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Real Situation
Real Situation – “Bayani Brew” Case Solution
By Team “BASTA”: Natallia ShliazhkaEriselda Barjamaj
Kirill AgapovAnastasiya Tsikhanava
Real Situation
Task 1 – Market Entry Strategy Objectives
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Earn 9% market share after the 1st
year
Get to Manila and the fastest growing
cities (Taguig, Quezon City, and
Pasig) in the first 3 years of our operations
Build a brand with at least 50% of the
population awareness
Our focus is on bringing
the real value to our society
GREAT SUCCESS!
Product Development Strategy
Real Situation
Task 1 – Market Entry Strategy “Bayani Brew Classic” & “Bayani Brew Purple Leaf”
3
Pricing
Value-based
Brings more value (and thus more expensive than competitors’ products):
Healthy drinksIncreased trend in health consciousness Growing demand for natural beveragesCommunity welfarePatriotic nation building ideasSocial value (diminish unemployment, boosts
the economy of the country)Profits go for social issues solutions
Odd-even
Psychological appeal : Consumers perceive it cheaper than it
actually is
Real Situation 4
Distribution
Task 1 – Market Entry Strategy “Bayani Brew Classic” & “Bayani Brew Purple Leaf”
Specialized stores and cafes
Neighborhood street markets
SupermarketsHypermarkets
Open markets/ vendors on push carts
Sari- sari stores (as it is the largest distribution channel for the soft drink industry)
LARGER MARKET
SHARE
Real Situation
Social advertisingWe aim to build awareness among the young generation thorough actively participating in social networks advertising activities
Word of mouthAs Philippines are very collectivistic culture, our company aims our product to be everyday ‘s gossip.
Government supportWe aim to use government’s media channels in order to advertise the value our products bring to the development of the country’s economy (as elections will be hold in 2013- it will be the two-sided advantage)
Influential celebritiesWe aim to cooperate with the Black Eyed Peas singer Allan Pineda Lindo who surely will agree to advertise our product because he is Philippinean and he is eager to help in developing of his country.
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Advertising
Task 1 – Market Entry Strategy “Bayani Brew Classic” & “Bayani Brew Purple Leaf”
Real Situation 6
Task 1 – Market Entry Strategy “Bayani Brew Classic” & “Bayani Brew Purple Leaf”
Sales Promotion
Buy a bottle of Bayani Brew and have a chance to
win one more FREE DRINK: Check the back side of
a cap and find a winning sign
Real Situation 7
Task 1 – Market Entry Strategy “Bayani Brew Classic” & “Bayani Brew Purple Leaf”
Publicity & PR
Seminars
Schools
Universities
Public Institutions
Real Situation
Task 2 – Natural Sports Drink Business Idea Analysis
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• Strong competition (Gatorade, Powerade, OxRyd)
• Health concerns (stereotype: if energy or sport drink, then for sure harmful)
• Philippines is rich with coconut oil (main ingredient): do not need export suppliers
• Worldwide expansion (export product, boost GDP)
• Increasing demand for sport drinks
• Natural, healthy
• Provide work places by selling it, taking part in promotions
StrengthsOpportunities
Threats
Weaknesses
SWOT Analysis
Real Situation
Task 2 – Natural Sports Drink Business Idea Recommendations
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Recommendations
First of all, Bayana Brew Company has to build the brand image which is expected to happen in 3 years. During these 3 years, the company should focus on the primarily products. Make a research on the competitors and the target market for the sports drinks.
We suggest to implement this idea after 3 years of operations
AFTER 3 YEARS
Brand nameFocus on the
primarily products
Market research
Real Situation
Bibliography
1. http://www.ats-sea.agr.gc.ca/ase/5843-eng.htm2. http://www.ballerspinas.com/2012/04/oxryd-drinking-water-newest-sports.html3. http://www.nscb.gov.ph/secstat/d_labor.asp4. http://www.indexmundi.com/philippines/population.html5. http://www.studymode.com/essays/Coco-Energy-Drink-1047388.html6. http://www.euromonitor.com/soft-drinks-in-the-philippines/report
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