marketing analytic project for shock top
TRANSCRIPT
Which distribution channels should we focus on?
Research Scope
What is the awareness level for Shock Top?
How do we get people to try Shock Top?
✓ Primary
Research
✓ Primary
Research
Blue Moon
Shock Top
Don't know either
0 10 20 30 40 50 60 70 80 90 100
Brand Awareness
# of people
✓ Primary
Research
“All the big brands have to pay attention to the bartenders now,” Mr. Strangeway said. “It’s a massive industry. Bartenders make the sale for you.”
Bartender
source: Ny Times “ Bartenders are doing more then taking orders”.
✓ Primary
Research
Bar owner
✓ Decision makers
✓ Relationship with distributors
✓ High profit margin
✓ Incentives
✓ Secondary Research
• 7.9 billion dollar beer industry
• 45,000 Bars in United States
• 1000 bars in San Francisco
• $177,777& per bar/year
• $14800 per bar/month
• Average cost of beer in bars: $5
• Comes down to 99 beers per day
✓ Secondary Research
Sell Price $5
Retail Price $2
Profit Margin $3
Sell Price $5
Retail Price $1
Profit Margin $4
✓ Secondary Research
# of bars
0 100 200 300 400 500 600 700 800 900 1000
Blue Moon Shock Top Others
Bar Penetration
✓ Objectives
Income StatementRevenue & gains $
Sales Revenes 26,640,000Interest Revenues 532,800
Total Revenues 27,172,800
Expenses & LossesCOGS 3,729,600
Commissions Expense 532,800Office Supplies Expense 2,536,941
Office Equipment Expense 2,788,397Admin & General 1,357,500
Marketing 4,072,500Interest Expense 665,700Total Expenses 15,683,438
Net income 11,489,362
✓ Dashboard
0
0.5
1
1.5
2
2.5
3
Q2 Q3 Q4
Marketing Investment (Millions)
Marketing Investment V.S. NMC
Offline Online NMC
Increase ERA (EdgeRank Action) by 40%
Reach
Shares
Comments
Likes
%
0 3 6 9 12
April May June July August SeptemberOctober November December
Online DashboardAwareness Recall
0%
10%
20%
30%
40%
Top of Mind Spontaneous Awareness Aided Awareness
37%
30%
6%
30.00%
22.00%
1.00%
Current Situation Projected Goal
Brand DashboardMarketing Cost Dashboard
Brand Distribution
Dashboard Reports
0
0.5
1
1.5
2
2.5
3
Q2 Q3 Q4
Marketing Investment (Millions)
Marketing Investment V.S. NMC
Offline Online NMC