MKT 571 Week Five
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- Welcome, I am Chondra Jones and welcome to this morning's brief regarding a communications plan for Woodchuck Hard Cider Barrel Select.
- Today's agenda includes a product introduction, objectives differentiation,and packaging.
- We will also discuss packaging, competitive analysis, and placement and availability.
- Woodchuck's Barrel Select is a private reserve cider. This beverage is a sweet crisp taste of apple cider with smoky and dry flavors of Kentucky Bourbon.
- The objectives of the plan include decrease in consumer cost while increasing profits. The plan will also support competition while maintaining a fluid marketing strategy.
- Barrel Select is a light drink that can stand alone or pairs well with other drinks.
- To separate itself from competitors, Barrel Select will be a gluten-free beverage that mixes well with other drinks yet stands alone with good meal.
- Woodchuck's most popular sales is toward social drinkers with urban lifestyles with a target age of 35 and younger. The plan is to expand to 35 and older to acquire more middle class.
- The company will also offer twist off caps and a single server bottles.
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