This presentation showcases an idea for Sustainable Marketing Innovation. The project is part of a level 9 master's program to critically review the feasibility of an innovative, sustainable marketing concept for the Irish market by researching market data.
It is a two-part assignment.
The first part is the discussion of the feasibility of the idea. Facts and data to support the new marketing concept, the market potential and forecasted demand showing research findings for the Irish market.
The first part includes the offering, value proposition, potential market, competition and a perceptual map outlining the differentiation strategy.
The second part consists of a well-integrated and carefully planned marketing plan for an investor who will invest in this sustainable business idea. The presentation aims to promote an innovative idea to a panel of investors. In the second part of the presentation,
*The product and the associated value proposition
*Market analysis
*Estimated opportunities and threats in the marketplace using the ICEDRIPS model.
*Segmenting- Targeting- Positioning- Differentiating
*Marketing Mix
*Pricing
*Distribution
*Marketing Communication
*Physical environment
*Process
*People
*Marketing Projections
The references used for the presentations are included in the slide.
All the best!
3. 03
Be the first craft brewery in Westmeath that also provides a
well-rounded farm-to-table food & beer experience.
To advocate a sustainable way of life while providing access to
organic food products.
Scope & Objective
4. Problem
Green- washing claims
Providing a zero-impact
product/service
A craft brewery in a region
where there isn't one.
Food packaging
Customer's bearing supply
chain margins
Existing
Alternatives
Products available at
markets from unknown
origin but labelled
sustainable.
Beer brands.
Revenue Streams
Solution
A BYOB (bring your own
bag) farmers store that
avoid excess packaging.
Seasonal craft beers at
competitive prices
Key Metrics
Customer retention
Increase in footfall
Profit margin
ROI
Unique Value
Proposition
The first craft brewery in
Co. Westmeath located in a
farm.
High Level
Concept
Customer experience driven
business model.
Farm-to-table food and beer
Zero packaging organic food
core product
augmented
products
craft
brewery
bakery
farmers
market
organic
food
Market Potential 04
5. Average cost of beer per 16 oz is 8.20€
Beer margin
48% PTC
(price to consumer)
Cost Structure
05
