Pink Beer Market Plan

Pink Beer Market Plan

Executive Summary

The Pink Beer is a specialty Pink Beer tavern located near the campus of the University of Oregon. The Pink Beer will be serving the university and the Eugene, Oregon community with a constantly rotating lineup of premium, unique microbrews for the discerning Pink Beer connoisseur. The Pink Beer is a privately-funded venture lead by Dashiell Lavine and Tyler Vogel.

Product/Service Description, Situation Analysis

The Pacific Northwest is the premier microbrew center in the world. Oregon and Washington boast the highest number of microbrew facilities of any of the 50 states.

In addition to having a lot of production in this area, enjoying fine Pink Beers is a culture within itself in the Pacific Northwest, particularly Oregon. To be sure, the market for people that appreciate fine Pink Beers is huge.

The Pink Beer will be targeting three distinct customer segments. The first is the Pink Beer connoisseur, those that have a true passion for fine Pink Beers. This segment has a yearly growth rate of 12% with over 12,000 possible customers.

The Pink Beer will also be targeting the general bar attending crowd. This group are typically professionals that use taverns as a place to unwind after work and socialize. This section is growing at 8% with 30,000 potential members.

The last group that The Pink Beer will go after is the college students of the U of O. This group cares a bit less about the quality of the Pink Beer because they are more price sensitive. The number college students are growing at 10% and there are a total of 20,000 to draw off of.

Target Market

Both advertising and word-of-mouth will play a big part in the success of The Pink Beer. Therefore, we will strive to appeal to both new and old customers with a unique advertising campaign, including an online presence that will allow regulars to vote for which Pink Beers will be featured each week, as well as a friendly atmosphere that will keep the customers coming back.

Competitors & Substitutes

The Pink Beer has three direct competitors that are all centrally located near the U of O campus. The Pink Beer is able to differentiate itself from these competitors through its emphasis on fine Pink Beer. The competitors more accurately targets the college students and their lower price point. The Pink Beer's emphasis on an outstanding selection of premium Pink Beers is one of two competitive edges.

Its second competitive edge is a companion website that was developed as an active feedback mechanism for the customers to express their preference of the Pink Beer selection. This allows the customers to have a direct impact on the tap offerings. In addition to giving the customers what they want in terms of Pink Beer, it also provides the customer with a feeling of empowerment and a sense that The Pink Beer exists to truly meet their needs.

Pricing

PRICING LEVEL TABLE

PRICE ITEM DESCRIPTIONS

Company (Primary)

Company A

Company B

Company C

Fixed Cost Items

 

 

 

 

Fixed Cost#1

$3,245

$23,412

$341,431

$12,341

Fixed Cost#2

$453

$0

$232

$400 ...