2 Pricing 17
4.3 Promotion 18
4.4 Distribution 20
5. Evaluation and control 21
5.1 Performance measures 21
5.2 Evaluation procedures 22
1. Executive Summary
1.1 Synopsis of the Situation
The history of Angostura aromatic bitters approaches the year of 1822, when a cholera epidemic whipped the population of Angostura in Venezuela, when the young doctor Johann Gottlieb Benjamin Siegert created a somewhat bitter medicine, quite unusual taste, but of proven volatilities effectively relieve the stomach of his many patients.
This potion was composed of over 25 botanicals in abundant natural reserves of these tropical lands, including fruits, roots, herbs seeds, bark, and a good amount of ingredients whose name and proportion remain, even today, in the strictest secrecy. In 1830 a distillery installed and did not take long to become famous on the continent, winning the gold medal at the World Exhibition in Vienna in 1873.
After the death of Siegert in 1870, the family moved in 1875 to Trinidad and Tobago where there continues today making the Angostura aromatic bitters, preserving their behalf to keep the Venezuelan source most of their inputs to date, as well as also the peculiar label in four languages and signature of its inventor, who since then characterizes it.
Its initial use was to relieve some stomach ailments. But some additional benefits subsequently discovered is that the strengthened the taste of certain foods and cocktails preparations, which made time disappear from kits home and
Table of Contents
1. Executive Summary 3
1.1 Synopsis of the Situation 3
1.2 Key aspects of the marketing plan 5
2. Environmental analysis 6
2.1 Strengths and weaknesses 8
2.2 Opportunities and threats 9
2.3 Current objectives and performance 11
2.4 Five forces’ Porter analysis 11
3. Marketing Strategy 13
3.1 Segmentation 13
3.2 Target Market 14
3.3 Positioning (Value Proposition) 15
4. Marketing Programs 16
4.1 Product 16
4.2 Pricing 17
4.3 Promotion 18
4.4 Distribution 20
5. Evaluation and control 21
5.1 Performance measures 21
5.2 Evaluation procedures 22
1. Executive Summary
1.1 Synopsis of the Situation
The history of Angostura aromatic bitters approaches the year of 1822, when a cholera epidemic whipped the population of Angostura in Venezuela, when the young doctor Johann Gottlieb Benjamin Siegert created a somewhat bitter medicine, quite unusual taste, but of proven volatilities effectively relieve the stomach of his many patients.
This potion was composed of over 25 botanicals in abundant natural reserves of these tropical lands, including fruits, roots, herbs seeds, bark, and a good amount of ingredients whose name and proportion remain, even today, in the strictest secrecy. In 1830 a distillery installed and did not take long to become famous on the continent, winning the gold medal at the World Exhibition in Vienna in 1873.
After the death of Siegert in 1870, the family moved in 1875 to Trinidad and Tobago where there continues today making the Angostura aromatic bitters, preserving their behalf to keep the Venezuelan source most of their inputs to date, as well as also the peculiar label in four languages and signature of its inventor, who since then characterizes it.
Its initial use was to relieve some stomach ailments. But some additional benefits subsequently discovered is that the strengthened the taste of certain foods and cocktails preparations, which made time disappear from kits home and