Marketing Plan for Sierra Nevada Brewery
Marketing Plan for Sierra Nevada Brewery
MKG310-Introduction to Marketing
Portfolio Project
Colorado State University-Global Campus
Professor CherylAnn Farrell
July 15, 2013
Executive Summary
The purpose of this document is to create a marketing plan for Sierra Nevada Brewery (SNB); specifically, developing a plan to expand the product line depth by launching a new product variation that incorporates Sierra Nevada’s traditional ale, with the flavor of blackberry.
First, objectives are clearly established, followed by a situational analysis using a SWOT protocol. A market analysis is performed based upon the STP procedure, which directly leads to the marketing strategy. Financial projections are provided, along with strategy to implement the marketing plan, which leads to the final segment; evaluation and control metrics, which will be used to analyze the efficiency and effectiveness of the marketing plan.
SNB is a financially strong company, as represented by research and their ranking as the #2 producer of craft beer in the United States. They have positioned themselves as being an elite craft beer producer by using high-quality ingredients, producing esteemed beers, being socially responsible and ethical, and focusing on a niche market. The need and desire to be innovative, in conjunction with SNB’s goal to have a brewery on the East Coast in order to enhance their supply chain management, led to the proposal to introduce the of Blackberry Ale; their first flavored ale.
Since SNB has effectively marketed all of their beers, adding the Blackberry Ale followed a similar strategy. The target consumers are educated, middle-to-upper-middle class professional men that refer to themselves as beer connoisseurs, and revere artisanal brewing. Blackberry Ale will be packaged and marketed as a premier craft beer and placed in urban areas with an upscale atmosphere. Pricing will be set competitively at $9.59 for a 6-pack of 12oz bottles.
MKG310-Introduction to Marketing
Portfolio Project
Colorado State University-Global Campus
Professor CherylAnn Farrell
July 15, 2013
Executive Summary
The purpose of this document is to create a marketing plan for Sierra Nevada Brewery (SNB); specifically, developing a plan to expand the product line depth by launching a new product variation that incorporates Sierra Nevada’s traditional ale, with the flavor of blackberry.
First, objectives are clearly established, followed by a situational analysis using a SWOT protocol. A market analysis is performed based upon the STP procedure, which directly leads to the marketing strategy. Financial projections are provided, along with strategy to implement the marketing plan, which leads to the final segment; evaluation and control metrics, which will be used to analyze the efficiency and effectiveness of the marketing plan.
SNB is a financially strong company, as represented by research and their ranking as the #2 producer of craft beer in the United States. They have positioned themselves as being an elite craft beer producer by using high-quality ingredients, producing esteemed beers, being socially responsible and ethical, and focusing on a niche market. The need and desire to be innovative, in conjunction with SNB’s goal to have a brewery on the East Coast in order to enhance their supply chain management, led to the proposal to introduce the of Blackberry Ale; their first flavored ale.
Since SNB has effectively marketed all of their beers, adding the Blackberry Ale followed a similar strategy. The target consumers are educated, middle-to-upper-middle class professional men that refer to themselves as beer connoisseurs, and revere artisanal brewing. Blackberry Ale will be packaged and marketed as a premier craft beer and placed in urban areas with an upscale atmosphere. Pricing will be set competitively at $9.59 for a 6-pack of 12oz bottles.
References: Brewers Association. (2013). Volume and sales significantly outpaced the overall market in 2012. Retrieved from: http://www.brewersassociation.org/pages/media/press-releases/show?title=brewers-association-craft-continues-to-brew-growth Chang, L. (2010). Sierra Nevada’s Ken Grossman – sustainability’s anti-hero. Retrieved from: http://www.triplepundit.com/2010/10/sierra-nevada-brewing-company-ken-grossman-sustainability-anti-hero/ Ciccone, A. (2012). 20 top selling craft breweries: Business is booming. Retrieved from: http://www.huffingtonpost.com/2012/02/07/top-20-craft-breweries_n_1238076.html Clarke, J. (2012). Who is the new beer consumer? Retrieved from: http://www.beveragemedia.com/index.php/2012/05/who-is-the-new-beer-consumer-brewers-ready-to-say-ihola-and-more-to-expand-reach/ McCurry, J. (2012). Hops city. Retrieved from: http://www.siteselection.com/onlineinsider/hops-city.cfm Sierra Nevada. (2013). The science of beer. Retrieved from: http://www.sierranevada.com/brewery/about-us/our-story Tastings. (n.d.). Beer is a perishable product. Retrieved from: http://www.tastings.com/beer/perishable.html