Comprehensive Marketing Plan for Pirate Life Craft Beer in Australia

This report presents a comprehensive marketing plan for Pirate Life Craft Beer, an emerging brand in the Australian market. It includes a SWOT analysis, target consumer identification (focusing on the 20-50 age group in major cities), and competitive positioning strategies. The marketing objectives aim to establish Pirate Life as a popular brand, competing with major players and securing a strong market foothold. The marketing mix encompasses product (taste, packaging), place (major Australian cities), price ($10 per can), and promotion (social media, supermarkets). The plan also outlines point-of-sale activities, such as appealing packaging, price promotions at student events, and leveraging bartenders as brand ambassadors. The goal is to increase brand awareness and drive sales in the competitive Australian beer market. Desklib offers a wealth of resources, including past papers and solved assignments, to support students in their academic endeavors.

Running Head: FOOD MARKETING
Food Marketing
Name of the Student
Name of the University
Author Note

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Executive Summary
Beer drinking is something that Australian people like to do a lot, especially in summer, at a
time when sporting events are held in large numbers all over the country. While there are
many prominent beer brands in operation in Australia, there are a number of emerging brands
that are making their presence felt and giving plenty of competition to existing well known
beer brands. This report prepares a marketing plan for one such beer brand known as the
Pirate Life Craft Beer. The report is drawn up based on detailed situational and market
analysis and concludes with an outline of point of sale activities that can be carried out to
promote the product in the best possible way.

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Table of Contents
Table of Contents.......................................................................................................................2
Introduction................................................................................................................................3
1. Swot Analysis.....................................................................................................................3
2. Consumer Behavior/Market...................................................................................................4
Target Segment......................................................................................................................4
3. Competitive Positioning........................................................................................................5
4. Market Segmentation.............................................................................................................6
4.1. Marketing Objectives......................................................................................................6
4.2. Marketing Mix...............................................................................................................6
5. Marketing Activities...............................................................................................................7
Point of Sales..........................................................................................................................7
5.1. Presentation/Packaging of the Beer Product...................................................................7
5.2. Price Promotions at Student Events................................................................................8
5.3. Making a Bar Keeper an Ambassador for the Product...................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

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Introduction
Beer consumption is relatively high in Australia, with almost every second person in
the country opting for a can of beer to drink in the place of soda, in the hot months of
summer. As argued by Aletti et al. (2016), while there are many varieties of beer in the
market, craft beer is particularly popular since it is available in large quantity and is also quite
easy to digest. Argent (2018), argues that Pirate Life Craft Beer is an emerging brand of craft
beer that has until date proved to be highly popular among the young and old alike in
Australia. This report prepares a marketing plan based on detailed market and industry
analysis that can be used by Pirate Life Craft Beer to secure a place for itself in the Australian
market and be in a position to compete with other well known emerging beer brands.
1. Swot Analysis
Strengths – The Pirate Life Craft Beer is good to taste and it is not likely to make people too
intoxicated when they consume it. It can be safely consumed by the Australian youth as well
as by all adult Australians who do not drink regularly, without worrying about getting tipsy
when doing so.
Weaknesses – The Pirate Life Craft Beer has low concentration of alcohol in it so it may not
be preferred by those who like to consume hard drinks on a regular basis. Frequent visitors at
Australian bars and pubs may find the drink to be a bit too mild and soft.
Opportunities – Since beer is a product that is hugely popular in all Australian cities and
towns at any and every time of the year, the Pirate Life Craft Beer is certain to find many
takers among both the young and the old in the Australian population. It will be in a position
to do well in the market as soon as it is launched.

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Threats – There are many other emerging beer brands in Australia that can serve as stiff
competition for Pirate Life Craft Beer. This is a beer product that really needs to stand out if
it wants to attract the target population and ensure huge profit.
2. Consumer Behavior/Market
Target Segment
The Pirate Life Craft Beer will target customers between the age group of twenty to
fifty years in all major Australian cities like Sydney, Perth, Melbourne and Canberra. While
beer is popular among the elderly as well as the youth of any country, people in the age group
between twenty and fifty are guaranteed to like and endorse beer. These are people who are
also more than likely to be those leading an active professional life and will have the
purchasing power that is necessary to buy a product like Pirate Life Craft Beer.
In order to justify the selection of the target consumer base, effective segmentation criteria
(sustainable, differentiable, measurable, and actionable) needs to be considerate.
Actionable: The appeal of affordably priced chilled delicious craft beer is something that can
be easily ensured by Pirate Life Craft Beer through a well integrated marketing mix that
focuses on the target customer population.
Differentiable: The target consumer base is easy to distinguish from other segments of the
Australian population by virtue of age. People who are between twenty and fifty years of age
stand out easily from those who in their teens or those who are above sixty years of age.
Accessible: The target consumer base will be easy to access, as all those in the age group of
twenty to fifty years will be visiting the supermarket actively for buying beer, sodas and other
foods and beverages for the house or for parties.

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Sustainable: Since the target consumer base covers a wide age group, the interest in Pirate
Life Craft Beer can be easily sustained for the target consumer population. People in their
youth and those in their middle age are certain to like and prefer beer to other drinks in the
market, because of its exquisite taste, affordable price and the fact that it can be consumed at
both formal and informal events.
Measurable: Summarized and accurate data on the target population is something that can be
accessed without difficulty from universities, colleges and companies where members of the
target population are likely to be enrolled or hired.
3. Competitive Positioning
Using the competitive positioning theory, the Pirate Life Craft Beer will be launched
in the market in a way that it stands out clearly from other emerging beer brands. Pirate Life
Craft Beer will be available in beautifully packaged cans, all of which are going to be larger
in size than the regular beer cans that are available in the market. Customers will therefore be
in a position to drink more beer for the same price that they pay for smaller cans of beer in
the market. The Pirate Life Craft Beer is a product that will be characterized by a taste that is
neither too sweet nor too bitter. Beer tends to come across as bitter for most non alcoholic
drinkers but the Pirate Life Craft Beer will be manufactured and launched in a way that it
even entices those who don’t consume alcohol on a regular basis, to try it out. The taste of the
beer will be a mix of sweet and bitter, creating a wonderful sensation in the mouth when
consumed, especially by those consuming it for the very first time.

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4. Market Segmentation
4.1. Marketing Objectives
 To make Pirate Life Craft Beer a product that is hugely popular in the Australian
market.
 To compete with other major emerging beer brands in the Australian market
 To secure a strong foothold in the Australian beer industry within a year or two of its
operations
4.2. Marketing Mix
Product – The product that is going to be marketed is the Pirate Life Craft Beer product, an
emerging beer brand in Australia. Pirate Life Craft Beer is sweet yet bitter in its taste and
caters to an extensive range of the Australian population, comprising of the young, the middle
aged and even the old (Viejo et al. 2018). The beer comes in substantive quantity in the form
of cans and may be refrigerated for days on end without worrying about the taste of the beer
going bad. The cans will be of a standard size with none of them being larger or smaller than
the others (Ambrosi et al. 2014).
Place – The places where the Pirate Life Craft Beer will be marketed, are all the major cities
and towns of the country of Australia. Examples include Sydney, Hobart, Perth, Brisbane,
and Canberra, all of these being metropolitan cities characterized by a cosmopolitan
population. There are certain to be several takers for the Pirate Life Craft Beer in all these
cities (Stack et al. 2016).
Price – The price of the Pirate Life Craft Beer will be fixed at $ 10 per can initially. The
price may later be increased or decreased depending on how well the product does in the
market. By keeping the price of a can of Pirate Life Craft Beer at $ 10, every effort will be

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made to ensure that the beer is within the reach of all segments of the Australian population
and not just the affluent and the wealthy.
Promotion – The Pirate Life Craft Beer product is one that will be extensively promoted on
social media channels like Twitter and Facebook. This is because the use of and access to
social media is very high and easy in today’s day and age. By disseminating the information
about the launch of this product in the market, the company producing and marketing Pirate
Life Craft Beer will be able to reach out to an extensive portion of the target population
quickly, easily and without investing too much money either (Fitzgerald and Jordan 2016).
The Pirate Life Craft Beer will also be promoted at all well known departmental stores and
super markets in thriving Australian cities like Sydney, Perth and Brisbane. Leaflets will be
distributed among customers at these venues, informing them about the launch of the Pirate
Life Craft Beer and efforts will also be made to put up posters at all major Australian
supermarkets regarding this new beverage (Crauwvels et al. 2015).
5. Marketing Activities
Point of Sales
5.1. Presentation/Packaging of the Beer Product
Efforts will be made to make the Pirate Life Craft Beer cans to look as appealing to
customers as possible. The beer cans will be larger in size than the conventional soda and
beer cans that are available in supermarkets and will come in bright colors like red, orange
and yellow. The cans will be sturdy and firm in quality so that these cannot break or crush too
easily (Rogerson 2016). The Pirate Life Craft Beer is a product that will be made available to
customers in canned form only. It will not be available in bottle form. The risk of breakage is
much higher when selling bottled beer and this is a risk that the Pirate Life Craft Beer

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manufacturers are not willing to take (Sammartino 2018). The beer will be sold in sturdy and
vibrantly colored cans so that these may be bought and used easily by members of the target
customer population (Patterson and Hoalst-Pullen 2014).
5.2. Price Promotions at Student Events
Student events like college parties and formal university events are those where beer
tends to be consumed in high volume. While students are never willing to or are seldom able
to spend too much money on alcohol, they are likely to consume more than what is normally
consumed at a party if the alcohol is made available at a price that is lower than usual
(Murray and Overton 2016). The Pirate Life Craft Beer will be certain to find many takers at
student events if made available at a discounted rate of $ 8 (Jones et al. 2016). While the beer
itself will be quite reasonably priced so as to attract diverse sections of the Australian
population, it will be certain to garner more customers than usual if offered at a discounted
rate or at a substantive rebate at all student events. There will be crowds of students moving
ahead to the beer counter to buy the Pirate Life Craft Beer in large numbers if the price of the
beer is lowered by two dollars for a specific student event, resulting in high sales for the
product on that particular day (Howard 2014).
5.3. Making a Bar Keeper an Ambassador for the Product
To make a bar keeper an ambassador for the Pirate Life Craft Beer product can definitely
prove to be a good marketing move. Bar keepers are those who will actually be serving the
product to consumers at parties and at regular nightclub events, hence all the bar keepers
working at prominent nightclubs in major Australian cities and towns should be recruited to
promote the Pirate Life Craft Beer whenever customers make their way to such nightclubs for
entertainment (Hoalst-Pullen et al. 2014). They should be paid a token amount to promote the
beer whenever approached by bar goers for a drink or two, thus increasing the likelihood of

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sales and making it popular among all party animals in Australia (Garavaglia and Swinnen
2017).
Conclusion
Thus, Pirate Life Craft Beer is a product that is certain to do well in the market when
it is launched. This delicious beer will be made available to customers in substantive quantity
and for a price which is truly affordable so that it finds several takers among the Australian
population, especially among those who like to drink beer regularly and are looking for a new
brand to try out.

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References
Aleti, T., Harrigan, P., Cheong, M. and Turner, W., 2016. An investigation of how the
Australian brewing industry influence consumers on Twitter. Australasian Journal of
Information Systems, 20.
Ambrosi, A., Cardozo, N.S.M. and Tessaro, I.C., 2014. Membrane separation processes
for the beer industry: A review and state of the art. Food and bioprocess technology, 7(4),
pp.921-936.
Argent, N., 2018. Heading down to the local? Australian rural development and the
evolving spatiality of the craft beer sector. Journal of Rural Studies, 61, pp.84-99.
Crauwels, S., Steensels, J., Aerts, G., Willems, K., Verstrepen, K. and Lievens, B., 2015.
Brettanomyces bruxellensis, essential contributor in spontaneous beer fermentations
providing novel opportunities for the brewing industry. BrewingScience, 68(9/10),
pp.110-121.
Fitzgerald, R. and Jordan, T., 2016. Under the influence: A history of alcohol in
Australia. HarperCollins Australia.
Garavaglia, C. and Swinnen, J., 2017. The craft beer revolution: An international
perspective. Choices, 32(3), pp.1-8.
Hoalst-Pullen, N., Patterson, M.W., Mattord, R.A. and Vest, M.D., 2014. Sustainability
trends in the regional craft beer industry. In The geography of beer (pp. 109-116).
Springer, Dordrecht.
Howard, P.H., 2014. Too big to ale? Globalization and consolidation in the beer industry.
In The Geography of Beer(pp. 155-165). Springer, Dordrecht.

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Jones, S.C., Wyatt, A. and Daube, M., 2016. Smokescreens and beer goggles: How
alcohol industry CSM protects the industry. Social Marketing Quarterly, 22(4), pp.264-
279.
Murray, W.E. and Overton, J., 2016. Fictive clusters: Crafty strategies in the New
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Geography, 70(3), pp.176-189.
Patterson, M. and Hoalst-Pullen, N. eds., 2014. The geography of beer: regions,
environment, and societies. Springer Science & Business Media.
Rogerson, C.M., 2016. 15 Craft beer, tourism and local development in South
Africa. Food tourism and regional development: Networks, products and trajectories,
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Sammartino, A., 2018. Craft Brewing in Australia: 1979–2015. In Economic Perspectives
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Stack, M., Gartland, M. and Keane, T., 2016. Path dependency, behavioral lock-in and
the international market for beer. In Brewing, beer and pubs (pp. 54-73). Palgrave
Macmillan, London
Viejo, C.G., Fuentes, S., Howell, K., Torrico, D. and Dunshea, F.R., 2018. Robotics and
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