Marketing mix of a beer company
Content Page
Introduction 2
Task1
1.0 The marketing mix on the Black Sheep Brewery 2
1.1 Product 2
1.2 Promotion 4-5
Sales Promotion
Sponsorship
Advertising
1.3 Place 6
1.4 Price 6
Task 2
2.0 Logistic Facilities on the Black Sheep Brewery 7-9
Task 3
3.0 International Operation on the Black Sheep Brewery 9
3.1 Social/Culture 10
3.2 Legal 10
3.3 Economic 11
3.4 Political 11
3.5 Technical 12
3.6 Competitors 12
Introduction
It was in October 1992 when The Black Sheep Brewery beers first made an appearance in pubs in and around the Yorkshire Dales. The delivery of those first casks of beer over ten years ago began a new era for Paul Theakston, whose family has brewed in Masham for five generations.
It also allowed him to put behind him the heartache left by the often acrimonious battles that culminated in the "old" family firm of T & R Theakston Ltd ending up as part of Scottish & Newcastle Breweries. The events that led to the loss of the Theakston brewery had rumbled on since the early 1970s, with Scottish & Newcastle finally seizing power in 1988. Although they offered him a position, Paul decided corporate life wasn't for him. What's more, it would have meant him leaving his beloved Masham.
Determined to stay in Masham and being a long, long way from retirement (both age-wise and financially!!) it didn't take long for Paul to conclude that it was brewing that he was best at. The decision was made, create a "new" brewery in Masham. Now Black Sheep Brewery has invested £3 million in more production facilities and has boosted by 20 per cent. The company is on course for doubling by 2006 and a new distribution depot is being constructed for completion by the end of 2004.
1.0 The Marketing Mix on The Black Sheep Brewery
The marketing mix is looking at the right product, at the right price, what media to use and to use the right place. These are known as:
Product
Price
Promotion
Place
Or the four P's
1a Product
Product is defined as a
Introduction 2
Task1
1.0 The marketing mix on the Black Sheep Brewery 2
1.1 Product 2
1.2 Promotion 4-5
Sales Promotion
Sponsorship
Advertising
1.3 Place 6
1.4 Price 6
Task 2
2.0 Logistic Facilities on the Black Sheep Brewery 7-9
Task 3
3.0 International Operation on the Black Sheep Brewery 9
3.1 Social/Culture 10
3.2 Legal 10
3.3 Economic 11
3.4 Political 11
3.5 Technical 12
3.6 Competitors 12
Introduction
It was in October 1992 when The Black Sheep Brewery beers first made an appearance in pubs in and around the Yorkshire Dales. The delivery of those first casks of beer over ten years ago began a new era for Paul Theakston, whose family has brewed in Masham for five generations.
It also allowed him to put behind him the heartache left by the often acrimonious battles that culminated in the "old" family firm of T & R Theakston Ltd ending up as part of Scottish & Newcastle Breweries. The events that led to the loss of the Theakston brewery had rumbled on since the early 1970s, with Scottish & Newcastle finally seizing power in 1988. Although they offered him a position, Paul decided corporate life wasn't for him. What's more, it would have meant him leaving his beloved Masham.
Determined to stay in Masham and being a long, long way from retirement (both age-wise and financially!!) it didn't take long for Paul to conclude that it was brewing that he was best at. The decision was made, create a "new" brewery in Masham. Now Black Sheep Brewery has invested £3 million in more production facilities and has boosted by 20 per cent. The company is on course for doubling by 2006 and a new distribution depot is being constructed for completion by the end of 2004.
1.0 The Marketing Mix on The Black Sheep Brewery
The marketing mix is looking at the right product, at the right price, what media to use and to use the right place. These are known as:
Product
Price
Promotion
Place
Or the four P's
1a Product
Product is defined as a