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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  

Jewel Vodka  

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

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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