Knock Out Brewery.docx

8/10/2019 Knock Out Brewery.docx

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Knock Out Brewery

I. Marketing Plan Outline

A. Marketing Objectives

Target Market

Target market of this company is every brewpub, beer bar, beer store, retail stores in Germany.

Expected Sales and Profit Yearly

5 percent increase in sales every year. Because we become established and known on the market

we project sales to increase at a faster rate than the past year.

Market Penetration and Coverage

As we started in Bamberg, Germany, and successfully introduced by giving promos on the caps

where there is a word 1beer and next time on the bottom of the cap. When it says 1beer you canexchange it to authorized knockout partner pubs. We now are preparing to expand our coverage to all

brewpub, beer bar, beer store, retail stores in Germany.

B. Product Adaptation

Core Component

Features of KnockOut:

1. Appearance:

Bottle: Parjs Beer uses Glassware for their product. Color: Transparent

2. Aroma:

The smell of Parjs Beer isbitter stench.

3. Mouth feel:

Yeasty Flavor

Prickly sensation but It gives thick and creamy feel


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4. Strength:

KnockOut Beer beers have strong alcohol content.

o It contains 20-30% of Alcohol

5. Specifications:

Size: KnockOut Beer offers 8oz only

Flavor: Natural

Packaging Component

Our bottle is no ordinary than other beer bottle because it is easy to open that you do not to open

it with bottle opener. It works like a water bottle, so that customers will not struggle on finding a bottle

opener just to open a beer.

We also sell our beers on six packs, 12 packs and kegs.

Support Service Component

We have a customer service available for 24 hours that you can call if you have any problems,

suggestion and clarification on our product. Our telephone line will be 636-DRINK/ 636-37465. Or you

can go or send mail to our main office here at 192 Ontario, Bamberg, Germany. Email us at

[email protected].

C. Promotion Mix

Advertising

We are projecting advertisements on Televisions with famous celebrities. Getting billboards on

populated areas, highways, etc. with the slogan, You are not German, if you cannot drink two of these.

Sales Promotion

We will apply the same sales strategy/promotion that built sales in Medford: remove all obstacles

between you and the customer. Once the customer tastes the product, he or she will know the quality and

craftsmanship that goes into every bottle.

KnockOut Brewery will be available in bars as well as retail outlets, such as local markets and

corner stores. It will also aim to distribute through supermarkets.

Personal Selling

This is undertaken in the form of sales calls whereby our sales person will go out to potentialcustomers and distributors informing them what products we are able to offer them. In addition our sales

person listens to clients needs at close hand, so as to ensue product is delivered timely and that it is the

right product as demanded by the surrounding community. Close analysis is also undertaken the

consumption patterns of the respective communities that are whether they prefer larger or smaller

containers. With this, it ensures that our products are customizing as much as possible to the surrounding

communitys needs and wants. In cases where there is the opportunity of obtaining large order it may be
mailto:[email protected]:[email protected]


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B. Personnel

We have almost hundreds of employees. It includes:

Bottling and Shipping Manager

Brewing Managers (6)

Marketing/Sales Manager

Bottling Staff

Shipping Staff

Packaging Staff

C. Production Capacity

Originally, we can only make 600,000 liters, as the demand grows on our product it became

900,000 liters and now we are expanding again to make 1.8 million liters.

IV. Executive Summary

Knock Out brewery has been a successful brewery in Germany for the past four years. Located in

the city of Bamberg, the company has increased sales by 20% each year. The companys product line is

KnockOut Beer.

KnockOut Brewery handcrafts its beer in small 20 barrel batches under the close personal

attention of brewers. The latest brewing equipment and technologies are seamlessly combined with

traditional brewing methods to ensure consistently excellent taste, whether packaged in bottles.

KnockOut Brewery is planning to expand its distribution to selected metro area within the state of

Bavaria. Over the last four years, KnockOut Brewery has become one of the citys most popularbreweries, and aims to repeat this Bavaria-wide. KnockOut Brewery will remove all obstacles between

you and customers. Once customer tastes the product, he or she will know the quality and craftsmanship

that goes into every bottle of Knock Out Brewery.

KnockOut Brewery will be available in bars as well as retail outlets, such as local markets and

corner stores. It will also aim to distribute through supermarkets, but it is envisioned that getting shelf

space in national supermarkets will be more difficult and more expensive.

Knock Out Brewery.docx

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