The two main competitors for Drifter Beer are Blue Moon and Sierra Nevada, two mid-priced to luxury-priced beer products that are currently not experiencing high brand loyalty amid higher-priced beer options. To the advantage of Drifter Beer, both competitors have low-key…
Download file to see previous pages...
Because of this low-key marketing concept with both competing beer products, Drifter can outperform both using innovation with localized and broad niche marketing both in the Oregon region and across the surrounding states. Neither Blue Moon or Sierra Nevada have a solid positioning strategy among other low-cost and higher-cost competing beer products, therefore in terms of positioning, options are virtually endless. For the sake of perceptual mapping and to monitor marketing activities, especially in areas of promotion, Drifter Beer will be positioned in terms of flavor and benefit to the customer, with less focus on pricing structure. Consumer attitudes, on the perceptual map, are noted for each competing brand in relation to pricing and quality.
Drifter Beer is working amid a highly competitive environment where lower-cost beer products and the main competition (Blue Moon and Sierra Nevada) saturated the convenience and grocery markets. It works among competing brands where ongoing promotional activities bring higher brand exposure, such as with brands like Coors Light that hosts different sporting events such as the Urban Flats Classic Kickoff Celebration in Orlando, Florida (Marketing Weekly News, 2009). Contests and sweepstakes are often part of their strategies for building better brand equity. Even though Drifter’s two main competitors are higher priced, more luxury-minded beer brands, sales will definitely be impacted by the buying behaviors of consumers in relation to their response to lower-cost beer brand selection marketing. Because of the current economic environment in the U.S. markets, major brands such as Miller, Pabst and Busch (also known as the economy brews) are experiencing higher sales volumes as people defect to lower-cost brands (Kesmodel, 2009). In order to drive any type of brand equity for Drifter, marketing must make the consumer believe that he needs to defect to this upscale brand simply for the sake of
...Download file to see next pagesRead More
Cite this document
(“Marketing Plan Essay Example | Topics and Well Written Essays - 1000 words - 2”, n.d.)
Retrieved from https://studentshare.org/miscellaneous/1563098-marketing-plan
(Marketing Plan Essay Example | Topics and Well Written Essays - 1000 Words - 2)
“Marketing Plan Essay Example | Topics and Well Written Essays - 1000 Words - 2”, n.d. https://studentshare.org/miscellaneous/1563098-marketing-plan.
The company feels that the current marketing plan for its products does not put them in a position to reach the profit potential for the small appliances. Success with the new line will depend upon an accurate assessment of the market and a well-crafted, effectively implemented marketing plan that will fit in the current market. As the marketing manager, you are charged with the responsibility of developing a new marketing plan that will enable the company to reach the full profit potential of one small appliance from the new product line. The president has suggested that you use the “clean sheet of paper” concept as you develop the plan; therefore, during the time you
The report has also analyzed the external business environment of USA, which is a necessary task while developing a marketing plan. The report has also conducted SWOT analysis for identifying the strengths, weaknesses and also the external threats & opportunities.
Marketing Plan: Individual Reflective Essay Student’s Name, I.D. Course Number: Course Title Term and Year Instructor’s Name Marketing Plan: Individual Reflective Essay Introduction In the age of market economy, marketing plan has emerged as a major substitute to the standard and traditional tools of budgeting and forecasting in business management.
The commercial airlines sector is basically driven by the demand for travel and the US military spending. In turn, it is notable that both of these factors are mainly driven by the general status and outlook not just of the US but the global economy. This is even enhanced by the fact that most commercial airlines are now plying international routes with the rapid deregulation of the global airline industry.
This product has been selected as a result of growing concern for improving healthcare and welfare of different people. Nowadays, conscious people on personal about their health prefer organic foods and ABC
n of “Get It Done Office Pros” is to ensure its business clients a neat and healthy environment to support them in their work by providing them excellent cleaning services and fulfilling their relevant demands.
The cleaning services will be provided on monthly, bi monthly
The company provides the customers quality products at affordable prices. The company is known for its quality god across the world and being socially responsible in China as well. The company works on the philosophy of combining people and orders in
This is because it is at the introduction stage that more information and education needs to be given out as part of promotion of the product or service (Saunders, 2005). It is based on this understanding that the current marketing plan is considered
Using these sites, we will reach a large audience. We will post important details such as our menu items, the date of the event, time and location on these sites. Social media advertising is cheap and will
1 Pages(250 words)Essay
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Essay on topic Marketing Plan for FREE!