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