Pearl Beer…Gift from the mermaid

1. About Pearl2. SWOT Analysis

3. Business plan – 4P strategy4. BCG Analysis

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

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.

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.

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.

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.

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,

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

TsinTao, YenJinBudweiser, Miller

Question Mark

KirinHeineken

Corona beerCash Cow

Sapporo

Dog

Pearl Beer…Made by:

Erin Chang 586202647Gina Liu 587201183Ian Chiu 587201509Joy Chen 587201200

Spring Kuo 587201121Yvonne Pen 589750011( In Alphabetical Order )