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Marketing Strategy

Paul Sullivan

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The Business Challenge

Multiple Business Channels

Brewer

Pub Owner and Operator

Draught & Packaged Beer Sales

Composite Drinks Wholesaler

Weakening economic climate

Increasing competition in all segments

Limited marketing budget

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The Point of Difference

A Living Heritage

Open Copper

Master Brewery Cooper

Sign Writers

Wadworth Shire Horses

Individually run pubs with character

Difficult to communicate in classic media

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Why Wadworthshire?

Links in to the WadworthShire Horses

Wiltshire and Devizes -

Where? Needs to be inclusive

something all pubs canuse in some way

Is different, ownable andengaging to potentialcustomers

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What is Wadworthshire?

The geography of our direct delivered area c. 85 miles from the brewery The Brewery and visitor centre are at the heart of Wadworthshire

It is a destination that has more to offer than just

Wadworth pubs (tourism, festivals, events, local sports) safe in the knowledge that one isnt far away

It is an invitation for people to come and see us Pubs, Brewery, Visitor Centre

It brings Wadworth to the front of mind and should drivepotential customers to seek out a Wadworth pub overothers in the area When in Wadworthshire.

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Bigger than just Our pubs are full of character and run by

individuals - thats what makes them appealing

All our beers offer a different flavours ofWadworthshire and the range caters forindividuals with different tastes

6X and our other beers help to lend the quality

cues to reinforce the quality of the pub Other pubs can serve Wadworth beers, but not

as well as a Wadworth pub in Wadworthshire

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The Heart of Wadworthshire

The Wadworth Brewery & Visitor Centre

Opportunity to utilise vacant warehousespace

Need to engage with customers Sampling the beers (education)

Understanding our heritage

Developing local loyalty Engender pride in our business

See our customers and learn from them

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The Benefits

Majority of benefits are soft

Experiential understanding of our business

Representation of company values andquality

Third party endorsement and

recommendation of Wadworth Interface with the local community

Devizes festival, beer festival, canal etc

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You perhaps know where Wiltshire isand

Worcestershire and Warwickshirebut where in

the world is Wadworthshire?

The heart of Wadworthshire is the Wadworth

Brewery and Visitor Centre in the Wiltshire market

town of Devizes from where the Wadworth shirehorses deliver Wadworth-brewed beers, often in

oak casks made by the Wadworth cooper, to the

local Wadworth pubs.

And yet Wadworthshire is also much more than

just the Brewery and its beers. It is the whole

geographic spread of Wiltshire countryside and

the adjoining shire counties where you find more

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