Seis Marketing Plan/ Product Launch

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SEIS TEQUILA 6 Strategic Marketing Plan Rex Pham & Whitney Krueger

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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

Page 1: Seis Marketing Plan/ Product Launch

SEISTEQUILA

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Strategic Marketing PlanRex Pham & Whitney Krueger

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AGENDA

• INDUSTRY ANALSYS• THE SEIS BRAND• LAUNCH• MARKETING PLAN• GOING FORWARD• CONCLUSIONS

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INDUSTRY ANALYSIS

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Diageo and Jose Cuervo will be ending their distribution deal in June 2013, removing an extremely prominent brand (world’s #1 tequila) from Diageo’s portfolio. Diageo hopes to fill this void with a new tequila that will eventually regain the company’s place on top of the tequila category. Seis Tequila is that brand.

THE SITUATION

VS

INDUSTRY ANALYSIS

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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

INDUSTRY ANALYSIS

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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

INDUSTRY ANALYSIS

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MARKET STRUCTURE

Vodka

Rum WhiskeyTequila

Brandy

Gin

Spirits

Ultra PremiumSuper Premium Premium

Value

El TesoroDon Julio Patron

Cazadores

Milagro

Jose Cuervo

Sauza

1800 Tequila

Juarez

Montezuma

INDUSTRY ANALYSIS

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PRICE vs DESIRABILITY

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INDUSTRY ANALYSIS

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PRICE vs. LINK to MUSIC

PRICE

LINK TO MUSIC

INDUSTRY ANALYSIS

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PRICE vs. TASTE

PRICE

TASTE

INDUSTRY ANALYSIS

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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 86.24Upgrading Tequila Consumers Jose Cuervo 4% 2,959 118.36Premium Clear Spirits Consumers Grey Goose 1% 5,585 55.85Image Brand Consumers Absolut/ Ciroc 1% 6,734 67.34Total 327.79

INDUSTRY ANALYSIS

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THE SEIS BRAND

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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”

THE SEIS BRAND

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• 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 Amatitán, 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.

THE SEIS BRAND

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BLANCO “WHITE” TEQUILA

THE SEIS BRAND

2009 2010 20110

10

20

30

19.6

24.7

29.3

12.2

16.6

19.3

2.8 3.4 3.6

BlancoRepesadoAnejoExtra Anejo

US Tequila Consumption

(Liters- Millions)

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LAUNCH

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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 Year’s eve

LAUNCH

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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

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TARGET MARKETS

Los Angeles San Francisco Miami

New York City Chicago HoustonLAUNCH

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MARKETING PLAN

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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 MMARKETING PLAN

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MARKETING BUDGET

MARKETING 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 6/23Experiential 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 9/22Experiential 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 12/22Experiential 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 OOHTV 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 OOHTV 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

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WEEKS IN FLIGHT

MARKETING 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 OOHRadioDigital 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 OOHRadioDigital PR

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360° MARKETING

Experiential Events

Concerts

Art Exhibitions

Nightlife

Mobile Apps

Interactive Contests/ Giveaways

Out of Home

Digital Music

Street ArtPoint of Sale

Consumer Education

Customization

Brand Ambassadors

6Radio

Product SeedingSocial Media

Digital Content

MARKETING PLAN

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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

APPROACHEducate/ 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 brand’s values

Shift consumption method to sipping & cocktails

MARKETING PLAN

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GOAL #1

Transform tequila’s poor image

MARKETING PLAN

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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

MARKETING PLAN

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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 audienceMARKETING PLAN- GOAL #1

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• 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• Broadcast “course” online, encourage interaction from

viewers through live chat/ tweets• Share recipes on website/ social media• Results: allow consumers to taste, introduce consumers

to new ways to consume Seis tequila, develop signature cocktails, build relationships with influential mixologists, generate social media fan base, leave impression

ACTION: CONSUMER EDUCATION

“Seis Tequila School”

MARKETING PLAN- GOAL #1

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GOAL #2 Be the tequila of choice

MARKETING PLAN

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CHALLENGE: INTENSE COMPETITION

• Well over 1,269 brands of tequila on the market• Category dominated by Jose Cuervo (27% market

share), Patron (15%), and Sauza (14%)• Tequila not as popular as vodka, whiskey, rum

MARKETING PLAN- GOAL #2

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APPROACH: MAKE CONSUMERS NOTICE

61892

Ramon Vega

Amatitán

Label Design Contest• Consumers submit designs online• Seis selects 10. Public votes for their

favorite on Seis website• Top 3 labels get limited production• Results: generate excitement, social media

activity, word of mouth, & PR, establish brand’s creative identity, connect with consumers

The Seis Bottle

MARKETING PLAN- GOAL #2

Limited Edition Packaging• Special edition bottles designed by

different artists (local and known)• Limited production• Creates demand and collectability

element • Artists/ designs/ retail locations

announced through social media• Results: creates demand, builds social

media following, association with artists, builds relationships with retailers

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APPROACH: MAKE CONSUMERS NOTICE

Strategic Sponsorships• Leverage sponsorships of concerts, festivals, &

cultural events to reach target audience• Sponsor industry trade shows • Results: reach consumers in high traffic

environment, build awareness, associate Seis with art, music, fashion& good times, allow consumers to sample,

MARKETING PLAN- GOAL #2

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APPROACH: MAKE CONSUMERS NOTICE

Digital Search• Claim specific keywords/ be

included in top search results on Google, Bing, Yahoo

Examples :• Brand/Tequila Keywords: 6, Seis, 6

Tequila, Seis Tequila, 6 Tequila, Six Tequila, Tequila

• Competitive Search Terms: 1800, Jose Cuervo,, Patron

• Nightlife/Culture Search Terms: Nightlife in NYC, Nightlife in New York, Night Life in Chicago, Bars in NYC, Bars in New York, Bars in Chicago, Bars in LA, Bars in Los Angeles, Clubs in LA, Clubs in Los Angeles, Clubs in Dallas, Clubs in Miami, Concerts in New York, Concerts in Chicago

MARKETING PLAN- GOAL #2

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APPROACH: MAKE CONSUMERS NOTICE

Mysterious 6• Pre- launch, “6” signs, posters,

mural, stickers are found all over target cities

• Accompanying “#whatisseis?”& website address with teaser content

• Consumers encouraged to seek out/ take pictures of 6s for prizes

• Results: generates curiosity & excitement, establish ownership of “6”, drive social media following

MARKETING PLAN- GOAL #2

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GOAL #3 Integrate into the

lifestyle of the consumers

MARKETING PLAN

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CHALLENGE: CONSUMERS ARE PICKY WITH BRANDS

• Target influencer demographic is selective of the brands they associate with

• Knowledgeable of trends• Express themselves through their choices in

fashion, music, art, parties, overall lifestyle• Value brands that are authentic, disregard

those that aren’t

MARKETING PLAN- GOAL #3

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APPROACH: Lifestyle Integration

Brand Ambassadors• Partner with individuals who convey

creativity, individualism, and good taste• Choose up & coming artists, creatives,

designers with strong social followings and buzz

• Celebrities & local figures• Ambassadors host, perform, promote

events, participate in creative direction of brand

• Results: add personality/ face to the brand, gives consumers personal connection, piggyback off ambassadors followings, create content, expands Seis past being only a tequila brand

MARKETING PLAN- GOAL #3

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APPROACH: LIFESTYLE INTEGRATION

• Inform consumers of a free concerts. Advise them to follow Seis’ social media for details.

• Details of show (time, place, performer) are kept secret until 4 hours before showtime

• To RSVP, people have to answer a simple question (ie “What excites you?”) and the best, immediate responses gain entry

• Invite bloggers, celebrities, influencers to generate PR• Concerts held in intimate venue. Seis is promoted on-premise, with sampling

opportunities• Brand ambassador performs exclusive, which can download on Seis website• Pictures, video content posted on social/ digital outlets • Results: create memorable experience for consumers, associates the brand

with artists, builds social media following, and generates PR/ buzz due to mysteriousness/ exclusivity of the shows.

“Seis Secret Shows”

MARKETING PLAN- GOAL #3

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APPROACH: LIFESTYLE INTEGRATION

Digital Presence Blog Relationships

Utilize influential lifestyle blogs to promote Seis by inviting to events

Digital Music PlaylistsPartner with Spotify/ Pandora to curate music playlists featuring brand ambassadors and other favorite artist

Original ContentProduce videos, music, artwork with ambassadors and consumers to share on content outlets YouTube and Tumblr

Social Media EngagementUse Facebook, Twitter, Instagram to “converse” with consumers and engage consumers after using product/ going to events

MARKETING PLAN- GOAL #3

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APPROACH: LIFESTYLE INTEGRATIONDigital Presence

MARKETING PLAN- GOAL #3

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APPROACH: LIFESTYLE INTEGRATION

• More tequila is consumed on Cinco de Mayo than on any other day of the year

• Cinco de Mayo has grown to more of a big party and has lost that cultural aspect. Seis de Mayo celebrates Mexican heritage, with tequila as a compliment, not the focus

• Outdoor event that blends traditional and modern Mexican culture. Seis brings together chefs, artists, and performers

• All ages event with specific areas for 21+ to buy Seis product

• Results: develop stronger link to Hispanic community, celebrate brand heritage, build relationship with businesses, generate PR

MARKETING PLAN- GOAL #3

Seis de Mayo

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MUST HAVES vs NICE TO HAVES

Must Have• Experiential• Digital• Trade

Nice to Have• Radio• Out of Home• PR

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QUESTIONS?