2. We Import
Becherovka
Manufaktura
Kingswood
Georgia trade
Georgia occupies a very important position in
Import and export. Recently on May 7th 2009
Georgia entered into a trade agreement with
European Union.
Geo rg ia ex po rt a nd
impo rt pa rt ners
Turkey has always been major export
and import partners of Georgia. In
2007 it accounted for 13 percent of
Georgia’s exports and 14 percent of
its imports. In that same period USA
were responsible for 11 percent of
exports made by Georgia and 5
percent of its imports.
3. B e c h e r o v k a
Becherovka is a Czech hard liquor
(fernet), which is produced in Carlsbad
since 1807. Its alcohol content is 38%,
and initially it was used as a medicine.
Becherovka is made only from the
Carlsbad water, but the liquor recipe is
under strict secret. It's only known that
in production of this liquor are used over
20 herbs. It has specific taste.
4. Tourists enjoy sets od different types of Becherovka (Becherovka Cordial – liquor strength 35% with
the addition of lime-colored and white wine; Becherovka Lemond – liquor strength of 20% with a
citrus flavor and aroma; Becherovka KV 14 – 40% alcohol liquor with the addition of red wine ;
Becherovka KV 15 – 39% strength liqueur red aperitif.). The price of such sets: 225-450 CZK.
H o w m u c h d o e s B e c h e r o v k a
c o s t i n P r a g u e a n d i n t h e
C z e c h R e p u b l i c ?
1 liter Becherovka bottle costs 300-
360 CZK. Furthermore, Becherovka
is sold in bottles of 50 ml, 100 ml,
500 ml, and in a special package
with shots.
5. Manufaktura, established in 1991.
Gradually, they managed to join
together more than 250 small
craftsmen, former masters of folk
production. They are upholders of
tradition and owners of small Czech
companies .
M a n u f a k t u r a
6. KINGSWOOD
The right taste was synchronized by taste
experts over many months. Of course, the
opinion of Czech consumers was taken into
consideration. They mixed combinations of
different types of apples and tried more than
10 different variations. The resulting taste is
pleasantly rich and truly apple like – not too
dry or too sweet. Kingswood is simply
wonderfully refreshing.
It goes with almost any meal, and thanks to its
content it might be consumed by vegetarians,
vegans, and consumers on gluten-free diet.
7.
8. POLITICAL
Pilsner is a worldwide brewing
company therefore governments
regulations where it operates heavily
affect for Pilsner product sales and
profit.
The beer industry mainly suffers from increase of excise tax by
governments and regulations at both federal and state level. Federal and
state level regulations affect to beer industry when production,
distribution, advertising and labeling. Also percentage of alcohol include
in beer.
9. Social
Consumers have reduced their beer consumption
because diet and health issues. These
consumers think beer effect to body fat because
of the percentage of calorie, therefore consumers
switch to wine, malt-flavoured alcoholic drinks.
most of beer lovers change their choice to strong
beers to light beer's (low-alcohol) because they
believe that is healthier than regular beers. Light
beers calorie percentage is lower than regular
beers. However some people argue that light
beers are nothing but marketing strategy.
10. TECHNOLOGICAL
Technology helps to brewing industry companies
to develop more efficient distribution channels and
upgrade facilities with technology that increase
the brewing process and improve the quality of
the cultivate ingredients and harvesting process.
This helps to increase consistency and reduce
costs. Pilsner (Kingswood) is very rich in using
information Technology for their production
process because its worldwide operations are
highly dependent on the availability of information
systems
11. LEGAL
Legal issues affect for beer industry when packaging, advertising and
labeling. When advertising beer products target consumer age must be
over 18 years. Also some of the countries such as Georgia drinking beer
and alcohol in the streets are banned. Therefore Pilsner (Kingswood) has
to obey rules and regulations according to countries where it operates.
12. ENVIROMENTAL
Water Conservation
Water is the primary ingredient for brewing process. Regular
maintenance of faucets and piping allows brewers to quickly identify
and repair water leaks; also water meters helps to monitor overall
water usage. Some of the brewers in the industry have built on-site
water treatment plants for reprocess and purify water for the
brewing process.
Georgia is famous with its taste and healthy water.
13. Economical
The increase of excise tax by 50% in Georgia will affects retail
companies, they will have to increase the price of beer and the
markup of the stores, the cost of 1 liter of beer will increase by
25-30 tetri.
World Economic Forum’s Global Competitiveness Report
named Georgia #10 among low tax rate economies. These
emphasize the simplicity and reliability of Georgian tax system.
14. Target audience
The primary target market for “Kingswood” is males and
females aged 18-40. The slight majority of drinkers are
in the working class.
Our product is sweet toothsome to drink, so we focus
especially on women.
Our product will be sold in the capital of Georgia, Tbilisi,
Batumi and Ski resorts (Gudauri, Bakuriani.)
Vegetarians, vegans, and consumers on gluten-free
diet.
15. Communicating with target group
TV and Social media
Events (Beer Festival)
Sporting competitions in ski resorts
Sponsoring Summer (Open air, Beach
Sport Games)
17. Promotion
• TV Commercials
• Banners
• Social Media
As of 2011, 35.3 percent of the Georgian population is internet users. According to
internetworldstats.com, internet users drastically grew by 1.2 million since 2000. Despite the
large number of internet users, the Caucasus Research Resource Centers’ 2011 media
survey states that 88 percent of the population relies on television for information and news.
18. • Degustation in Famous parts of Tbilisi
• Sponsoring Events
• New type of Beer Festival
• Every 0,01 tetri will be transferred to
homeless people
19. Desperados Original
Desperados is the world’s
first Tequila Flavoured Beer.
Unique combination of gold
coloured, full bodied lager
beer with a kick of Tequila
flavour to achieve a fine
balanced premium beer with
distinct accessible taste,
light bitterness and
refreshing citric notes
PRICE: £2.99 = 8 GEL
Kazbegi
produced since 1994.
Composition: malt, hop,
water.
Energetic value: 100 grams of
beer contain 42 kilocalories.
Bottled in 0,5 L. glass bottles,
as well as 1,0 L. and 2,2 L.
PETs, 30L. and 50 L. casks.
Alcohol content - no less than
4,8%.
Acidity - from 1,3 to 3.
Part by weight of carbonic acid
- no less than 0,4%.
Consistence - 12%.
PRICE: 1,60 GEL
Prices particular competing
products
Kingswood
will be unique alcohol drink
in Georgia. That’s why we
decided to have premium
price for 4.8 Gel
20. Ways of promoting used by
our competitors
• TV Commercials
• Social Network
• Sponsoring Events
Ways of distribution used by our
competitors
WholesalerProducer Retailer Consumer
Producer Retailer Consumer
Producer Consumer
1
2
3
22. Possible barriers to entry in selected market
Non-tariff barriers
The European Union is Georgia’s main partner. According to
trade statistics (EUROSTAT), in 2009 about 28% of Georgia’s
overall externa; trade was conducted with EU.
A decision to begin about the establishment of a free trade area
with Georgia was made by the EFTA Council of Foreign
Ministers on November 17, 2014.
In 2013 total trade between the EU and Georgia was worth € 2.7
billion or 27% of Georgia’s total trade with the world.
23. • From Prague to Ukraine on Flexitank
• From Ukraine Trucking Carrier to Batumi port
Transportation
Standard 20ft container holds
approximately 13000 bottles
• Tbilisi Population is 1.5 million people
• Batumi Population is 121,806
• Objection of taxation: Excisable
alcoholic beverages (including
beer), in which the alcohol
content exceeds 1.15
• Excise duty for Beer – 1 liter
0.4 Gel
The VAT rate is 18 percent of the amount of import; Temporary
admission of goods of the Tax Code Article 164 "a" of the
temporary admission of goods into the customs territory of 0.54
percent on each complete and incomplete calendar month, but no
more than 18 percent of the amount of import of goods temporarily
We will export 500 000 bottles at
the beginning. In Tbilisi and Batumi,
which is approximately 38
Container.
Aggregated rate for
shipping a truck with a
driver is 1490 USD
Standard 22ft container will
cost 1900 $
24. 4 P’s
Place
• Our product will be sold in the capital
of Georgia, Tbilisi, Batumi and Ski
resorts (Gudauri, Bakuriani)
Price
• Kingswood
will be unique alcohol drink
in Georgia. That’s why we
decided to have premium
price for 4.9 Gel
Promotion
• TV Commercials
• Banners
• Social Media
• Degustation in Famous parts of Tbilisi
• Sponsoring Events
• New type of Beer Festival
• Every 0,01 tetri will be transferred to homeless
people
Product
• Kingswood is Czech Product produced by Pilsner. It is
mixed combinations of different types of apples and
tried more than 10 different variations. The resulting
taste is pleasantly rich and truly apple like – not too dry
or too sweet. Kingswood is simply wonderfully
refreshing.
• It goes with almost any meal, and thanks to its content it
might be consumed by vegetarians, vegans, and
consumers on gluten-free diet.
25. Product Number of Unit Selling price Sales
January KINGSWOOD 10 000,00 € 1,80 € 18 000,00
February KINGSWOOD 10 000,00 € 1,80 € 18 000,00
March KINGSWOOD 50 000,00 € 1,80 € 90 000,00
April KINGSWOOD 50 000,00 € 1,80 € 90 000,00
May KINGSWOOD 50 000,00 € 1,80 € 90 000,00
June KINGSWOOD 100 000,00 € 1,80 € 180 000,00
July KINGSWOOD 100 000,00 € 1,80 € 180 000,00
August KINGSWOOD 100 000,00 € 1,80 € 180 000,00
September KINGSWOOD 10 000,00 € 1,80 € 18 000,00
October KINGSWOOD 10 000,00 € 1,80 € 18 000,00
November KINGSWOOD 5 000,00 € 1,80 € 9 000,00
December KINGSWOOD 5 000,00 € 1,80 € 9 000,00
Total 500000 € 900 000,00
First year By Month
26. Price
PER Unit VAT Custom Duty Distribution Promotion
Export per
Unit
Total Price per
bottle
KINGSWOOD
€
0,50
€
0,09
€
0,40
€
0,20
€
0,20
€
0,79
€ 1,39
Sales Plan
27. Product
Total Number
Per Unit
Sales Business Turnover
2016 KINGSWOOD
500000 900000 2465,753
2017 KINGSWOOD
1000000 1800000 4931,506849
2018 KINGSWOOD
1000000 1800000 4931,506849
2019 KINGSWOOD
1500000 2700000 7397,260274
2020 KINGSWOOD
1500000 2700000 7397,260274
Sales Plan
