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Labatt Lift
- 1. Mark Jung Sarah Machielsen Jordan Temple Aisulu Satpayeva LABATT LIFT New Product Marketing Plan
- 4. PRODUCT POSITIONING STATEMENT For healthconscious young professionals, Labatt Lift is the best tasting and most competitively priced gluten free nonpremium beer. Lift is made with high quality naturally sourced ingredients and exemplifies Labatt's historical brewing excellence. CORE BENEFIT / SUSTAINABLE COMPETITIVE ADVANTAGE Location high density of target market Lifestyle trends Healthy, highquality natural ingredients, Gluten free Adjusted to consumer demand light beer 73%, specialty beers 21.5%, Demand for cans Competitive Price Slightly higher than major competitor, lower than gluten free competitors BRAND NAME & RATIONALE Design Labatt Lift Symbolizes a feeling of “lightness” & enjoyment Highquality alternative without forfeiting flavour Subtracts feelings of bloating and fatigue FEATURES & BENEFITS 473mL aluminum can 100% Gluten free (rice beer) High quality natural ingredients Zero preservatives or additives Hint of citrus flavour (lemon) Traditional Labatt colour scheme; Cloud motif Clear 'glutenfree' logo Minimalist design emphasizing simplicity / purity
- 5. PLACE Lift will use Labatt’s currently established distribution channels throughout the product life cycle. Indirect channel: from manufacturer to retailer to consumer. • The Beer Store and LCBO (select locations) • Toronto High population Large number of retailers High density of target market Expendable money INTRODUCTION PHASE LOCATIONS • Expansion into more LCBO’s and Beer Stores • Expansion into other licensed establishments Chain restaurants Sports and event venues Bars and clubs • Expansion across Ontario • Expansion across Canada ADOPTION PHASE LOCATIONS TV Ads, display Ads, poster “available at The Beer Store & LCBO” Instore promotions and Sampling Distribution Network Support
- 6. PRICING PRICE STRATEGY Offered at a lower price during introduction phase Price set lower than niche glutenfree beer competitors, Price set slightly higher than larger competitors to emphasize greater quality BUNDLING PRICING • 6packs priced less than if bought separately • Encourages trials of the new product • Encourages customers to stockup • Minimizes customers purchases of competing brands • $2.50 for 473mL can • $2.50 for 473mL can • $12.25 for 6 x 473mL cans RETAIL PRICE PROMOTIONAL PRICING PLAN MANUFACTURER SELLING PRICE 60% retail price ($1.50) • During the introduction phase, Lift will be offered for a discounted price of 10% off • 6packs offered at $12.50 • Both prices are subject to change depending on the success of the product • Further promotional pricing plans will be assessed and determined later in the life cycle
- 7. PROMOTION STRATEGY Building awareness of new Labatt product Differentiate the product from other light and glutenfree beer offerings Persuade consumers to try Labatt Lift (3% of total 'light' nonpremium beer market) PROMOTION OBJECTIVES MAIN MESSAGES TO COMMUNICATE Labatt Lift leaves you feeling lighter “Feel the Lift” Labatt Lift is a glutenfree beer that will leave you feeling great, even the morning after Labatt Lift is 'social friendly'; great for urban suburban occassions
- 11. THE TARGET AUDIENCE Adults (aged 19 – 60) who want a healthy (or glutenfree), great tasting beer KEY BENEFIT AND RATIONALE Labatt Lift won't leave you bloated like traditional wheat based 'light beers' Labatt Lift is 100% glutenfree rice beer made with all natural ingredients with notes of punchy citrus (lemon) KEY TAKEAWAY Labatt Lift is a reasonably priced nonpremium gluten free beer with naturally sourced ingredients that tastes great and will leave you feeling lighter / lessbloated afterwards than traditional 'light beers' CREATIVE OVERVIEW
- 12. COMMERCIALS
- 13. 1. HOUSE PARTY
- 14. 1. HOUSE PARTY
- 15. 2. BAR-LOUNGE
- 16. 2. BAR-LOUNGE
- 17. 3. TO DO LIST
- 18. 4. HOW TO AVOID SHOPPING
- 20. PRODUCT DESIGN
- 21. BUDGET
- 24. EVALUATION & CONTROL 3% MARKET SHARE SALES Measure sales after 3 months to see if we are on track to achieve market share, if not, tactics would be adapted to better meet customer demand. Evaluate revenue projections after 3 months to see if sales meet revenue benchmarks. If not, reduce large overhead costs as a means to mitigate expenditures. Reevaluate after 2 weeks to see impact on sales. Market research, tastings, web surveys, and instore feedback cards, online community buzz Reevaluate angle used in ad campaigns, use marketing research to realign our advertising based on feedback from market research. Evaluate revenue within first quarter to see if we are on track to meet objectives. If consumers are unresponsive to initial discount, leverage marketing research to provide customers with incentives more aligned with customer demands and wants. CUSTOMER USAGE & ATTITUDE PROMOTION RESPONSE OBJECTIVE
- 25. FINANCES - KEY FIGURES SUMMARY ~10 million Canadian beer drinkers 72.5% of light beer volume sales 21.5% of all money spent on speciality beer Canadians spent ~$11.6 billion on beer in 2013 Compound Annual Growth Rate (CAGR) = ~1.8% across the entire industry Expected growth rate for ‘healthy beers’ is higher than the CAGR due to current lifestyle trends ("Beer Industry Profile: Canada"; “LowCarb Beers for Dieting Drinkers”; Consumer Trends: Wine, Beer and Spirits in Canada; IBISWorld; The Canadian Brewery Industry).
- 26. MARKET SIZE & MARKET SHARE The Canadian beer market brings in revenue of $11.6 billion annually. 21.5% is specialty beer 72.5% among all types of bee The category market we are competing in is worth $1.81 billion annually 15.6% of the revenue brought in from Canadian beer sales Obtain 4% market share This represents $72.3 million As a proviso, we are only entering the market with a limited investment percentage ratio relative to the forecasted revenue based on market size as a hedge against potential variability. This strategic riskmitigation approach to budgeting serves to partially insulate Labatt minimizing losses if market share after year 1 is closer to 1 or 2% as opposed to the 3 6% forecasted range. If variability results in our favour, the marketing budget can quickly increase to coincide with a larger revenue stream.
- 28. INCOME STATEMENT