Dallas Brewing Company. TARGE MARKET SEGMENT (S)

Dallas Brewing Company

TARGE MARKET SEGMENT (S)

TARGE MARKET SEGMENT

• The Primary target market is young- white and black adult’s males; aged 18-27 is the primary target market as the traditional consumers of new Dallas Brewery Company.

• The Secondary target market is young Hispanic males, aged 18-37. Basic on Hispanic market “will increase their ranks by 188% to 102.6 million –or roughly one-quarter of the population –by 2050. Hispanics will count for nearly one out of every five U.S. residents by 2012 if current growth rates continue”.

TARGE MARKET SEGMENT(P2)Segments Primary Target Secondary Target

Occupation Professional Trade, low paying jobs

Marital Status Married Married

Religion White (N/A) Black (Baptist) Hispanics (Catholic)

Social Class Upper / Lower Middle Class Lower Middle Class

Education Graduate GED

Geographic USA / Fort Worth, Dallas ,TX USA / Fort Worth, Dallas, TX

Income $45k-$65k $40k - $54k

Purchase Behavior

Method of usage Social Social / Cultural

Brand Loyalty No Yes

Rate of usage 19 to 21 gallon a year Over 59% beer / alcohol

PRODUCT POSITING & VALUE STATEMENT

Positioning statement conveys the perception of consumers about the product relative to those of competitors. The positioning statement also conveys the dimensions on which the product is positioned. For instance, if the product is positioned as high quality/medium price, it conveys to the marketer that the product is presently perceived by consumers as high on quality dimension and medium on price dimension.

Value statements are selected because they express the firm’s core beliefs. These statements help the company to identify with and connect with the consumer. The value statement is selected because it helps the employees to be aware of the priorities and goals of the firm.

PRODUCT POSITING & VALUE STATEMENT

These statements relate to promotion message because: The promotion message is one that promotes a product or service. This promotional message is conveyed through different media. The promotional message must convey the positioning of the product because it reflects the marketing strategy. In addition, the positioning statement must be related to the promotion message because the message supports and strengthens the positioning of the product. The value statement relates to the promotional message because the promotional message normally expresses the apart or whole of the core beliefs of the firm. The employees that create and approve the promotional statement have internalized the value statements and their beliefs about the product, firm, or service are reflected in the promotion message.

FINAL DESIGN

PRODUCT DESCRIPTION

PRICING STRATEGY

DISTRIBUTION PLAN

PROMOTIONPLAN

PRODUCT DESCRIPTION

•Long Horn Lite Beer product: strategy includes the eye catching 12ounce shrink-wrap bottle that comes in six colorful festive designs.

•Addition of flavorful beer with light Oranguatang and light berry.

•Dallas Brewing company is also introduced two new one of kind brews, Celebrate by DBC and Brews Masters Private Reserve by DBC.

•Light: a reduced calorie brew made by decreasing the grain amount used when brewing or by adding enzymes to break down the starch content in the beer (No other brewery use this process).

• New Light Green Bottles

PRICING STRATEGY

To better target the Hispanic market, Dallas Brewing Company increase the Latino budget to more than 5 million dollars.

Dallas Brewing will be known as the low cost beer. They keep their prices low by not spending over their advertisement budget; instead they let word of mouth do the job.

To further place emphasis on the higher quality of products, it does not discount its products. It believes in a motto of "No Compromise," to get a superior product you must be prepared to pay for it.

Distribution Plan

•Dallas Brewing Company has created a channel marketing team to develop customized promotions aimed at addressing each customer's unique needs.

Distribution strategyOur distribution strategy is to place all new products into distribution by appropriate channel within the first 30 days of availability. Idaho Distributing works with suppliers to identify the best and most appropriate channels and target accounts to provide quality distribution. We will track attainment of target accounts on a regular basis. (Based upon mutually agreed frequency)

Channels of distributionThe typical channels of distribution are:

Chain RetailIndependent RetailConvenience Store ChainConvenience Store IndependentOn Premise Tavern ChainOn Premise Tavern IndependentOn Premise Restaurant (Sub Class White Table Cloth Ethnic Foods etc.)MilitaryAll above channels have a classification that groups by volume as well.

PROMOTION PLAN

•Dallas Brewing Company promotes its products by being involved in many charities as well as Non-Profitable programs such as the Deaf Awareness program, Alcohol program and policies such as "21 means 21.

•Communications, the largest Spanish language broadcaster in the U.S. It includes sponsorship of programs, product placement and commercial time on Univision's radio, cable and broadcast networking properties

•As stated before the company is promoting its product to attract woman through woman-focused channels like Oxygen and Lifetime

•becoming familiar through sponsorships of major sporting events, it promotes its products through marketing messages as the only American brewery that is still American owned with profits staying in the states.

Any Questions ????