We explained how Joe has just bought into a small craft brewery that closed its doors during COVID. He had just hired you as the new brand manager to help get his business going and build a full marketing plan, which important as he needs to go to the bank to get a loan to so his has the proper cash flow to run the business.

Again he has asked for your help in rebranding the company and the beers that they sell. The plan is to also launch a new brand called The Sour Seed into the Ontario market. It is a crowded field in the craft beer category, but it this beer made with Crabapples and there is no other product like it in the market, with its tart (sour) but sweeter taste profile. He is launching this product in a 473ml sized can into this market segment where prices range from $2.25 to $3.50.

So in completing the business plan Joe, needs your help in answering the following questions.

1. Selling and Sales Promotion

Joe knows that he needs to hire someone to help build distribution to get his product into bars and retail stores like the LCBO (Liquor store in Ontario) and grocery stores and develop a sales promotion plan

List two monetary incentives and two non-monetary incentives he could use to motivate his sales rep.

In securing a spot on the shelf at the LCBO, what two sales promotion tools could you offer to the account, and explain for each tool, why these would these be best for the brand launch?

2:

What change in their marketing model did Dollar Shave Club just initiate?