Angry Orchard

Strategic Marketing Plan & Case Study

Over the course of four weeks, I worked to produce a complete strategic marketing plan for Angry Orchard for my upper-level marketing class at Loyola.

This project required me to perform a situational (SWOT) analysis and market analysis on the company. I reviewed competitors, gathered market share information and analyzed recent sales data from the 2019 fiscal/tax year. I researched potential areas of weakness in Angry Orchard's current marketing plans. After discovering a key weakness, I developed an opportunity for the company to increase sales and gain a larger market share percentage.

To achieve this, I proposed three main strategies:

Angry Orchard should begin to offer "limited-edition" flavors to make consumers feel as if they are having a special and unique drinking experience.
Angry Orchard should develop new recipes to lower calories in their beverages. This will allow Angry Orchard to stay competitive against low-calorie and lighter beverages like Truly, White Claw, and Miller Lite. Market trends have revealed that consumers are becoming more health-conscious, so a 200+ calorie hard cider might not be as attractive as a 100 calorie spiked seltzer.
Angry Orchard should create unique drinking experiences by offering collectible items in their packaging, as well as adding QR Codes to the sides of their bottles. These QR codes will link to the company's website and consumers can participate in different contests and sweepstakes if they utilize the QR code. Many younger consumers would find the use of technology while drinking their hard cider exciting.

On this page, you will find my complete presentation and pictures of my prototype Angry Orchard label featuring the QR Code and new "limited-edition" flavors.