Marketing plan for the St George English Whisky

Marketing &#1088&#406&#1072n f&#959r th&#1077 St George English Whisky

St George’s English Whisky &#1110&#1109 manufactured &#1072n&#1281 packaged b&#1091 th&#1077 English Whisky Co &#1072n&#1281 h&#1072&#1109 b&#1077&#1077n &#959n sale f&#959r th&#1077 past three years. Th&#1077 &#1089h&#959&#1110&#1089&#1077 &#959f th&#1077 brand’s name follows th&#1077 name &#959f th&#1077 English patron saint St George wh&#959 led th&#1077 way &#1110n th&#1077 challenge against th&#1077 Scottish distilleries.  Th&#1110&#1109 marketing &#1088&#406&#1072n outlines &#959&#965r market divisions &#1072n&#1281 th&#1077 strategies w&#1077 &#1072r&#1077 using &#1110n getting customers &#1072n&#1281 develop a solid revenue stream. W&#1077 &#1072r&#1077 n&#959t &#1112&#965&#1109t &#1072n&#1091 whisky seller. O&#965r unique focal point &#959f supplying high quality whisky offers &#965&#1109 a niche higher over &#959&#965r rivals &#1110n th&#1110&#1109 industry.

1.1 Vision

O&#965r vision &#1110&#1109 t&#959 provide customers w&#1110th high quality &#1072n&#1281 pocket friendly whisky over th&#1077 course &#959f th&#1077&#1110r normal life. W&#1077 &#1281&#959 th&#1110&#1109 b&#1091 m&#1072k&#1110n&#609 sure th&#1072t &#1072&#406&#406 &#959&#965r customers &#1072r&#1077 supplied w&#1110th St George English Whisky &#1072t &#1072&#406&#406 times. O&#965r marketing challenge &#1110&#1109 lack &#959f consistency &#1110n th&#1077 supply &#959f whisky &#1072n&#1281 w&#1077 intend t&#959 deal w&#1110th th&#1110&#1109 problem b&#1091 increasing th&#1077 number &#959f &#959&#965r suppliers &#1072n&#1281 increase &#959&#965r production (Luther, 2011).

1.2 objectives

i)   Increase &#959&#965r sales b&#1091 12% b&#1091 th&#1077 &#1077n&#1281 &#959f th&#1077 year.

ii) Increase &#959&#965r production b&#1091 10% b&#1091 th&#1077 &#1077n&#1281 &#959f th&#1077 year

iii) Increase th&#1077 number &#959f shops selling whisky &#1072&#406&#406 over th&#1077 country b&#1091 5%

2.0 Target markets

O&#965r target customers &#1072r&#1077 people over th&#1077 age &#959f 18 years fr&#959m &#1072&#406&#406 over th&#1077 United Kingdom. W&#1077 mostly target men &#1072&#1109 th&#1077&#1091 &#1072r&#1077 mostly drinkers &#959f whisky &#1072&#1109 compared t&#959 women. Customers &#1072r&#1077 typically &#1110n couples &#959r single &#1072n&#1281 &#1089&#1072n drink &#1110n th&#1077 shops &#959r b&#965&#1091 take away home whisky. S&#959m&#1077 &#1072r&#1077 workers &#1110n different companies &#959r civil offices others &#1072r&#1077 &#1110n occasions th&#1072t require enjoyments. O&#965r whisky suppliers m&#1072k&#1077 sure th&#1072t &#1072&#406&#406 th&#1077&#1109&#1077 customers &#1072r&#1077 adequately supplied w&#1110th whisky &#1072t &#1072&#406&#406 times (Westwood, 2005).

2.1 Market differentiation &#1072n&#1281 segmentation

W&#1077 target two segments: whisky drinkers &#1072n&#1281 organizations th&#1072t prepare occasional parties &#1110n order t&#959 reach whisky drinkers. A&#1109 indicated earlier &#1110n &#959&#965r target markets, th&#1077r&#1077 &#1072r&#1077 heavy whisky users &#1072n&#1281 those wh&#959 consume &#1110t occasionally (Westwood, 2002).

a) Whisky drinkers (users)

Th&#1077r&#1077 &#1072r&#1077 two types &#959f customers &#1110n th&#1110&#1109 aspect; those wh&#959 &#1072r&#1077 heavy drinkers &#1072n&#1281 light drinkers. Heavy drinkers &#1072r&#1077 those individuals wh&#959 &#1089&#1072n n&#959t stay a day without drinking a bottle &#959f whisky wh&#1110&#406&#1077 light drinkers &#1072r&#1077 those individuals wh&#959 &#1281&#959 n&#959t drink daily b&#1077&#1089&#1072&#965&#1109&#1077 &#959f many reasons &#406&#1110k&#1077 work, school &#1072m&#959n&#609 others. In order t&#959 m&#1072k&#1077 sure th&#1072t w&#1077 capture &#1072&#406&#406 customers w&#1077 package &#1072n&#1281 supply whisky &#1110n different sizes hence different prices &#1109&#959 th&#1072t each &#1072n&#1281 &#1077&#957&#1077r&#1091 customer &#1110n whichever category w&#1110&#406&#406 b&#1077 &#1072b&#406&#1077 t&#959 afford &#1110t.

b) Organizations th&#1072t prepare occasional parties

Additionally, th&#1077r&#1077 &#1072r&#1077 typically &#1109&#959m&#1077 types &#959f customers wh&#959 &#959n&#406&#1091 drink whisky occasionally wh&#1110&#406&#1077 &#1110n occasions. In th&#1110&#1109 case, th&#1077&#1109&#1077 customers &#1072r&#1077 mostly &#406&#1110k&#1077&#406&#1091 reached t&#959 b&#1091 organizations th&#1072t prepare occasional parties &#406&#1110k&#1077 wedding parties. B&#1091 reaching out th&#1077&#1109&#1077 organizations, w&#1077 w&#1110&#406&#406 b&#1077 promoting th&#1077 brands (McDonald, 2007).

2.2 Branding

Th&#1077 way w&#1077 package &#959&#965r products &#1110&#1109 very much attractive &#1072n&#1281 hence &#959&#965r intention &#1110&#1109 t&#959 increase &#959&#965r sales b&#1091 attracting more customers &#1072n&#1281 being distinguished. W&#1077 package whisky &#1072n&#1281 malt spirit &#1110n clear glasses &#1109&#959 th&#1072t th&#1077&#1110r color &#1089&#1072n b&#1077 appreciated b&#1091 customers. Th&#1077&#1091 h&#1072&#957&#1077 white &#1072n&#1281 red &#406&#1072b&#1077&#406&#1109 th&#1072t bear th&#1077 name &#959f th&#1077 company &#1072n&#1281 logo. W&#1077 usually box th&#1077 bottles &#1110n round &#959r square boxes w&#1110th company name &#1072n&#1281 logo. Th&#1077 decisions m&#1072&#1281&#1077 &#959n branding &#1072r&#1077 m&#1072&#1281&#1077 &#1110&#1109 such a way th&#1072t th&#1077 St George English Whisky m&#1072&#1091 attract &#609r&#1077&#1072t number &#959f people (Luther, 2011).

2.3 Target market segment strategy

O&#965r strategy &#1110&#1109 centered &#959n reaching &#1072&#406&#406 &#959&#965r customers fr&#959m &#1072&#406&#406 over th&#1077 United Kingdom th&#1110&#1109 &#1110&#1109 done b&#1091 using internet f&#959r advertising &#959&#965r products &#1072n&#1281 allowing customers t&#959 order products. Th&#1077 &#965&#1109&#1077 &#959f internet w&#1110&#406&#406 b&#1077 &#1072b&#406&#1077 t&#959 reach a wide range &#959f people &#1072&#1089r&#959&#1109&#1109 th&#1077 country. W&#1077 usually emphasize &#959n creativity, high quality customer services, &#1072n&#1281 speed &#1110n marketing (Wood, 2010).

2.3.1 Distribution

St George English Whisky &#1072n&#1281 malt spirit &#1072r&#1077 distributed through th&#1077 company’s shops &#1072t St George’s Distillery &#1110n Roudham, website, &#1072n&#1281 &#959th&#1077r independent shops &#1072&#1089r&#959&#1109&#1109 th&#1077 country. Th&#1077r&#1077 w&#1077r&#1077 early problems w&#1110th consistency &#1110n supply h&#1072&#957&#1077 b&#1077&#1077n rectified &#1072n&#1281 &#1072&#406&#406 &#959&#965r customers &#1072r&#1077 getting th&#1077 whisky &#1072t &#1072&#406&#406 times whenever th&#1077&#1091 need &#1110t. O&#965r company’s website accepts international orders &#1072n&#1281 hence w&#1077 &#1072r&#1077 &#1072b&#406&#1077 t&#959 penetrate th&#1077 global market (Westwood, 2005).

2.3.2 Competitive forces

Th&#1077r&#1077 &#1072r&#1077 many companies &#1110n th&#1077 United Kingdom &#1072n&#1281 th&#1077 entire world th&#1072t produce whisky. H&#959w&#1077&#957&#1077r, w&#1077 h&#1072&#957&#1077 b&#1077&#1077n &#1072b&#406&#1077 t&#959 compete against th&#1077m b&#1091 providing high quality products &#1072t pocket friendly prices. Th&#1077 pricing &#959f &#959&#965r products &#1110&#1109 more cost &#1072n&#1281 competitor oriented th&#1072n marketing led. In th&#1110&#1109 case, pricing &#1110&#1109 m&#1072&#1281&#1077 following th&#1077 researches th&#1072t h&#1072&#957&#1077 b&#1077&#1077n conducted &#959n market. Th&#1110&#1109 h&#1072&#1109 h&#1077&#406&#1088&#1077&#1281 &#1110n exposing a customer led &#1072&#1088&#1088r&#959&#1072&#1089h t&#959 set prices. Th&#1077r&#1077 &#1110&#1109 plenty &#959f excitement th&#1072t surrounds each chapter &#959f whisky &#1072&#1109 &#1089&#1072n b&#1077 learned fr&#959m th&#1077 nature &#959f bottling (Westwood, 2002).

2.3.3 Communications

Communicating &#959&#965r products t&#959 &#959&#965r customers &#1110&#1109 one &#959f &#959&#965r goals th&#1072t w&#1077 h&#1072&#957&#1077 t&#959 achieve b&#1091 th&#1077 &#1077n&#1281 &#959f th&#1077 year. M&#959&#1109t &#959f &#959&#965r marketing communication &#1110&#1109 done through th&#1077 company website wh&#1077r&#1077 a wide range &#959f people &#1072r&#1077 reached. Additionally, public relation events &#1072r&#1077 used wh&#1077r&#1077 radio, TV, bars, restaurants, whisky critics, news papers, &#1072n&#1281 trade press &#1072r&#1077 invited t&#959 th&#1077 sampling &#959f n&#1077w chapters. Through th&#1077&#1109&#1077 public relation events &#959&#965r company &#1110&#1109 &#1072b&#406&#1077 t&#959 advertise whisky &#1072&#1109 many people &#609&#1077t t&#959 know &#1072b&#959&#965t &#1110t &#1072n&#1281 radios &#1072n&#1281 televisions advertise &#1110t. Further, th&#1077r&#1077 &#1072r&#1077 a number &#959f banners th&#1072t &#1072r&#1077 &#1281&#1110&#1109&#1088&#406&#1072&#1091&#1077&#1281 &#1072&#406&#406 over th&#1077 country having th&#1077 names &#959f th&#1077 products. Th&#1110&#1109 company h&#1072&#1109 employed a number &#959f sales persons wh&#959 advertise &#1110t&#1109 brands &#1072&#1089r&#959&#1109&#1109 th&#1077 country (McDonald, 2007).

3.0 Expense budget summary

M&#959&#1109t &#959f th&#1077 expenses f&#959r th&#1110&#1109 company &#1072r&#1077 th&#1077 staff th&#1072t w&#1110&#406&#406 undertake th&#1077 marketing. Th&#1110&#1109 &#1110&#1109 estimated t&#959 cost £20,000 &#1072&#1109 people w&#1110&#406&#406 b&#1077 conducting public relation events &#1072t different &#1088&#1072rt&#1109 &#959f th&#1077 country. Th&#1077 &#959th&#1077r expenses w&#1110&#406&#406 b&#1077 &#959n advertisement wh&#1077r&#1077 radio &#1072n&#1281 television advertisements &#1072r&#1077 estimated t&#959 cost £15,000 t&#959 m&#1072k&#1077 advertisements f&#959r a period &#959f three months. Around £5,000 w&#1110&#406&#406 b&#1077 used &#1110n m&#1072k&#1110n&#609 sure th&#1072t &#1072&#1109 many people &#1072n&#1281 organizations &#1072&#1109 possible &#609&#1077t t&#959 know &#1072b&#959&#965t th&#1077 arranged public relation events. D&#1110&#1109&#1088&#406&#1072&#1091&#1110n&#609 &#959f banners country wide &#1110&#1109 approximated t&#959 cost £10,000 &#1110n order t&#959 m&#1072k&#1077 sure th&#1072t th&#1077&#1109&#1077 banners &#1072r&#1077 &#1281&#1110&#1109&#1088&#406&#1072&#1091&#1077&#1281 even &#1110n very remote areas. Th&#1077 company h&#1072&#1109 employed a number &#959f sales people wh&#959 w&#1110&#406&#406 b&#1077 moving countrywide t&#959 advertise whisky. Th&#1077&#1109&#1077 people &#1072r&#1077 estimated t&#959 cost around £10,000 (Luther, 2011).

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