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Marketing Plan for Grolsch

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Marketing Plan for Grolsch
2012

Marketing Strategy

GROLSCH

1. EXECUTIVE SUMMARY --------------------------------------------------------------------------- 2 2. OBJECTIVES ------------------------------------------------------------------------------------------ 2 2.1 Market shares/ sales volume: ------------------------------------------------------------------ 2 2.2 Company reputation/ brand awareness: ------------------------------------------------------ 2 2.3 Geographical coverage/ Distribution Objectives: ------------------------------------------- 2 3. TARGET MARKET ----------------------------------------------------------------------------------- 3 4. MARKETING MIX ----------------------------------------------------------------------------------- 4 4.1 PRODUCT --------------------------------------------------------------------------------------- 4 Core Benefit ------------------------------------------------------------------------------------------ 4 Actual product ---------------------------------------------------------------------------------------- 4 Standardise or adapt? -------------------------------------------------------------------------------- 4 4.2 PROMOTION ----------------------------------------------------------------------------------- 5 Forms of promotion ---------------------------------------------------------------------------------- 5 4.3 DISTRIBUTION -------------------------------------------------------------------------------- 5 5. FINANCIAL STATEMENTS ------------------------------------------------------------------- 8 5.1 PPROFIT AND LOSS ACCOUNT ----------------------------------------------------------- 8 5.2 MARKETING BUDGET ---------------------------------------------------------------------- 9 6. APPENDIX --------------------------------------------------------------------------------------------- 9 Appendix A: Market Segmentation Categories and Selected Variables ---------------------- 9 Appendix B: key media in Russia:


Bibliography: 1. Advesti. (2005) Advesti [Internet] Moscow, Available from: http://www.advesti.ru/price/chl/izvestia-che 2. Agency-siam. (2012) Agency-siam [Internet] Moscow, Available from: http://psplkp.agency-siam.ru/modul/ 3. All advertising. (2012) All advertising [Internet] Moscow, Available from: http://www.alladvertising.ru/info/reklama_price.html 4. Anon, 2011. Beer Industry Profile: Russia, MarketLine, a Datamonitor business. 5. Banks, T (2012), Grolsch launches new look, Design Week (Online Edition), 7/3/2012 [online], available on: http://web.ebscohost.com.ezproxy.gcd.ie:2048/ehost/detail?sid=1e737a71-bb6d-4352a683a8f4849d8eb2%40sessionmgr14&vid=1&hid=11&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3 d%3d#db=buh&AN=77667970 [accessed on28/11/2012] 6. Delliot and Touche (2005), Market Potential: Th e Brewing Industry, Doing Business with Russia, p205-214, 10p [online], available on: http://web.ebscohost.com.ezproxy.gcd.ie:2048/ehost/pdfviewer/pdfviewer?sid=620ec5b3-1a72421e-a8f0-5b3976326b6d%40sessionmgr15&vid=3&hid=11 [Accessed on 28/11/2012] 7. Ghemawat, P. 2008. Grolsch: Growing Globally. 8. Informexpress. (2012) Informexpress [Internet] Moscow, Available from: http://media.informexpress.ru/aif/ 9. Kotler, P (2003), Marketing Management 11th, p292, Pearson Education International, USA. 10. Lenta.ru izdanie Rambler Media Group (2012) Lenta.ru izdanie Rambler Media Group [Internet] Moscow, Available from: http://www.lenta.ru/news/2012/09/05/holidays/ 11. ProResearch.ru marketing research (2012) ProResearch.ru marketing research [Internet], Available from: http://www.proresearch.ru/publish/research10.php 12. Schiffman, L.G, Kanuk, L,L (2007), Consumer Behavior, p51, Pearson Education, New Jersey. 13. Thelen, S., Ford, J., Honeycutt Jr, E, (2006), Assessing Russian consumers ' imported versus domestic product bias, Thunderbird International Business Review, Sep/Oct2006, Vol. 48 Issue 5, p687-704, 18p [online], available on: http://web.ebscohost.com.ezproxy.gcd.ie:2048/ehost/detail?sid=7337c2cd-9c83-4287-b4dc9d0b9f500dff%40sessionmgr13&vid=2&hid=11&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3 d#db=buh&AN=22107087 [accessed on 28/11/2012]. 14. Top media. (2012) Top media [Internet] Kirov, Available from: http://tm-kirov.ru/price/
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