seis marketing plan/ product launch
DESCRIPTION
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 SlideShareTRANSCRIPT
SEISTEQUILA
6
Strategic Marketing PlanRex Pham & Whitney Krueger
AGENDA
• INDUSTRY ANALSYS• THE SEIS BRAND• LAUNCH• MARKETING PLAN• GOING FORWARD• CONCLUSIONS
6
6
INDUSTRY ANALYSIS
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
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
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
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
PRICE vs DESIRABILITY
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 50
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
PRICE
DESIRABILITY
INDUSTRY ANALYSIS
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 50
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
PRICE vs. LINK to MUSIC
PRICE
LINK TO MUSIC
INDUSTRY ANALYSIS
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 50
0.5
1
1.5
2
2.5
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3.5
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4.5
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PRICE vs. TASTE
PRICE
TASTE
INDUSTRY ANALYSIS
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
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
• 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
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
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
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
TARGET MARKETS
Los Angeles San Francisco Miami
New York City Chicago HoustonLAUNCH
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MARKETING PLAN
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
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
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
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
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
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
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
• 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
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
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
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
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
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
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
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
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
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
APPROACH: LIFESTYLE INTEGRATIONDigital Presence
MARKETING PLAN- GOAL #3
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
MUST HAVES vs NICE TO HAVES
Must Have• Experiential• Digital• Trade
Nice to Have• Radio• Out of Home• PR
QUESTIONS?