Marketing Plan for James Squire's Customized Beer in Australian Market

This report outlines a marketing plan for James Squire's introduction of customized beer in the Australian market. It begins with an introduction to the company and the product concept, followed by an executive summary. The core of the report includes an environmental analysis using SWOT and PESTLE frameworks, assessing the company's strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, and legal factors. A positioning map illustrates the product's value proposition relative to competitors. The report then details value creation through product customization, packaging, and customer involvement, alongside value capture through pricing strategies targeting the upper class. Value delivery focuses on customer satisfaction via fast delivery and consultation services. Finally, value communication through promotional activities, including social media campaigns, is discussed, concluding with a summary of the plan's key elements.

Name of the company: James squire
Name of the product: Customized beer
Introduction
The company James squire, which is popular in Australian market for making beer with
the barley hops, is going to introduce customized beer in the market. In the alcoholic beverage,
beer is being considered as the popular liquor. Analyzing the current growth in Australian
alcohol industry, it can be said that the liquor industry is growth near about 3% in every year.
However, it cannot be denied that rating on drinking alcohol in Australia is very less. Premium
drinks are the major key drivers in Australian liquor industry. It cannot be denied that beer is the
widely customer drink from the liquor category in the globe. The purpose of this study is to
develop a marketing plan of customized beer so grabbing the attention of large number of
customers. In this study, the marketing plan of James squire will be discussed that will indicate
the future growth of customized beer in the liquor industry.
Executive summary
Environment analysis
In order to do the environmental analysis of the product in liquor industry, SWOT and
PESTLE analysis have been done. In the below analysis, the future possibilities of the company
in case of developing the customized beer plan has been discussed.
SWOT analysis
Strength: It cannot be denied that the company has already established its strong brand image in
the market, which can be beneficial for getting the positive customer response regarding this

product. With the diversified products, the company has developed its large customer base that
can help to gain the product popularity.
Weakness: Although in the 21st century people have become advanced and aware of the liquor
industry, but it cannot be denied that there are large number of people who still not aware of beer
products. James squire provides expensive products, which is not possible to abele for all. Strict
regulations and license issue in the liquor industry as well as limited target customers are the
main weakness.
Opportunities: The biggest opportunity of the company is it has partnership with Australian
environmental organization. Due to its popularity in the online market, it will be easier to aware
people regarding the product. Analyzing the growth opportunities in liquor industry, it has been
identified that tourism industry has started contributing in the industry.
Threats: The biggest threat for the product is global economic downturns. Increasing
competitors and availability of substitute products in the market, it will be tough for the company
to develop effective plan.
PESTLE analysis
Situation Analysis
Political Australia is a politically peaceful country. With the stable
political situation, it will be easier to develop customized beer in
the market.
Economic With the increasing GDP rate in Australia, the liquor industry is
growing 3% in every year. Analyzing the current market growth
it can be assumed that the product will be appreciated by the

customers.
Social It is true that Australian people are not fond of alcoholic products.
In this situation, it will be tough for convincing their purchasing
decision.
Technological After the globalization, with increasing technological
opportunities in the market, technological advancement has been
introduced in the liquor industry. Therefore, It can be assumed
that in this situation customized beer concept will be appreciated
by the consumers.
Legal National Council on Alcoholism and Drug Dependence has
introduced various rules and regulations in the liquor industry. In
this situation, it can be said that the legal situation is not in
favorable condition for customized beer marketing.
(Source: created by author)
Value selection positioning

High
Quality
High Price
Low Quality
Low Price
Figure: Positioning map
(Source: Created By Author)
In the above positioning map James squire has been located in the High price with high
quality section. In the same section the Pikes Beer Company and Castlemaine Perkines have
been positioned. On the other hand, Australian beer Company has been positioned in High
quality and low price. In the above diagram, it has been identified Pikes Beer Company and
Castlemaine Perkines can create tough competition for developing a strong marketing plan.
Value creation product
Value creation is very important in case of convincing the customers buying decision. In
case of introducing customized product by the company, the company can develop its service
standard. In case of making the product attractive packaging can be changed. By giving the
honor to the customers to prepare the beer with depending of their preferred taste. On the other

hand, increasing the value of the product, the crowdsourcing and innovation can play an
important role.
Value captured pricing
As it is new edition of James Squires, which will be introduced once in every five year,
therefore, the target customer of the company upper class people. The company has gained its
popularity in the market for providing standard quality of products with expensive prices. In case
of contributing in the society, the marketing campaign will serve through the initiative of
reducing child labor. With the Social initiative, in every unit of customized beer, $1 will be
contributed towards the novel initiative.
Value delivered distribution
Customer satisfaction is the main motive of every organization. In case of creating the
value in delivered distribution, the company promises for surpassing the customers’ expectation.
In case of bringing the innovation in product delivery process, the fastest delivery process will be
followed by the company. As the company has decided to brew the customized beer for the
customers, so that individuals can be satisfied, therefore, consultation services will be permitted
for every visitors in brewing premises. With this initiative, it will be easier to maintain the
transparency with customers that can help to develop customer base.
Value communicated promotion
In sales promotion, different communicational activities are being included that helps to
add value in the initiatives of an organization towards its stakeholders. In case of adding the
value in promotion, strong brand message is important with the strong brand image. It has been

identified that the social media campaigns will be done by the company with the message “Brew
your own and make it Australia’s #1”.
Conclusion 100