This marketing plan outlines strategies for increasing exports of Postřížiny Brewery's beers to Germany. The plan identifies strengths such as the brewery's long tradition and awards, but also weaknesses like a small domestic market share and lack of marketing. It sets a goal of increasing exports to Germany to 30,000 hectoliters by 2012. The plan proposes promoting beers like Gold Bohemia Beer and Nymburk Lager Beer through distributors, retailers, and events. Financial analysis shows targets for sales and profitability increases. The effectiveness of the marketing plan will be measured by sales growth and communication research.

1. MARKETING PLAN Nymburk brewery

2. 1. Basic information Name: Postřížiny Brewery in Nymburk Limited Liability Company Address: Pražská 581 288 25 Nymburk Czech Republic Company owner: PavelBenák (100%) Articles: - goods purchase in order to its sale and goods sale - beer and malt production - molasses, non-alcoholic and special beverages production - pasturage and pasturage mixture production Postřižiny Brewery, Limited Liability Company, is amiddlesize local brewery size with a long history. It was found in 1785. Czechpeople became aware of the brewery thanks to the close connection with the famous writer BohumilHrabal, who lived here from 1919 to 1947 and who wrote a book “Postriziny” based on the stay here. The book was cinematized by the famous director JiriMenzl.

3. 1.1 Mission „Our Postřižinské beer, a drink for everyone“ Mainobjective: Increaseexport to Germany to 30 thousandhl by theendoftheyear 2012. ExportswillincludeGold Bohemia Beer - 330 ml, Nymburk Can - 0.5 liter, Gold Bohemia Beer - 330 ml (6 pack). Customers are median incomes and low incomes. Thereisownbeershop in thebrewerybuilding Thebreweryregularlyorganizesvariousevents(open day, Postřižiny Express,...)

4. 2. Situation at our markters The brewery successfully increased sale into Norma chain. The main exportable country: Germany, Sweden, France, Denmark, Romania, Finland and Russia. In 2009 the companysuppliedsupermarkets such as Penny Market, COOP Centrum, Ahold, Plus Discount, Norma, Billa and Kaufland.

6. Chainsupermarkets

8. Export experience

9. Long partnership with Czech multiple chain stores

10. Broad beer portfolio (8 sort)

11. longlastingvolume production, strongknow-how

12. Innovated production technology

13. Non foreign capital, 100% domestic capital

14. Well-content and motivated staff

15. 37 beerawardsandevaluations in the last 10 years

16. Open and friendly to customers, partners and very good Public Relation

18. Net profit in theyear 2009 only 401 thousand. CZK (500% decreasecompared to 2007)

19. 1 revolvingloanand 1 medium-term loan

20. Weak promotional activities and missing marketing strategy

21. The lack of capital for marketing and promotion

22. Lowreactions towards the market needs considering amount, assortment and tastes of the brewery products

24. Price decline of primary commodities

25. Consumerincrease of beer per year

26. Modernproduction technology

28. Changein legislation

29. Reduce the consumption of beer

30. Newcompetitors on market

31. Increasingenergy prices

32. Increasingbase materials prices

33. Inaccessibilityof capital (loans)

34. Decreasingconsumers purchasing power

36. 2.4 Marketing research 106 liters per personannual beerconsumption in Germany, total 93 mio hl. Drink beer almost 70% of the population. 54% of Germans drink beer at least several times a week Bottledbeerispreferred 75 %preferonlyonebrandandbetterdomesticbrands

37. 3. German beer market There are about 60 domesticbeersbrandsin Germany. Directcompetitorsare Budvar, BreznakandPilsnerUrquellfromCzechrepublic, fromforeigncountriesthereare especiallyGuinnessandCarlsberg. Indirectcompetitors are domesticbeerproduction in thelow/medium pricerange.

38. 4. Marketing mix The company brews 6 kinds of lager, 2 kinds of dark beer and special kinds of beer. Types of beer: Doktorova 8° Postřižinské výčepní Pepinova desítka Tmavý ležák Postřižinské pivo 11% Francinův ležák Něžný Barbar Bogan Gold Bohemia Beer Nymburk LagerBeer

40. The beer has got durability from 30 days up to 1 year according to the way of manufacturing and final preparation.

41. Delicious, sweet-bitter balanced beer, harmonious, gently sparkling, honey-gold colour with rich and creamy foam

43. Sort variety production (draughtbeer, lager, light, special)

44. 4.2 Distribution Directdistributionchannels (dealers, ownbeershop, restaurants) Penny Market, COOP, Ahold, Norma, Aldi, Metro, Lidl, Rewe, Edeka Thebreweryisveryflexibleandoperative, ownsseveraltrucksthatwithin a short period oftimemay drive beer to terminalsordirectly to thefinalcustomer, depending on theagreement. Attheplacewheretheproductwillbe sold (in a particulartradechain) willbelocatedsales support items (leaflets, POS and POP materials).

45. 4.2 Distribution Beforesellingwewillprovidetraining to chainstoremanagers, promotionalmaterials, tasting, samples, support andservice. Beerwhichisgoing to beexportedistreated by specialtechnologies to longeritsshelflife. So thefinalpriceisincreased.

46. 4.3 Economic indicators and price

47. 4.3.1 Price Estimated price of 0,33 l Bohemia Gold Beer is about 0,45 – 0,50 € Estimatedpriceof 6 pack 0,33 l Bohemia GoldBeerisabout 2,5 – 3 €

48. 4.3.2 Financial status The brewery is financed from its own sources and bank credits. The brewery carries out financial analyses with the help of ratio index and in the bases of it the board decides how to handle the sources

49. 4.3.3 Analysis of profitability Returnofsales - blue b) Returnofcosts - red c) ROA – Return on Assets - green d) ROE - Return on Eqity - violet e) ROI – Return on Investment – lightblue

50. 4.3.4 Profit analysis

51. 4.3.5 Sales targets by segments Sales plan in thousands of euros

52. 4.4 Promotion and communication How is the selling of the product arranged? Personalselling (dealers) Customercontacts (marketing data, email, mobile phone) Retail Wholesale

53. 4.4.1 Advertising Advertising in regional media Radiospots Billboards Internet (homepage, banners) Use of well-known writer‘s name (BohumilHrabal) and his masterpiece (Postriziny) which was cinematized for promoting beer on the labels and promotion materials

55. Taking part in qualityfoodproductcompetition

56. Beerdays (tastingbeer, contests, samples)

57. Mats, tablecloths, umbrellas, mugswith logo

59. Leaflets

60. Radio in store – trailer

61. Trailers at the place, where the products are sold – drinks and beer department (POS, POP materials)

62. Boot actions and repetitive actions for example: Christmas, Valentines Day, Easter, 2+1, 3+1

63. Competition for a weekend in the Czech republic once a year

64. PR articlewiththeintroductionof a productandcompany in theGermangourmetmagazine (Apetit, Gourmet, etc)