As a part of a graduate marketing class, Wigle Whiskey asked for teams of students to preform market research and create a marketing plan for their new cider business; Threadbare. This is a sample of my team's marketing plan:
Executive Summary
Threadbare Hard Apple Cider is entering the Pittsburgh PA local market at a time of growth within the cider industry. Under the current management team of Wigle Whiskey, a successful whiskey distillery, Threadbare plans to distribute ever-changing fresh hard cider flavors in honor of the historical figure: Johnny Appleseed. The city of Pittsburgh was the source of the famous apple seeds spread by Johnny Appleseed, which is the main inspiration of the Threadbare brand name and mission.
Target Market
Geographic
Hard cider has a strong presence in the United States, particularly in the Northeast region, which accounts for nearly 130 producers. The Pacific Coast contributes 113 cider producers, while the Midwest adds nearly 90 cider producers. As of April 2015, there were 426 cider producers in the U.S. per CyderMarket.com
Demographic
Although the age demographic for cider drinkers range from 21-54, this beverage is especially effective in capturing young millennials. As for gender, there is an even split amongst men and women consumers.
Promotions
Threadbare Sampler 4 Value Pack will be a hit for all of those customers who are open to trying new things. The sampler 4 value pack includes four different flavors of the most popular Threadbare hard cider with a cheaper price than the regular Threadbare 4 pack. This will help new customers explore their potential favorite flavor and increase the sales of regular Threadbare 4 packs.
Cider of the Month will target regular Threadbare customers. These customers will receive email alerts and discount coupons to purchase the cider of the month, which is elected based on the sales of all Threadbare hard ciders. It is a good way to announce the success of any certain Threadbare flavor as well as keeping regular customers in the loop of newly released flavors.
Threadbare Barrel Parties is a cider catering service, which offers different size barrels (1L, 2L, 5L, and per customer request) containing popular whiskey barrel aged cider (or any other flavor per customer request) to private parties, business parties, or any suitable social events.
Customers can decide to purchase or rent the barrel for their events. Beautiful and custom designed barrels will make drinking hard cider a refreshing and memorable experience for their guests.
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