Seis Marketing Plan/ Product Launch

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Marketing plan and product launch strategy for fictitious tequila brand. We incorporated a lot of non standard fonts and formatting, so it may look a bit off on SlideShare

Transcript of Seis Marketing Plan/ Product Launch

  • 1.SEIS TEQUILA 6 Strategic Marketing Plan Rex Pham & Whitney Krueger

2. AGENDA INDUSTRY ANALSYS THE SEIS BRAND LAUNCH MARKETING PLAN GOING FORWARD CONCLUSIONS 6 3. 6 INDUSTRY ANALYSIS 4. Diageo and Jose Cuervo will be ending their distribution deal in June 2013, removing an extremely prominent brand (worlds #1 tequila) from Diageos portfolio. Diageo hopes to fill this void with a new tequila that will eventually regain the companys place on top of the tequila category. Seis Tequila is that brand. THE SITUATION VS DUSTRY ANALYSIS 5. WHY DO WE NEED A NEW TEQUILA? With the loss of Jose Cuervo, Diageo loses its position as #1 in the tequila market & loses a brand that generates $500M annual sales Tequila is one of the fastest growing spirit categories, 17% since 2007 (2nd only to vodka) Increased popularity in premium tequilas No premium tequila on the market reflect and celebrates the uniqueness of its drinkers DUSTRY ANALYSIS 6. 2012 Spirit Sales in US based on 9 Liter Cases (in thousands) Category Sales Volume Percent of Market Vodka 65,184 32% Whiskey 49,656 25% Rum 25,498 13% Liqueurs 21,236 11% Tequila 12,326 6% Brandy 10,993 5% Gin 10,728 5% Mixers 6,261 3% Total 201,882 100% TEQUILA vs THE SPIRIT INDUSTRY DUSTRY ANALYSIS 7. MARKET STRUCTURE Vodk a Rum WhiskeyTequil a Brand y Gin Spirits Ultra Premium Super Premium Premiu m Value El Tesor o Don Julio Patron Cazado res Milagro Jose Cuervo Sauza 1800 Tequila Juarez Montezu ma DUSTRY ANALYSIS 8. PRICE vs DESIRABILITY 0 1 2 3 4 5 0 1 2 3 4 5 PRICE DESIRABILITY DUSTRY ANALYSIS 9. 0 1 2 3 4 5 0 1 2 3 4 5 PRICE vs. LINK to MUSIC PRICE LINK TO MUSIC DUSTRY ANALYSIS 10. 0 1 2 3 4 5 0 1 2 3 4 5 PRICE vs. TASTE PRICE TASTE DUSTRY ANALYSIS 11. SOURCES of VOLUME Segment Example % of Customers From Segment Forecast Sales 2013 (in thousands) Projected Sales (in thousands) Super Premium Tequila Consumers Patron 4% 2,156 86.24 Upgrading Tequila Consumers Jose Cuervo 4% 2,959 118.36 Premium Clear Spirits Consumers Grey Goose 1% 5,585 55.85 Image Brand Consumers Absolut/ Ciroc 1% 6,734 67.34 Total 327.79 DUSTRY ANALYSIS 12. 6 THE SEIS BRAND 13. POSITIONING STATEMENT To the 25-35 year old social and cultural influencers, Seis Tequila is a premium brand that reflects your unique personalities and ambitions, while enhancing your perception of tequila through invigorating sensory experiences; Seis is a catalyst to your exciting lifestyles A sense of you HE SEIS BRAND 14. Silver tequila from 100% pure blue agave Produced in the highlands of Jalisco, Mexico Lighter, sweeter taste due to distillation process Priced in super premium category: $35-$40 Eventual launch of gold tequila Initially focus on on-premise, then move to retail THE PRODUCT Back in 1892, long time shoemaker Ramon Vega experimented with distilling tequila, harvesting the blue agave plants that grew around his home in Amatitn, Jalisco, Mexico. A true craftsman, Vega developed a unique process that produced a tequila that was smooth and lightly sweet, which won praise from his friends and family. At the same time, his shoe business was struggling and he faced difficult dilemma: try to continue the shoemaking craft that has run in his family for generations or pursue his real passion of producing beloved tequila. Vega chose the later, and his timeless tequila is now Seis. HE SEIS BRAND 15. BLANCO WHITE TEQUILA HE SEIS BRAND 19.6 24.7 29.3 12.2 16.6 19.3 2.8 3.4 3.6 0 10 20 30 2009 2010 2011 Blanco Repesado Anejo Extra Anejo US Tequila Consumption (Liters- Millions) 16. 6 LAUNCH 17. THE LAUNCH Officially launch in late March, with marketing starting in February to generate buzz Extensive marketing two weeks before May 5th. More tequila is consumed on Cinco de Mayo than any day of the year. Concentration on spring/ summer holidays: Memorial Day, 4th of July, Labor Day Peak on New Years eve LAUNCH 18. TARGET MARKETS Total Tequila Drinkers: Drank In Last 6 MonthsCalifornia 1,597,881 Texas 1,151,606 New York 908,271 Florida 907,867 Illinois 601,624 Target 6 large urban markets with: high volume of tequila drinkers, sizeable Hispanic population, influential cultures, lively nightlife and entertainment LAUNCH 19. TARGET MARKETS Los Angeles San Francisco Miami New York City Chicago Houston LAUNCH 20. 6 MARKETING PLAN 21. MARKETING SPENDING SPLIT 10% 25% 39% 24% 2% 1% Radio (950K) Trade (2.375M) Experiential (3.657M) Digital (2.251M) PR (161K) Out of Home (104K) Total Budget = $9.5 M ARKETING PLAN 22. MARKETING BUDGET ARKETING PLAN 2nd Quarter 2014 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23 Experiential 900,000 240,000 Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 OOH 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 Radio 50,667 50,667 50,667 63,333 63,333 63,333 25,333 25,333 25,333 25,333 50,667 50,667 50,667 Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 PR 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 Total 143,613 143,613 143,613 156,279 161,543 1,061,543 123,543 123,543 123,543 363,543 148,876 148,876 148,876 2,991,002 3rd Quarter 2014 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 8/25 9/1 9/8 9/15 9/22 Experiential 240,000 240,000 240,000 Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 OOH 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 TV Streaming 63,333 25,333 25,333 25,333 25,333 25,333 25,333 50,667 63,333 25,333 - - - Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 PR 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 2,308 2,308 2,308 Total 401,543 123,543 123,543 123,543 123,543 363,543 123,543 148,876 161,543 363,543 91,346 91,346 91,346 2,330,798 4th Quarter 2014 9/29 10/6 10/13 10/20 10/27 11/3 11/10 11/17 11/24 12/1 12/8 12/15 12/22 Experiential 240,000 240,000 240,000 Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 OOH TV Streaming - - - - - - - - - - - - - Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 PR 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 3,908 3,908 Total 91,346 331,346 91,346 91,346 91,346 331,346 91,346 91,346 91,346 331,346 91,346 92,946 92,946 1,910,700 1st Quarter 2015 12/15 12/22 12/29 1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9 Experiential 360,000 240,000 240,000 240,000 Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 OOH TV Streaming - - - - - - - - - - - - - Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 PR 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 Total 91,346 91,346 451,346 331,346 91,346 91,346 91,346 331,346 91,346 91,346 91,346 331,346 91,346 2,267,500 TOTAL 9,500,000 23. WEEKS IN FLIGHT ARKETING PLAN 2nd Quarter 2014 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23 Experiential Trade OOH Radio Digital PR 3rd Quarter 2014 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 8/25 9/1 9/8 9/15 9/22 Experiential Trade OOH Radio Digital PR 4th Quarter 2014 9/29 10/6 10/13 10/20 10/27 11/3 11/10 11/17 11/24 12/1 12/8 12/15 12/22 Experiential Trade OOH Radio Digital PR 1st Quarter 2015 12/15 12/22 12/29 1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9 Experiential Trade OOH Radio Digital PR 24. 360 MARKETING Experiential Events Concerts Art Exhibitions Nightlife Mobile Apps Interactive Contests/ Giveaway Out of Home Digital Music Street Art Point of Sale Consumer Education Customization Brand Ambassadors 6 Radio Product Seeding Social Media Digital Content ARKETING PLAN 25. Seis Tequila reflects the vibrant personalities & lifestyle of consumers and conveys it in a tequila that stimulates memorable experiences Transform the negative perception of tequila into a more refined image Become a top of mind choice amongst influential alcohol consumers Integrate brand into the lives of our target consumers GOALS APPROACH Educate/ mentor consumers on how to identify & appreciate premium tequila Establish genuine credibility with consumers Focus majority of resources on digital, experiential, and on premise marketing Establish strong presence in 6 key urban markets Develop partnerships with brand ambassadors that embody brands values Shift consumption method to sipping & cocktails ARKETING PLAN 26. 6 GOAL #1 Transform tequilas poor image ARKETING PLAN 27. CHALLENGE: NEGATIVE STEREOTYPES Closely associated with wild Spring Break parties Widespread notion that tequila has a poor taste, is cheap in quality, burns, and causes bad hangovers Premium tequilas is growing, but still not top of mind ARKETING PLAN 28. APPROACH: CONSUMER EDUCATION Tasting Events Held in target markets, guests signup online Seis Master Distiller walks guests through the craftsmanship, explaining the premium elements Guests learn about the heritage behind Seis, how to differentiate it, ways to appreciate premium tequila Results: raises consumer tequila IQ, familiarizes them with Seis, allows them to taste, utilize contact information to do direct marketing Original Viral Content Produce online video content showcasing history and heritage Behind the scenes clips of the production process Content could be conveniently viewed and shared Results: consumers learn about the building blocks of Seis in an engaging way, drives social media activity when content is shared, quickly reach a large audienceRKETING PLAN- GOAL #1 29. Bartenders are key touch points and trusted resources for alcohol consumers, Seis Tequila School leverages them as professors on tequila Events posted on social media, where guests also RSVP Professors teach guests how to mix Seis infused cocktails and how to appreciate super premium tequila B