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B2B Marketing - Vicinity Manufacturing Product Proposal

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This is a B2B marketing project that I designed during my senior year of college, a product proposal for Vicinity Manufacturing.

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B2B Marketing - Vicinity Manufacturing Product Proposal

  1. 1. Vicinity Manufacturing 
 Product Proposal V.TRACK
  2. 2. Broad Marketing Objectives Overview Situational Assessment Competition V.Track Product Overview Positioning Target Markets Questions
  3. 3. Broad Marketing Objectives
  4. 4. #1 Enter into the craft brew market and increase 
 Vicinity’s overall brand presence in the beer industry.
  5. 5. #2 Experience a 10% increase in total revenues within the first 5 years of V.Track software product launch.
  6. 6. #3 Obtain largest market share of keg tracking software industry within 5 years of product launch.
  7. 7. Situational Assessment
  8. 8. 5 full-time employees Small Business Currently produces process manufacturing software Microsoft-Certified Gold Partner
  9. 9. Enables manufacturers to track, measure 
 and record all processes from raw material stage to packaged finished goods Improves efficiencies in quality control, inventory and scheduling
  10. 10. Current Markets Chemical Market Segments Food Market Segments Beverage Market Segments Paint, varnish, lacquers, enamels 
 and allied products; pesticides and agricultural chemicals; specialty cleaning, polishing and sanitation preparation; perfumes, cosmetics and toilet preparation; chemicals and chemical preparation Food preparations, not elsewhere classified; dairy products; bakery products Bottled and canned soft drinks 
 and carbonated waters; flavoring extracts and flavoring syrups
  11. 11. Current Markets Chemical Market Segments Food Market Segments Beverage Market Segments Paint, varnish, lacquers, enamels 
 and allied products; pesticides and agricultural chemicals; specialty cleaning, polishing and sanitation preparation; perfumes, cosmetics and toilet preparation; chemicals and chemical preparation Food preparations, not elsewhere classified; dairy products; bakery products Bottled and canned soft drinks 
 and carbonated waters; flavoring extracts and flavoring syrups ! Newest Market Segment Malt beverages; ale, beer, stout and porter manufacturers; breweries and craft breweries
  12. 12. Competition
  13. 13. Fragmented market Website for lost kegs Keg tracking by hand In-house systems
  14. 14. Biggest Threat Other process manufacturing software companies
  15. 15. #1 Competitor Batchmaster ERP Software Currently used by Sweetwater Brewery Units of measure in software cannot be customized (breweries cannot measure in barrels).
  16. 16. V.Track 
 Competitive Advantage Designed specifically for brewery operations Customizable options
  17. 17. Product Overview
  18. 18. Core Product: Keg Tracking Application Records keg location 
 in the cloud (in real time) Records keg activity 
 (filled/sent/returned) Records keg status 
 (full/empty; type of brew) Low investment / low risk
  19. 19. Packaging Extension: Cloud-Based Network Convenience Any Internet-enabled scanning device can be used to track keg
  20. 20. Functional Extension: .NET Technology Easily integrates with 
 pre-existing system Automates keg inventory Centralized data visibility Two-way visibility for brewery and distributor
  21. 21. Service Extension: Self-Service Model Buy and use as needed Instant download 
 (no delivery or wait cost) Accessible immediately after Vicinity grants permission to user Technical consulting available through Vicinity IT
  22. 22. Positioning
  23. 23. Solution to lost keg problem Low risk investment Price based on each transaction No hardware purchase
  24. 24. Save breweries money Anticipates shortages Ensures accurate, timely order entry Evaluate vendor performance
  25. 25. Target Markets
  26. 26. Primary American craft micro-breweries:
 Produce roughly 30K barrels annually Beer geeks within the industry:
 New generation of passionate beer brewers
 Formally educated from brew science institute
 Under 40 years old
  27. 27. Secondary Regional distributors:
 Share real time data with breweries Improve customer relations by 
 assuring accurate and timely delivery Possibly use to improve in-house 
 planning and scheduling
  28. 28. Results
  29. 29. Q+A
  30. 30. Designed by Sarah McKagen www.sarahmckagen.com
 Follow me: @sarahmckagen

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