Angostura Bitters

Topics: Alcoholic beverage, Bitters, Marketing Pages: 21 (2892 words) Published: December 3, 2014

Angostura Aromatic Bitters’ marketing plan

Table of Contents
1.Executive Summary3
1.1Synopsis of the Situation3
1.2Key aspects of the marketing plan5
2.Environmental analysis6
2.1Strengths and weaknesses8
2.2Opportunities and threats9
2.3Current objectives and performance11
2.4Five forces’ Porter analysis11
3.Marketing Strategy13
3.2Target Market14
3.3Positioning (Value Proposition)15
4.Marketing Programs16
5.Evaluation and control21
5.1Performance measures21
5.2Evaluation procedures22

1. Executive Summary
1.1 Synopsis of the Situation
The history of Angostura aromatic bitters approaches the year of 1822, when a cholera epidemic whipped the population of Angostura in Venezuela, when the young doctor Johann Gottlieb Benjamin Siegert created a somewhat bitter medicine, quite unusual taste, but of proven volatilities effectively relieve the stomach of his many patients.

This potion was composed of over 25 botanicals in abundant natural reserves of these tropical lands, including fruits, roots, herbs seeds, bark, and a good amount of ingredients whose name and proportion remain, even today, in the strictest secrecy. In 1830 a distillery installed and did not take long to become famous on the continent, winning the gold medal at the World Exhibition in Vienna in 1873.

After the death of Siegert in 1870, the family moved in 1875 to Trinidad and Tobago where there continues today making the Angostura aromatic bitters, preserving their behalf to keep the Venezuelan source most of their inputs to date, as well as also the peculiar label in four languages and signature of its inventor, who since then characterizes it.

Its initial use was to relieve some stomach ailments. But some additional benefits subsequently discovered is that the strengthened the taste of certain foods and cocktails preparations, which made time disappear from kits home and hospital to become a common ingredient in bars and kitchens around the world .

Today is a precious ingredient in the preparation of cocktails and is also used as a seasoning for soups and sauces.

Drops of Angostura aromatic bitters is sold in small bottles of 100 cc and 200 cc, the most famous and popular brand Angostura aromatic bitters.

Usually drops in drinks (G & T, Mojito, Cuba Libre, Pisco sour), classic cocktails like the Manhattan, Champagne Cocktail, etc. used and refreshments as LLB - (Lemon Lime & Bitters) or "Fantasia" Rock Shandy, The Chapman, The Gunner.

Currently in the Colombian market there is not drop bitters, there are national essences bitter which are manufactured by CONDICOM and Productos El Bosque, which make the basic condiments for cooking. These national essences bitter have an alcohol content of 3 degrees, which makes you need to use a larger amount of product per cocktail or preparation, unlike drops Angostura aromatic bitters which have an alcohol content of 44.7 degrees making them stronger and with 2 or 3 drops per cocktail is enough to make the mixture, not only because of its alcohol content but the strong flavor of the merged its ingredients.

The category of biters brings sustainable growth in the global market of 4.7% in the last 5 years (Source: International Wine & Spirit Research). Angostura is still the leader in this category of bitter.

1.2 Key aspects of the marketing plan
We want to be the exclusive distributor of Angostura aromatic bitters in Colombia. For this reason, we have to import the product, market and build brand image of "Drops of Angostura aromatic bitters" in the country. Also, position the product as a reference category.

The key factors of this marketing plan are:
Comply with the requirements of law, such as trademark registration and authorization. The trademark registration protects the producer (trademark owner) against any misuse of it by a...
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