Cool Beer Can, Marketing Plan Example

The product to be marketed is beer in a container that will keep the content cool for up to six hours. While the beer market in the U.S. is highly competitive, we have not seen many innovations in the case of packaging. MillerCoors LLC did come up with a packaging in 2007 that turned blue when the beer was cold (Denver Business Journal) but it was more a temperature indicator rather than temperature preserver. Thus, we are entering a market with a novel idea that has the potential to fulfill a long unmet need and earn significant profits in the process. Our beer will come in a container made of aluminum with patented cool-temp indicator which will tell the customers the remaining time they can expect the content to remain cool.

The product will be priced on the average 25% higher than the competitors’ offerings and the rationale for higher price is more expensive container, higher utility for the customers, and expected low price elasticity of demand for our product. Our targeted market segments are college students, sports fans who arrange viewing parties, beach enthusiasts, and consumers who enjoy outdoor activities, concerts, live sports events, and picnics etc. We know from personal experiences that cold beer is often sold at huge margins at places like stadiums, beach, and picnic spots because consumers want cold beer and they don’t have any choice but to pay the high price. Thus, our price will still be a steal for them and we will emphasize the fact in our marketing promotions that our customers will actually be saving money while getting convenience at the same time. This is because since our beer will remain cold for up to six hours, our customers will not have to buy their drink from the street vendors. They will also be able to enjoy the beer in places where they may be no retail presence and our customers will also save on the costs of ice.

Customer samples and trials will be an important aspect of our overall marketing strategy because nothing is as effective as practical demonstration. We will send representatives to concerts, stadiums hosting games, tourist areas, beaches, and picnic spots. Social media will also be an important part of our overall marketing strategy and we have already set up Facebook and Twitter accounts for our product. We plan on distributing our product through retail chains and convenience stores but will continue to explore other possible distribution channels.

Reference

Denver Business Journal. MillerCoors unveils new cold-can technology. 2 May 2011. 19 November 2011 <http://www.bizjournals.com/denver/news/2011/05/02/millercoors-unveils-new-cold-can.html>.