Marketing Intern Projects May 3, 2023

South California District Marketing

SCQM Outline of Intra-State Beer Shipping ProjectSituation

• UPS’s Retail segment would like to help their bottom line by introducing a new market in intra-state beer bottle shipping• With market research on the craft brew industry growth, research on laws and regulations and the competition, UPS

wants to effectively position themselves in the craft brew industry to gain revenue in a new market• UPS is looking for additional opportunities within the craft brew industry to ship their bottled beer through their

eCommerce and help the ones without eCommerce to start using to ship with UPS

Complication• With laws and regulations of bottled beer only approved for intra-state beer shipping, customers outside of state are

unable to purchase craft brew online through SoCal breweries• Other carriers, Like GSO, are approved for beer shipments inter-state so it gives them leverage on UPS• The Sales Force may not feel there is significant value in reaching out to these new leads because of the guidelines the

breweries would have to follow for shipping with UPS• Requires an adult signature for delivery, so customers that may not be home at the time may not receive their fresh

beer shipment in the guaranteed 1-2 day transit time

Question• How can UPS create significant value to the AE and customer (Craft Breweries) in such a way that the sales force

promotes UPS’s new service in a clear and effective way while promoting breweries without eCommerce to join so they can grow their business while shipping with UPS?

Message• UPS can provide a signature service for intra-state beer shipping from craft breweries in SoCal to their customers to

ensure the freshness of craft brewery beers with eCommerce sales

Project Name: Intra-State Pilot Beer Shipping CampaignHow to successfully develop and implement a new market for intra-state beer shipping

Identify your total market opportunity

• Pulling from sources such as Datawarehouse, SDBG, BA and others to identify a list of 260+ breweries

Narrow down to select group by gathering information

• bottled or canned beer; has a taproom; and has an eCommerce site

Research the competition

Understand the Laws and regulations

Design an Informational Piece

• Infographic/brochure

Execute a solid Communication piece that conveys the key elements of the campaign

• Send personalized one-on-one emails to each Account Executive

Continuous follow up with the sales force

Assist AE’s with any questions and help convert new opportunities

• Make joint visits when possible

Monitor ADV and ADR on all new account setups

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Intra-State Pilot Beer Shipping CampaignInitial Project Infographic, Excel List and PowerPoint

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Intra-State Pilot Beer Shipping CampaignFinal Infographic for AE’s

SKIIP: Intra-State Beer

Market: The craft brew industry is a growing market with 4.2 billion dollars in revenue and a growth rate of 7.4% over the next 5 yearsCustomers: 33M people of drinking age in CA Competitors: No other integrated service provider has this service offeringUPS: Guaranteed 1-2 days TNT

- Enhances brand awareness. Not just merchandise sales anymore

- 1st to market advantages for integrated service

- The West dominates the industry and holds 28.8% of the industry’s establishments

- CA holds highest percentage of craft beer production than any other state

- Since UPS is the first integrated service to do this, UPS has great leverage to gain profit in a growing industry

- Since CA holds highest percentage of craft beer production than any other state, SoCal district can gain many accounts for sipping beer intra-state

- This matters because in order to meet the bottom line, UPS AE’s need to keep a lookout for opportunities in new markets to stay ahead of the game

- Since the craft brew industry is expected to grow 7.4% over the next 5 years, UPS has opportunity to gain revenue in retail

- Follow ups with AE’s and communication pieces on how to best target this market

- Staying updated on regulations and laws, eventually be able to ship inter-state if intra-state program is successful

Situation Highlights

Key Learnings Insights Implications Potential

Actions

Intra-State Beer

Is the Project or Research Actionable?

Industry Segment Manager Discussion

Key Learnings While Working at UPS

Embedded video

Thank you