Analytic Plan & DashboardShock Top

Team 6 - SynchroThink

Agenda

Introduction

✓

ObjectivesPrimary

ResearchSecondary Research Dashboard

‣ Who we are?

‣ Shock Top Introduction

‣ Identify the problem

✓

Introduction

✓

Introduction

Who We are?

Shock Top

Identify the problem

‣ Survey Research

‣ In bar research

✓

Primary Research

Which distribution channels should we focus on?

Research Scope

What is the awareness level for Shock Top?

How do we get people to try Shock Top?

✓ Primary

Research

✓ Primary

Research

Blue Moon

Shock Top

Don't know either

0 10 20 30 40 50 60 70 80 90 100

Brand Awareness

# of people

✓ Primary

Research

“All the big brands have to pay attention to the bartenders now,” Mr. Strangeway said. “It’s a massive industry. Bartenders make the sale for you.”

Bartender

source: Ny Times “ Bartenders are doing more then taking orders”.

✓ Primary

Research

Bar owner

✓ Decision makers

✓ Relationship with distributors

✓ High profit margin

✓ Incentives

✓ Primary

Research

customers

✓ Price

✓ Catchy designs

✓ In store promotion

✓

Secondary Research

‣ U.S beer industry overview

‣ Bar penetration

‣ Profit Margin

✓ Secondary Research

• 7.9 billion dollar beer industry

• 45,000 Bars in United States

• 1000 bars in San Francisco

• $177,777& per bar/year

• $14800 per bar/month

• Average cost of beer in bars: $5

• Comes down to 99 beers per day

✓ Secondary Research

Sell Price $5

Retail Price $2

Profit Margin $3

Sell Price $5

Retail Price $1

Profit Margin $4

✓ Secondary Research

# of bars

0 100 200 300 400 500 600 700 800 900 1000

Blue Moon Shock Top Others

Bar Penetration

‣ Introduction of objective

‣ Feasibility

‣ Financial statement

✓

Objectives

INCREASE BRAND AWARENESS

✓ Objectives

✓ Objectives

FEASIBILITY

✓ Objectives

Income StatementRevenue & gains $

Sales Revenes 26,640,000Interest Revenues 532,800

Total Revenues 27,172,800

Expenses & LossesCOGS 3,729,600

Commissions Expense 532,800Office Supplies Expense 2,536,941

Office Equipment Expense 2,788,397Admin & General 1,357,500

Marketing 4,072,500Interest Expense 665,700Total Expenses 15,683,438

Net income 11,489,362

‣ Marketing Campaign scope

‣ KPI

‣ Dashboard

✓

Dashboard

✓ Dashboard

✓ Dashboard

ActivityContent

Engagement TargetPhotos

Likes received

CommentsFollowers

#150

8268329

2399

✓ Dashboard

0

0.5

1

1.5

2

2.5

3

Q2 Q3 Q4

Marketing Investment (Millions)

Marketing Investment V.S. NMC

Offline Online NMC

✓ Dashboard

Increase ERA (EdgeRank Action) by 40%

Reach

Shares

Comments

Likes

%

0 3 6 9 12

April May June July August SeptemberOctober November December

Online DashboardAwareness Recall

0%

10%

20%

30%

40%

Top of Mind Spontaneous Awareness Aided Awareness

37%

30%

6%

30.00%

22.00%

1.00%

Current Situation Projected Goal

Brand DashboardMarketing Cost Dashboard

Brand Distribution

Dashboard Reports

0

0.5

1

1.5

2

2.5

3

Q2 Q3 Q4

Marketing Investment (Millions)

Marketing Investment V.S. NMC

Offline Online NMC

✓

Q&A

✓

Thank you!