Marketing Plan

Marketing Plan

In the following paragraphs, we will discuss the marketing plan that will bring King Kong Malt Liquor to Boswick Distributors Inc. We will talk on the four phases of the marketing plan that we believe Boswick Distributors Inc. should incorporate to market our product. We will break down each of the phases in detail to show that King Kong Malt Liquor is a viable product that Boswick Distributors can utilize to compete, in the local market, against the bigger corporations that are out there.

Phase I

Bozwick Distributors Inc. is a wholesale wine business that was established in 1959, and is privately held ("Find The Company", 2013). This company is a single location business located in Waldorf, Md. according to "Find The Company" (2013), "The company primarily operates in the Wine and Distilled Alcoholic Beverage Merchant Wholesalers industry" (General Information). The company employs less than 50 people, and uses 10 trucks to deliver its product ("Manta", 2013)

Last year, Bozwick Distributors Inc. had an estimated annual revenue of $20 to 50 million ("Manta", 2013). We would like to increase this estimated annual revenue by introducing a new product.

Description of Product

The product we are proposing, is a product that has been around since the late 1600's. The Kline brother's product is a malt liquor that two brothers have been brewing locally for years. The brothers brought their product to us and "King Kong Malt Liquor" was born.

The term malt liquor was thought to have originated in England. Beer and malt liquor have similarities, but they are different beverages. Beer is normally made from a cereal grain such as barley or hops and yeast is added. On the other hand, a malt liquor is made from the same basic ingredients but have additives like rice, corn and dextrose.

These ingredients lead to malt liquor having higher alcohol content than beer. The average beer has an alcohol content of about five percent. Most malt liquors have a content of 12% or higher. This of course means a person will get intoxicated faster from malt liquor than beer. For this reason, we believe there has always been a negative stigma associated with malt liquor. Malt liquor has always been assumed to be inferior beer. Our product will reverse this kind of thinking. King Kong malt liquor will not be sold in a 40-ounce bottle or a 22-ounce can. This product will be sold in 12-ounce bottles in a six-pack or 12-pack. Our product will have the highest alcohol content allowed by the jurisdiction it is sold in. Unlike beer or some other malt liquors, our product has a sweet spicy taste. Our goal is to appeal to all drinkers, some people will like the taste, some people will like the strong relaxing effect it has on them and some will like both. King Kong malt liquor will initially be distributed in the Maryland, Virginia and District of Columbia. There is no doubt that King Kong Malt Liquor will be profitable, if we market it correctly.

Marketing Success

King Kong Malt Liquor is appealing to all drinkers of legal age. This flavorful robust malt will leave the pallet intrigued and entertained. King Kong Malt will be the centerpiece of conversation for all that try the beverage. The average drinker is going to try something outside of their comfort zone as long as it is reasonably priced. The fact that King Kong Malt is a local commodity will bring additional notoriety to Bozwick Distributors, Inc. The local distributor currently carries over 180 brands of, Ale's, Beer, Lager's, Malt's, and Wine. It is very important to stress the difference that King Kong Malt Liquor can bring to Bozwick Distributors, Inc. One important factor is that King Kong Malt is made here in Maryland. The current push for products that are made in the U.S.A. will be a boost for Bozwick Distributors, Inc.

Successful marketing is going to take Bozwick Distributors, Inc. and King Kong Malt Liquor farther than the 13 cities currently sold to in Maryland. Conducting surveys and research to find the current psychographics of the customers will determine the type of marketing needed to succeed. Working the customer base and seeing their reaction and gaining the feedback will help determine how to overcome the competition. Once the target market is determined, Bozwick Distributors, Inc. can establish its plan to marketing King Kong Malt Liquor. The unique blend of King Kong Malt Liquor to Bozwick Distributors, Inc. is going to be a great addition to the already diverse inventory

By setting a lower price point in the beginning, the target audience for the six-pack of sweet and spicy beverage will spread the word to friend and family. The little bottle with a lot of punch will be a big hit.

SWOTT

The strength of King Kong Malt Liquor lies in our ability to appeal to the urban community. It is our belief that if King Kong Malt Liquor wants to get the most bang for their buck they must concentrate our efforts in the inner city or urban community. Health and Human Services surveys show that there is a high percentage of malt liquor consumption which comes from these areas. If we can produce a massive supply of King Kong Malt Liquor and attach our brand with a highly respected urban hip-hop artist from our marketed audience demographic, it will allow for a strong brand image.

The weakness for King Kong Malt Liquor is that our brand is not seen as high quality. Malt Liquor is associated to being cheap. Malt Liquor is not associated with the rich and famous, so we will have a hard time pulling that type of customer base into our brand. Another weakness King Kong Malt Liquor has is our advertising budget is small compared to others such as Anheuser-Busch.

The opportunity for King Kong Malt Liquor is in increasing our global brand. We do not want our drinks solely in the urban communities. We would like to see our brand in the hand of other ethnic groups and markets. The way we can accomplish this, is increase our advertising budget. We do not want our brand to be just on the television. We want radio and internet presence as well. Our advertisement will be nationally as well as locally.

One threat for King Kong Malt Liquor would be the price wars from other Malt Liquor companies. Another threat King Kong Malt Liquor can face is possible government regulations in areas like recycling. Changing customer preference is an additional threat. Customers are faced with so many options. We want to make sure that King Kong Malt Liquor is our customer choice through the ages.

The trends for King Kong Malt Liquor lie in our strength. We have seen the astonishing success with