New Product development - Energy Beer GUINNESS

Intro: In this meeting, we will give you the opportunity to discover our new revolutionary product!

First I will present you the commercial aspect, then Sara our marketing chief will introduce the marketing part and to finish William will present you the communication aspect of the product.

Commercial:

Since several years, our customers expressed their willing of new products. So this year, we decided to react with a new range of product.

To do that we made surveys with our employees, some oenologists and a customer panel to develop our new range of product. Figures showed us that we should make a big change in our strategy to conquest a new growing market.

We know that with our new product we will gain around 10% of market share which correspond to 120 million pounds worldwide.

To perform this objective, we plan to invest 1 million of pounds in research and development, 2 million of pounds in advertising, and 500 000 pounds in sale force.

Now the moment you are all waiting for, the “What”! I mean the “Why” of this meeting! The product of course!

We developed a worldwide exclusivity, the first range of “0% Kcal energy beer” with 5 different flavors > vanilla, blueberry, orange, strawberry and mint! So as a conclusion, we offer in exclusivity the first 0% Kcal fruity energy beer!

And it tastes really good! Now Sara will introduce you the marketing strategy of this new range of product.

Marketing:

For the design we thought about a new product line in order to remove the sales and to rejuvenate the brand. We choose to keep the black original color which defines Guinness. And we added something dynamique, original and young in order to defined the new product.

The bottle is still very simple but combine more power and elegance in order to attire men and women as potential customers.

As you can see the new line of Guinness has now a new form and new colors around the black bottle. That will allow us to keep our old customers, used to the black Guinness design, AND also to bring a growing interest from new potential customers.

It differentiates the product to the other Guinness products but also to the concurrences product. It gives a movement to the product with the waves of color also defining the flavor of the new energy drink.

Communication:

For young, festive and sportive men and women (age?) Our revolutionary beer is aimed at being drunk by pregnant women who would like to go out with their husband or friends.

What a chance to be able to feel like drinking alcohol and prevent your baby's health !

Lack of energy after 11 pm?

No problem, our drink is composed of energetic components !

Lack of flavor for traditional beers?

We have many extracts from fruits!

Afraid of taking weight?

This beer is also light!

We are planning to create

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