Marketing Plan

MARKETING PLAN Nymburk brewery

© CEDUK - 2011

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A marketing plan is very important part of any company business plan. Our MKT plan we

compiled as a well-written document containing specific and absolutely concrete strategy and

actions. We reduced theoretical excess and concentrated only in practical detail oriented way how

to penetrate German beer market.

Postřižiny brewery in Nymburk

1. Basic information of the company

Name: Nymburk Brewery, Limited Liability Company

Address: Pražská 581

288 25 Nymburk

Czech Republic

Company owner&director: Pavel Benák (100%)

Articles: - goods purchase in order to its sale and goods sale

- beer and malt production

- molasses, non-alcoholic and special beverages production

- pasturage and pasturage mixture production

Nymburk Brewery, LLC, is a local brewery of middle size with a long history. It was found

in 1785. People in the Czech Republic became aware of the brewery thanks to the close

connection with the famous writer Bohumil Hrabal, who lived here from 1919 to 1947 and

who wrote a book “Postriziny” based on the stay here. The book was cinematized by the

famous director Jiri Menzl.

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1.1 Mission

„Our Postřižinské beer, a drink for everyone”

Main objective: To sell the maximum number of bottles on the German market, that means

by the end of year the 2012, increase export to Germany to 30 thousand hl. Exports will

include Gold Bohemia Beer - 330 ml, Nymburk Can - 0.5 liter, Gold Bohemia Beer - 330 ml

(6 pack). Customers are median incomes and low incomes.

Brewery Postřižiny is located in the southern part of the town of Nymburk, 40 km from

Prague. It is medium-sized brewery. The brewery was founded by Imperial and Royal decree

at the 29 April 1895, brewing in the city has a long tradition. Postřižinský brewery is linked

to the writer Bohumil Hrabal, and is immortalized in the film by Jiri Menzel Postřižiny

based on Hrabal‟s novel.

There is own beer shop in the brewery building

The brewery regularly organizes various events (Den otevřených dveří, Postřižinský

Express, Hrabalovo Kersko,...)

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2. Situation at our markets

The brewery was successful to maintenance positions and to increase sale in the local

area. The beer was supplied into Norma chain.

The main exportable country was Germany (74.6% of the whole export), Sweden

(11.4% of the whole export) and France (9.7% of the whole export). Other exportable

countries were Denmark, Romania and newly Finland and Russia.

In 2009 the company was successful to maintenance positions in chain supermarkets

such as Penny Market, COOP Centrum, Ahold, Plus Discount, Norma, Billa and

Kaufland.

2.1 Our customers

Prevailing customers are:

local people (in particular men between 30 and 60), who buy the the beer in the

company shop, other small shops, fairs and other events

chain supermarkets

foreign customers

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2.2 SWOT analysis

[S] Strengts [W] Weakness

- long tradition (116 years)

- expori experience

- long partnership with Czech multiple

chain stores

- broad beer portfolio (8 sort)

- longlasting volume production

- literally famous brewery

- innovated production technology

- non foreign capital, 100% domestic

capital

- well-content and motivated staff

- 37 beer awards and evaluations in the last

10 years

- strong know-how

- open and friendly to customers, partners

and very good Public Relation

- Seasonal annual production of beer (since

1990 without a significant increase)

- a small percenatge interest on the Czech

market

- Net profit in the year 2009 only 401

thousand. CZK (500% decrease

compared to 2007)

- 1 revolving loan and 1 medium-term loan

- weak promotional activities

- insufficient monitoring of current trends

and responsing on them

- absence of non-alcoholic beer

[O] Opportunities [T] Threats

- slowdown of competitive business

- depreceation of primary commodities

- consumer increase of beer per year

- modern production technology

- price cuts by competitors

- change in legislation

- reduce the consumption of beer

- new competitors on market

2.3 Competition

Competition for Nymburk Brewery are big supra-national breweries more than local ones which

produce special beer. That´s why Nymburk Brewery focuses on the local consumers, tries to put

its products through big supermarket chains in the surroundings and seeks new consumers

abroad. Nymburk Brewery introduces now unusual beer flavours for its consumers by

implementing new technologies (pasteurized, non-pasteurized beer, lager, dark beer), adding

different new flavours made of exotic substances.

The brewery leadership constantly follows and evaluates competitors´assortment and price

politics. The biggest competitors are big Czech breweries (Pilsen and Budweiser) and

international firms producing beer of good quality.

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2.4 Marketing research results – outcome

The annual beer consumption is 106 liters per person, total 93 mio hl. In Germany, drink beer

almost 70% of the population. 54% of Germans drink beer at least several times a week and

prefer bottled beer. However, three quarters prefer only one brand and the same number of

Germans prefer domestic brands. Imported beer must take, such as traditional manufacturing,

labeling, etc.

3. German beer market

There are about 60 domestic beers brands in Germany. Direct competitors are imported beers,

from czech Budvar, Breznak and Pilsner Urquell, from foreign are especially Guinness and

Carlsberg. Indirect competitors are domestic beer production in the low/medium price range.

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4. Marketing mix

4.1 Product

The company brews 6 kinds of lager, 2 kinds of dark beer and special kinds of beer:

Types of beer

Doktorova 8°

Postřižinské výčepní

Pepinova desítka

Tmavý ležák

Postřižinské pivo 11%

Francinův ležák

Něžný Barbar

Bogan

Gold Bohemia Beer

Nymburk Lager Beer

It is sold under the name “Postrizinske pivo” in the domestic market and under the registered

marks “Gold Bohemia Beer” and “Nymburk Lager Beer” for export. Beer is tapped into 30 and

50 l barrels, 0.33 and 0.5 l bottles and into tanks. The beer has got durability from 30 days up to

1 year according to the way of manufacturing and final preparation.

For 116 years Misters Brewers have been evolving and tasting delicious, sweet-bitter balanced

beer . Gustatory sense is harmonious, gently sparkling, honey-gold colour with rich and creamy

foam. The biggest volume on business takes Bohemia Goldbeer, that is the product we mostly

concentrate our Marketing Plan. So we suggest to enter German market exactly with this beer.

There is a well supplied market in Germany that is going to be penetrated by our Bohemia Gold

Beer 330 ml and interesting economical pack „six pack“.

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Wrapping beer production 2009 in hl (bottle, barrel, tin)

0

20000

40000

60000

80000

100000

120000

bottle cask can

114 043

22 56312 000

Sort variety production (draught beer, lager, light, special)

0100002000030000400005000060000700008000090000

100000

normal lager light special

96 013

39 273

12 815

505

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4.2 Distribution

We made an analysis and decided that most suitable for distribution will be Gold Bohemia

Beer, and Nymburk CAN.

We are aware of a wide range of chain stores (Penny Market, COOP, Ahold, Norma, Aldi,

Metro, Lidl),

The most important question are listing fees – it means extra fees of inclusion product to the

offer

At the place where the product will be sold (in a particular trade chain) will be located sales

support items (leaflets, POS and POP materials). Before selling we will provide training to

chain store managers, promotional materials, tasting, samples, support and service.

Direct distribution channels (dealers, own beer shop, restaurants)

Indirect distribution channels (Penny Market, COOP, Ahold, Norma, Aldi, Metro, Lidl)

Beer which is going to be exported is treated by special technologies to longer its shelf life.

So the final price is increased.

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4.3 Economic indicators and price

The table of selected economic indicators: (in thousands €)

Indicator year 2007 2008 2009

Turnover 4 709 4 203 4 722

Own capital 572 168 604

Sales of products 4 438 4 055 4 522

Value 1 113 1104 4 522

Profit for the period 82 16 16

Wages costs 710 684 711

Bank loans 400 620 566

Number of employees 90 88 87

Average wage 671 654 667

From the foregoing, there we can see, the company has long-term profits, is able to meet its

obligations, and has a highly liquid asset. Data for 2010 are not yet available, because czech

economic year closes to 31th of March or 30th of June the following year.

4.3.1 Price

Estimated price of 0,33 l Bohemia Gold Beer is about 0,45 – 0,50 €

Estimated price of 6 pack 0,33 l Bohemia Gold Beer is about 2,5 – 3 €

4.3.2 Financial status

The brewery is financed from its own sources and bank credits. The brewery carries out

financial analyses with the help of ratio index and in the bases of it the board decides how to

handle the sources

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4.3.3 Analysis of profitability

0

2

4

6

8

10

12

14

16

18

2006 2007 2008

a) Return of sales

b) Return of costs

c) ROA - Return on Assets

d) ROE - Return on Eqity

e) ROI - Return on Investment

4.3.4 Profit analysis

0

1000

2000

3000

4000

5000

6000

2006 2007 2008

EAT - earnings after taxis

EBIT - earning before interest and taxis

EBITDA - earning before interest, taxis and depreciation

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4.4 Promotion and communication

How is the selling of the product arranged?

Personal selling (dealers)

Customer contacts (marketing data – e-mail, mobile phone)

Retail

Wholesaler

4.4.1 Advertising

Radio spots

Billboards

Internet (Homepage, banners, PPC, Facebook, twitter, PR, viral movies)

Use of well-known writer„s name (Bohumil Hrabal) and his masterpiece (Postriziny) which was

cinematized for promoting beer on the labels and promotion materials

4.4.2 Promotion and sales

Fairs and exhibitions home and abroad

Taking part in quality food product competition

Beer days (tasting beer, contests, samples)

Mats, tablecloths, umbrellas, mugs with logo

Tastings are always made to the public free of charge and are designed primarily to get new

products into the public consciousness, people familiar with the national or regional specialties

and of course the mapping of the response of recipients to that product. Tastings are a popular

and very effective part of advertising campaigns.

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4.4.3 How to promote Postřižiny beer in German market – summary

Homepage link on retail web pages (lidl.de, norma.de etc.)

Leaflets

Radio in store – trailer, for example: „neues Tschechisches Beer aus Nymburk“

Trailers at the place, where the products are sold – drinks and beer department (POS, POP

materials)

Boot actions and repetitiv actions for example: Christmas, Valentines Day, Easter, 2+1, 3+1

competition for a weekend in the Czech republic once a year

PR article with the introduction of a product and company in the German gourmet magazine

(Apetit, Gourmet, etc)

Press conference (invite the target group of professional journalists and ifluential people