This is a B2B marketing project that I designed during my senior year of college, a product proposal for Vicinity Manufacturing.

1. Vicinity Manufacturing
Product Proposal
V.TRACK

2. Broad Marketing Objectives
Overview
Situational Assessment
Competition
V.Track Product Overview
Positioning
Target Markets
Questions

3. Broad Marketing
Objectives

4. #1
Enter into the craft brew market and increase
Vicinity’s overall brand presence in the beer industry.

5. #2
Experience a 10% increase in total revenues within
the first 5 years of V.Track software product launch.

6. #3
Obtain largest market share of keg tracking software
industry within 5 years of product launch.

7. Situational
Assessment

8. 5 full-time employees
Small
Business
Currently produces process
manufacturing software
Microsoft-Certified Gold Partner

9. Enables manufacturers to track, measure
and record all processes from raw material
stage to packaged finished goods
Improves efficiencies in quality control,
inventory and scheduling

10. Current Markets
Chemical Market Segments
Food Market Segments
Beverage Market Segments
Paint, varnish, lacquers, enamels
and allied products; pesticides and
agricultural chemicals; specialty
cleaning, polishing and sanitation
preparation; perfumes, cosmetics
and toilet preparation; chemicals
and chemical preparation
Food preparations, not elsewhere
classified; dairy products; bakery
products
Bottled and canned soft drinks
and carbonated waters; flavoring
extracts and flavoring syrups

11. Current Markets
Chemical Market Segments
Food Market Segments
Beverage Market Segments
Paint, varnish, lacquers, enamels
and allied products; pesticides and
agricultural chemicals; specialty
cleaning, polishing and sanitation
preparation; perfumes, cosmetics
and toilet preparation; chemicals
and chemical preparation
Food preparations, not elsewhere
classified; dairy products; bakery
products
Bottled and canned soft drinks
and carbonated waters; flavoring
extracts and flavoring syrups
!
Newest Market Segment
Malt beverages; ale, beer, stout
and porter manufacturers;
breweries and craft breweries

12. Competition

13. Fragmented market
Website for lost kegs
Keg tracking by hand
In-house systems

14. Biggest Threat
Other process manufacturing
software companies

15. #1 Competitor
Batchmaster
ERP Software
Currently used by Sweetwater Brewery
Units of measure in software cannot
be customized (breweries cannot
measure in barrels).

16. V.Track
Competitive
Advantage
Designed specifically for brewery operations
Customizable options

17. Product Overview

18. Core Product:
Keg Tracking Application
Records keg location
in the cloud (in real time)
Records keg activity
(filled/sent/returned)
Records keg status
(full/empty; type of brew)
Low investment / low risk

19. Packaging Extension:
Cloud-Based Network
Convenience
Any Internet-enabled
scanning device can be
used to track keg

20. Functional Extension:
.NET Technology
Easily integrates with
pre-existing system
Automates keg inventory
Centralized data visibility
Two-way visibility for
brewery and distributor

21. Service Extension:
Self-Service Model
Buy and use as needed
Instant download
(no delivery or wait cost)
Accessible immediately
after Vicinity grants
permission to user
Technical consulting
available through Vicinity IT

22. Positioning

23. Solution to lost
keg problem
Low risk investment
Price based on each transaction
No hardware purchase

24. Save breweries
money
Anticipates shortages
Ensures accurate, timely order entry
Evaluate vendor performance

25. Target Markets

26. Primary
American craft micro-breweries:
Produce roughly 30K barrels annually
Beer geeks within the industry:
New generation of passionate beer brewers
Formally educated from brew science institute
Under 40 years old

27. Secondary
Regional distributors:
Share real time data with breweries
Improve customer relations by
assuring accurate and timely delivery
Possibly use to improve in-house
planning and scheduling

28. Results

29. Q+A

30. Designed by
Sarah McKagen
www.sarahmckagen.com
Follow me: @sarahmckagen