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Premium Vodka and Lounge Experience

Prepared  By  

Aubrey Belford Scott Ledford Haleigh Hoff Shane Murphy 1  


Sec$on  

Page  

Situa/on  Overview  and  Analysis   Audience   Compe//on  and  Industry   Posi/oning   Strategies  and  Tac/cs  

4   6   8   10   11  

Adver/sing    

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•                 Customer  Rela/onship  Management   •                 Promo/ons   •                 Social  Media   •                 Public  Rela/ons   •                 Adver/sing  Crea/ve   •                 Objec/ves  

Media  Calendar   Budget   Evalua/on   Conclusion  

12   13   14   15   21   24  

26   30   31   32   2  


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In   a   city   known   for   college   bars   and   breweries,   it’s   easy   to   feel   that   unique,   upscale  op:ons  are  limited.       Jewel   seeks   to   enhance   the   downtown   scene   by   providing   a   crisp   flavored   vodka   experience   in  a  cosmopolitan  social  seAng.  

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Strengths   •  We  will  be  the  first  vodka  of  Reno.   •  Our  vodka’s  purity  and  variety  of  flavors  is  unparalleled.   •  The  near-­‐river  loca/on  is  easy  to  access  and  near  other  local  hot  spots.   •  Jewel  offers  an  elegant  alterna/ve  to  the  downtown  bar  scene.   Weaknesses   •  Our  emphasis  on  vodka  may  deter  poten/al  customers  who  prefer  other   alcoholic  drinks.     •  Lack  of  ini/al  understanding  may  make  it  difficult  to  differen/ate  Jewel  from  local   bars  and  clubs.   Opportuni$es   •  Lack  of  other  upscale  venues  allows  Jewel  to  be  a  unique  experience.   •  Our  audience  may  not  want  to  socialize  with  younger  drinkers,  who  tend  to   gather  in  bars  downtown.   Threats   •  Reno’s  more  gri[y  reputa/on  may  threaten  the  sophis/cated  image  that  we   seek.   •  Several  downtown  bars  with  a  well-­‐established  image  and  loyal  clientele.     •  Younger,  rowdier  downtown  dwellers  may  become  a[racted  to  the  lounge  area.   5  


Our  target  audience  is  women  aged  23-­‐35.   Women  this  age  are  more  likely  to  drink   flavored  vodkas  over  any  other  type  of   spirit.     Our  secondary  audience  is  men  of  the  same   age  range.  Men’s  palates  change  over  /me,   but  many  drink  vodka  when  it  is  available.   6  


–  49%  of  Reno’s  popula/on  is  female   –  31.5%  of  those  women  are  within  our  target  age  group   –  The  University  of  Lancaster  released  a  study  finding  that   educated  and  professional  women  were  more  likely  to  be   drinkers  than  man.   –  Conversa/ons  with  women  in  our  target  audience  affirms   that  our  target  looks  for  a  classier,  more  sophis/cated   experience  with  friends  and  loved  ones.   –  According  to  Gallup  81%  of  people  making  more  than  75k   per  year  drink,  and  79%  of  those  are  college  graduates.   –  These  women  look  for  somewhere  that  they  can  go  with  a   small  group  of  close  friends  once  or  twice  a  week  to  enjoy  a   more  mature  and  upscale  experience.      

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•  Direct  Compe/tors   –  Three  Olive,  Pinnacle,  Smirnoff,  Svedka,   Absolut,  Sapphire,  Lincoln  Lounge,  Edge,   Bubinga,  Chocolate  Bar,  St.  James  Infirmary,   Imperial.  

•  Who  are  our  indirect  compe/tors?   –  The  Li[le  Waldorf  Saloon,  The  Corkscroo,   Freight  House  District.   8  


•  • 

Vodka  sales  are  on  the  rise.   Smirnoff  posted  a  7%  sales  increase     –  310  Million  750mL  bo[les    

•    Absolut  sales  rose  15%   •  Three  Olives  seen  as  the  up  and  coming  “Ultra-­‐premium”  flavored  vodkas.   –  One  of  the  most  popular  flavored  vodkas  on  the  market.  

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Vodka  is  a  versa/le  spirit  both  low  and  high  quality   –  Smirnoff  and  Pinnacle  are  both  3  /mes  dis/lled   •  • 

This  translates  in  to  a  harsher  tas/ng  vodka   Both  are  on  the  lower  price  spectrum,  ranging  from  $7.99-­‐9.99(750mL)  to  $14.99-­‐16.99(1.75L)  

–  Three  Olives  is  dis/lled  and  filtered  4  /mes   •  • 

• 

Much  smoother  flavor   Prices  range  from  $10.99(750mL)  to  $18.99(1.75L)  

Vodka  market  is  strong  in  Reno  

–  Vodka  averages  58.7%  of  all  spirits  sales  

• 

Steady  amount  of  sales  

–  Market  rarely  dips   –  Vodka  market  is  not  affected  by  seasons   –  Local  bars  have  done  a  $10  special   • 

Pay  $10,  get  vodka  drinks  for  free  from  8pm-­‐10pm  

–  Universal  clientele.   –  Depending  on  the  event,  vodka  can  suit  any  occasion  

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“We  are  the  vodka  that  blends  flavor  with   sophis:ca:on.”  

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We  will  promote  Jewel  as  Reno’s  premier  vodka  and  lounge  experience  through  a   myriad   of   methods,   with   increased   emphasis   on   online   and   entertainment   publica/on  marke/ng.    

 

    These   efforts   should   promote   awareness   and   curiosity   for   poten/al   customers   and  reinforce  the  choices  of  current  customers.        Sales  promo/ons  and  exclusive  membership  to  our  Diamond  Club  will  be  used   to   foster   our   rela/onship   with   returning   Jewel   customers   and   encourage   them   to   become   advocates   of   the   brand   by   invi/ng   others   to   accompany   them   on   future   visits.        Online  outlets  such  as  Facebook  and  the  Jewel  website  will  act  as  the  primary   medium   for   special   offers,   promo/ons,   events,   and   online   customer   interac/on.   These  outlets  will  be  integrated  and  feature  links  to  each  other  so  that  guests  may   easily   interact   with   our   various   online   plalorms.   Printed   adver/sements   in   local   publica/ons  will  be  used  to  promote  the  brand  itself  and  direct  viewers  to  the  online   outlets  for  further  informa/on.        Comment  cards  offering  a  voucher  for  50%  off  a  customer’s  next  drink  will  be  a   primary   source   of   feedback   for   us.   On   these,   customers   will   fill   out   informa/on   regarding   where   and   how   they   found   out   about   the   different   aspects   of   Jewel   (vodka,  dis/llery,  lounge,  specials,  events,  etc).     11  


•  Our  goal:  We  want  to  encourage  loyalty  between  our   customers  and  brand  through  displays  of  apprecia/on.   •  How  we’ll  do  it:  Customers  who  sign  up  for  the  Diamond   Club  will  receive  special  offers  and  access  to  our  VIP   ameni/es  and  events  on  a  weekly  basis.   •  Objec/ve:  We  would  like  to  accept  30  Diamond  Club   members  in  our  first  ac/ve  month,  and  at  least  200  total  by   the  end  of  the  fiscal  year  (June  2013).   •  Evalua/on:  We  will  keep  track  weekly,  monthly,  and  yearly   track  of  how  many  members  we  have  enrolled  in  our   Diamond  Club.     12  


•  Our  goal:  Expand  the  Jewel  customer  base  by  encouraging   customers  to  bring  friends  along  on  their  next  visit.  We  want   to  promote  Jewel  as  a  social  drink,  as  well  as  fill  our  venue.   •  How  we’ll  do  it:  Virtual  coupons  will  be  e-­‐mailed  to  Diamond   Club  members  at  least  every  two  months  that  allows   customers  to  receive  a  5%  discount  for  each  friend  that  they   bring,  up  to  four  friends.   •  Objec/ve:  We  want  our  vodka  to  be  enjoyed  by  groups  of  4-­‐5   people,  on  average.   •  Evalua/on:  Hostesses  and  bartenders  will  note  the  coupon   code  and  discount  amount  on  a  receipt.   13  


•  Our  goal:  We  want  to  appeal  and  give  back  to  our  target   audience,  as  well  as  increase  a[endance  on  weekdays.   •  How  we’ll  do  it:  Every  Monday-­‐Thursday  night,  ladies  receive   a  voucher  for  one  free  drink,  redeemable  between  8-­‐10pm.   •  Objec/ve:  To  serve  at  least  30  women  during  redeemable   hours  each  weeknight.   •  Evalua/on:  We  will  count  the  number  of  vouchers  redeemed   at  the  end  of  the  night.  

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•  Our  goal:  We  want  to  encourage  trust  between  our   customers  and  brand  through  transparency  and  online   interac/on.   •  How  we’ll  do  it:  Jewel  will  foster  a  dialogue  between   customers  and  the  brand  by  responding  to  Jewel-­‐related   comments,  posts,  and  tags  on  a  daily  basis.   •  Objec/ve:  We  will  respond  to  at  least  70%  of  this  content  per   week.   •  Evalua/on:  On  a  weekly  basis,  we  will  compare  the  amount   of  Jewel-­‐related  content  on  Facebook  to  the  number  of   comments  we  post.   15  


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•  Our  goal:  We  want  to  increase  awareness  of  our  special   events  and  promo/ons  by  expanding  our  outreach  through   community  calendars.   •  How  we’ll  do  it:  We  will  build  a  rela/onship  with  and  submit   our  monthly  events  to  local  event  calendars  and  mobile   apps,  such  as  Dibbs.   •  Objec/ve:  We  would  like  10%  of  our  guests  to  find  out  about   our  events  through  these  calendars.     •  Evalua/on:  The  aforemen/oned  comment  card  will  include   event  calendars  as  an  area  of  promo/on.  We  will  then  count   the  number  of  responses.   18  


•  Our  goal:  We  want  to  increase  awareness  of  our  brand   through  involvement  in  alcohol-­‐related  community  events.   •  How  we’ll  do  it:  We  will  sponsor  or  par/cipate  in  events  and   fes/vals  such  as  wine  walks,  beer  crawls,  and  Artown.   •  Objec/ve:  We  would  like  to  have  a  presence  at  at  least  10   Reno  events  per  year  (see  calendar  for  exact  dates  and   events).   •  Evalua/on:  We  will  count  how  many  events  we  have  either   sponsored  or  par/cipated  in  by  hos/ng  related  drink   specials,  etc.   19  


• 

Our  goal:  Create  awareness  and  interest  in  the  Jewel  brand  for  non-­‐users   through  media  involvement  and  efficient  integra/on  of  our  marke/ng   components.  We  also  want  to  reinforce  our  posi/on  as  a  sophis/cated  vodka.  

• 

How   we’ll   do   it:   Our   Facebook   and   online   ads   will   link   directly   to   the  

company   website.   The   company   website   will   also   provide   links   to   special   offers,   the   Jewel   Facebook   page   and   any   published   ar/cles   or   event   calendars  that  men/on  Jewel.  The  Facebook  page  will  also  link  to  our  special   offers,  the  website,  ar/cles,  and  calendars.   –  We  will  adver/se  through  various  online  outlets,  as  well  as  in  local  entertainment  and  event   websites  and  publica/ons.   –  – 

In  Print:  Reno  Tahoe  Tonight,  Sagebrush,  Reno  Gaze[e  Journal,  Reno  News  &  Review   Online/Mobile:  Sidebar/banner  ads  on  Facebook,  RGJ’s  Metromix,  Yelp,  Smart  Phone  Apps  

• 

Objec/ve:  We  want  40%  of  first-­‐/me  visitors  to  find  us  through  these   promo/onal  means.  

• 

Evalua/on:  To  redeem  a  voucher  for  50%  off  their  next  drink,  guests  may  fill  out   a  comment  card  that  asks  how  they  ini/ally  heard  about  Jewel.  We  will  then   count  the  responses  in  each  area  or  promo/on.   20  


This   ad   would   run   for   the   first   2   quarters   of   our  calendar.   This   will   be   the   first   adver/sement   people   would   see,   no/cing   our   clean,   sophis/cated   style.    

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These  adver/sements  would  run  on  website  sidebars   and   Facebook     throughout   our   first   2   quarters   of   being  open  to  give  people  an  idea  of  our  style.     22  


The   company   website   will   feature   easy-­‐to-­‐navigate   pages     with   informa/on   regarding   dis/llery   and   lounge   hours  of  opera/on,  menus,  special  offers,  pricing,  Diamond  Club  access,  and  social  media  links.  

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The   Jewel   Facebook   page   will   be   used   to   adver/se   upcoming   events   and   specials,   as   well   as   foster   the   rela/onship   that   we   have   with   customers.   On   the   page,   we   will   frequently   respond   to   user   comments   and    post  drink  recipes  featuring  Jewel  vodka.  

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Monthly  Averages   •  •  •  •  •  • 

Website  hits:  500  unique  visitors   Banner  ad  click  through  rate:  0.5%   Social  Media  response  rate*:  70%   Facebook  “likes”:  200   Coupon  redemp/on:  30%   Special  event  a[endance:  250  (per  night)  

*This  refers  to  the  percentage  of  Jewel-­‐related  content  on  Facebook  that  we  reply  to  or  “like”  

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10%  

10%  

25%   35%  

10%    Crea/ve  Produc/on   35%    Media  Buys   20%    Special  Events  (In-­‐house)   25%    Specials/Giveaways   10%    Sponsorships  

20%  

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Customer   feedback   will   be   our   primary   method   of   determining   whether   we   have   succeeded   in   our   methods.   Comment   cards,   reviews,   and   social   media   feedback  will  all  be  used  in  this  evalua/on.  

    Overall   profits   will   also   let   us   know   how   well   our   adver/sing   efforts   have   worked,   especially   during   special  events.         In   addi/on,   each   tac/c   has   its   own   method   of   evalua/ng   success,   which   we   will   always   take   into   considera/on  when  preparing  for  the  years  to  come.   31  


Our  integrated  marke:ng  communica:ons   plan  not  only  reaches  our  target  audience,   but  promotes  loyalty  among  customers.   All  of  our  tac:cs  work  together  to  showcase   Jewel  as  the  premier  vodka  and  lounge   experience  for  Reno  socialites.    

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Jewel Vodka  

An integrated marketing communications plan for a fictional company, Jewel Vodka. This was created in Spring 2012 for a Jour351.

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