Birra Imperatore

*Augustus *Caligola *Nerone

Antonella Aiello
Filipe Garo
Vishnu Agnisager 30/01/2017
The Business

Small-scale company founded and located in Rome

New business in its start-up phase
Partnering up with tailor made craft beer brewery Beer Lab

Beer Lab responsible for producing our customized beers,

merchandising, packing and labelling

Conceptualize and create a Roman beer, combine history with leisure

and transform beer drinking into a cultural activity
 Goals & Objectives

Consumer appreciation for high-quality brews;

Build brand loyalty;

Alluring packaging (image conscious);
Dynamic internet marketing and competitive sales;

Supply 20 bars with Imperatore beer within the first three months;
Supply 200 kegs to pubs in one year.
Augustus Product P
R
Serious Beer O
Traditional old taste D
U
C
T

L
I
N
E
Caligola P
Tobacco Flavour R
For true strong leaders O
D
U
C
T

L
I
N
E
 P
R
O
D
U
C
T
Nerone
Black Tea Flavour L
I
For reflective and N
deep people
E
Product Packaging
Cans and bottles ranging from the 200 ml to the
660 ml size and kegs (5 liters to 50 liters)

Product Distribution
Bars, clubs, supermarkets (big and small chains)
and cultural events (festivals)
Target

Students ,corporate and working class citizens

who appreciate good quality traditional beer
at affordable prices

Foreigners and tourists & history enthusiasts

Beer connaisseurs
 Organizational Structure

IMPERATORE

Production Administrative & Marketing &

Sales Quality Logistics
Finance Communications

Shopping Media
Beer Procurement Product Accounting
Manager Management

Receiving Administration Digital Marketing

Packaging Sales Associates Manufacturing
Manager
 Marketing event
Event Description:
Exposition, point of sale,
and Imperatore beer tasting.

Location:
Palazzo Barberini, National
Art Gallery of Ancient art.
Antechamber of the
museum.

Date:
5th of March, 2017
10 a.m. - 07 p.m.
 Goals & Objectives of Event

Screening and reaching the target audience;

Attracting investors, potential partners, beer connaisseurs, media

and history enthusiasts;

Cultural and historic venue for concept purposes;

Raising capital;

Advertisement and promotion of the brand;

Showcasing companys concept and portfolio.

 Link to organisational goals
Strong promotional campaign to advertise the
product trough different channels (event,
social media)

Other business services affected

Costs and company image
 Policy Statement
Provide a safe event without any risk to volunteers,
stake holders and people attending the event.

Provide information and supervision.

Accepting responsibility for the health and safety of

people who may attend the event.

Commitment in guarantee the integrity of Palazzo

Barberini, National Art Gallery of Ancient art.
 Approval

10/15 days by Municipality of Rome

(Public Space)

Servizio Pubblici Spettacoli Licenze e Attivit

Ricettive

Police station
 Responsibility

Finance (Filipe)

Sales & Legal (Antonella)

Marketing & Communication (Vishnu)

Birra Imperatore
Drink power,
Taste the Empire!

March 05 , 2017
10.00 am 19.00 pm

Via delle Quattro fontane, 13,

00186 Roma

Free tasting
Free entrance
Thank you