This document discusses the marketing plan for a new beer brand called Rabbit Beer. Some key points:
- Rabbit Beer will be launched in January with two teaser advertisements, followed by promotions at roadshows, events, and through public relations efforts.
- The marketing plan outlines a timeline of activities from January to December, including advertisements, product launches, roadshows, social media campaigns, and sponsoring various music and festival events.
- The goal is to establish Rabbit Beer as a premium and trendy brand targeting young consumers through maintaining an active presence and building brand awareness across multiple marketing channels.
This document discusses the beer market in Thailand. The top five beer brands by sales volume are Heineken, San Miguel, Beer Chang, Asahi, and Corona/Erdinger. Heineken has the largest market share at 14.1%. The document then discusses Rabbit Beer, a new beer brand in the market launched by RB. RB has a marketing budget of 600 million baht and plans to use various strategies such as branding, social media, public relations, and road shows & events to promote Rabbit Beer as a premium beer. Their goal is to capture 5% of the Thai beer market within three years.