Pearl Beer…Gift from the mermaid
About Pearl
2.
SWOT Analysis
Business plan – 4P strategy
4.
BCG Analysis
1.
3.
About Pearl…
It is said that Pearl is made from the tears
of mermaids, an ancient mythical
animal in the ocean. We take the poetic
symbolic meaning of Pearl as our brand,
wish to deliver a refreshing pearly
quality beer for our customers.
SWOT Analysis
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Inside Environment Analysis
S – Strengths
W – Weaknesses
Outside Environment Analysis
O – Opportunities
T – Threats
Strengths for Pearl Beer
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First beer in the market that targets on
female consumers.
First fruit flavored beer in the market.
Elegant package – special made glass bottle
with novel design.
Compatible price in the market. ( Retail
price@60 , among the price range @23~120 )
Easy to have side products to promote.
Weaknesses
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New Brand for the consumers, no familiarity.
Target on the minority of beer market –
female market.
Need extra promotion effort in bars and
restaurant.
The new flavor might not be easy to be
accepted by traditional beer drinkers.
Price might be too high for non-career
customers.
Opportunity
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Career females aged 25-35, possibly
supervisors or managers.
Trendy topic for media publicity.
Gorgeous male salespeople promoting in bars
and restaurants.
Table card join-promotion with bars and
restaurants.
Joined Fashion event with fashion industry,
possibly a jewelry company.
Free beer sponsor for corporate parties.
Threats
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Not easy to approach the target
markets through the general retail sites.
The brand loyalty to the existing brands.
Hard for the consumers to buy the
products in a big quantity.
No strong brand image in the market
yet.
4P Strategy
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Product – Pearl Beer, with 3 fruit flavors: Lime, Grape,
and Orange.(3.5% alcohol)
Price – Retail price @NT$60/bottle, Restaurant price
@NT$100/bottle and above.
Place – Convenience stores, supermarkets, café, bars
and restaurants.
Promotion – card promotion in convenience stores
and supermarkets, table card join promotion with
café, bars, and restaurant. Joined PR event with
jewelry company( Fashion show or so, ) CF and print
advertisement.
BCG Analysis
Pearl Beer
Star
Kirin
Heineken
Corona beer
Cash Cow
TsinTao, YenJin
Budweiser, Miller
Question Mark
Sapporo
Dog
Pearl Beer…
Made by:
Erin Chang 586202647
Gina Liu 587201183
Ian Chiu 587201509
Joy Chen 587201200
Spring Kuo 587201121
Yvonne Pen 589750011
( In Alphabetical Order )