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

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

3. 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."

4. Why the United Kingdom?

5. Maba Jillz in the UK

6. The UK cider market

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

8. Channel decision model

9. 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

10. Targeting
18 - 35 =   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

11. 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!’

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

13. 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

14. Budget

15. 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%

16. CRM

17. 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

18. Customer selection

19. 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 £
Accountmanager £

20. Inbound marketing

21. 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
,42
,36 ,2 ,8 ,6 ,4 ,5
a.s.p.
£2,38
turnover
£ ,78
£ ,10
£ ,66
£ ,10
£ ,21
£ ,55
£ ,62
£ ,45
£ ,29
Retail
quantity
,852
,016
,72
,48
,96
,24 ,3 ,2
£2,78
£ ,01
£ ,86
£ ,88
£ ,25
£ ,51
£ ,63
£ ,33
£ ,79
£ ,25
Hospitality
,568
887479,344
,32
,64
986088,16 ,2 ,8
£1,78
£ ,77
£ ,23
£ ,77
£ ,85
£ ,70
£ ,92
£ ,29
£ ,66
£ ,03

22. Conclusion