Bobmarlay Brewing

Company
MARKETING PLAN

The rationale of BBC marketing plan is to serve as a
quick blueprint towards, achieving our objectives.

Presented by: A Group of Northern Caribbean University
Students
6/24/2013

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NORTHERN CARIBBEAN UNIVERSITY
College of Business & Hospitality Management Department of Professional & Continuing Education
Salem Runaway Bay Campus
Presented in partial fulfillment of the course
MKTG490: Strategic Marketing
Assignment
Facilitator
Ms. Dennisha Blair
From:
Michael Mallett
Vanessa Bryan
Tashj Haughton
Kashan Walters
Janet Gordon
Date

June 24, 2013



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Lot # 2
Main Street
Ocho Rios
St Ann
Tel. 1876 880-3634
Website: www.bobmarlay.com
Email:
Sales@bobmarlay.com
customerservice@bobmarlay.co
m



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TABLE OF CONTENTS PAGES
Company Overview 6
Executive Summary 6-7
Marketing Strategy 7
Mission 7
Marketing Objectives 8
Marketing Mix 8-11
Financial Objectives 11
Target Markets 11
Positioning 12
Marketing Research 12
Situation Analysis 12
Market Summary 13
Market Demographics 13
Market Needs 15
Market Trends 15
Market Growth 15
SWOT Analysis 16-17
Strengths 16
Weaknesses 16
Opportunities 16-17
Threats 16-17
Microenvironment 17-21

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TABLE OF CONTENTS (Contd) PAGES
Competition 21
Services 21
Current Offerings 21
Keys to Success 22
Critical Issues 23
Historical Results 23
Financials 23
Break-even Analysis 23
Sales Forecast 24
Expense Forecast 24
Controls 24
Implementation 25
Appendix 26-27
References 28-29








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COMPANY OVERVIEW
Bobmarlay Brewing Company (BBC) is a Jamaican based beer brewing company, owned and
operated by five (5) partners. Its regional headquarters is located in Ocho Rios, St Ann Jamaica.
The company has brewing facilities in both England and Germany. Bobmarlay Brewing
Company operates under the ownership of five partners, where three of the partners have an
equal share of 20% while the fourth and fifth partners have 30% and 10% respectively.
Currently, all partners attend Northern Caribbean University.
Company Goals and Objectives: The main aim of BBC is to grow globally in terms of annual
sales and penetrate the markets in both Europe and Jamaica. This partnership will seek to serve
both the Jamaican and European markets.
The partnership will initially offer the Jamaican and European markets. In addition, in the near
future BBC will extend to the Asian and United States of America (US) Markets. BBC offers the
most affordable price in its product offerings.
Vision: The creators of satisfaction putting real heart into customer service and the quality of
its product.
EXECUTIVE SUMMARY
Bobmarlay is a brewing company that specializes in its flagship self-named beer, with its head
office in Ocho Rios, St Ann (Jamaica). The members of the executive body are:
Michael Mallett-Chief Executive Officer
Vanessa Bryan-Regional Chief Executive Officer
Janet Gordon-General Manager Head Office
Tashj Haughton-General Manager Germany Office
Kashan Walters-General Manager England Office
Becky Lewis-Chief Financial Officer
BBC products will be offered through its website, a direct- to-the -consumer approach from its
branches, advertising and personalized marketing will be used to connect, as well as
communicate with customers. BBC will take a market penetration approach, which means it will
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aim for a substantial market share as quickly as possible. These approaches will allow BBC to
achieve higher profit margins, and maintain a close relationship with the customers, which will
give BBC a strong reputation as time progresses. BBC will develop a very good relationship with
suppliers, customers and the society on a whole. Therefore, it will be with great pleasure to
market these exciting offerings.
Marketing Strategy
BBC will sell its products through its website, a direct- to-the -consumer approach from its
branches, advertising and personalized marketing will be used to connect and communicate with
customers. In addition, viral marketing will be used to promote, as well as, gain awareness of our
product. These include and not limited to: Twitter, Facebook, Oovoo, Skype and Vimeo. BBC
will take a market penetration approach, which means it will aim for a substantial market share
as quickly as possible. These approaches will allow BBC to achieve higher profit margins, and
maintain a close relationship with the customers, which will give BBC a strong reputation as
time progresses. BBC will develop a very good relationship with suppliers, customers and the
society on a whole.
Mission Statement:
Bobmarlay Brewing Company is committed to providing the highest quality beer product at the
lowest price in order to satisfy and exceed the expectations of our loyal customers. In
recognizing the diverse beverage needs of all our customers, we will continue to broaden the
scope of our beer products in order to encompass the various tastes of our valued customers. We
will continue to expand our global boundaries in order to reach untapped markets in our quest to
become the most successful brewer in the world. Through our strong presence in the brewing
industry, we will utilize all possible resources to promote growth and profitability. We will
continue to maximize the uses of our distinctive competencies in both marketing and distribution
in order to reach our customers. Bobmarlay is a customer-driven, quality-focused brewer that
will always conduct our business pursuits to the highest moral and ethical standards in the
industry so as to remain a responsible corporate citizen.

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Market Objectives
The following is a list of key marketing objectives that BBC wishes to work on this year.
BBC wants to:
Maximize market penetration
Build brand awareness
Control at least 85% market share in all its locations after the first year of operation
Extend our operations to Asian and USA markets
Retain customer base
Support and interactive business communication link with customers
Marketing Mix
Bobmarlay is the brand which will provide the highest brand equity. No doubt we will have to go
through hardships to reach that position. The marketing mix of Bobmarlay will be done to the
best of our ability to ensure satisfaction in all aspects. So what is the marketing mix of
Bobmarlay?

Product Bobmarlay (The Reel Reggae Rockin Beer) The Company has a wide range
of flavors for our beverage, under the Bobmarlay brand we have four (4) great refreshing
flavors, and they are Bobmarlay ginger, Bobmarlay lime, Bobmarlay ginseng, and
Bobmarlay malt. Bobmarlay is a very healthy product, also contains little calories for our
weight watchers and the best feature of all is our affordability.
Price - Due to the availability of wide range products the pricing is done according to the
market and geographic segment. Bobmarlay will offer affordable prices in comparison to
our competitors to ascertain majority of the market share. Each flavor of Bobmarlay has a
different pricing strategy. Their pricing strategy is based on the competitors pricing in
each destination. It is the intention of the company to use cost based strategies ranging
from penetration pricing, cost plus pricing, skimming and market oriented pricing. These
strategies will be implemented where best fitted to ensure fair and reasonable prices.
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Place Bobmarlay is hoping to be one of the worlds favorite beverages and we are
staring off with our product in a few markets over the world. We are currently in the
European and Jamaica markets. We will have an effective distribution network of
Bobmarlay to ensure the ease of accessing the product. There are facilities in Jamaica
surrounding the island where the product is available, soon to be all over Europe and in
the future other markets will have our beverage.
Promotion - Bobmarlay adopts various advertising and promotional strategies to create
an increased demand in the market by associating with life style and benefits sought and
mainly targeting value based advertising. You are more likely to see a Bobmarlay ad with
a general positive message. Promotions will be used as a way of attracting attention to
our products and provide incentives for customers to make purchase of the products
being offered by the company. The aim of the promotional activities will be to lure
customers away from the competitor. A variety of sales promotion types will be used.
These include: Use of Coupons, Price Reduction and Giveaways.
1. Coupons can be used as a way to attract new customers and to develop customer
loyalty. They can be mailed to targeted individuals in surrounding areas and
organizations as an incentive for them to buy Bobmarlay. They can also be placed on
product packages to provide customers with an immediate savings at the cash
register. This method will encourage customers to continue making purchases from
our company.
2. A price reduction (discount) will allow customers to buy your products at a lower
price for a specified period of time. The price reduction will take the form of a sale or
an in-store event like an unadvertised special on the beverage. The reduction will be
placed on similar products being offered by the competitor and will be used to take
attention away from the competitor.
3. Giving something away is another way to lure customers from the competitor. Items
such as t-shirts, caps and knapsacks containing the company name or slogan can be
given to customers.
Advertising would also be used as a part of the promotion aspect; Advertising, this is non-
personal communication transmitted through mass media such as newspapers, magazines,
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billboards and window banners, this promotional tool would be most effective because
promotion of Bobmarlay through the mass media we will be able to reach our target market
along with additional customers whom we may not have been targeting, with advertising if our
product is advertised well enough, we will get advocates to our product therefore spreading by
word of mouth the advantages of Bobmarlay and help us to capture more of the market share.
Another strategy our company will be undertaking is utilizing a Push and Pull Strategy with the
aim to obtain the following outcomes:
Promote and garner sales to wholesale plus customers
Create awareness of Bobmarlay
Establish a premium product with exceptional customer service image
The Push and Pull Strategy will seek to increase sales products. For example, pull-where
Wholesalers will purchase more since Retailer demand more.
Communication Mix
Personal Selling
Our sales agents will be properly trained to engage customers in problems solving instead of
product pushing. We will continue to innovate and be involved in research and development to
best meet the needs of the customers.
Advertising
In order to have maximum reach and frequency, advertising will be done through our website
and so on. We will also advertise through mass media such as newspapers, magazines, billboards
and window banners.
Direct Marketing
Based on the analysis of the interview and questionnaires the organization will know exactly.
Sales Promotion
Sales Promotions such as; discounts and or the availability of sampling before purchasing, these
promotional tools would be effective because seeing that the alcoholic beverage market has
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numerous competitors and the discounts being placed on Bobmarlay would help us capture our
primary market and with gradual increase in prices they will hopefully stay loyal. The sampling
of Bobmarlay before purchasing would portray a positive message to our consumers showing
them that we are confident in the taste and quality of our product. Sampling strategy is also good
because prospective clients can taste the beer prior to purchasing it.
Publicity
After the first month of operation our presence and brand should be well known to a large
portion of our market share.
Within our marketing promotions Bobmarlay will utilize the DRIP model to Differentiate,
Remind, Inform and Persuade.
Differentiate let local plus overseas Distributors and Jamaican clients (Wholesalers,
Retailers plus Consumers) understand that our Jamaican beer is internationally certified.
Remind through reminder advertising to prompt customers to utilize our website to
go see drinks specials, mix drinks ideas, quotations and garner information on our
overall operations.
Inform through establishing informative advertising seek to create and build our
brand awareness. In addition, our company will seek to garner local reputation within
the Jamaican market share.
Persuade through the use of Persuasive advertising Bobmarlay as a healthier
alternative.
Financial Objectives
BBC would like to be closing total of at least 12.5billion per year.
BBC goal is to have at least a 95% gross margin.
BBC would like to have a net income profit of at least .50% of sales after expense are
paid.
Target Markets
Jamaica All parishes
Europe England & Germany
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Positioning
Bobmarlay will be positioned as a moderate calorie beer that gives a reggae rockin feeling, a
product that stimulates the mind and gives an Irie and No problem feeling. The beer to
remember!
Marketing Research
Bobmarlays achievement can be attributed to two simple principles: segmented marketing and
saturation advertising to reach the target market. Through consumer research by Just Drinks
Marketing Research Store, light beer in UK we have realized there is a beer-drinking market
segment of young men who is interested in a beer that is not too high-calorie and not too low-
calorie. This appeal for moderation beer stems from trends toward health and fitness in society
today. Persons are more health conscious today than few years a back. Based on a research done
by Euro monitor International in 2012, what are the market opportunities for healthier beers
like low calorie and/or low ABV beers? We have seen that lower-calorie beer or more suitable
for women. On the other hand, the higher-calorie beer which is targeted to male makes their
belly or overall body increase over a period of time, which is known as obesity. Trends like these
can have powerful effects on demand, and the beer market is no exception. Unlike what has been
assumed previously, men are just as interested in light beer as women are because they are afraid
of obesity.
SITUATION ANALYSIS
BBC is the only beer company in Jamaica and around the world that offers a moderate calorie
beer. Through consumer research by Just Drinks Marketing Research Store, light beer in UK
we have realized there is a beer-drinking market segment of young men who are interested in a
beer that is not too high-calorie and not too low-calorie. This appeal for moderation beer stems
from trends toward health and fitness in society today. Persons are more health conscious today
versus the past. Based on a research done by Euro Monitor International in 2012, what are the
market opportunities for healthier beers like low calorie and/or low ABV beers? We have seen
that lower-calorie beer or more suitable for women. On the other hand, the higher-calorie beer
which is targeted to male makes their belly or overall body increase over a period of time, which
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is known as obesity. BBC product will be well received and marketing will be the key to the
development of this product awareness as well as growth of the customer base. Bobmarlay will
be available to meet the needs of the individuals in the European and Jamaican markets,
especially for clients that are health conscious and those who want to have a laid back relaxing
irie feeling. After consuming Bobmarlay beer people will experience a no problem feeling,
which research has shown that persons in the markets targeted are yearning for.
Market Summary
BBC is a member of the dynamic and competitive beer industry. This industry is booming as
technology, finding and legislation have made it easier for new companies to survive. The
increased power of beer drinking customers has forced suppliers to emulate best business
practices and integrate feedback in decision making to achieve a competitive edge. BBC will
poise itself to take advantage of the growing needs of customers by listening and acting towards
concerns, innovations and being as flexible and customer centric as possible.
Market Demographics
The main segments in BBC target markets are as follows:
Adults
Companies such as: Wholesaler, Retailer and Private Entities.

The profile for the typical BBC customer target for this market offering consists of the following
geographic, demographic and behavioral factors:
18-65years of age
Predominantly all races
Existing or prospective beer drinking adults of Jamaica and Europe
Average education all level
There is almost equal ratio between male and female users

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Geographies
Our immediate geographic target is the Jamaican and European markets specifically in
Europe; England and Germany
Behavior Factors
Enjoy a high quality beer that gives them an Irie and No Problem feeling
Beer drinkers are more health conscious
There is value attributed to the appearance of the product
Market Needs
Bobmarlays achievement can be attributed to two simple principles: segmented marketing and
saturation advertising to reach the target market. Through consumer research by Just Drinks
Marketing Research Store, light beer in UK we have realized there is a beer-drinking market
segment of young men who is interested in a beer that is not too high-calorie and not too low-
calorie. This appeal for moderation beer stems from trends toward health and fitness in society
today. Persons are more health conscious today than few years a back. Based on a research done
by Euro monitor International in 2012, what are the market opportunities for healthier beers
like low calorie and/or low ABV beers? We have seen that lower-calorie beer or more suitable
for women. On the other hand, the higher-calorie beer which is targeted to male makes their
belly or overall body increase over a period of time, which is known as obesity. Trends like these
can have powerful effects on demand, and the beer market is no exception. Unlike what has been
assumed previously, men are just as interested in light beer as women are because they are afraid
of obesity. Therefore, Bobmarlay identifies a segment and will be targeting the European and
Jamaican markets.
Bobmarlay target markets are Jamaica and Europe. Bobmarlay will be sold to persons ages
twenty years and older. Harvard studies found beer can prevent blood clots and reduce the risk
of stroke, and that a few beers a day lowered the risk of diabetes in middle-aged men by 25
percent. Research in Europe found moderate beer drinkers had 30 percent higher levels of the
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disease-fighting vitamin B6 compared to non-drinkers, from Healthy Living, (Dador, 2013). A
study in Finland done by KABC (Dador 2013) says by Nixon, men who drank a few bottles daily
lowered their risk of kidney stones by 40 percent. Research also found marinating a steak in beer
could reduce the risk of cancer because it wipes out the majority of carcinogens that are
produced when meat is fried in a pan. Sharon Tanenbaum Medically reviewed by Ed Zimney,
MD. Therefore, there is a high need for moderate calorie beer in the markets we have targeted, as
a result of change in consumer health, and with these needs BBC will have a strong market
penetration in order to gain a substantial market share.
Market Trends
There were a number of trends a report commissioned by The Brewers of Europe and conducted
by Ernst & Young Tax Advisors and Regioplan Policy Research occurring in mid 2000. First, a
nationwide health kick was in the works. Second, in 2000, of the 76 million of generation y
population, nearly 20 million is in their mid- and late-twenties. The result of these two trends is a
large but changing beer-drinking demographic, one increasingly concerned with its health.
Realizing that customers demographics are changing, Bobmarlay took action by conducting
extensive consumer research to determine how best to appeal to this evolving segment. The beer-
drinking generation is made up predominantly of men in their early twenties and over. Thus,
Bobmarlay will be available to meet the needs of the individuals in the European and Jamaican
markets, who are health conscious and those who wants to have a laid back relaxing irie
feeling. After consuming Bobmarlay beer persons will experience a no problem feeling, which
research has shown that persons in the markets targeted are yearning for. In order to get a
greater insight on this, one can visit the Central Intelligence Agency or European Commission
websites.
Market Growth
Sales are estimated to grow by at least 30% for the next few years. This growth can be
attributed to several different factors.
Beer drinkers are more health conscious
More choices
Great customer service
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SWOT Analysis
The SWOT Analysis contains the strengths, weakness, opportunities and threats of BBC.
Through the SWOT analysis, we have discovered that many of BBC weaknesses can be
eliminated with minimal effort. The SWOT analysis also shows that BBC largest areas that will
be responsible for its growth are a presence on the internet; and the promise of total satisfaction
through a commitment to three key brand pillars: friendly staff, exceptional service, and loyalty;
which give them a strong brand identity.
Strengths Weakness
Skilled and committed staff
Convenience in ordering
Product quality
Customer service
Location
Research and Development
Strong relationships with suppliers as well
as retailers and wholesalers that offer high-
quality ingredients and fast/frequent
delivery schedules.
High customer loyalty among repeat
customers.
High quality beer offerings that exceed
competitors offering in quality price.
Health Appeal
An aggressive and focused marketing
campaign with clear goal and strategies
Inadequate financing capabilities
Lack of management depth ( expertise)
Bobmarlay name lacks brand equity
A limited marketing budget to develop
brand awareness.
The struggle to continually appear to be
cutting edge


Opportunities Threats
Entering the other markets that we are not
serving
Add to product line
Create awareness and new customers
Change in buyers preference
Likely of new competitors
Economic slowdown
Negative outlook for beer market in Europe
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through the use of technology
Growing market with a significant
percentage of the target market still not
aware that BBC exist
Increasing sales opportunities in take out
business
The ability to spread overhead over
multiple revenue centers. BBC will be able
to spread to management overhead cost
among the multiple branches, decreasing
the fixed cost per branch
New emerging market such as Russia/Asia
China
Health Appeal - Low Calorie Beer
society is pushing for a healthy lifestyle
market due to Government restrictions and
taxes
A negative perception that beer is not as
healthy as other alcoholic beverages such
as wine
Rising raw materials prices could adversely
affect margins (devaluation of the
Jamaican Currency)


Microenvironment
PESTLE Analysis
Political
Perhaps the most important considerations for global business firms are the political and legal
forces operative in the countries in which they plan to conduct business. Some foreign
governments are unstable, that is, there may be frequent, dramatic and unpredictable regime
changes and/or political unrest. When this occurs industries may be nationalized; private
property may be seized or destroyed; normal business operations may be suspended, the
workforce may go on strike. For example, during the recent unrest in Venezuela, banks were
shut down for months, workers were on strike, rioting broke out, food stuff were seized from
private companies. Even within relatively stable governments, as different administrations come
to power different business regulations and attitudes may be adopted.
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The 27 countries that are part of the EU all have their own political systems. These countries
systems of governments include constitutional monarch and democratic parliamentarian such as
Denmark, England and Spain and semi presidential system such as France. The EU political
environment is stable and a good environment to conduct business.
Economic
Governments of different countries use various techniques to encourage and discourage global
transactions. When governments favor international trade, they create a friendly environment in
the form of free trade zones, free trade agreements and trading blocs. On the contrary, when they
want to shield their countries from international competition, they institute trade barriers and
protectionist measures such as tariffs, quotas, and even licensing requirements. When assessing a
country economic one should look on rate of inflation, currency value and interest rate.
According to the EU, operating as a single market, the EU is a major world trading power. With
27 member countries, the EUs GDP is now bigger than that of the US: with a GDP
(12,268,387 million 2010). With just 7% of the worlds population, the EU's trade with the rest
of the world accounts for around 20% of global exports and imports. The EU is the worlds
biggest exporter and the second-biggest importer. Around two thirds of EU countries total trade
is done with other EU countries. The United States is the EUs most important trading partner,
followed by China. In 2005, the EU accounted for 18.1% of world exports and 18.9% of imports.
There have been some recent economic slump in Europe with most countries experiencing
financial meltdown such as Ireland, Spain, Portugal, Italy and Greece with the latter experiencing
the biggest meltdown. There are countries that have remained stable, such as Germany.
Socio-cultural
A societys culture can tremendously affect its economic activities. Culture is characterized by
the acceptable ways in terms of behaviors, customs, and values of a specific society. Hence, a
good understanding of the culture of a nation will enhance greatly the chances of sucess. It is
important, therefore, to acknowledge and take into consideration the main cultural and social
factors such behaviors, education, language, values, customs, as well as religion when
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conducting international business. According to the EU, there are 23 official EU Languages with
German being the most widely spoken mother tongue with 90 million natives or 18% of the EU
population. However, English is spoken by an estimated 38% of EU Citizens as their first
language, putting it well ahead of German. With 27 countries the socio/cultural differences is
huge and paramount and could be costly to the company in areas such as labeling and packaging
According to the EU, Unemployment has increased in the wake of the recent economic and
financial crisis and now stands at 7.5% in the EU and this will result in less disposable income.
With changing consumers attitudes towards healthier lifestyles and decreasing disposable income
the demand for alcoholic beverages could be on the decline.
Technological
A nations transportation, communication, and utility systems are referred to as its
infrastructure. It is a matter of importance to evaluate a host country's communications systems
to ensure that it can support the type of high-speed international communications necessary.
Moreover, the quick diffusion of ideas to create a market for goods and services is dependent on
adequate communications. The physical distribution of products is also dependent on
infrastructure. Are there sufficient facilities for safe and timely distribution of products and
movement of personnel such as roads, ports, airports and so on?
The European countries are some of the trendsetter in modern science and technology. Te recent
advancement in Technology has opened huge markets for organization to access world
population without barriers. This can be taken as a chance to reach out to almost every location
on the globe. There should be no problems in accessing modern technology. In accessing
modern technology one will have to ensure that all laws and regulations are obeyed, such as
environmental, health and privacy issues. For example, the EU privacy laws with regards to
information on the internet is more advanced than other continents, case in point the opt in vs.
the opt out policy.

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Legal
Firms involved in global business must be familiar with and obey the laws of their home country,
the local laws of each country in which they do business, and international laws. For example,
countries may well have different laws covering employees such as minimum wages, overtime,
insurances, maximum work weeks, and so on. There are also often differing rules regarding
product testing and safety. Business practices which are common in one country may be illegal
in another, for example, the bribing of public officials.
Businesses must also follow those international laws which govern international trade. For
example, dumping which is a practice of selling exported products at a very low price, in some
instance, lower than the cost of production with the ultimate intention to drive local competitors
out of the market. Under the pressure of local companies, governments may find it necessary to
intervene to prevent such practice by adopting antidumping laws and regulations.
In the EU, each government has the power to set laws and restrictions. These laws and
restrictions will differ from country to country and can be costly to the company if not adhered
to. Some of these legal issues that would have to be taken into account are:
Taxation: Countries always have some sort of system for tax collection purposes. Governments
levy taxes for various reasons. For instance, a tax can be levied on imported products to make the
products more expensive than similar products manufactured locally, this is referred to as an
import tax. Taxes are also a great source of revenue for governments to pay their employees
and to finance and maintain specific projects. In addition, many governments collect a value
added tax (VAT). The VAT system works by charging a tax at each stage a value is added to a
product.
Tax on Tobacco & Alcoholic
Restrictions on packaging, such as; the usage of cans in Denmark
Laws controlling advertising
Specification of the packaging and labeling
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Increased regulations by government concerning alcohol distribution and production such
as
o Drunk Driving
o Drinking in public places currently banned in England
o Health effects both short and long term.
Environmental
Companies have a major impact on the environment and must comply with EU environmental
rules in many areas, such as air quality, chemicals or waste management. The EU depends on
imports for more than 50% of its energy needs. To reduce this dependence and protect the
environment, the EU is striving to use energy more efficiently and use more renewable sources.
This will impact on energy cost.
Competition
Our main competitor is Snow Beer that is located in Europe. The strengths of this competitor are
they have a wider product line, experienced management, and customers are loyal, not
withstanding that for the emerging BBC. The weaknesses for these competitors are their poor
customer service, high product cost and a rigid distribution channel. The best competitive
strategy to be used is searching for loose bricks. In this case we will have to look for an open
hole or make use of their weakness. Once we have discovered the loose bricks we can then know
where we stand and what we need to do with the loose brick and be very competitive in the
European market.
Services
Current Offerings
Under the Bobmarlay brand we have four (4) great refreshing flavors, they are Bobmarlay
ginger, and this is a product that has a taste of ginger in every taste. This flavor is made for
person who likes the taste of ginger, and we all know that ginger is good for your stomach and
beer is also good for your stomach too. Ginger is commonly used to treat various types of
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stomach problems, including motion sickness, morning sickness, colic, upset stomach, gas,
diarrhea, nausea caused by cancer treatment, nausea and vomiting after surgery, as well as loss of
appetite, ( National Institute of Health). So a blend of both is a great combination for the market.
Because of the ginger flavor it is also good for cooking so the Chinese can use it also when
cooking their spicy food.
Bobmarlay lime, this is a flavor that is very refreshing especially when it is well cold. It is a
flavor that also has a unique taste, imagine a taste of lime in every sip of the product.
Bobmarlay ginseng, this is a flavor that has a little Chinese in it. We know Chinese love ginseng
and china is one of our future target market, it is a beer that will do well in the Chinese market
because of their love for ginseng and we all know that ginseng is very healthy for the individual
immune system. So the Bobmarlay ginseng is one of health benefits. Thus, in the future, (The
next five years of operation) we will surely enter the Asian Market with Bobmarlay. Bobmarlay
malt, this is a flavor that is very smooth. This is the smooth version of the beer that we know
mostly elder persons will surely enjoy consuming. This was proven by a research carried out by
our team in April 2013.
Key to Success
The following activities are the key for BBC to be successful:
Innovation in quality beer the introduction of new products
Constant interaction and feedback from customers
Savvy ways in acquiring financing for expansion
The use of technology to improve operations, cut costs, and creates convenience for our
customers
Maintain brand equity
Continue good, consistent customer service
Promote good environmental practices
By achieving all the above activities, BBC will become a profitable offering.

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Critical Issues
The following issue must be continuously addressed in order for the offering to be successful.
BBC must:
Continue to create and build strategic partnership with retailers and wholesaler
Create and maintain a core group of satisfied customer, current customer retention is less
costly, than new customer acquisition, satisfied current customers are more likely to
return and/or recommend to friends/family.
Create and build awareness for the new product identity.
Create and maintain an online presence, an online presence through a comprehensive
website makes BBC accessible to their key targets. A strong online presence
communicates dominance in the key targets and to competitors.
Position themselves as an important part of society BBC employees must be good
corporate individuals of society and give back through willingness and helpfulness to the
general public and surrounding communities.
Maintain their business integrity for ethical business by continuing to do what is best for
the customer at all times.
Historical Results
The numbers of beer drinkers in the target markets are being increasing by 10 percent, per year.
Our competitors have received a 15% increase in revenue per year.
Financials
Break-Even Analysis
Total monthly expenses =$5million
Depending on sales BBC needs to sell approximately $1million to $1.8million worth of stocks in
order to break-even for each month or a total of $1.5billion to $2.0billion worth of sales for the
year.
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Sales Forecast
Total monthly expenses =$5million
Depending on sales BBC needs to sell approximately $1million to $1.8million worth of stocks in
order to break-even for each month or a total of $1.5billion to $2.0billion worth of sales for the
year.
Projected total closings per month
March 2013 $10million
April $10million
May $10.5million
June $10.5million

Expense Forecast
Total monthly expense =$5million
Total annually expense=$60million
These expenses are based on a research done by the team in March 2013 with one of our main
competitor (Red Stripe Beer) to find out what are the approximate expenses incur by the
company on a monthly and annual basis. This competitor will also be used as a best practice
benchmark.
Controls
The rationale of BBC marketing plan is to serve as a quick blueprint towards, achieving our
objectives. The following areas will be monitored to gauge performance:
Revenue: monthly and annually
Expense: monthly and annually
Repeat Business
Customer Satisfaction
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Implementation
The executive of BBC would like to have the company up and in full operation by March 1,
2014



















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APPENDIX




















Picture of USA President trying The Reel Reggae Rockin Beer




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References
Barton, P.R. (2010). Pricing Strategies. Retrieved April 29th, 2013, from Marketing
Pricing Strategies:
http://www.netmba.com/marketing/pricing/
Berman B., & Evans, R. J. (2010). Retail marketing. (11
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Pearson Prentice Hall.
Bhasin, H. (2010). Pricing Strategies. Retrieved April 29th, 2013, from Pricing
Strategies:
http://www.marketing91.com/pricing-strategies/
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing. (9th ed.). New York, NY:
McGraw-Hill Irwin.
Communication Department of the European Commission. (2010). the Economy.
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nd
, 2013, from European Union:
http://europa.eu/about-eu/facts-figures/economy/index_en.htm
Dador, D. (2013). Healthy Living. Retrieved April 29
th
, 2013, from Healthy Living:
http://abclocal.go.com/kabc/story?section=news/health/your_health&id=9015796
Euromonitor International Ltd. (2013). Beer Market Research. Retrieved April 29
th
, 2013,
from Euromonitor International:
http://www.euromonitor.com/beer
Jobber, D., & Lancaster, G. (2009). Selling and sales management. (8
th
ed.). Upper
Saddle River, NJ: Pearson Prentice Hall.
Kerin, R .A., & Peterson, R. A. (2010) Strategic marketing problems: Cases and
comments. (12th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
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Kotler, P., & Keller, K. L. (2010). Marketing management. (14th ed.). Upper Saddle
River, NJ: Pearson Prentice Hall.
Lister, J. (2010) Business Planning and Strategies. Retrieved April 29th, 2013, from Price
Adaptation Strategies and marketing Management:
http://smallbusiness.chron.com/price-adaptation-strategies-marketing-management-
37396.html













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COMMENTS

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