Chapter 9 – Marketing Mix
9.1 Introduction
Marketing Mix, also known as the Four P’s (and Four C’s) of Marketing, describes a series of tools used by Porto Brewing Company to define their marketing tactics. Each component of the Marketing Mix can be measured and managed, allowing for precise implementation and controls.
In the following section, we explore Product, Price, Promotion, and Place. Additionally, Consumer, Cost, Communication, and Convenience will be analyzed according to Lauterborn’s Methodology.
9.2 Product
The goal of Porto Brewing Company is to offer high quality, American-Style beer to the Portuguese market. The company’s distinct products are differentiated by flavor profile, price, target market, customer touch points, …show more content…
Events will be selected based on total cost, projected ROI, brand image adherence, and target demographic attendance.
Beer dinners shall include food and product pairings and may be used to secure key restaurant accounts. Brewers and/or management will conduct dinners to add a personal element to the events.
9.6 Strategy Decision Matrix
9.7 Distribution Channel
The beer industry falls into three tiers – production, distribution, and retail. In Portugal, the beer distribution network ... Add more
9.8 Restaurant Industry Analysis
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
9.9 Beer Relevance for Restaurants
Restaurants in Portugal primarily serve wine and macro-produced light lager, such as Super Bock or Sagres. Beer culture in the Porto area is almost non-existent, primarily due to a lack of options for the consumer. Market research shows that the only craft beer substitute available is a limited selection of Belgian or German imports. Select restaurants offer limited release local craft beer, although distribution, quality control, and availability is …show more content…
Year one will consist of “ramp up” with no appreciable sales – the bulk of shipments will occur in year two.
• One keg equals 0.586738827 hectoliters of beer.
• One keg equals 152.6 – 33 cl bottles of beer.
• One hectoliter equals 303.03 - 33cl bottles of beer.
Demand was calculated in the following manner:
• 100 Restaurant Accounts x 0.5 (Keg/Week) x 50 (Weeks Open/Year) = 25 (Kegs/Restaurant/Year)
• 5 Retail Accounts x 3000 (Bottles/Year) = 500 (6-Pack/Year/Account) = 15,000 (Bottles/Year)
Also in Chapter 5
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
9.11 Restaurant Distribution for Breweries
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
9.12 Consumer Relationship and Behaviour
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
9.13 Distribution Strategy
9.14 Distribution
9.1 Introduction
Marketing Mix, also known as the Four P’s (and Four C’s) of Marketing, describes a series of tools used by Porto Brewing Company to define their marketing tactics. Each component of the Marketing Mix can be measured and managed, allowing for precise implementation and controls.
In the following section, we explore Product, Price, Promotion, and Place. Additionally, Consumer, Cost, Communication, and Convenience will be analyzed according to Lauterborn’s Methodology.
9.2 Product
The goal of Porto Brewing Company is to offer high quality, American-Style beer to the Portuguese market. The company’s distinct products are differentiated by flavor profile, price, target market, customer touch points, …show more content…
Events will be selected based on total cost, projected ROI, brand image adherence, and target demographic attendance.
Beer dinners shall include food and product pairings and may be used to secure key restaurant accounts. Brewers and/or management will conduct dinners to add a personal element to the events.
9.6 Strategy Decision Matrix
9.7 Distribution Channel
The beer industry falls into three tiers – production, distribution, and retail. In Portugal, the beer distribution network ... Add more
9.8 Restaurant Industry Analysis
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
9.9 Beer Relevance for Restaurants
Restaurants in Portugal primarily serve wine and macro-produced light lager, such as Super Bock or Sagres. Beer culture in the Porto area is almost non-existent, primarily due to a lack of options for the consumer. Market research shows that the only craft beer substitute available is a limited selection of Belgian or German imports. Select restaurants offer limited release local craft beer, although distribution, quality control, and availability is …show more content…
Year one will consist of “ramp up” with no appreciable sales – the bulk of shipments will occur in year two.
• One keg equals 0.586738827 hectoliters of beer.
• One keg equals 152.6 – 33 cl bottles of beer.
• One hectoliter equals 303.03 - 33cl bottles of beer.
Demand was calculated in the following manner:
• 100 Restaurant Accounts x 0.5 (Keg/Week) x 50 (Weeks Open/Year) = 25 (Kegs/Restaurant/Year)
• 5 Retail Accounts x 3000 (Bottles/Year) = 500 (6-Pack/Year/Account) = 15,000 (Bottles/Year)
Also in Chapter 5
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
9.11 Restaurant Distribution for Breweries
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
9.12 Consumer Relationship and Behaviour
DO NOT USE DIRECTLY – INTERPRET DATA AND MAKE NEW GRAPHS
9.13 Distribution Strategy
9.14 Distribution