A&W Root Beer in the United Kingdom's Market

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A&W Root Beer in the United Kingdom's Market

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Abstract

Through this assignment we will develop a marketing plan that will able A&W, the US Root Beer drink brand to enter the United Kingdom market. In fact, during the development, we will as a first step analyzing the brand in order to position the brand in its current market, and have a better idea of the company we are going to work with. The company we are going to introduce in the United Kingdom market is a beverage company that not many people know, A&W Root Beer. This beverage is a specific beverage that you will be able to find in North America and Mexico, and which has achieved success over there.

Marketing audit
1. The marketing mix: 4P's
2. SWOT Analysis
3. Consumer
4. BCG
5. The Ansoff Matrix
6. Porter five forces
Marketing plan
1. A story
2. A product
3. A country
4. A target
5. A distribution channel
6. A budget
7. Possible extension
Creative elements to support the marketing plan
1. E-?mailing campaign
2. Facebook page
3. Ad campaign
4. Google AdWords ad
5. Homepage

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[...] We will also use this page as a means of obtaining information about the consumers' expectations and act efficiently in order to increase our market shares - IMKT - 2B - International Marketing : A&W Root Beer 24 The Facebook page20 may look like this: Many other things could be developed around this Facebook page. But the most important thing is that by the word of mouth, the brand awareness could increase very quickly. In fact, every time a person becomes a fan of your company, each member of his/her friends list will be able to see it, and become a fan also, thus, repeating the same process. [...]

[...] With this marketing plan we want to penetrate the British market efficiently in order to become the most popular soft drink in the United Kingdom, and make A&W Root beer beverage identify as a young brand that will participate in every party and meal in the UK - IMKT - 2B - International Marketing : A&W Root Beer 5 Presentation of the company The company we will introduce in the United Kingdom market is a beverage that not many people know: A&W Root Beer. [...]

[...] It's a kind of buy that could be impulsive when they are at the supermarket or grocery, but also something that they have 416 - IMKT - 2B - International Marketing : A&W Root Beer 10 planned for in advance, for parties for example. Sales are also higher during the hot periods of the year summer. Why Our target buys our product because it is associated to pleasure. They enjoy themselves while consuming our drinks, and it is refreshing on hot summers. [...]

[...] Now we have a better overview of the company, and its way of working, we will be able to star building our marketing plan, in order to ensure the success of the A&W Root Beer on the British market - IMKT - 2B - International Marketing : A&W Root Beer 16 Part II : Marketing plan In this part of our work, we will develop the plan that we will put in place in order to penetrate the market. We will go through the different steps, from the product we will sell on the market, to the distribution channel and possible expansion after the success of our plan. [...]

[...] Source : "About KFC in the UK, Introduced to Britain in 1965, with the first store opened in Preston - KFC.co.uk." KFC Restaurants United Kingdom and Republic of Ireland KFC.co.uk Source: "About KFC in the UK, Introduced to Britain in 1965, with the first store opened in Preston - KFC.co.uk." KFC Restaurants United Kingdom and Republic of Ireland KFC.co.uk - IMKT - 2B - International Marketing : A&W Root Beer 19 The average price of a can of 11 oz will be sold at other soft drinks prices, with the average price of the competitors to the final customer. [...]

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