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Wild Brew

The beast inside

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Brand Name : Wild Brew

Payoff Line : The Beast Inside

Product Category : Beverage

Drink : Non Alcoholic Malt Beverage

Flavor : Malt Flavor

Color : Red

SKU : 250ml

Company : AFBL

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SWOT

Strength World Standard Product in Malt Beverage Category

High Quality Product

Weakness CAN Shape doesnt associated with the Malt Beverage CAN Shape

Packaging Color doesnt go with the wildness

Product Position is not communicated in the right direction

Brand Awareness & Image very low

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Opportunity

Growing Market

Po

ssibilityof

gettin

gm

arket sh

arefrom

Al

coholic Beverage

Threats Very Small Market Size

International Brands penetrating Consumers preference towards International Brands

Consumers preference towards Alcoholic Malt Beverage

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Brand Strategy2010

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Market Segment

Urban

Suburban

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Target Group

Young Group

OnlyMale

Age between 28-30 Years

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Target Group Characteristics

Dare to do anything impossible & Challenging

Prefer Adventure, horror & Wildness

Like to travel frequently in remote & natural locations Preference towards rockmusic, late night party

Preference towards action, horror and adventurousmovies

Trendy & Fashionable

Preference towards style & fashion related magazine

e.g Mirror, Stardom

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COMPETITORS

CrownNational Product

Moderate Brand Image & Awareness

Previously it was considered as alcoholic malt beverage

HolestenInternational Brand

Strong Brand Image & Awareness

Available in the market

3 Horse

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Marketing Plan

Vision Statement

Mission Statement

Objective Sales Forecast

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Vision Statement

Make a good positioning in the consumersmind and increase the salespercentage ofNon Alcoholic Malt Beverage

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Mission Statement

To increase the social awareness against the drug and alcoholic

activities & influence the youth to the Non alcoholic Malt Beverage

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Objective

Within the next year, to established brand image with brand awareness

and new positioning

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Sales Analysis

s ales g rowth c omparis m 2009-2010

02000000

4000000

6000000

8000000

10000000

12000000

J a n F e b Ma rch A pril Ma y J une J u ly A ug S ept Oct N ov D ec

Month

V

alue

in

BD

T

2009 2010

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Sales Analysis

S ales g rowth in C as es 2009-2010

0

2000

4000

6000

8000

10000

12000

Jan

Feb

March

April

May

June Ju

lyAu

gSe

ptOct

Nov

Dec

Month

N

o

ofcases

2009 2010

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Sales Analysis

S ales g rowth An alys is in P erc entag e

-5000%

0%

5000%

10000%

15000%

20000%

Jan

Feb

March

April

May

June Ju

lyAu

gSe

ptOct

Nov

Dec

Month

P

ercentage

S eries 1

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Sales in value

Total Sales-2008 27647040 BDT

Total Sales-2009 10226411 BDT

Sales forecast- 2010 73920000 BDT

Growth in percentage 2008-2009 -170%

Growth in percentage 2009-2010 86%

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Promotion & Activation

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MediaMix 2010

TVSelection

NTV

RTV

Channel i

Channel 1

Radio Selection

Radio FoortiRadio Aamar

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Media Mix 2010

Newspaper Selection

Prothom Alo

The Daily Star

Magazine Selection

Star Campus

Mirror

Star weekend magazine

Stardom

Billboard

Important Areas Where There is no clutter

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Activation

March-April

Launching & 360 degree communication

New TVC

New RDC

Magazine

Newspaper

Billboard

Free sampling with effective activation

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Activation

May-JuneBoth ATL and BTL activation

Mountain Climbing

Nationwide selection process with real attractive award

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Activation

July-AugustNationwide anti drugs & anti alcoholic activation for creating hype

Visualization furious results for having drugs and alcohol before thecampaign

Logo making that will represent the prohibition of drug (associated with

wild brew)

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Activation

PR Activities on anti drugs

Aid to drug rehabilitation organization

TV program

Arrange a reality show

Intellectuals and drug specialist will be invited

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Activation

September-October

Rock music concert

To focus & promote the metal bands of Bangladesh

Horror Movie Festival

Documentary TV program sponsoring on Adventure

Wild Sports Organizing

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Activation

November-DecemberGroup discussion

Private university students will be invited there.

Christmas Day Celebration

Nationwide documentary and film festivals on drugs

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Thank You