Nymburk Brewery seeks to increase beer exports to Germany by focusing on their Gold Bohemia Beer brand. They will target median and low income customers through chain supermarket distribution channels like Penny Market and Norma. Nymburk has a long brewing tradition but faces challenges like low profit and brand awareness abroad. Their marketing plan aims to promote Gold Bohemia Beer in Germany through radio ads, in-store promotions, and PR articles to introduce consumers to their unique Czech product.

1. MARKETING PLAN
Nymburk brewery
© CEDUK - 2011

2. A marketing plan is very important part of any company business plan. Our MKT plan we
compiled as a well-written document containing specific and absolutely concrete strategy and
actions. We reduced theoretical excess and concentrated only in practical detail oriented way how
to penetrate German beer market.
Postřižiny brewery in Nymburk
1. Basic information of the company
Name: Nymburk Brewery, Limited Liability Company
Address: Pražská 581
288 25 Nymburk
Czech Republic
Company owner&director: Pavel Benák (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
Nymburk Brewery, LLC, is a local brewery of middle size with a long history. It was found
in 1785. People in the Czech Republic became aware of the brewery thanks to the close
connection with the famous writer Bohumil Hrabal, 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 Jiri Menzl.
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3. 1.1 Mission
„Our Postřižinské beer, a drink for everyone”
Main objective: To sell the maximum number of bottles on the German market, that means
by the end of year the 2012, increase export to Germany to 30 thousand hl. Exports will
include Gold Bohemia Beer - 330 ml, Nymburk Can - 0.5 liter, Gold Bohemia Beer - 330 ml
(6 pack). Customers are median incomes and low incomes.
Brewery Postřižiny is located in the southern part of the town of Nymburk, 40 km from
Prague. It is medium-sized brewery. The brewery was founded by Imperial and Royal decree
at the 29 April 1895, brewing in the city has a long tradition. Postřižinský brewery is linked
to the writer Bohumil Hrabal, and is immortalized in the film by Jiri Menzel Postřižiny
based on Hrabal‟s novel.
There is own beer shop in the brewery building
The brewery regularly organizes various events (Den otevřených dveří, Postřižinský
Express, Hrabalovo Kersko,...)
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4. 2. Situation at our markets
The brewery was successful to maintenance positions and to increase sale in the local
area. The beer was supplied into Norma chain.
The main exportable country was Germany (74.6% of the whole export), Sweden
(11.4% of the whole export) and France (9.7% of the whole export). Other exportable
countries were Denmark, Romania and newly Finland and Russia.
In 2009 the company was successful to maintenance positions in chain supermarkets
such as Penny Market, COOP Centrum, Ahold, Plus Discount, Norma, Billa and
Kaufland.
2.1 Our customers
Prevailing customers are:
local people (in particular men between 30 and 60), who buy the the beer in the
company shop, other small shops, fairs and other events
chain supermarkets
foreign customers
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5. 2.2 SWOT analysis
[S] Strengts [W] Weakness
- long tradition (116 years) - Seasonal annual production of beer (since
- expori experience 1990 without a significant increase)
- long partnership with Czech multiple - a small percenatge interest on the Czech
chain stores market
- broad beer portfolio (8 sort) - Net profit in the year 2009 only 401
- longlasting volume production thousand. CZK (500% decrease
- literally famous brewery compared to 2007)
- innovated production technology - 1 revolving loan and 1 medium-term loan
- non foreign capital, 100% domestic - weak promotional activities
capital - insufficient monitoring of current trends
- well-content and motivated staff and responsing on them
- 37 beer awards and evaluations in the last - absence of non-alcoholic beer
10 years
- strong know-how
- open and friendly to customers, partners
and very good Public Relation
[O] Opportunities [T] Threats
- slowdown of competitive business - price cuts by competitors
- depreceation of primary commodities - change in legislation
- consumer increase of beer per year - reduce the consumption of beer
- modern production technology - new competitors on market
2.3 Competition
Competition for Nymburk Brewery are big supra-national breweries more than local ones which
produce special beer. That´s why Nymburk Brewery focuses on the local consumers, tries to put
its products through big supermarket chains in the surroundings and seeks new consumers
abroad. Nymburk Brewery introduces now unusual beer flavours for its consumers by
implementing new technologies (pasteurized, non-pasteurized beer, lager, dark beer), adding
different new flavours made of exotic substances.
The brewery leadership constantly follows and evaluates competitors´assortment and price
politics. The biggest competitors are big Czech breweries (Pilsen and Budweiser) and
international firms producing beer of good quality.
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6. 2.4 Marketing research results – outcome
The annual beer consumption is 106 liters per person, total 93 mio hl. In Germany, drink beer
almost 70% of the population. 54% of Germans drink beer at least several times a week and
prefer bottled beer. However, three quarters prefer only one brand and the same number of
Germans prefer domestic brands. Imported beer must take, such as traditional manufacturing,
labeling, etc.
3. German beer market
There are about 60 domestic beers brands in Germany. Direct competitors are imported beers,
from czech Budvar, Breznak and Pilsner Urquell, from foreign are especially Guinness and
Carlsberg. Indirect competitors are domestic beer production in the low/medium price range.
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7. 4. Marketing mix
4.1 Product
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 Lager Beer
It is sold under the name “Postrizinske pivo” in the domestic market and under the registered
marks “Gold Bohemia Beer” and “Nymburk Lager Beer” for export. Beer is tapped into 30 and
50 l barrels, 0.33 and 0.5 l bottles and into tanks. The beer has got durability from 30 days up to
1 year according to the way of manufacturing and final preparation.
For 116 years Misters Brewers have been evolving and tasting delicious, sweet-bitter balanced
beer . Gustatory sense is harmonious, gently sparkling, honey-gold colour with rich and creamy
foam. The biggest volume on business takes Bohemia Goldbeer, that is the product we mostly
concentrate our Marketing Plan. So we suggest to enter German market exactly with this beer.
There is a well supplied market in Germany that is going to be penetrated by our Bohemia Gold
Beer 330 ml and interesting economical pack „six pack“.
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8. Wrapping beer production 2009 in hl (bottle, barrel, tin)
114 043
120000
100000
80000
60000
40000 22 563
12 000
20000
0
bottle cask can
Sort variety production (draught beer, lager, light, special)
96 013
100000
90000
80000
70000
60000
50000 39 273
40000
30000
20000 12 815
10000 505
0
normal lager light special
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9. 4.2 Distribution
We made an analysis and decided that most suitable for distribution will be Gold Bohemia
Beer, and Nymburk CAN.
We are aware of a wide range of chain stores (Penny Market, COOP, Ahold, Norma, Aldi,
Metro, Lidl),
The most important question are listing fees – it means extra fees of inclusion product to the
offer
At the place where the product will be sold (in a particular trade chain) will be located sales
support items (leaflets, POS and POP materials). Before selling we will provide training to
chain store managers, promotional materials, tasting, samples, support and service.
Direct distribution channels (dealers, own beer shop, restaurants)
Indirect distribution channels (Penny Market, COOP, Ahold, Norma, Aldi, Metro, Lidl)
Beer which is going to be exported is treated by special technologies to longer its shelf life.
So the final price is increased.
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10. 4.3 Economic indicators and price
The table of selected economic indicators: (in thousands €)
Indicator year 2007 2008 2009
Turnover 4 709 4 203 4 722
Own capital 572 168 604
Sales of products 4 438 4 055 4 522
Value 1 113 1104 4 522
Profit for the period 82 16 16
Wages costs 710 684 711
Bank loans 400 620 566
Number of employees 90 88 87
Average wage 671 654 667
From the foregoing, there we can see, the company has long-term profits, is able to meet its
obligations, and has a highly liquid asset. Data for 2010 are not yet available, because czech
economic year closes to 31th of March or 30th of June the following year.
4.3.1 Price
Estimated price of 0,33 l Bohemia Gold Beer is about 0,45 – 0,50 €
Estimated price of 6 pack 0,33 l Bohemia Gold Beer is about 2,5 – 3 €
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
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11. 4.3.3 Analysis of profitability
18
16
14
12
10
8
a) Return of sales
6
b) Return of costs
4 c) ROA - Return on Assets
2 d) ROE - Return on Eqity
0 e) ROI - Return on Investment
2006 2007 2008
4.3.4 Profit analysis
6000
5000
EAT - earnings after taxis
4000
3000 EBIT - earning before
interest and taxis
2000
EBITDA - earning before
1000 interest, taxis and
depreciation
0
2006 2007 2008
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12. 4.4 Promotion and communication
How is the selling of the product arranged?
Personal selling (dealers)
Customer contacts (marketing data – e-mail, mobile phone)
Retail
Wholesaler
4.4.1 Advertising
Radio spots
Billboards
Internet (Homepage, banners, PPC, Facebook, twitter, PR, viral movies)
Use of well-known writer„s name (Bohumil Hrabal) and his masterpiece (Postriziny) which was
cinematized for promoting beer on the labels and promotion materials
4.4.2 Promotion and sales
Fairs and exhibitions home and abroad
Taking part in quality food product competition
Beer days (tasting beer, contests, samples)
Mats, tablecloths, umbrellas, mugs with logo
Tastings are always made to the public free of charge and are designed primarily to get new
products into the public consciousness, people familiar with the national or regional specialties
and of course the mapping of the response of recipients to that product. Tastings are a popular
and very effective part of advertising campaigns.
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13. 4.4.3 How to promote Postřižiny beer in German market – summary
Homepage link on retail web pages (lidl.de, norma.de etc.)
Leaflets
Radio in store – trailer, for example: „neues Tschechisches Beer aus Nymburk“
Trailers at the place, where the products are sold – drinks and beer department (POS, POP
materials)
Boot actions and repetitiv actions for example: Christmas, Valentines Day, Easter, 2+1, 3+1
competition for a weekend in the Czech republic once a year
PR article with the introduction of a product and company in the German gourmet magazine
(Apetit, Gourmet, etc)
Press conference (invite the target group of professional journalists and ifluential people
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