1. Pearl Beer … Gift from the mermaid 1. About Pearl 2. SWOT Analysis 3. Business plan – 4P strategy 4. BCG Analysis

2. 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.

3. SWOT Analysis Inside Environment Analysis S – Strengths W – Weaknesses Outside Environment Analysis O – Opportunities T – Threats

4. Strengths for Pearl Beer 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.

5. Weaknesses 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.

6. Opportunity 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.

7. Threats 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.

8. 4P Strategy 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, caf é, bars and restaurants. Promotion – card promotion in convenience stores and supermarkets, table card join promotion with caf é, bars, and restaurant. Joined PR event with jewelry company( Fashion show or so, ) CF and print advertisement.

9. BCG Analysis Pearl Beer Star TsinTao, YenJin Budweiser, Miller Question Mark Kirin Heineken Corona beer Cash Cow Sapporo Dog

10. 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 )