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Brittany LoganMKTG: 4562

Annual Marketing Plan

Babes Brew November 7, 2012

1. Executive Summary2. Situation Analysis

2.1 Company Overview 2.2 Market Overview2.3 Target Customers

3. Goal3.1 Ultimate Goal

4. Strategy 5. Tactics

5.1 Product 5.2 Pricing5.3 Communication5.4 Distribution

6. Implementation6.1 Infrastructure 6.2 Process 6.3 Schedule

7. Control 7.1 Performance Evaluation7.2 Environment Analysis

8. Exhibits 9. Work Cited

1. Executive Summary

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Babes Brew is a specialty beer made just for the female beer consumer

using our proprietary recipe. Babes Brew is a high quality, great tasting, light,

low calorie beer.

Babes Brew represents a new beer catering to an unmet need in the beer

industry. For our customers, Babes Brew offers the choice of a female catered

beer in an industry catered to males. For our retailers Babes Brew offers the

opportunity to broaden their customer base and increase profits.

Our target customers are single working women ages 21-35. In a 24.5

billion dollar market this represents nearly 30% of the industry

(Kaczanowska).

Our ultimate goal is to maximize net income but to also create value for

our customers. Our long-term goal at Babes Brew is to be the beer of choice

for female beer drinkers and to become a major beer in the industry that can

eventually be liquidated.

We plan to launch Babes Brew by the end of this year once all business

operations are aligned and beer is brewed and packaged. Because Babes

Brew is a unique product catering to an unmet need in an industry we feel

our customers will respond positively to a new outlook on an old tradition.

This Marketing Plan outlines the key activities Babes Brew will go through

in the next couple of years. It is broken down into 6 major sections: Situation

Analysis, Goals, Strategy, Tactics, Implementation, and Control.

2. Situation Analysis

2.1 Company Overview

2.1.1 Goals

Our ultimate goal at Babes Brew is to maximize net income and create

value to our customers that drink our beer. Babes Brew does not have a huge

presence in the adult beverage industry being a new product. We expect to

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be operating at a loss during the first year of business but plan to start

receiving a profit after we launch a national advertising campaign to promote

our product and get on the shelves of major retailers. We want to do this all

while consistently delivering a great product and maintaining value for our

customers. After achieving a presence in the industry our long-term vision

for our company would be (1), to be the premium beer of choice for female

beer drinkers and (2), to become a major micro brew in the industry that can

hopefully be liquidated to a bigger brewery.

2.1.2 Strategic Assets

The foundation of Babes Brew is that it caters to females. Being one of

only two beers catered to just females in the nation, Babes Brews proprietary

recipe and brand would be its biggest strategic asset. We hope receive a

proprietary recipe to ensure that we remain one of the only beers for female

beer consumers. Our customer base will consist mostly of females so our

brand and brand identity will attract females by being feminine and fun.

Our collaborators will be our manufacturer or the brewery and

packaging plant that brews our beer and packages them and our distributors

that gets our product to our target customers. First, we plan on working with

a small brewery to develop our product design. This will help us by using their

expertise in developing the best tasting low calorie beer possible to give to

our consumer. Then we plan on distributing through large and small

companies. Some of the bigger companies we plan to distribute through

would be Trader Joes, Wegmans, and Whole Foods. We would also plan to

work with small companies that specialize in microbrews, like tap houses.

Another collaborator we hope to partner with is an organization or charity

that empowers women. We would hope to possible work with Susan J.

Coleman for The Cure or National Partnership for Women and Families. By

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partnering with these charities we hope to communicate our product to the

females that embody female empowerment but to also help out in the

community.

Our human capital will be passionate about our brand, Babes Brew, the

company and what it stands for as a whole. This will hopefully exude in our

product, so we hope to hire hard working, energetic and fun employees.

Through all of this we hope build capital first by investors, seeking a business

loan from a bank to launch our company. After that we plan on gaining

capital through sales from our distributors and retailers.

2.1.3 Core Competencies

Babes Brew’s core competency is that we provide a unique customized

beer catered to female beer consumers in a mostly male dominated industry.

We believe we are competent in business management through our ability to

maintain our proprietary recipe and receive patents on our product. This

helps us identify our goal of becoming one of the only beers in the industry

catered to the female beer consumer. Sticking to our strategies and tactics

help us reach that goal. Due to our operations management we are able to

deliver our product to our consumers through our distribution channels in the

most efficient way possible that meets are consumer demand. Since we

don’t distribute our product personal we are not able to track our customer

service to the final consumer but we do stand by our product completely. We

pride ourselves on having a great taste and low calorie beverage that would

appeal to any female pallet. Through advertising and word of mouth we hope

to achieve high brand recognition, this being important in the microbrew

industry when there are hundreds to choose from. From all this we hope to

reach our goal of being the beer of choice for females everywhere.

2.2 Market Overview

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2.2.1 Customer

Our customers at Babes Brew would consist mostly of women. Babes

Brew is for a female beer drinker that wants a beer catered to them. In a

mostly male dominated industry women beer drinkers make up nearly half

the population, with 42 percent of United States women being beer drinkers.

Compared to 58 percent male beer drinkers. This is a huge market that only

is growing. “The share of women beer drinkers has increased gradually over

the five years to 2012 and is anticipated to continue over the five years to

2017, spurred by the increased marketing and availability of certain beers

(Kaczanowska).” This gives us great potential to grow and become one those

certain beers specifically for women.

Another demographic we would like to attract at Babes Brew would be

females between the ages of 21 to 35. This is part of the segment that is

growing the largest in the United States from 2007 to 2012, shown in the

graph below (Kaczanowska). We are attracting the younger market because

we think they would find our brand intriguing and for the fact that they make

up the second largest percent in the market, close to 23 percent of beer

consumers (Kaczanowska).

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Figure: 1 Market Segments of Women Beer Consumers (IBISWORLD)

Within our selected target market we can further break down the age

group of 21-35 year old women into two segments, (1) married and single,

and (2) non-working women or working women. Babes Brew wants to be

attractive to both segments but plans on targeting the single working women

in an established career.

Women are getting married later, and entering the workforce more

often. A study by Advertising Age showed that women tend to wed around

the age of 25.9, compared to in 1960 when women wed around the age of

20.3 (Miley and Mack). Studies have also shown that from 1960 to 2008 the

percent of women that worked had increased by nearly 23% (37% in 1960

and 59.5% in 2008) (Miley and Mack).

Those women who have entered the workforce are also making more

money than they did before. Studies have also shown that working women

are making a significant amount more than they did in 1960, almost $20,000

($1,261 in 1960 and $20,867 in 2008) (Miley and Mack).

With that higher income women are spending more. Women within our

target market, ages 18-29 are spending nearly 40% of their money on

themselves when buying food and beverage purchases (Miley and Mack).

The benefits our target customers would get from consuming our

product would be the need of a female focused beer. Working single women

with more assessable incomes can afford a higher price better quality beer.

The benefits sought for them would a form of relaxation or way to relax with

friends. At Babes Brew we hope to not only be a beer, but a lifestyle brand

targeting the young, single, and career driven women.

2.2.2 Collaborators

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The two major collaborators we work with at Babes Brew are our

brewery and packaging plant and our distributors. Using a small brewery in

order to develop our product design has given us the advantage of not

having to purchase raw materials directly. Outsourcing for packaging does

have cost associated with it especially since the cost of packaging has

increased significantly in the past five years due to commodity prices rising,

but their expertise in branding and bottling helps us deliver a better product

to our consumers (Kaczanowska).

There is a high cost in establishing a distribution network in the

breweries industry. “The distribution of alcohol in the United States is highly

regulated (Kaczanowska).” So working with good distribution networks is key

to Babes Brews success in the industry.

We also plan to work with marketing partners. This is essential when

trying to become a lifestyle brand. At Babes Brew our main goal is to deliver

the best quality beer to our consumers. So having our marketing outsourced

gives us the opportunity to focus on that while still marketing ourselves in the

best way possible.

Along with our major collaborators listed above we also plan to partner

with charitable organization benefiting women in order to communicate our

product to our target customers.

2.2.3 Competitors

The breweries industry is competitive. The barriers to entry are high,

the concentration is high, and the competition is medium but increasing.

Babes Brew is not only competing with major breweries but the adult

beverage industry as a whole. A few of the main competitors in the industry

would be: (1) established brands that have large market shares, (2) foreign

imports, and (3) other adult beverage alternatives.

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The major players in the beer industry like MillerCoors and Anheuser-

Busch InBev have huge market shares generating about 87 percent of the

industry revenue (Kaczanowska). These companies dominate the industry

and are responsible for nearly all the beers brewed in the United States.

Medium breweries account for about 10 percent of the beer market revenue,

while small breweries or craft brews like Babes Brew account for less than 10

percent (Kaczanowska). Though this seems like a small market share

compared for two the big companies in the industry we feel that the

increasing growth of this segment can eventually give Babes Brew a portion

of the market.

The external competition from foreign imports also poses as

competition for Babes Brew. Though the amount consumers spent on imports

did decrease over the five years to 2012 it’s forecasted to grow over the five

years to 2017 (Kaczanowska). This is just another choice for the consumer in

the beer market among many.

Major breweries may be the direct competitors to Babes Brew but

there is also an increasing amount of indirect competitors. Adult beverages

like wine, liquor, and soda are becoming increasingly popular to young

adults. According to the industry report the popularity of wine has increased

among adults ages 21-35, our target market (Kaczanowska). Also grown up

sodas “GuS”, teas and other beverages are selling more and more alongside

beer (Kaczanowska).

2.2.4 Context

The brewery industry is a 24.5 billion dollar industry that is growing at

a steady rate of 1.6 percent annually (Kaczanowska). Though spending did

decrease in the years before 2012 due the recession consumers are still

continuing to buy beer, even at higher prices.

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According to the Breweries Industry report, trends in consumer

behavior and buying habits have changed. The average beer drinker is less

likely to buy their beer in bulk as they did before, but rather to buy smaller

portions of finer quality beer. Exactly the market Babes Brew is segmenting

(Kaczanowska).

The level of Technology in the industry is low and beer has been made

the same way for centuries, but there are some advancements that have

been made in the brewing process. Breweries are focused on refining the

process in order to be more efficient and to deliver a better product to the

consumer, for example new technology for more efficient boiling systems

(Kaczanowska). However, the main use of technology among breweries is

with distribution to keep track of stores and inventory. Technology can also

be used in the beer industry for advertising and customer relationship

management. For example many beer companies use social media tools like

Facebook and twitter. They can be beneficially tools used to promote your

product, attract new customers and manage CRM.

The sociocultural environment is also changing for women. Women are

less likely to get married young, they are more likely to go to college, and

more likely to have a career then they did in the past. Studies have shown

that women are getting married later in life and starting a family later in life,

on average 5 years later compared from 1960 to 2008 (Miley and Mack). Not

only are women waiting to get married and start a family they are also

becoming more present in the workforce. Women in 2008 made nearly

$20,00 more money then women in 1960 (Miley and Mack). This gives

women a much larger amount of disposal income to spend on a higher priced

specialty beer.

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Laws regulating beer and beer distribution in the United States are

strict. Regulatory Bureaus plus states monitor and enforce laws and taxes

covering a variety of areas including:

The Bureau of Alcohol, Tobacco Firearms and Explosives (ATF),

which enforces the federal laws and regulations relating to alcohol.

AFT approves all labels, advertising, packaging and branding of

beer in the United States (Kaczanowska).

US Alcohol and Tobacco Tax and Trade Bureau (TTB), regulates

formulation of flavored Malt beverages. They also send out

reminders of limitation to brewers to comply with their law in order

to avoid much higher tax rates (Kaczanowska).

State regulations also control the distribution of beer. “There are

two types of regulatory environments in the United States where

alcohol regulations are made on the state level: open and control

states (Kaczanowska).” Open states are states that are open to sell

their beer directly to distributors. While control states don’t have

that freedom, they must go through the state control board and

eventually end up in state regulated stores (Kaczanowska).

Consumption of beer also poses a threat to human health. The number

of alcohol related deaths in 2009 excluding accidents and homicides was

24,518, and the number of deaths related to alcoholic liver disease was

15,183 (Alcohol).

2.2.5 SWOT Analysis

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2.3 Target Customers

Babes Brew is clearly targeting women beer consumers that enjoy

drinking beer. Babes brew is also targeting young (21-35 yr. old) women that

are single and in the workforce.

Women on average are marrying later and becoming more focused on

having a career. At Babes Brew we want to target those women for the fact

that they are spending more money on themselves, and also for the fact that

they have a more available income to spend on a higher priced beer.

Our beer would also attract females who are body conscious due to the

low calorie content but who also want great tasting beer in order to relax and

enjoy themselves. We also want our consumer to feel that they are drinking

something specially made for them with the taste and packaging.

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Strengths: Uniquie ProductProprietary Recipe Quality and TastePartnershipsDistribution ChannelsStaff

Weakness:New product with weak Brand Recognition Disloyal Customers Profit Margins are LowMarket PositionFinancial Resources

Opportunites:Emergerence of New Market Segment (Single women)Potential to diversify into different Markets New economic enviroment (Women are making more money)Mergers or Joint Ventures

Threats:Barriers to Entry Laws and RegulationsIncreased Buyer powerIncreased Competition

SWOT

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Since Babes Brew is a beer for women and we aren’t necessarily

targeting the male consumers, but we think the male consumers could still

enjoy our beer if they choose to. Whether male or female Babes Brew can be

there beer for anyone but in an industry with hundreds of choices Babes Brew

stands out as one of not many catered to women.

3. Goals

3.1 Ultimate Goal


value to our customers that drink our beer. We hope to do this by continually

investing in national advertising campaigns to create brand awareness, but

by also continually investing in research and development to deliver the best

quality and value to our customers.

To achieve this goal we have set the following objectives

Market Objectives. We plan to maximize net income and turn a profit

within the next 3 years.

Customer Objectives. Our customer objectives are to increase brand

awareness among 25% of our target customers, spark their interest,

excite their taste buds, and encourage them to become loyal returning

customers to our brand. Our goal is to have 25,000 returning loyal

customers to the babes brew brand by the end of the fourth quarter.

Collaborator Objectives. Our plan is to broaden our network with our

key collaborators. We will do this by increasing our distribution outlets

by 30% by the end of this quarter.

Company Objectives. We strive to offer the best quality low calorie

beer. By increasing research and development by 40% we hope to

deliver our customers the highest quality beer by the end of the fourth

quarter.

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Competitive Objectives. We aim to create barrier to entry for our

competitors that are targeting female beer consumers. We will do this

by securing our proprietary recipe every quarter.

4. Strategy

4.1 Target Market

4.1.1 Customers

Our target customers are middle-aged women and young single

professionals that enjoy drinking beer but are looking for a low calorie, great

tasting alternative made just for them. We also want to be in the market of

smaller quantity finer quality beer. Market research has shown that that is

the trend consumers are following today.

Our research has shown that our two targeted segments make up

almost 50% of the female beer consumption market. Our target customers

are segmented into two groups: (1) middle aged women ages 33-44 that

make up about 24% of the market and (2) young female professional ages

25-34 that make up about 23% of the market. Our research also shows that

women ages 18-29 spend nearly 40% of their money on themselves when

purchasing food and beverage items (Miley and Mack).

We feel that these two segments are looking for a specialty beer made

just for them. They want something that taste great but also is low in

calories. We also want to be in the market of smaller quantity finer quality

beer for our targeted customers.

4.1.2 Collaborators

Our primary collaborators are our brewing plant and our distributors.

We expect that our brewing plant will contribute to our success by (1)

developing our product design and brewing our beer and (2) by outsourcing

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to them this gives us the advantage of not having to purchase supplies in

order to brew our beer.

Our distributors will contribute to our success by allowing us to be sold

in many distribution channels. It is important we maintain a good relationship

with our distributors because the Alcohol industry is extremely regulated

which can be costly.

4.1.3 Company

The business unit responsible for the success of our brand is our

employees, our brewery, distributors and retailers. Our employees at Babes

Brew are responsible for business decisions including finances, marketing,

management, and human resources. Our brewery is responsible for obtaining

raw materials, brewing, and packaging Babes Brew. Our distributors

distribute Babes brew to our retailers around the United States and our

various retailers sell Babes Brew to our customers.

4.1.4 Competitors

The beer industry is extremely competitive and babes brew has plenty

of competition in the industry but also outside the industry. Our competitors

can be broken down into three categories:

(1) Established brands or main competitors, like Anheuser-Busch InBev

and MillerCoors.

(2) Foreign imports that are becoming increasingly popular in the

industry in the next coming years.

(3) Our indirect competitors, or the wine, liquor, and adult soda

industry.

Because the beer market is such a large market with big companies

having most of the market share we don’t expect an immediate response to

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our product, but with brand awareness through advertising and promotions

we hope to take a portion of the market share.

4.1.5 Context

The breweries industry is a huge industry and only growing at a steady

rate of 1.6 percent (Kaczanowska). Consumers are buying smaller quantities

then they did before but Babes Brew is on sold in smaller quantities.

Technological advancement in the breweries industry are focused on

the production of beer. Advancements are being made on the brewing

process, such as the boiling systems. However the main use of technology in

the industry is with distribution.

The beer industry is highly regulated in the US. There are laws and

taxes that need to be followed on the state and country level. There are two

types of states for selling beer: open and control states. Open states can sell

directly from the distributor but control states have to follow state regulatory

systems and sell in state regulated stores.

Regulatory context is not the only context in the industry, there is also

physical context associated with beer and alcohol. There were around 50,000

deaths associated with alcohol in 2009 (Alcohol).

4.2 Value Proposition

4.2.1 Customer Value

There is an unmet need among our target customers in the breweries

industry for an all female beer. Babes brew offers a number of unique

benefits for our target customers:

Specialty beer. Babes Brew is one of only two beers in the industry

that is catered just to women. This makes our target customers feel

special and unique when drinking our beer.

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Great taste. Babes Brews proprietary recipe is made to be

attractive to the female pallet. Being a light, carbonated and fruity

beer that most women enjoy drinking.

Low calorie content. Babes Brew is brewed to have a low calorie

content to be more attractive to our target customers that are

watching their figure.

Women empowerment. Being catered to women Babes Brew

embodies female empowerment.

Form of Relaxation. Containing alcohol, Babes brew is a great way

to relax or enjoy times with friends and also a great beer to drink

when going out.

We believe that our beers quality, taste, calorie content, and form of

relaxation creates great value to our target customers.

Babes Brew is the best specialty beer for women beer consumers ages

21-35 because of its women empowerment and relaxation qualities but also

because of its high quality, great taste, and low calorie content.

4.2.2 Collaborator Value

We believe Babes Brew can offers great value for our collaborators.

Babes Brew offers the following benefits for our retailers and distributors:

Higher Margins. Babes Brew is a specialty beer priced on the higher

end of the beer Market. Retailers selling our beer can increase their

profit margins when selling Babes Brew.

Increased Customer Base. Babes Brew allows retailers to broaden

their customer base, attracting women to buy beer.

Ability to attract new customers. Babes Brew can attract new

customers to a retail store who may not of bought beer before.

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Ability to diversify. When selling Babes Brew a retailer can diversify

their beer section to not only beer focused on men but focused on

women as well.

We believe the combination of higher margins, and increased customer

base, along with the ability to attract new customers and diversify will prove

beneficial to our collaborators and improve profit to retailers selling our beer

and distributors distributing our beer.

For retailers and distributors, Babes Brew is the best beer for women

beer drinkers because it offers higher margins, and an increased customer

base. Plus it gives our collaborators the ability to attract new customers and

the ability to diversify.

4.2.3 Company Value


value to our customers that drink our beer. We will do this by continually

investing in advertising to create brand awareness, but by also continually

investing in research and development to deliver the best quality beer. We

also plan to maximize net income and turn a profit within the next 3 years.

Babes Brew is currently one of only two beers in the nation catered to

just female beer consumers. As our brand awareness increases, new

competitors are likely to enter the market. Our proprietary recipe for an all

female beer is a barrier to potential competitors. We also believe that being a

lifestyle brand provides us with a competitive advantage. As a result, Babes

Brew offers potential stakeholders a long-term vision in a new and upcoming

business catering to an unmet need.

To investors who are interested in a new company with and unmet

need in the beer industry, Babes Brew offers a chance to be part of a 24.5

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billion dollar industry with a proprietary recipe that benefits both customers

and collaborators (Kaczanowska).

5. Tactics

5.1 Product

Babes brew is a proprietary beer recipe for women beer drinkers. The

recipes consist of characteristics that are:

Light: Babes brew is a light low calorie beer.

Fruity: Babes brew has fruity taste in order to be more

appealing to the female pallet.

At babes brew our service is to our customers. We offer a custom

recipe made just for our target customers, women. The benefits women

receive from our service is specialty beer with a custom recipe catered to the

female pallet and also custom labels and cases focused on attracting female

consumers.

Babes Brew is a lifestyle brand for women. The meaning of Babes brew

is a one of a kind beer just for women in a male dominated industry.

However, babes brew also supports women empowerment. Being a lifestyle

brand Babes brew hopes to empower women but also hopes to be the choice

among women. We want our customers to associate babes brew as a great

quality beer but also as a great time.

We also have a Slogan at Babes Brew, which is “Who said beer is just

for boys.” Seen below on our logo.

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Figure 2: Babes Brew Logo

5.2 Pricing

The price of Babes brew is ultimately up to our retailers. As a premium

product we suggest our retailers sell a six-pack of Babes Brew at around

$8.99 to $9.99, depending on the demographic of that area. For single beer

at a bar or restaurant establishment, we suggest our retailers sell Babes Brew

for around $4.50 to $5.50, also depending on the demographics of that area.

Along with price we also will offer incentives to our customers,

collaborators, and company personal. Including the following:

Customer Incentives: At babes brew we hope to have customers

more motivated to buy our beer over our competitors by offering

the following incentives: coupons, price specials, contest,

promotional gifts, games, and cross promotions with partnering

food products.

Collaborator Incentives: We hope to motivate our retailers to

continue buying babes brew by offering bonus cases or free cases

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of Babes Brew, or money per case sold. We also hope to offer our

partnering charities a portion of our proceeds in return for

partnering with us.

Company Personnel Incentives: We hope to motivate our

employees by offering them various promotional items including

tee shirts, hats, and bottle openers. We also want to encourage our

employees to want to sell Babes Brew, so we plan to offer monetary

rewards to employees with top sales.

5.3 Communication

Customers can learn about Babes Brew various direct and indirect

ways: (1) Directly from Babes Brew, (2) indirect through our retailers, and (3)

indirect from our partnering collaborators.

Direct to consumers communication through Babes Brew

o To promote babes brews benefits we hope to launch a

national television and radio advertising campaign. We also

hope to communicate our product through social media.

Babes Brew will use Facebook, twitter and instagram to

interact and promote our product directly to our customers.

o Being a specialty beer our message at Babes Brew will focus

on the benefits received by our target customers when

consuming our beer.

Indirect to consumers communication through our retailers

o To communicate our product in the best light we will educate

retailers on the benefits received when buying and

consuming our beer. To do this we will offer information on

our product. We also plan to offer promotional materials

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including tee shirts, gifts, coupons, and bottle openers to

retailers selling our product.

Indirect to consumers communication through our collaborators

o In order to communicate our product through our

collaborators we hope to do event sponsorships with our

partnering charities. We also will use our sales team to

promote our product to new retailers.

o Our message focuses on being an all female beer. By

partnering with female charities we hope that will

communicate female empowerment to target customers.

5.4 Distribution

Babes brew is distributed mainly by our distribution channels and

retailers and is available for purchase at retailers authorized to sell alcohol.

Retailers include any retail stores (grocery stores, liquor stores, convenient

stores, gas stations, specialty shops), bars, and restaurant establishments

selling Babes Brew. Babes Brew is distributed in cases containing four 6-

packs or 24 beers. Orders are processed through our main office and then

sent to our distributers who then deliver the final product to our retailers.

6. Implementation

6.1 Infrastructure

Babes Brew is a high quality low calorie custom beer for women

brewed using our proprietary recipe. The manufacturing technology used to

make our beer is outsourced to a brewery located in Philadelphia,

Pennsylvania. The brewery uses a number of technologies to malt, ferment,

pasteurize, and package our beer.

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Our company office is located in Cherry Hill, New Jersey. This facility is

in charge of finances, marketing, human resources, and customer

relationship management. We outsource distribution, using various

distribution companies around the United States to deliver to our retailers.

6.2 Processes

The brewing process of Babes Brew is comprised of 5 steps (How Beer

is Made):

1. Obtaining raw material 2. Malting3. Preparing the Mash 4. Brewing the wort5. Fermenting 6. Pasteurizing

After brewing the process of implementing babes brew consist of 2

steps:

Packaging. Babes Brew is packaged into bottles. The bottles are

then placed in 6-pack that are then placed into cases containing

24 beers. The package of Babes Brew is designed to appeal to

females. Being feminine in color and style.

Distributing. Babes Brew is distributed through various

distribution channels and is delivered to authorized retailers.

6.3 Schedule

We currently are engaged in the design, taste, manufacturing,

promotion, and distribution of Babes Brew. We plan to brew our first batch of

Babes Brew in less than a year, when all business functions are completed.

Once Babes Brew is available for purchase by consumers we plan to allocate

our resource to the promotion of Babes Brew to build high brand awareness

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and increase market share. Within the next 5 years of production we hope to

eventually have enough market share to liquidate Babes Brew to a major

brewery.

7. Control

7.1 Performance Evaluation

We plan on constantly monitoring our finances in order to achieve our

ultimate goal of increasing market share by 10%. The key metrics that

measure our performance include: revenue, sales revenue, number of

customers, and number of retailers. As well as finances we also hope to

monitor brand awareness and customer loyalty. To do this we plan on

engaging in CRM (customer relationship management) and monitoring

customer feedback on the Internet and social media.

7.2 Environmental Analysis

In order to increase market share, grow, and make a profit Babes Brew

relies on our ability to respond to changes in the market. Environmental

changes that will directly affect Babes Brew and the beer industry can be

broken down into three major categories: (1) regulations, (2) technology, and

(3) perceptions.

(1) Regulations affecting Babes Brew could change at any time and

directly effect sales, as well as taxes on beer.

(2) Brewing is an old art and technology is always changing to

improve the beer industry. New technology is becoming readily

available to large breweries but not as available to smaller

breweries.

(3) The perception of beer is sometimes associated with a social

stigma, especially in certain cultures. This can affect sales of Babe

Brew within certain groups of people.

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We will evaluate these changes as they occur and will design solutions in

order to continually run Babes Brew successfully.

8. Exhibits

Figure1: Market Segments of Women Beer Consumers

Figure2: Babes Brew Logo

9. Work Cited

1. “Alcohol Use.” Center for Disease Control and Prevention. Centers for Disease

Control and Prevention, 27 Jan. 2012. Web. 10 Oct. 2012. <http://www.cdc.gov/nchs/fastats/alcohol.htm>.

2. "How Products Are Made." How Beer Is Made. MadeHow, n.d. Web. 18 Nov. 2012. <http://www.madehow.com/Volume-2/Beer.html>.

3. Kaczanowska, Agata. “Breweries in the US.” Industry Market Research. IBISWorld, 2012. Web. 10 Oct. 2012. <http://clients1.ibisworld.com.jproxy.lib.ecu.edu/reports/us/industry/default.aspx?entid=288>.

4. Miley, Marissa and Ann Mack. "The New Consumer: The Rise of The Real Mom."

16 November 2009. AdAge.com. Website. 19 November 2013.

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