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MKG721 Marketing Plan

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The purpose of thisreport isto develop a specific marketing plan for Fentimans ginger beer, which is a relatively new product that is faced with potential growth opportunities in the Swiss beer market.To obtain a reliable marketing strategy, the industry and product analysis from assessment 1 and 2 will be summarised and application based on consumer behaviour recommended.

2. Industry analysis andproduct
Despite the fact, that beer is the most consumed alcoholic drink in Switzerland, the Swiss beer industry reached its matured state (Schweizer Brauerei-Verband 2017; Passport 2017; MarketLine 2014). The customers are the main industry drivers, who are shifting the consumption behaviour from a high frequency to a reduced amount of quality products (Passport 2017; MarketLine 2014; Rutishauser,Rickert & Sänger 2015).
Not only the trend towards innovative and premium beers, but also the demand of fruit-infused and refreshable as well as less-alcoholic and healthier beers are supporting the growth opportunities in the niche of special beers in Switzerland (Passport 2017; MarketLine 2014).Despite the popularity of ginger beer in Britain and the Commonwealth, ginger beer is almost unknown in Switzerland. Fentimans is a traditional English manufacturer of ginger spiced beer, which is a relatively new product in the Swiss market (Fentimans 2017). The products of Fentimans are only distributed over KVT, a specialized supplier of niche products, but still have a low market presence in Switzerland and therefore high growing potential (Fentimans 2017b; KVT 2017) ?
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