I.

II.

EXECUTIVE SUMMARY

SITUATION ANALYSIS

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A. Vision and Mission Statement

We are priming ourselves for international competitiveness in the new century by
consistently delivering products and services that meet the quality standards of markets
both here and abroad. Through continuing research and innovation, we will enhance the
company's ability to gain customer satisfaction and goodwill and build on our market
franchise.
As a world-class Filipino conglomerate, we will be an active partner in national
economic development through the pursuit of excellence in our core businesses and
investment in industries that offer more room for profitability and growth.
As a matter of policy, we will always adapt to the dynamics of the market.
Through export development and competitive pricing, we will enhance our
competitiveness in an ever-expanding marketplace.
We will constantly strive to enhance shareholder value by making our products
and services desirable, accessible and affordable to the target consumers in the
Philippines and abroad. Through a continuing reward program, out stockholders will be
entitled to an immediate share in the company's gains in the form of stock or cash
dividends.

B. Company Background
The name of the company that produces the The BaR is The BaR Beverage Inc.
which is the subsidiary of Emperador Distillers, Inc. The company focuses on food and
beverage industry.
The BaR Beverage Inc. is the company responsible for bringing you the hippest
and the trendiest party drink, The BaR. But more than just creating this fine product, their
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team of inspired, energetic, and young individuals brings the brand life via a wide variety
of activities to ensure that anyone can bring the party along with them anywhere they go.
So whether it be in the events, all sorts of parties, the hottest clubs, and even the simplest
of gatherings, ---The BaR Team will definitely be there!
Emperador Distillers, Inc. is a member of a conglomerate engaged in diverse
operations such as manufacturing, marketing & distribution, importation, quick service
restaurants, and real estate development. With more than 20 years of service providing
customer satisfaction nationwide, we are an acknowledged leader in the fast moving
consumer products industry distributing top brands as Emperador, Generoso, Carlo Rossi,
The Bar, & PikNik Shoestring Potatoes.
Emperador Distillers is a wholly-owned subsidiary of the AGI . It was acquired in
2007 from The Andersons Group. Emperador Distillers run three brands under it:
Emperador Brandy, Generoso Brandy and The Bar. The Emperador brand was also
recognized as the number one selling brandy in the world in 2007. Readers Digest also
awarded Emperador as the Most Trusted Brand in 2004, 2006 and 2007.
A flavored alcoholic beverage under the brand name The BaR was launched by
the EDI group in November 2008 with two variants in lemon-and-lime gin and orange
vodka. Two more variants followedapple vodka in 2009 and the strawberry vodka in
May 2010. The BaR, with its fruity flavors, targets the dynamic and active young
drinkers. It is offered at a more affordable price compared to the premium-priced brandy
products. This fruity drink is 50.6 proof and comes in 700-ml bottles.
The Company Address is 7th Floor 1880 Eastwood Ave. Eastwood Cyberpark E.
Rodriguez Jr. Ave., (C5), Libis Quezon City 1100.
C. Competitive Advantage
C.1. Industry Overview

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The BaR is included in the beverage industry.

The Beverage Industry is a mature sector and includes companies that market
nonalcoholic and alcoholic items. Since growth opportunities are limited, many members
of the industry endeavor to diversify their offerings to better compete and gain share. Too,
they may pursue lucrative distribution arrangements and/or acquisitions to expand their
operations and geographic reach.
Most equities in this group are suitable for conservative investors. The largest
companies offer reliable dividends, with regular increases, and above-average Stock Price
Stability. There are a few selections for those that are more venturesome. Such issues
might serve a particular market niche, for example, energy drinks or developing overseas
markets. Generally, the group turns in a steady performance throughout the business
cycle, but it will suffer in the most stressful of economic times.

C.2 Primary Competitors

The primary competitors of The BaR are Emperador Light and San Miguel
Beer.
These two are leading brands in Beverage industry. They are usually
bought by the mass because they are cheap and has a good quality.

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C.3. SWOT Analysis

Strengths:
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The product has different flavors and varieties that will surely

enjoy by everyone.
Sold at affordable price
The product already exists in the market

Weakness:

No existing distribution channels

Lack of buzz and noise

Opportunities:

Vodka is experiencing the strongest growth in consumption

The number of pubs and bars continually increasing
Since the product already exists it is not hard to present the new
varieties of The BaR.
Expansion of the product ( varieties such as The BaR Light, The
BaR Medial & The Bar Max)

Threats:

There are many existing competitors

Brand loyalty to other vodka products and liquor products

Significant risks for industry
a) Alcohol abuse

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b) Climate impacts and other emissions into the air and water
have some impact on the environment, from agriculture
where the raw material is produced
c) Increases in alcohol duties and regulations - with increased
concerns over the health affects of alcohol government
legislation to prevent this could hit sales potential
D. Market Analysis
D.1. Market Segment
Geographic Segmentation
Nationwide, Specific places
Demographic Segmentation
Segmentation by Gender: Male, Female and GLBT (Gays,
Lesbian, Transgender, Bisexual)
Segmentation by Age: School Age Children, Teens and Tweens,
Generation X, Baby Boomers, Seniors

Psychographic Segmentation
Strivers, Devouts, Altruists, Intimates, Fun seekers, Creatives

Behavioristic:
Occasions - Regular occasions , Special Occasions
Benefits Quality , Service , Economy, Speed
User status Non-user, ex-user, potential user, first time user,
regular user.
Usage rate light user, medium user, heavy user
Loyalty status None, medium, strong, absolute
Readiness stage Unaware, aware, informed, interested, desirous,
intending to buy,
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Attitude toward product- Enthusiastic, positive, indifferent,

negative, hostile
D.2. Target Market
Geographics

Our immediate geographic target is nationwide

Demographics

Male and female.

Generation X and Y (Ages 18-35)

Young professionals who loves to go party.

Fun Seekers.

Have attended college and/or graduate school.

Class B,C

Have party in clubs at least once a month.

Behavior Factors

Enjoy having party in clubs.

Do not want drinks that cost too much.

D.3. Market Positioning

The BaR would be positioned in the market as Center of all Parties.
Once you think of party beverages , It would be The BaR that would always be on the
top of your mind.
D.4. Customer Characteristics

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Target market is specifically young adults who love partying and usually have
night outs. Young adults who are drinkers, may be light drinker or heavy drinker. Target
market who is usually in the club and watch television with their spare time.
D.5. Customer Buying Decision
Early Adopters and Early Majority
The campaign aims to target the Early Adopters and Early Majority that would be
the cause of the products increase of sales. Early Adopters, also referred to as a trend
setter, that would incline the product popularity and will be sustained by the Early
Majority.

III.

Marketing Mix

A. Product

The BaR will undergo product development. The BaR will be the best-quality vodka in
the beverage industry. It taste would be so fine and smooth that everybody would love. It will
also have its new varieties that would suit in any kind of drinkers, either light drinker o heavy
drinker. The new varieties are: The BaR Light , The BaR Medial , The BaR Max.
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Its packaging will have a new design. Every variety has its own color that represents its
alcoholic content. We stuck to its logo because the product is already known with this logo. We
used party shadow as a background of the label because it represents a party.

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The BaR Light is the first variety of the BaR that would have a minimal amount
of alcohol. It would have 10% of alcohol. The BaR Light best suits for ladies who are light
drinkers.
We used white as a background color of the label because it represents its
lightness.

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The BaR Medial is the second variety that contains 15% alcohol. This vodka suits for the
party goers who usually drink.
We used gray for its background color.

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The BaR Max is variety of The BaR that contains 25% of alcohol. This suits for heavy
drinkers. We used dark blue for its background color for the label that symbolize its alcoholic
content.

B. Price

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The BaR will increase its price since it will be developed. From 69php, it will be
available at 75php.
C. Place
Release the product nationwide. It should be present in every leading supermarkets, clubs
and sari sari stores.
D. Promotion
TV Ads
The BaR will have its 30s television commercial that will air for half a year that
will serve as launching of the product to the market.
OOH Media
The product will have posters that will be posted on different clubs nationwide.

Sales Promotion
The BaR will not have a price increase in the clubs for the first few months after
its release. It will still be available at 75php per bottle.

IV.

OPERATIONS

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