Smirnoff Plan Book
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Transcript of Smirnoff Plan Book
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Table of Contents
Description Page
Executive Summary ......................................................................................... 1
Historical Overview ......................................................................................... 4
Industry Overview............................................................................................ 5
Situation Analysis............................................................................................. 7
Consumer Research.......................................................................................... 8
Market Segment ............................................................................................... 8
Advertising Strategy......................................................................................... 11
Creative Strategy .............................................................................................. 14
Media Plan........................................................................................................ 17
Print Advertisements.............................................................................. 19
Television Storyboard ............................................................................ 21
Outdoor Advertisements ........................................................................ 23
Radio Script............................................................................................ 24
Promotions and Public Relations ..................................................................... 25
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Steven Kruzel
Katie Perrone
Meghan Tomick
Samuel Youn
Lauren Zielinski
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Executive Summary
Smirnoff is already an established brand in the alcoholic beverage market, however we believe
that it is the perfect time to take the brand to the next level with the introduction of Smirnoff Ice
Malt Beverage. Every American family is looking for social status and every man is hoping for
career success. With the dinner party rising in popularity, there has never been a better time to
introduce such an innovative beverage into the market. Smirnoff Ice will be the drink that
everyone remembers, and will allow the Smirnoff brand to reach its fullest potential.
Industry Overview
History, Trends, and Outlook
The conclusion of World War II brought many men home to their wives and families.
Traditionally, men went to work while women stayed home to raise their children.
Households around the country began engaging in many dinner parties as well as nights out and
are making use of the extra income saved during the war.
The economy is in full swing, and the “keeping up with the Jones’” mentality is back in American
society.
Through these dinner parties Americans wanted to show their neighbors that they had all the right
things, and also that they were serving the right things as well.
Competition
Our primary competition is Schlitz beer. Our secondary competition is Captain Morgan’s Rum.
The competitors are both alcoholic beverages, but Smirnoff Ice is the only premixed
“malternative” alcoholic beverage of the time.
Situation Analysis
Our product offers a lighter alcoholic beverage than beer, and is more convenient than using hard
alcohol to make a mixed drink because it is premixed and ready to drink.
Smirnoff Ice is the only product like it in its class. Its portability and glass bottling make it easy
for serving and drinking at any dinner party.
Historical Overview
In the 1860’s, Poitr Arsenyevitch Smirnov founded his vodka distillery in Moscow, his brand
spread to the United States where Smirnoff vodka was released.
Smirnoff brand vodka grows in the United States and internationally with the introduction of
vodka cocktails and with the use of advertisements emphasizing these cocktails.
Smirnoff Ice was the first of any variation from standard/flavored vodka that the Smirnoff brand
produced.
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Consumer Research
Primary Market: Caucasian women ages 25-40
Either living in the beautiful penthouses of the city or the nice wholesome house of the suburbs.
These women come from the middle to upper class.
Secondary Market: Caucasian men ages 25-40
These are businessmen looking to advance their careers.
They need a drink to relax after a day of work.
Advertising Strategies and Objectives
Our main goal is to introduce Smirnoff Ice Malt Beverage as a new product in the alcoholic beverage
market, increase production and sales of Smirnoff Ice, and to create brand awareness. We plan on doing
this through an advertising campaign that incorporates print, television, radio, as well as outdoor media
sources.
Based on our analysis of our potential consumer market we have manifested short and long term goals:
In one year increase sales and production by 25% of Smirnoff Ice through our
advertisements and promotional efforts.
In three years increase sales and production of Smirnoff Ice by 75%, and at year two, see
a 20% decrease in our direct competitors’ sales.
By introducing Smirnoff Ice as a sophisticated and convenient drink that any gentleman would prefer, our
target market will see Smirnoff Ice as a product they cannot do without to make their parties a success
and keep their husbands happy.
Creative Strategy
Copy
Our campaign will use a combination of hard sell and soft sell to express the idea that the drink is
sophisticated, yet convenient.
BIG IDEA: “Gentlemen Prefer Ice”, based upon the hit Marilyn Monroe movie that came out the
past year “Gentlemen Prefer Blondes”.
Our copy stresses that Smirnoff Ice offers a convenient alternative and is sophisticated enough to
drink at any function; whether it be a formal dinner party or a fun night out.
Art Elements
We will use vibrant colors, especially red, the Smirnoff color to emphasize the power and
sophistication of our drink, which is also a color that does not gender discriminate.
Advertisements will depict celebrities (Marilyn Monroe & The Rat Pack) enjoying Smirnoff Ice,
showing its “cool” factor and also showing the class and sophistication associated with the
product.
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All advertisements will have large images. The Marilyn Monroe ad will have more copy than the
Rat Pack advertisement. All print advertisements will incorporate the slogan, “Gentlemen Prefer
Ice”.
Media Plan
The communications media will consist of nationally (and in some cases locally) distributed
television, magazines, outdoor, and radio advertisements.
Publicity efforts will place in-store point of purchase stands where consumers can sample
Smirnoff Ice at the end of the alcohol aisle in local grocery stores.
Promotions and Public Relations
We will have promotional cocktail parties throughout the major social epicenters of the United
States.
We will be sponsoring the Kentucky Derby and have many elegant promotional tents throughout
the location serving and promoting Smirnoff Ice.
We utilize the in-store pop up stands that were previously discussed.
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Historical Overview
History of the Product Category
Smirnoff Ice is in the malt beverage product category because like beer, the drink is
created in a process in which the main ingredient, barley, sprouts or “malts” right before
it is processed. All malt beverages, including beer and Smirnoff Ice have been prepared
from malted grains.
Smirnoff Ice is the first “malternative” product of its type. This term is used to describe
malt beverages that serve as alternatives to drinking beer. Smirnoff hopes to introduce a
variety of flavors as the popularity of Smirnoff Ice increases.
Smirnoff Ice can also be categorized as an “alcopop” which is a combination of an
“alcoholic beverage” and “soda pop.” Smirnoff Ice Malt Beverage contains alcohol, yet is
carbonated, like a soda pop drink.
History of the Company
In the 1860’s, Poitr Arsenyevitch Smirnov founded his vodka distillery in Moscow.
Smirnov became the first to use charcoal for vodka filtration and introduced continuous
distillation for consistent product quality in the 1870’s.
In the 1920’s, the Smirnov brothers adopt the French version of their family name,
Smirnoff, after fleeing Russia.
The production of vodka in the United States began in the 1930’s, but vodka remains
relatively unknown to the American consumer for some time.
In the 1940’s, Smirnoff brand vodka grows in the United States and internationally with
the introduction of vodka cocktails.
In 1954, Smirnoff Ice Malt Beverage is launched.
Smirnov vodka continues to be sold in Russia, while Smirnoff vodka is sold outside of
Russia.
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Industry Overview The Alcohol Industry
The alcohol industry currently consists of beer, hard alcohol, and wine products. Each
alcoholic beverage is used more often in different situations. For example, wine is often
drunk when couples are on a date at a nice restaurant. Hard alcohol is used to mix with
soda pop or other beverages to make a variety of alcoholic beverages. Beer is the drink of
choice for many men and is commonly associated with sporting events. Smirnoff Ice is
the first alternative malt beverage to beer. Unlike hard alcohol, consumers will no longer
need to mix drinks to get the taste they will receive from Smirnoff Ice.
Trends
The conclusion of World War II brought many men home to their wives and families.
Traditionally, men went to work while women stayed home to raise their children. The
1950’s began a time of rebellion and Rock and Roll. Artists such as Elvis Presley and
Frank Sinatra changed this culture into one that valued entertainment and dancing much
more than people had in previous years. Families found themselves with more money to
spend because they were previously conscious of saving and spending their money
wisely. Many couples enjoyed hosting dinner parties at this time. It was a way to show
guests a beautiful home with new appliances while providing a fun, laid-back
environment to entertain guests. Television became a mass media that could be found in
many American homes. Television in color was becoming more popular as well.
Competition
Primary Competition: Schlitz Beer
Schlitz Beer is a very popular alcoholic
beverage during the 1950’s. This beer
contains 5% alcohol by volume and is
the choice for many men at this time.
The Schlitz advertising campaign in
1954 stressed their slogan, “If you like
beer you’ll love Schlitz” and “The beer
that made Milwaukee famous!”
Strengths: Beer is a popular alcoholic
beverage in 1954. Many men drink this
beverage at gatherings varying from
sporting functions to simple home
gatherings. Schlitz has established themselves as a leader in their product
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category. Drinking beer has become synonymous with relaxing at home after a
hard day’s work.
Weaknesses: Schlitz Beer is a “heavy” beverage, giving consumers the feeling
that their stomach is full after consuming many beers.
Secondary Competition: Captain Morgan’s Rum
Captain Morgan’s Rum
is a brand of dark rum
containing 35% alcohol
by volume. Captain
Morgan advertising
campaign feature the
Captain in various
settings, including a busy
town, a horse-drawn
carriage, or at an opera performance. The company previously used the slogan,
“The Captain’s in Town!”
Strengths: A major strength of this drink is its ability to be mixed with many
other beverages to make a variety of flavorful drinks. This rum can also be sipped
“on the rocks” in its most basic form. The production and popularity of Captain
Morgan’s Rum increased during the 1950’s because taxes on rum from Puerto
Rico decreased, making it cheaper to import rum from Puerto Pico to the United
States. Rum offers consumers a sweet alcoholic beverage option.
Weaknesses: Captain Morgan’s Rum has a strong, more harsh taste than beer and
Smirnoff Ice products. In most cases, this product needs to be mixed with another
drink to be enjoyed the most since it is so strong. Therefore, it takes more effort to
have a drink with Captain Morgan’s Rum that it would to enjoy Smirnoff Ice.
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Situation Analysis Product Analysis
Before Smirnoff Ice, alcoholic beverages included just beer, wine, and hard alcohol
products. Smirnoff Ice Malt Beverage is currently the only alternative malt beverage to
beer.
Smirnoff Ice is packaged in a 12 ounce glass bottle with a twist-off cap. The glass bottle
allows the drink to maintain its flavor and fresh taste longer than if it were packaged in a
can.
This light and refreshing carbonated drink contains 5.5% alcohol by volume (or 11 proof)
which is slightly more alcohol than is found in a 12 ounce size equivalent of Schlitz Beer.
This beverage is convenient because consumers can now have a light, refreshing drink
without having to mix hard alcohol with the beverage of their choice.
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Consumer Research Target Market
The target market is composed of women and men ages 25-
40. They will be white, middle to upper-middle class, and
looking for social status and mobility.
Market Segments Identified
Primary Market
The primary market consists of Caucasian women ages 25-
40. They will be living in the beautiful penthouses of the city
or the nice wholesome homes of the suburbs. The women we
are targeting are in the middle to upper-middle class. We
chose this to target because they are the ones doing the
shopping for their families and planning the parties for their
friends. These women are active in the social scene and are
looking for social mobility for themselves as well as career
success for their husbands.
Based on our research, Smirnoff already has a group of loyal
consumers. People know, trust and are loyal to the brand. It
is a vodka product that consumers are already familiar with
and the brand is very well established. We also know that because the Smirnoff name has
been around since the late 19th
century, people trust the quality of the products.
We believe that the primary market will be the best to focus on because they are the ones
around the house all day and doing the grocery shopping. Because of this, they have a lot of
say in the products that are purchased.
Alcoholic beverages are seen as a nice way to relax and indulge oneself. Whether treating
oneself to a drink after work or sipping on a cocktail during dinner parties, alcoholic
beverages are very popular. Smirnoff Ice will be the “after work” drink of choice for
gentlemen. It will also be a popular drink for women to serve at dinner parties or any special
occasion.
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Secondary Market
Our secondary market will be Caucasian men ages 25-40. These
men will be busy businessmen looking to advance their careers.
They will be in need of a nice drink to relax with after a hectic day
at the office.
Undeveloped/Potential Markets
Our potential market consists of young adults ages 18-24. They
may not have a drink of choice yet, so advertisements could focus
on making Smirnoff Ice a trendy yet chic drink for young people.
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Target Market Overview
Primary
Caucasian women ages 25-40
Living in the city or suburbs
Looking for social status and mobility
Active in society and eager to impress party guests and please husband
Do the grocery shopping and make a lot of the purchasing decisions
Secondary
Caucasian men ages 25-40
Living in the city of suburbs
Looking for career success
Potential
Young adults ages 18-24
Do not yet have an established drink of choice
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Advertising Strategy
Advertising Goal
To introduce Smirnoff Ice Malt Beverage as a new product in the alcoholic beverage market,
increase production and sales of Smirnoff Ice and create brand loyalty through Smirnoff’s
qualities of sophistication and convenience.
Short-term Objectives
Create brand awareness of new production through market saturation via
heavy product sponsorship and promotions
Create brand association with celebrities
Increase product production and purchasing rate
Long-term Objectives
Establish brand loyalty through emphasis on products convenience and
sophistication
Establish Smirnoff Ice Malt Beverage as a regularly served alcoholic beverage
at sporting events, elite social clubs and house parties.
Increase production and purchasing rate
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Quantified Expression of Objectives
Create brand awareness through market saturation within the first six months of
product introduction.
Increase product production by 25% within the first year of product introduction.
Establish brand loyalty of Smirnoff Ice Malt Beverage by 20% within two years of
product introduction. This will be measured and confirmed by a consistent 20%
decrease in sales of competing brands in the alcoholic beverage market.
Increase product production by 75% by the third year of the advertising campaign.
Product or Marketing Position
Smirnoff Ice Malt Beverages will be available at virtually any place that sells alcohol.
Marketing and production placement will primarily concentrate on saturating the upper
class through various venues and events such as country clubs and horse races. The
beverage will also be made available to the general public across the United States
through local liquor retailers and grocery stores.
The product will be available at:
Country Clubs
Sporting Events
Horse Races
Restaurants
Liquor Stores
Gentlemen’s Clubs
Grocery Stores
Bars
Product Differentiation
Smirnoff Ice Malt Beverage will be introduced and advertised as an alcoholic
beverage that offers the convenience of a premixed malt beverage as an
alternative to mixing a cocktail. Smirnoff Ice Malt is a great beverage to serve
at social gatherings as it comes premixed and ready to serve.
Smirnoff Ice Malt Beverage is the only pure and original drink of its kind; its
quality is unmatched, thus sophisticated consumers with the finest taste and
affluent lifestyle would only serve and buy this product. Smirnoff Ice will be
presented as a highly refined vodka product as it is distilled and filtered ten
times to eliminate any impurities, a luxurious and sophisticated quality that no
other brands can offer.
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Life Cycle
Smirnoff Ice Malt Beverage will be marketed as a new product that raises the
standards in an existing alcohol market, it will be introduced as pure premixed
alcoholic beverage.
Smirnoff Ice Malt Beverage is a sophisticated product, but convenient bottling
and moderate prices allows anyone to enjoy the luxuries of a refined alcoholic
beverage in their home.
Smirnoff Ice Malt Beverage will become an icon of class and refined taste.
Serving this product at any occasion will be an instant status marker.
Classification, Packaging, and Branding
Smirnoff Ice Malt Beverage will be classified as a malt liquor alcoholic
beverage. This product will be sold in packages of six 12 fluid ounce bottles
in a cardboard container.
12 fluid ounce bottles will be made of clear glass.
The label on the bottle will present the Smirnoff logo in the colors
of red, white and silver.
The bottle cap will be red with a silver Smirnoff logo.
The neck of the bottle will be covered with a silver sleeve
displaying a Smirnoff logo.
The cardboard containers will be colorfully decorated and will
have a convenient handle placed in the middle.
The container will be predominantly covered by the Smirnoff logo
and will feature endorsements through pictures of celebrities with
the product and sporting events sponsored by Smirnoff.
Target Audience
Our target audience is composed of men ranging from the ages of 25-40 who aspire to keep a
sophisticated image and are concerned with their social status. Our targeting strategy will rely
heavily on influencing the secondary market as women will often purchase the product for their
husbands. Our market research as provided a comprehensive landscape of our target market.
Prospective Buying Influences
Using our market analysis, we have found that these factors appeal to consumers
in making the purchase of alcoholic products
Sophistication
Quality
Celebrity Endorsements
Convenience
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Taste
The product as a social status marker
The product as method of retaining or gaining social status
Demographics
White middle class males
Live in suburban/urban areas
Middle to Upper class households
Aspiring/retaining high social status
Prioritization of Target Audience
Primary: White, males, 25-40 age range, upper-middle class
Secondary: White, women (housewives), 25-40 age range, upper-
middle class
Potential: Younger males and females, 18-24 age range, trendy
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Creative Strategy
Smirnoff Ice is the sophisticated and convenient drink that should be in every household’s
refrigerator and served at every worthwhile party. We hope to use recognizable pop culture
images along with celebrity endorsements in order to portray the product as classy and
glamorous. We will build the brand image by stressing the drink’s superiority and convenience
over competitors.
Copy Elements
Our campaign will use a combination of hard sell and soft sell to express the idea
that the drink is sophisticated, yet convenient.
The copy platform is based off of the popular 1953 film Gentlemen Prefer
Blondes. By using the slogan “Gentlemen Prefer Ice” we hope to convey that
Smirnoff Ice is to be desired over any other alcoholic beverage because it exudes
refinement.
Some key selling points in the ads will include the fact that instead of having to
take the time to mix up a cocktail, Smirnoff Ice offers a convenient alternative.
The malt beverage is ready for drinking when you are. Also, the ads will make
women want to be the glamorous beauty serving Smirnoff Ice to their husband
and party guests.
Art Elements
Visual Appeals
The visual appeals that will be utilized in our ads will the use of vibrant colors,
especially red, the Smirnoff color. The primary ad will use a colorful fun
picture of Marilyn Monroe in popular movie Gentlemen Prefer Blondes with
the tagline “Gentlemen Prefer Ice”. The ads will depict the product as a fun
drink that is full of class and sophistication. Similar ads featuring sophisticated
and well-known celebrities will also run in prominent magazines.
Layout
Our print advertisements will use half of the page for the photo and the other
half for the copy. The first ad, featuring Marilyn Monroe will include long copy
that explains the new product and exactly what it can do for the purchaser. The
ad featuring the Rat Pack will have significantly less copy, but it will end with
the slogan “Gentlemen Prefer Ice”.
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Packaging: Smirnoff Ice will be sold in packages of six bottles. They will also
be packaged in tasteful glass bottles with the Smirnoff Ice label in red.
Point of Purchase: We will utilize stands at the end of grocery store aisles to
promote the product and reach consumers right in the stores.
The overall concept of the ads will focus on sophistication and convenience. Gentlemen
and ladies who are looking for a chic, ready to drink beverage will turn to Smirnoff Ice to
fill that need. The picture of Marilyn Monroe will attract the men because of her sex
appeal. Women will also be influenced by the ad because they will want to be the
beautiful lady serving the drink to the gentlemen.
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Media Plan
To best reach our target market our media plan is to use traditional mass media. By using radio,
television, magazine and outdoor advertising nationwide we will reach men and women ages 25-
40.
Traditional Mass Media! 100%
We will use appealing magazine, television, radio, and outdoor advertisements that will easily
and efficiently reach to our target market$!
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Print! 40% We will place the majority of our advertisements in Life magazine, one of the
number one magazines at this time. Other magazines which will showcase the
advertisements include:
Harper’s Bazaar
Playboy Magazine
Ladies’ Home Journal
The print advertisements will showcase glamorous people enjoying Smirnoff Ice
to portray the type of people we are trying to reach.
Television! 35% The top shows of 1954 were broadcasted on networks such as CBS or NBC.
Commercials will be aired on popular television shows on major networks such as
NBC and CBS to best reach our target market. The commercials will be aired
right before, during, and right after the top rated television programs to reach our
target market during the following popular television shows:
I Love Lucy
The Ed Sullivann Show
The Today Show
The Tonight Show
Bonanza
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The commercials will run before, during and after the television program.
Furthermore, we plan to use product placement in situational comedies such as I
Love Lucy. We will show the main characters drinking Smirnoff Ice as well as
strategically placing bottles and the Smirnoff Ice logo throughout the scenes.
Outdoor! 15% Outdoor advertising reaches many people at a low cost. We will put up billboards
in highly populated areas to advertise. The billboards will be variations of our
print ads.
Radio! 10% Nationwide radio stations will be used to play the advertisements. We will run
the radio commercials before, after, and during popular radio shows such as:
Dragnet
The Bob Hope Show
News Radio
We will also run the radio commercials from the hours of 6am to 9am and 5pm to
7pm on news stations to better reach the target market. We chose these times to
run the radio commercial because it is before and after the work day, which is
when our target market is most likely to be listening to the radio.
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Print Advertisements
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Television Storyboard
MS (SFX: QUIET MUSIC) Housewife is happily cleaning her home.
MS (SFX: QUIET MUSIC) Housewife receives a call from her husband.
HOUSEWIFE (ENTHUSIASTICALLY): Okay honey, I will see you around 5!
MS (SFX: QUIET MUSIC) Housewife realizes that her husband and his boss will be home shortly.
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MS (SFX: Sounds of mixing drinks with ice in classes) Housewife frantically begins to mix drinks. She
is clearly dissatisfied. She looks around her house and finds Smirnoff Ice!
MS (SFX: QUIET MUSIC) Boss is very impressed with employee and his wife.
BOSS: How did you know? Smirnoff Ice is my favorite drink!
MS (SFX: Chatter of the two couples) Everyone is enjoying themselves and having a good time!
ANNCR (VO): Smirnoff Ice. The sophisticated and convenient way to host a party!
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Outdoor Advertisements
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Radio Script
WOMAN: My husband is bringing his boss home and they will be here in 45 minutes for drinks
and dinner! How will I possibly manage?
MARILYN MONROE: Haven’t you heard? Gentlemen prefer ice! Never mind the mess of a
cocktail and never worry of a horribly mixed drink, trust Smirnoff Ice Malt Beverage to do the
work for you! Not to worry, a sophisticated evening has never been so convenient and so
enjoyable because now you can drink the delicious alcoholic malt beverage Smirnoff ice, right
inside your home. Whether you have been planning this night for weeks, or have only an hour,
the choice that will never fail to please your guests is Smirnoff Ice. Every woman will enjoy the
refreshing flavor, and every man will appreciate sipping on sophistication.
WOMAN: Wow, hosting an important guest has never been so easy! Marilyn knows the secret to
refined taste and sophistication because she knows…Gentlemen Prefer Ice.
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Promotions and Public Relations Sponsorship Cocktail Parties
We anticipate sponsoring various high end cocktail parties across the country
in some of America’s biggest cities. (New York, Los Angeles, Chicago, and
Miami)
The event will be serving
appetizers as well as
Smirnoff products, primarily
focusing on Smirnoff Ice.
We are going to have various
celebrities as well as
approximately 300 of each
city’s social elite invited as
well as various members of
the press. Marilyn Monroe is
already under contract to be
at the Los Angeles and New York Parties. Audrey Hepburn, Dean Martin,
Jerry Lewis, Sophia Loren, and Frank Sinatra are all attending the first party
in LA.
There will be free Smirnoff Ice given out all night and guests will be asked to
come in formal wear.
The first party held in Los Angeles will be hosted at the Roosevelt Hotel on
Hollywood Blvd., inside of their signature "Cinegrill" restaurant. The
"Cinegrill" restaurant is a frequent hot spot for celebrities like Marilyn
Monroe and Frank Sinatra.
Kentucky Derby We plan on being one of four major sponsors at the Kentucky Derby and to
promote our product in multiple ways there.
There is going to be various white tents set up throughout the derby offering
free samples of the various flavors of Smirnoff ice.
We will have the waiters dressed
in tuxedoes and our waitresses in
formal dresses. We want to give
the impression of a high-class
product that is attainable to all
people.
There will be various attractive
and social promoters. These men
and women will be discussing the
quality of the product and where
it can be purchased.
Bottles of Smirnoff Ice will be
sold and on display at different stands throughout the track.
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Academy Awards Every nominee will be sent a case of
Smirnoff Ice as well as a letter of
congratulations, wishing them the best of
luck for the evening.
With the letter will also be an extended invite
to the Smirnoff After-Party, which will be the
first of the cocktail parties that were
discussed earlier.
Dealer Promotions In-store Advertisements/Pop-Up Stands
Pop Up stands with Smirnoff Ice on top of them will be places in the front of
aisles at grocery stores and liquor stores.
We feel as though by putting the product up in front of the aisle it will gain
more attention as well as intrigue customers.
We will utilize these pop up stands for approximately two months to draw
excitement to the product.
We hope that by having the product right in front of consumers as they taste it,
people will go and buy Smirnoff Ice immediately.
There will be a sign as well as small handouts and promotions describing the
new product and convincing people to try it.
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Appendix