Download file to see previous pages...
The beer market is made up of three segments, consisting of premium, mainstream, and budget priced. The premium segment accounts for 5% of the total market. The premum segment is a highly competitive market segment. The pricing of premium brands is thrice as high as the price of the other two market segments. Premium beer is sold in superior packages thus needing higher capital, operating and material costs. Mainstream and budget priced beer accounts for the remaining 95% of the market. These beers are packaged in returnable bottles and are distributed in returnable crates by local brewing partners.
Diageo can choose the budget priced market segment to push and improve its beer sales in the long run. Beer consumers in Diageo’s five major markets, Great Britain, Nigeria, Ireland, the United States and Cameroon are getting to be choosy and relatively price-conscious. Hence, Diageo has to develop new types of beer variants that can be sold at affordable prices for the consumers.
Identify your target market. Diageo’s faces two target markets. Diageo’s first target market, which promises the maximum revenue potentials, are working women and working men with ages ranging from 20 to 60 years old. Beer specifically developed for female drinkers in the five international markets mentioned above are very few. This segment presents the highest potential growth in revenue since working women are registering higher income and a higher corresponding consumption in beer products. However, beer choices for women are still limited. Diageo can make two to three new beer products for the working women. Diageo can pull out Guinness Red brand which posted lackluster sales since its introduction to the beer market. The company can improve the ingredients and beer concoction and introduce a new brand.
Diageo’s second target market is the elderly drinkers of beer. The elderly in society presents a rapidly growing market for beer products as well.
...Download file to see next pagesRead More
Cite this document
(“Marketing Plan: Phase II Paper Essay Example | Topics and Well Written Essays - 500 words”, n.d.)
Retrieved from https://studentshare.org/miscellaneous/1549062-marketing-plan-phase-ii-paper
(Marketing Plan: Phase II Paper Essay Example | Topics and Well Written Essays - 500 Words)
“Marketing Plan: Phase II Paper Essay Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/miscellaneous/1549062-marketing-plan-phase-ii-paper.
tion Strategy 16 Targeting Strategy 16 Positioning Strategy 17 Implementation and Controlling of the marketing plan 17 Marketing Budget 17 Action plan 18 Implementation and Control 19 Conclusion 20 References 21 Executive Summary Building customer relationship based on customer value and satisfaction is at the very heart of modern marketing, because marketing, more than any other business function, deals with customers (Armstrong & Kotler, 2005, p.
Whatever the pricing process, several factors are considered before such seminal decisions are made. (Kotler, 2001, p. 457)
There are different situations in which businesses are called upon to set prices. One situation is when a company introduces a product for the first time.
In response to this, the new product to be launched by Boeing Commercial Airplanes has thereby come up with a positioning strategy which will highlight its suitability in the current past faced business environment
Diageo is one of the world’s most respected stout manufacturers as a result of the Guinness brand. However, this company has recorded very poor performance in its mother country yet this is supposed to be its home ground.
Annual Report, 2005) and currently experiences an annual revenue stream of nearly $60 billion (Microsoft.com, 2008), making them one of the largest companies in their particular market. The company, in the second quarter of 2008, spent approximately 387 million dollars in the
hile their parents are shopping or working in the store being a new and unique service that offers significant benefit to the parents and workers, Wal-Mart will offer it at no charges.
Though this will be extremely costly to the organization, Ferrell and Hartline (2010) denote
Hp Photosmart series is the portfolio of newly launched printers by Hewlett Packard (HP). HP Photosmart is of the product included in the portfolio. HP mainly focuses on the provision of its high quality products at a reasonable price. The main