Real Situation

Real Situation – “Bayani Brew” Case Solution

By Team “BASTA”: Natallia ShliazhkaEriselda Barjamaj

Kirill AgapovAnastasiya Tsikhanava

Real Situation

Task 1 – Market Entry Strategy Objectives

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Earn 9% market share after the 1st

year

Get to Manila and the fastest growing

cities (Taguig, Quezon City, and

Pasig) in the first 3 years of our operations

Build a brand with at least 50% of the

population awareness

Our focus is on bringing

the real value to our society

GREAT SUCCESS!

Product Development Strategy

Real Situation

Task 1 – Market Entry Strategy “Bayani Brew Classic” & “Bayani Brew Purple Leaf”

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Pricing

Value-based

Brings more value (and thus more expensive than competitors’ products):

Healthy drinksIncreased trend in health consciousness Growing demand for natural beveragesCommunity welfarePatriotic nation building ideasSocial value (diminish unemployment, boosts

the economy of the country)Profits go for social issues solutions

Odd-even

Psychological appeal : Consumers perceive it cheaper than it

actually is

Real Situation 4

Distribution

Task 1 – Market Entry Strategy “Bayani Brew Classic” & “Bayani Brew Purple Leaf”

Specialized stores and cafes

Neighborhood street markets

SupermarketsHypermarkets

Open markets/ vendors on push carts

Sari- sari stores (as it is the largest distribution channel for the soft drink industry)

LARGER MARKET

SHARE

Real Situation

Social advertisingWe aim to build awareness among the young generation thorough actively participating in social networks advertising activities

Word of mouthAs Philippines are very collectivistic culture, our company aims our product to be everyday ‘s gossip.

Government supportWe aim to use government’s media channels in order to advertise the value our products bring to the development of the country’s economy (as elections will be hold in 2013- it will be the two-sided advantage)

Influential celebritiesWe aim to cooperate with the Black Eyed Peas singer Allan Pineda Lindo who surely will agree to advertise our product because he is Philippinean and he is eager to help in developing of his country.

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Advertising

Task 1 – Market Entry Strategy “Bayani Brew Classic” & “Bayani Brew Purple Leaf”

Real Situation 6

Task 1 – Market Entry Strategy “Bayani Brew Classic” & “Bayani Brew Purple Leaf”

Sales Promotion

Buy a bottle of Bayani Brew and have a chance to

win one more FREE DRINK: Check the back side of

a cap and find a winning sign

Real Situation 7

Task 1 – Market Entry Strategy “Bayani Brew Classic” & “Bayani Brew Purple Leaf”

Publicity & PR

Seminars

Schools

Universities

Public Institutions

Real Situation

Task 2 – Natural Sports Drink Business Idea Analysis

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• Strong competition (Gatorade, Powerade, OxRyd)

• Health concerns (stereotype: if energy or sport drink, then for sure harmful)

• Philippines is rich with coconut oil (main ingredient): do not need export suppliers

• Worldwide expansion (export product, boost GDP)

• Increasing demand for sport drinks

• Natural, healthy

• Provide work places by selling it, taking part in promotions

StrengthsOpportunities

Threats

Weaknesses

SWOT Analysis

Real Situation

Task 2 – Natural Sports Drink Business Idea Recommendations

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Recommendations

First of all, Bayana Brew Company has to build the brand image which is expected to happen in 3 years. During these 3 years, the company should focus on the primarily products. Make a research on the competitors and the target market for the sports drinks.

We suggest to implement this idea after 3 years of operations

AFTER 3 YEARS

Brand nameFocus on the

primarily products

Market research

Real Situation

Bibliography

1. http://www.ats-sea.agr.gc.ca/ase/5843-eng.htm2. http://www.ballerspinas.com/2012/04/oxryd-drinking-water-newest-sports.html3. http://www.nscb.gov.ph/secstat/d_labor.asp4. http://www.indexmundi.com/philippines/population.html5. http://www.studymode.com/essays/Coco-Energy-Drink-1047388.html6. http://www.euromonitor.com/soft-drinks-in-the-philippines/report

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