2. 1. Basic information Name: Postřížiny Brewery in Nymburk Limited Liability Company Address: Pražská 581 288 25 Nymburk Czech Republic Company owner: PavelBenák (100%) Articles: - goods purchase in order to its sale and goods sale - beer and malt production - molasses, non-alcoholic and special beverages production - pasturage and pasturage mixture production Postřižiny Brewery, Limited Liability Company, is amiddlesize local brewery size with a long history. It was found in 1785. Czechpeople became aware of the brewery thanks to the close connection with the famous writer BohumilHrabal, who lived here from 1919 to 1947 and who wrote a book “Postriziny” based on the stay here. The book was cinematized by the famous director JiriMenzl.
3. 1.1 Mission „Our Postřižinské beer, a drink for everyone“ Mainobjective: Increaseexport to Germany to 30 thousandhl by theendoftheyear 2012. ExportswillincludeGold Bohemia Beer - 330 ml, Nymburk Can - 0.5 liter, Gold Bohemia Beer - 330 ml (6 pack). Customers are median incomes and low incomes. Thereisownbeershop in thebrewerybuilding Thebreweryregularlyorganizesvariousevents(open day, Postřižiny Express,...)
4. 2. Situation at our markters The brewery successfully increased sale into Norma chain. The main exportable country: Germany, Sweden, France, Denmark, Romania, Finland and Russia. In 2009 the companysuppliedsupermarkets such as Penny Market, COOP Centrum, Ahold, Plus Discount, Norma, Billa and Kaufland.
36. 2.4 Marketing research 106 liters per personannual beerconsumption in Germany, total 93 mio hl. Drink beer almost 70% of the population. 54% of Germans drink beer at least several times a week Bottledbeerispreferred 75 %preferonlyonebrandandbetterdomesticbrands
37. 3. German beer market There are about 60 domesticbeersbrandsin Germany. Directcompetitorsare Budvar, BreznakandPilsnerUrquellfromCzechrepublic, fromforeigncountriesthereare especiallyGuinnessandCarlsberg. Indirectcompetitors are domesticbeerproduction in thelow/medium pricerange.
38. 4. Marketing mix The company brews 6 kinds of lager, 2 kinds of dark beer and special kinds of beer. Types of beer: Doktorova 8° Postřižinské výčepní Pepinova desítka Tmavý ležák Postřižinské pivo 11% Francinův ležák Něžný Barbar Bogan Gold Bohemia Beer Nymburk LagerBeer
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40. The beer has got durability from 30 days up to 1 year according to the way of manufacturing and final preparation.
44. 4.2 Distribution Directdistributionchannels (dealers, ownbeershop, restaurants) Penny Market, COOP, Ahold, Norma, Aldi, Metro, Lidl, Rewe, Edeka Thebreweryisveryflexibleandoperative, ownsseveraltrucksthatwithin a short period oftimemay drive beer to terminalsordirectly to thefinalcustomer, depending on theagreement. Attheplacewheretheproductwillbe sold (in a particulartradechain) willbelocatedsales support items (leaflets, POS and POP materials).
45. 4.2 Distribution Beforesellingwewillprovidetraining to chainstoremanagers, promotionalmaterials, tasting, samples, support andservice. Beerwhichisgoing to beexportedistreated by specialtechnologies to longeritsshelflife. So thefinalpriceisincreased.
47. 4.3.1 Price Estimated price of 0,33 l Bohemia Gold Beer is about 0,45 – 0,50 € Estimatedpriceof 6 pack 0,33 l Bohemia GoldBeerisabout 2,5 – 3 €
48. 4.3.2 Financial status The brewery is financed from its own sources and bank credits. The brewery carries out financial analyses with the help of ratio index and in the bases of it the board decides how to handle the sources
49. 4.3.3 Analysis of profitability Returnofsales - blue b) Returnofcosts - red c) ROA – Return on Assets - green d) ROE - Return on Eqity - violet e) ROI – Return on Investment – lightblue
52. 4.4 Promotion and communication How is the selling of the product arranged? Personalselling (dealers) Customercontacts (marketing data, email, mobile phone) Retail Wholesale
53. 4.4.1 Advertising Advertising in regional media Radiospots Billboards Internet (homepage, banners) Use of well-known writer‘s name (BohumilHrabal) and his masterpiece (Postriziny) which was cinematized for promoting beer on the labels and promotion materials
