Marketing Plan - Pure Forte

This group project was started in January of 2006 and was completed by March of the same year. The goal was to produce a complete marketing plan for a new line of Canadian Beer.

Elements of the Marketing Plan included:

• Market environment
  
• Market segmentation
  
• Our brand & benchmarking
  
• Product strategy
  
• Product management
  
• Distribution
• Advertising

After extensive research and team discussion we decided to develop a healthy beer which would appeal to career oriented professionals; career oriented professionals with an appetite for adventure and leisure activities that revolve around fresh air and physical well being. The result, Pure Forte, a beer made of only the purest of ingredients, plus the strength and refreshment to back it up. The completed plan can be downloaded here.

Slogans included: “A healthier beer for a healthier you” and “It’s not just a beer, it’s a lifestyle”.

The following Ads were scrapped for one reason or another:

Team Members included: Jennine Wilson, Thomas Nguyen, Doug Jensen, Gail Whitney