Team presentation during the marketing module with the task to develop a marketing plan for an arbitrary product (Coquito) to enter an arbitrary market (Australia).

1. Coquito Puerto Rico
Marketing Plan for Australia
Team 5

2. Table of contents
1. Introduction
2. Situation analysis
3. Marketing strategy
4. Financials
5. Controls
6. Closure

3. 1. Introduction
Coquito Puerto Rico:
• Long drink out of rum, coconut milk
and secret spices
• Premixed and ready to drink in cans
• Puerto Rican background as national
drink
• Attracting young outgoing people
• Associated with the beach, Caribbean
lifestyle and tropical, exotic feeling

4. 2. Situation analysis
Market summary:
• Geographic: Coastal areas
• Demographic: Generation Y (18-34) and tourists
• VALS segmentation: ‘Experiencers’
Market needs:
Core competencies of Coquito
• Price
• Diverse markets
• Unique concept
• New
• Affordable
• Refreshing
• Tropical and exotic

5. 2. Situation analysis
Strengths:
• Fruit based product > appealing to both genders
• Target generation > extrovert spirits and outdoors
orientation
• Refreshing product > suitable for the
Australian climate
Weaknesses:
• Puerto Rican ingredients > hinders
production abroad
Opportunities:
• Australia’s climate
• Project ‘Tourism 2020’
• Industry with high demand and diversity
seeking customers
Threats:
• Recent peak body for non-alcoholic beverages

6. 2. Situation analysis
Main competitor:
• Malibu
Non-direct competitors:
Rum-based long drinks and cocktails
• Havana Cola
• Bacardi Cola
• Cuba Libre
• Mojito
Spiced rums
• Captain Morgan

7. 3. Marketing strategy
Mission:
“Coquito provides you with a natural and
refreshing easy to find, to buy, to drink long
drink. We represent a young and fresh
Caribbean lifestyle while remaining high
standards of quality and usability which
gives you a worriless, unique and laid-back
exotic experience.”
MISSION

8. 3. Marketing strategy
Marketing objectives:
• Create brand awareness
• Create brand value
• Gain market share
Financial objectives:
• Create profit margin
• Maintain strong growth
• Increase marketing budget

9. 3. Marketing strategy
Target market:
• Young adventurous outgoing people
• + Tourists

10. 3. Marketing strategy
Positioning:

11. 3. Marketing strategy
Marketing program:
•Printed advertising
•Online: Social Media Advertising
•Free taste: ‘Coquito Chicks’
•Event: ‘Sunset Beach’ Promotion
•Pubs, Bars, Clubs and Shops
•Coastal areas Distribution
Pricing •Low price

12. 4. Financials
Break-even analysis:
Assumption
• Price per unit = $ 2.99
• Variable cost = $ 1.19
• Fixed cost per month = $ 74,380
Break even analysis
• Unit sale per month = 41,322

13. 4. Financials
Conservative sales forecast:
• Market size: 24.4 mio
• Market capture: 1%
• Cans pppm: 2
 Units sold per month:
508.199
 Total sales:
1.5 mio USD

14. 4. Financials
Expense forecast:
• Divided into general
expenses and sales
commission
 Total sales and marketing
expenses 2014:
485,000 USD
 Percentage of sales:
3%

15. 5. Controls
Success measurements:
• Monthly and annual revenue
• Monthly and annual expenses
• Customer brand awareness
• Customer taste and acceptation of
the product

16. 5. Controls
Contingency planning:
• Risk: Declining consumption of
alcoholic beverages
 Risk elimination:
• Conservative sales forecast
• Strong home market

17. 6. Closure
Reach the target market:
1. Promotion
2. Product
3. Place
4. Price
5. People
6. Process
7. Physical evidence
8. Productivity & Quality
BAR & STORE

18. Thank
you!
Questions?