Jillz to United Kingdom Freek bos Wijnand Haak Guus Vloedgraven Danny Koekkoek Lars Groen

Table of content Introduction Jillz Maba anlyse Heineken/Cider UK cider market Multiple channel distribution Channel decision

Introdcution Jillz Jillz contains 5% alcohol and is a blend of cider, barley malt and pure water, with a fruity flavor. The cider blend is served in a brand new 18cl glass and has no head of foam. The target group is large: according to research from Heineken, 63 percent of women drink no beer, because they find the drink too bitter. Heineken bought Scottish & Newcastle, brewer of the famous drink Strongbow cider. "There's a lot of knowledge that they can use there."

Why the United Kingdom?

Maba Jillz in the UK

The UK cider market

Multiple channel distribution Pubs, bars and clubs Restaurants Events All other hospitality (incl. catering etc) Retail, mainly supermarkets & liquor stores

Channel decision model

STP Segmentation Economical: buy Jillz against a fair price Attitudes: high status, high end lifestyle, luxury orientated target group. Etiquettes Social: social class, networkers, refering to celebrities and fashion scees.  Purchase: admired by social peers

Targeting 18 - 35 = 6.725.800 women (15% of the potential cider market. Fashion related Middle to high income class Women who do not like beer Women who like to go out with friends

Positionering Everybody who doesn't’like beer and/or wine Especially woman between 18-35 A fresh drink from the tap The woman version of beer ‘Feel free under the apple tree!’

Communication plan Proposition Jillz is a sweet, soft & sparkly cider. It’s a small treat for every elegant and blissful woman. Pay off:

Media B2C Television Billboards Events Advertisements Social Media (Facebook, Twitter) Website B2B Free coasters: coasters for the bars in the 9 largest cities in the UK. Hospitality events Personal promotion Jillz Brochure

Budget

Objectives market share Year 1 introduction stage Hospitality: 5% Retail: 10% Year 2 introduction stage Hospitality: 7% Retail: 13% Year 3 Growth stage Hospitality: 11% Retail: 18%

CRM

CRM: sales Customer Contact Name, Address, City, Telephone number and Website Relation to the company Future plans Buying behaviour Takeovers and fusions Suppliers Financial results Contact Name, Address and Telephone number Social media Facebook, Linkedin Function Role in DMU

Customer selection

Sales force Focus: On nine cities/regions in the United Kingdom Sales team: every city/region consist of three sales managers and one account manager for the key accounts. Function Average Salary Salesmanager £ 45.000 Accountmanager £ 50.000

Inbound marketing

Sales forecast jan feb mrt Q1 Q 2 Q 3 Q 4 Jaar 1 Year 2 Year 3 Total   35% 30% 20% 40% 10% quantity in Liters 2588481,42 2218698,36 7395661,2 4930440,8 9860881,6 2465220,4 24652204 41220585,5 57788967 a.s.p. £2,38 turnover £6.160.585,78 £5.280.502,10 £17.601.673,66 £11.734.449,10 £23.468.898,21 £5.867.224,55 £58.736.555,62 £98.212.525,45 £137.688.495,29 Retail quantity 1553088,852 1331219,016 4437396,72 2958264,48 5916528,96 1479132,24 14791322 24732351,3 34673380,2 £2,78 £4.317.587,01 £3.700.788,86 £12.335.962,88 £8.223.975,25 £16.447.950,51 £4.111.987,63 £41.158.462,33 £68.820.455,79 £96.482.449,25 Hospitality 1035392,568 887479,344 1972176,32 3944352,64 986088,16 9860882 16488234,2 23115586,8 £1,78 £1.842.998,77 £1.579.713,23 £5.265.710,77 £3.510.473,85 £7.020.947,70 £1.755.236,92 £17.578.093,29 £29.392.069,66 £41.206.046,03

Conclusion