palinca project

PALINCA MARKET PLAN
Norica Birzotescu, Smaranda Radoi, Corina Sbiera, Anton
Aldea, Bogdan Serban, Lucian Solcan, Bogdan Paduraru,
Mihail Radulescu

EXECUTIVE SUMMARY

Introduction
 Company Presentation
 Local Environment
 Mission and Objectives

Situational Analysis
 USA Macro Analysis
 USA Market Analysis
 Market Research

EXECUTIVE SUMMARY

Marketing Plan
 Marketing Objectives
 Target Markets
 Marketing Mix
Product
Product Overview
Product Positioning
Product Design

Promotion Strategy
Distribution Strategy
Pricing

EXECUTIVE SUMMARY

Implementation and Control
 Implementation
 Control

Summary
Appendix 1
Appendix 2 – Financial Analysis

TABLE OF CONTENT
 Introduction






Company Presentation
Local Environment
Mission and Objectives

 Situational

Analysis
 Marketing Plan
 Implementation and Control
 Summary
 Appendix 1
 Appendix 2 – Financial Analysis

INTRODUCTION
COMPANY PRESENTATION


Name: S.C. High Spirits SRL



Activity domain: Distilled drinks producer (Code CAEN 1591.1)



Shareholders:
 70% owned by Mediterranean Investment Ltd. - company based in Cyprus
 30% of the shares are distributed among eight Romanian business people: Norica Birzotescu, Smaranda Radoi, Corina
Sbirea, Bogdan Serban, Lucian Solcan, Anton Aldea, Bogdan
Paduraru, Mihail Radulescu.



History:
 2000: The company was founded with a capital of 100,000€.
 2002: Silver medal at Bruxelles for the company’s palinca.
 2004: 1 million Euro investment in new technologies.
 2006: Launch new types of palinca made of apples, pears, and cherries. INTRODUCTION
COMPANY PRESENTATION




Portfolio:
 Tuica - made of plum, apple, and pear;
 Palinca – made of plum, apple, pear, and cherry;

Portfolio development:









Brandy – product to be launched in 2008
Liqueur – product to be launched in 2008
Cognac – product to be