1. Alligator Brewing Co’s
Marketing Plan for 2012
American Marketing Association

2. The One Big Goal
Everyone in Gainesville will recognize the
Alligator Brewing Co. label

3. SWOT
Strengths Weaknesses
• Award winning brews • Type of beer
• Flexibility to make make unique • Price
beer • Unknown name
• Locally brewed (Alligator)
• Make most profit with own beer
• Demand for Alligator beer
• Weekly promotions (wine day
Wednesdays, Thirsty Thursdays..)
• Mug Club (rewards club)

4. SWOT (cont.)
Opportunity Threats
• Free standing brewery • Other nearby bars
• Addition of a kitchen • Economic downturn
• Trendy to drink craft beers • Additional expenses for
• Beer is a strong market expansion

5. Objectives
1. Increase brand awareness of Alligator
Brewing Co by 60% within the year.
2. Increase sales by 25% at the end of the 2012
fiscal year.

6. Plan for the FUTURE
• Currently conducting marketing research
– Online questionnaire
• Formulating strategies and tactics via
promotions, local events and partnerships.