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ChocolatRouge Campaign Book
 

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    ChocolatRouge Campaign Book ChocolatRouge Campaign Book Document Transcript

    • KarriGallagher-CalvinGrover-DanGunderson-TimO’Hollaren-JoshOjala-KelseyMcKey-KristaVoyvodic
    • ChocolatRouge | Page 0Table of Contents1. Executive Summary 22. Situation Analysis 3-223. Primary Research 23-294. Campaign Objectives 305. Target Audience Recommendation 31-346. Media Plan 35-487. Creative Plan 49-648. Promotions 65-849. Budget 85-8710. Conclusion 8811. The Team 8912. Works Cited 9013. Appendix 91-94
    • ChocolatRouge | Page 1
    • ChocolatRouge | Page 2The pairing of chocolate and wine is nothing new. Muchlike cookies and milk, or strawberries and champagne, itis a classic combination that never gets old. While peoplehave been enjoying chocolate with wine for ages, nobodyhas ever thought of bottling them both together...untilnow. ChocolatRouge is one of the first chocolate winesto hit the shelves, and it is currently one of the leadingbrands. Smooth, red wine infused with a hint of chocolate,ChocolatRouge is a delicious indulgence that transforms anordinary moment into something special.Because chocolate wine is so new, we discovered that mostpeople had never heard of it. Even more perturbing, thegeneral consensus of those who were enlightened of itsexistence was that it didn’t sound appealing. Coupling theseinsights with the challenge of breaking into the already vastwine market, and we had our work cut out for us. At anyrate, we are confident that our marketing plan will propelChocolatRouge to the top of its category and set it apartfrom the competition.We will be targeting Millennials, women specifically,due to the size of this generation and their tendency toconsume wine and other flavored alcohols. We will reachthis demographic through interactive and social media,driving traffic to our pages by airing a unique series of TVads that also push brand recognition. We plan to promotethe product by entering various wine and chocolate festivals,as well as hosting several of our own events. Additionally,we propose partnering with hotel chains to further increaseproduct awareness. By promoting the ChocolatRouge brandthrough our TV ads and guerrilla marketing, and promotingthe product across a span of events and collaborations, wehave created a strategy that will put ChocolatRouge on themap and in the hands of consumers.Executive Summary
    • DefinitionThe wine market is vast and integrates many varieties from red to whitethroughout the world. Chocolate wine is new to the scene and is classified inthe dessert or sweet wine category. This report will examine the changes in thewine market and trends that are emerging in the industry.SIC CodeThe SIC code for the ‘wine and distilled beverages’ is 5182. The 51 describesthe wholesale trade and non-durable goods industry. The eight accounts forall alcoholic beverages and the two narrows it down to only wine and distilledbeverages. The NAICS code is 312130.11 MintelMarketIn this section:MarketCompetitive PositionConsumerDistributionAdvertising HistoryPromotional BackgroundSituation AnalysisChocolatRouge | Page 3
    • ChocolatRouge | Page 4Market Size and Growth TrendsThe U.S. wine market has estimated sales of $40 billion for 2012. This wouldamount to a 5.8% increase from the previous year as the industry continuesto grow. This market accounts for a huge portion of alcohol sales and it stillcontinues to rise. The rise in the market is beneficial because people aremore apt to indulge themselves. However, even though the wine industrycontinues to grow, the dessert and chocolate wine segment only accounts fora small portion of sales.The majority of the market is controlled by the domestic wine segment whichcontinues to outsell the import industry due to its price and convenience.The trend towards domestic wine is even more apparent among various agesegments. Domestic wines are generally less expensive than imports. Thereare also more brand names in convenient locations. Price has remained animportant factor due to the impact the recession had on wine sales. Duringthe recession, people were buying less wine and less expensive wine. As theeconomy continues to recover, the sale of higher priced wines has increasedamong certain audiences.A large part of the market that challenges the wine industry is the Millennialsegment. Millennials are often in pursuit of lower prices due to their financialconstraints. However, as consumers get older, they tend to not only buymore wine but also spend more on pricier bottles. Currently, Millennialsare driving alcohol trends and will most likely continue to do so due to thesize of this generation. After 2015, 77.7 million Millennials will be of legaldrinking age, further widening the segment.Another trend in themarket is how exactlywine is distributed.Wine is sold througha variety of channels.The majority of wine issold within the “other”channel category whichincludes: wine/liquorstores, supercenters,warehouse clubs,natural food stores, andconvenience stores. Thissegment accounts for68.3% of market sales.
    • ChocolatRouge | Page 5Other trends that are increasing in both popularity and importance areenvironmentally friendly packaging and fair trade. Over recent years, theorganic and environmentally conscious movement have grown enough thatwine manufacturers need to think about how they produce and package theirwines. After addressing the growth and trends of the market, we need to lookinto why and how the market is going to grow in a little more detail.Market ForecastThe fan chart represents the projection of growth within the industry. Evenin the worst case scenario the wine industry is still going to increase over thenext 5 years.According to Mintel, future growth of the wine industry will be heavilyreliant on the ability to target Millennials. Both consumption and sales ofwine are expected to increase, as more Millennials reach legal drinking age,which will boost consumption and sales in the wine industry.Though Millennials play a crucial role in market growth, the rebound fromthe recession and the rising economy are the major factors to consider.People are buying higher priced wine and more wine in general than theyhave previously, which will promote sales and growth. The question is, wherein America do we find these people?
    • ChocolatRouge | Page 6Distribution of the total marketAfter looking into the Kantar Media Analysis’ Standard Rate Data System,we discovered which major cities are home to consumers who drink differenttypes of alcohol including domestic wine, imported wine, and liqueurs.The cities with the highest indexes were fairly consistent throughout eachcategory. San Francisco had the highest index in all three categories, comingin at 134 for domestic wine, 164 for imported wine, and 121 in the liqueurcategory. Other cities that were consistently found throughout the reportwere Washington DC, New York, and Boston. Washington DC was a closesecond to San Francisco with an index of 128 for domestic wine, 143 forimported wine, and 115 for liqueurs. New York was third highest in bothwine categories with an index of 121 for domestic and 142 for imported.When focusing on San Francisco and San Francisco County specifically, thehighest amount of users are found drinking domestic wine more than anyother type of alcohol. These consumers are drinking hundreds of differentdomestic wines that are distributed in San Francisco, as well as the wholecountry. With this in mind, we decided to dive deeper to find just howspecific the wine market gets.Domestic wine:San Francisco-134Washington DC-128NYC-121Boston-121Imported Wine:San Fran- 164Washington DC-143New York- 142Boston-130Liqueurs:San Fran-121Wash DC-115Boston-112LA- 108
    • ChocolatRouge | Page 7Market MakeupThe wine market as a whole is very large, but because ChocolatRouge,Chocolate Shop and ChocoVine are the only major brands of chocolate wine,the chocolate wine market is rather small. Other competitors include othersweet wines as well as cream liqueurs, such as Kahlua and Bailey’s. All bottlesof chocolate wine are 750ml, which is standard for wine bottles. Kahlua andBailey’s are both bottled in the same size, with other available sizes like 50ml,375 ml or 1.75 liters.In regards to price, all chocolate wine brands are $11.99 in Safeway. However,Bailey’s and Kahlua are significantly more expensive, reaching retail pricing of$26.99 and $19.99 at Safeway. Pricing can sometimes reflect alcohol content byvolume. Bailey’s is 17% and Kahlua is 20%, which are both significantly higherthan the chocolate wines which range from 11.5-14%.
    • ChocolatRouge | Page 8Price Size Alcohol %Chocolate Shop $11.99 750 ml 12.50%ChocoVine $11.99 750 ml 14%Baileys $26.99 750 ml 17%Kahlua $19.99 750 ml 20%Chandon Rose $21.99 750ml 13%Korbel Sweet Rose $12.99 750ml 11%Mumm Napa Rose $23.49 750ml 12.50%Barefoot Bubbly Pink Moscato Champagne $11.49 750ml 9.50%Barefoot Bubbly Spumante Champagne $11.49 750ml 10.50%Martini Asti Sparkling Wine $13.99 750ml 7.50%Lindemans Moscato $11.99 750ml 9%Sutter Home Moscato $11.99 750ml 10%Ecco Domani Moscato $11.99 750ml 8.25%Barefoot Pink Moscato $13.99 750ml 9%Butterfly Kiss Moscato $13.99 750ml 10%Firefly Ridge Moscato $16.49 750ml 10%Columbia Crest Moscato $11.99 750ml 10.50%e Naked Grape Moscato $8.49 750ml 12.50%Meridian Moscato $7.99 750ml 9.50%Mirassou Moscato $11.49 750ml 8%Cupcake Moscato $11.99 750ml 5.50%Beringer Moscato $7.99 750ml 9.50%Arbor Mist Exotic Fruit White Zinfandel $5.49 750ml 6%Arbor Mist Peach Chardonnay $5.49 750ml 6%Arbor Mist Blackberry Merlot $5.49 750ml 6%Competitive Positioning
    • ChocolatRouge | Page 9Competitive PositionProduct QualityWine benefits greatly from social perception of its quality. Despite the largenumber of affordable or otherwise bottom-shelf wines, Mintel reports indicatethat consumers still consider wine to be a “high-class” drink. As such, itsprominence in social settings, formal events, and as a gift item persists.This perception of quality allows wine to be positioned as an award or anindulgence.Product LineChocolatRouge contains 14% alcohol by volume and comes in a 750mL bottle.Average sale price for each bottle is approximately $11.99, depending on theretail outlet or dining establishment. The ChocolatRouge line consists of threeflavors, each of which represents a different chocolate/wine pairing: MilkChocolate, Sweet Red Blend, and Dark Red Blend.Ad ExpendituresGallo: As a California-based wine company, E&J Gallo owns a number ofsmaller wine labels, such as the popular Barefoot brand, Carlo Rossi wines,and the popular Andre sparkling wines. Gallo spent $840,900 on advertisingin 2010.Bailey’s: Bailey’s, while not a wine brand, is a kind of liqueur made from Irishwhisky and cream and is similar to the creamy flavors of some of the chocolatewines on the market. However, Bailey’s has been established for much longerthan chocolate wines. Bailey’s 2010 ad spending was $5,372,500.Kahlua: Kahlua, again not a wine brand, is a coffee-flavored liqueur. LikeBailey’s, its noteworthy sweet-tasting qualities place it in the same competitivemarket as other sweet-flavored alcoholic beverages, including chocolate wines.Kahlua’s 2010 ad spending was $6,250,300.
    • ChocolatRouge | Page 10Sparkling Wines: Sparkling wines and champagnes are another possiblecompetitor. These typically come in two categories: the higher-class, moreexpensive bottles, and the lower-class, significantly cheaper varieties. Thecheaper wines tend to have a more lighthearted positioning statement thatrelies much more on fun, energetic statements as opposed to the moresomber, classy message of more expensive bottles. Depending on ourown positioning, this could make it easier for us to find a niche. However,sparkling wine already has a very well-cemented position in society as a“celebration drink”.Ice Wines: Ice wines are a type of dessert wine made from frozen grapes,as their name suggests. Water within the grapes is extracted during thefreezing process, leaving behind all the sugars. As a result, frozen grapesproduce a very sweet wine. Because the yield is so small, these wines tendto be rather expensive. Ontario, Canada is a major producer of ice wines,with many of the most popular bottles coming from this area.Noble Rot Wines: These wines are made from moldy grapes. Similarto ice wines, a specific type of mold sucks the water out of the grapes,which leaves the sugars behind while also infusing the grapes with fruityflavors. Chateau d’Yquem is the most famous and most expensive noblerot wine. Made in France, a single bottle costs $525. Most noble rot winesare not anywhere near this price range, however they do tend to be moreexpensive due to the complex process involved to produce them.$840,900$5,372,500$6,250,300Advertising ExpendituresGalloBaileysKahlua
    • ChocolatRouge | Page 11Moscato: The three major brands of Moscato available are by Barefoot, flipflopand Sutter Home. Barefoot offers a regular Moscato, Pink, and Red Moscato,while flipflop and Sutter Home both have a regular and Pink Moscato.All of these wines come with lighter serving suggestions. Their websites makereferences to being light or fruity, and being on the sweet end of white wines.Barefoot includes MSRP pricing on their web page that comes to a veryaffordable $6.99 for both the regular and Red Moscato. Sutter Home was theonly one of the three to include caloric information on their webpage.In 2007, Moscato accounted for 5% of Sutter Home’s sales. It rose to 26% by2012. In 2011, total Moscato sales increased by 57%, after they increased by110% in 2010.Trends and ChangesChocolate wines are a relatively new phenomenon, only beginning to emergeprominently in the last several years. In addition, because of the extendedperiod of time it takes to distill wine (approximately 48 months on average),it has taken a while for latecomers to the chocolate wine category to emergeon the market. Some of the more recent companies to introduce chocolateflavors have actually been preparing their product for several years, and the“pioneers” of chocolate wines have been preparing their product for severalyears longer. Furthermore, as more vineyards, wineries, and other companiesare having their own vintages of chocolate wine finally come to fruition, moreand more chocolate wines are beginning to enter the market in much largernumbers.
    • ChocolatRouge | Page 12Consumer BehaviorComposition and demographicsThe largest group of consumers coming into the wine market are Millennials.As one of the largest generations in recent history, they will play a large rolein the wine market. Baby Boomers are a decreasing market, as they are moreconcerned with their health. In addition, Asians and Hispanics are a small butgrowing section of wine consumers.Purchasing habitsBased on Mintel reports, nearly 70% of consumers value recommendationsfrom friends and family. Retail promotions with special edition bottles ormultiple bottle deals can encourage consumers to share their favorite wineswith their friends and family, which will carry much more credibility thanpaid advertising.Given the complexity of the wine market, education will be key to creatinginvolved consumers. Producers should focus on creating straightforwardlabels that explain their wines to consumers, creating innovative opportunitiesto add more information to their bottles and exploring alternative and eco-friendly packaging that will appeal to younger demographics. While someolder groups may latch on to certain bottle styles as signs of quality, educatingthe consumer should alleviate this.In store activities will be a crucial aspect of educating consumers, as thereis only so much wine producers can do. Clear and easily defined shelfspace, background information on regions and grapes, as well as winestewards aiding selections will streamline the buying process for youngerdemographics.
    • ChocolatRouge | Page 13Consumption habitsRed, white and sparkling wine are the most consumed types of wine. Redand white are high-frequency consumption wines, while sparkling wines aretypically reserved for special occasions. Rosé, dessert wines and aperitifs arethe least commonly consumed wines of all.MillennialsAs stated before, the biggest factor for the wine and distilled beverage industryis the Millennial generation, with nearly 80 million reaching the legal drinkingage by 2015. This generation will be a major driver of sales, especially as theyage and acquire more disposable income. The intimidating size of the wineindustry may be one of the largest obstacles to acquiring Millennials as longterm consumers, given the depth and breadth of wine varieties. Price pointsare also important for Millennials, since they are younger with less earningpotential, combined with the economic downturn of 2008.Consumers 21-24 are most likely to consume wine andconsume it frequently, which bodes well for wine producersas they have the most years of buying ahead of them. Stayingrelevant and close to these consumers will be vital to long termrelationships with Millennials. Those over the age of 65 are alsofrequent consumers of wine, but there is a gap in the middle. BabyBoomers are the lowest consuming group, most likely because ofincreasing health concerns within their generation.Health concerns will inevitably be of importance to any generation,so health-conscious offerings like lower calorie wines will be a goodinvestment for wine producers. Health concerns are one of the largestreasons people are drinking less, in additon to just drinking less ingeneral as well as the poor economy.
    • ChocolatRouge | Page 14Advertising HistoryWhile Chocolate Shop and ChocoVine are the two biggest competitors inthe chocolate wine segment, Kahlua and Bailey’s have the most spending intraditional advertising mediums. In 2010, Bailey’s spent nearly $5.8 millionand Kahlua spent nearly $6.3 million. The primary medium used is cabletelevision followed by magazines and newspaper.Media MixBoth Kahlua and Bailey’s use cable TV as their main medium of advertising(64.6% and 68.6% of ad spending respectively). Kahlua has adjusted theiradvertising spending from previous years and have gone from spending themajority of their advertising budget on magazines to cable TV.Chocolate Shopcirculates shots ofthe wine online topromote itself.
    • ChocolatRouge | Page 15Kahlua ads play on sexappeal, and that it is anexotic drink.
    • ChocolatRouge | Page 16New campaignlaunched October2012. Goal is toappeal to women andpromote the Bailey’sbrand.Copy analysis of basic appeals being usedKahlua works to market their liqueur as an exotic drink. Their advertisingfocuses on the uniqueness and sex appeal of the beverage. Many of the adsinclude dangerous animals, such as tigers and crocodiles. By combining thesex appeal with the exotic animals, Kahlua creates very striking ads that arequite different from those of other liqueur brands.In October of this year, Bailey’s Cream liqueur began a new campaign tore-brand the current image of the product back to Bailey’s original USP.The campaign features attractive women with empowering copy to capturethe slogan “Cream with Spirit”. Bailey’s has launched four flavors over thelast several years that have expanded the brand, they stay consistent byadvertising them all the same way.Chocolate Shop has received recognition from Wine Spectator magazine forbeing their “favorite chocolate-flavored red wine” and from NBC’s The TodayShow for being “heavenly”. These reviews complement their positioning as“The Chocolate Lover’s Wine”.ChocoVine’s copy appeals are more subdued emphasizing their use of “RichDutch chocolate and fine red wine” that is “blended to perfection”.
    • ChocolatRouge | Page 17Promotional BackgroundChocoVineThe ChocoVine website is a basic introduction to their brand of wine. Thelanding page features a slideshow saying that their Dutch chocolate and redwine are blended to perfectly to make the perfect pairing. The website alsofeatures recipes, the ChocoLounge (which links to ChocoVine’s social mediapresence), as well as information on where to buy, media coverage of thewine, and more about the history and process of making Chocovine. Thefront page also shows a featured recipe and mixologist videos, in addition toFacebook updates and a call to “Like” their page.The ChocoVine Facebook page is fairly simple. It features their photos, likes,a welcome app and YouTube videos. They have garnered 5677 likes since theyjoined Facebook in November 2010, and in October 2012 they added 131likes and got 186 people talking about their brand.One quirk to their strategy is that there has not been an “original” post sinceJuly 17th, 2012. From that date, there were no posts until September 1st (allof the posts after that date are “shared” engagement with the brand), andposting stopped on September 30th. As for the content of their original posts,it ranges from pictures of the product to chocolate themed pictures of food,calculators, keyboards, roses, and more.Though it’s Facebook presence seems somewhat unattended, the ChocoVineTwitter presence is much more robust, boasting nearly 8,000 followersand roughly 5 tweets and/or retweets each day. However, their presence issomewhat scattered, tweeting with the highest frequency during the summermonths, with no tweets after September 12th.As for a Pinterest, ChocoVine’s presence is basically non-existent as they haveno profile and less than 50 pins originating from the ChocoVine website.ChocoVine created a “say it with chocolate” gift basket that pairs withChocoVine products with selections of chocolate squares, bars, cookies, andpretzels on sites like wine.com. This type of promotion also encourages inhome consumption through a gift or personal treat.
    • ChocolatRouge | Page 18Chocolate ShopChocolate Shop has a robust promotional presence, with much of theirsuccess seemingly linked to presence at women’s shows, as well as wineand chocolate events. The Chocolate Shop website showcases praise fromWineSpectator and NBC’s The Today Show on their landing page. Otherfeatures of the website include their list of products, news about the wine, atasting room, event information, and wine finder. At the bottom of the page,there are links the Chocolate Shop social media presence.Additionally, users can join the “Chocolate Lover’s Wine Club” at varyinglevels of membership. The wine club includes bottles of Chocolate Shopwine once per month or 6 times per year, along with other incentives likechocolates, discounts, free shipping and more (depending on membershiplevel).The Chocolate Shop’s Facebook page is positioned as a community pageabout chocolate. It has garnered 2742 likes since they joined Facebook inMarch 2011. Most of their posts promote the Chocolate Shop presence atupcoming events, with an occasional post about drinking wine or picturesof chocolate foods that link to their Pinterest presence. Additionally, as the“official wine of Halloween” they posted an offer for 30% off online ordersand 101 were claimed.
    • ChocolatRouge | Page 19Chocolate Shop also has a Twitter presence of 768 followers to whom theytweet roughly 5 times per week. Most of these tweets are again intended todrive users to events that Chocolate Shop will be at. Since they launched theirTwitter account (Oct 18th, 2011) they have tweeted 438 times.KahluaKahlua has a dynamic and inviting website that features the story of Kahlua,as well as cocktail recipes and flavors. One eye catching part of their websiteis “La Mirada”, an interactive telenovela showcasing various Kahlua inspireddrink combinations. When users hover their mouse over the drink, they cansee what the drink contains as well as a video of the drink being made. Otherfeatures of the website include promotions, the Kahlua “Talk About” app, andinformation on the process of making Kahlua from bean to bottle.Kahlua’s Facebook page has over 145,000 likes. Their posts drive traffic tothe Kahlua website, show drink ideas, and highlight Kahlua events like the
    • ChocolatRouge | Page 20Delicioso tour. In the month of October, Kahlua added over 6000 likes andhad nearly 13,000 people talking about their brand. The Facebook page alsoacts as a PR platform for their Share The Warmth campaign. For each clickon their “Share The Warmth” Facebook app, Kahlua will donate $1 to the OneWarm Coat campaign to the tune of anywhere between $50,000 to $100,000.Once the user clicks, there are safeguards to make sure they cannot repeat theclick (at least with the same Facebook profile).In addition to its Facebook page, Kahlua also has a Twitter account, thoughthe postings on Twitter seem to mirror those on the Facebook page. Tweets aremeant to drive the users to the Kahlua website, to engage with the Share TheWarmth campaign and showcase Kahlua drink combinations.Though there are pins from Kahlua.com on Pinterest, and Kahlua has anofficial presence on Pinterest, their official profile has no pins, and two emptyboards.As for giveaways and contests, Kahlua has offered shakers with the purchaseof Kahlua bottles, as well as getaways to Mexico and New York. The getawaysinclude hotel and airfare for the winner and a guest. One trip is to Veracruz,Mexico (where Kahlua is made) and the other is to New York for a live tapingof an NBC show.
    • ChocolatRouge | Page 21Bailey’sThe Bailey’s website is simple and to the point, featuring recipes, flavors andlinkage to Pinterest and Facebook. The home page has a sliding feature whichshowcases Bailey’s newest flavor, a call to join them on Facebook, a pictureof all the Bailey’s varieties, and an appeal to stay in touch with Bailey’s. Therecipe section is divided into categories of Hot, Cold, and Dessert Drinks thatlink a picture of the drink, the recipe ingredients and directions, and buttonsfor printing and sharing via social media. At any point during the websiteexperience, users can share the page they are on by clicking the grayscaleFacebook icon.The Bailey’s US Facebook page has over 663,000 likes, nearly 80,000 of whichwere added in October 2012. The majority of posts are of Bailey’s drink recipesand ice cream concoctions. Posts are also used to show sneak peeks of Bailey’sfuture advertisements and drive traffic to the website and Pinterest presence.The Bailey’s Pinterest profile (which is also integrated into their Facebookpage) consists of 6 boards dedicated to pouring, mixing, sayings and theiradvertising. 1,029 people follow Bailey’s on Pinterest Bailey’s has also uploaded12 videos (most of which are TV spots) to their YouTube channel, which has112 subscribers and over 130,000 video views.Bailey’s also offers rebates near the holiday season that incentivize thepurchase of multiple bottles. The rebate is larger for multiple bottles purchased($2 off one bottle, $5 off two). In more recent years the rebate has increasedbut produced slightly less incentive to buy more bottles ($4 off one bottle, $8off two).
    • ChocolatRouge | Page 22SWOTStrengthsChocolate wine is different, it is new to the market but it is a product that isappealing. In addition, chocolate wine holds a level of decadence and luxurythat can be positioned as a reward or indulgence. Another major strength isthe Gallo name, major competitors like ChocoVine and Chocolate Shop donot have a major name behind them let alone one as strong as Gallo.WeaknessesChocolate wine has SKU differentiation because people do not associatechocolate wine with a specific label, so even if someone has triedChocolatRouge they may easily confuse it with ChocoVine or chocolate shop.OpportunitiesA major opportunity for ChocolatRouge is the lack of competition, althoughthe wine segment is vast and ever expanding, the chocolate wine segment isnew and is open to a major branding effort.ThreatsSome threats to acknowledge are a possible lack of retailer motivation to putthis new product in stores as well as the potential problem of being pigeonholed into a dessert wine category.
    • ChocolatRouge | Page 23In this section:SurveyTaste TestMarket TestPrimary ResearchUsing the survey network Qualtrics, we conducted a survey that wasdistributed over Facebook and e-mail. Before finalizing the survey, we firstestablished what we wanted to gain from the data provided from the survey.The first insight we hoped to find was if people were drinking wine, whatkind of people they are. In addition, we wanted to gauge perceptions ofchocolate wine, as well as if they had tried it before. As mentioned before,liqueurs are a major competitor with our product, so we sought to discoverany parallels between liqueur and wine consumption. Finally, we wantedto find what factors encourage people to try new wines. Are they mostinfluenced by a friend? Family? Advertising?We had a total of 91 respondents complete our survey. Because most of ourcontacts are in the 21-24 age bracket, a large majority of respondents fellwithin this group. The age breakdown of respondents is shown in the graph.Survey
    • ChocolatRouge | Page 2410%72%9%2%7%Under 2121-2425-2930-3435 and AboveAge DemographicsAfter cross-tabulating the data, we were able to find some trends that helped answer ourinitial questions. First, we found that people are definitely drinking wine, as shown by the90% of respondents who stated they are wine drinkers. However, as shown by the graphbelow, nearly 71% said they have never tried chocolate wine.71%29%Have Not TriedHave TriedWine Consumers’Experience withChocolate Wine
    • ChocolatRouge | Page 25As shown by the previous data, our survey proved that many peopleare drinking wine and feel comfortable buying it. The biggest issue isthat most people simply have never tried chocolate wine. At first, wehypothesized that wine drinkers who also drank liqueurs would likelyhave tried chocolate wine, but the data disproved this, as shown in thegraph below. That said, we wanted to know how to convince people to giveit a shot. Survey results revealed that a recommendation from a friendwould have the biggest influence on whether or not someone would trya new drink, with 58% of respondents saying this would encourage themthe most.73%27%Have Not TriedHave TriedLiqueur Consumers’Experience withChocolate WineA key factor in assessing results from the survey was that a largemajority of respondents were women. The graph below shows a ratio ofapproximately 2 to 1 between females and males.
    • ChocolatRouge | Page 2665%35%FemalesMalesGender DemographicsWith that being said, a significantly higher number of females drink both wine and liqueurs thanmale. As seen in the graph, females seem to be heavier consumers of both products.0
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Drinks Liqueurs Drinks WineNumberofRespondentsTypes of AlcoholGender Consumption of Wine and LiqueurMalesFemales
    • ChocolatRouge | Page 27Taste TestWe conducted a sampling of ChocolatRouge at a wine tasting and silentauction event on the Washington State University campus. This event wasselected because it allowed us to reach a wide variety of ages due to it beingheld during Dad’s Weekend. The majority of participants were either 21-24or 35+. We had a table near some auction items and offered the Sweet Redand Milk Chocolate flavors for tasting. Unfortunately, we were not able tosample the Dark Red because it is not sold in the Pullman/Moscow area. Asurvey was created to generate a reaction from participants. Every participantwas asked to first answer the pre-taste questions before sampling the wines,followed by some post-taste questions. We had 41 total participants completethe tasting.9.76%90.24%YesNoHave TriedChocolate Wine43.90%2.44%4.88%48.78%0%
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20%
30%
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50%
60%
21‐24
 25‐29
 30‐34
 35+
21-2425-2930-3435+Age51.22%48.78%Male
 Female
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0.485
0.49
0.495
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0.505
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MaleFemaleGender
    • ChocolatRouge | Page 2873.17%21.95%4.88%YesNoUndecidedWould You EverBuy a Bottle?Of those who sampled ChocolatRouge, 90% had never tried chocolate winebefore, but after trying both the samples 73% said they would purchasea bottle. Appeal was split almost evenly before actually trying the wine.The favorite flavor of most who tried it was Milk Chocolate, although thisflavor was harder to convince people to try. Once people did try the MilkChocolate, almost every participant commented on how it tasted like aliqueur and not a wine, comparing it to Kahlua and Bailey’s. The majorityof participants initial reaction to the idea of chocolate wine was skepticism,and many admitted they were unsure what to expect. Though after tastingthe samples, many said they would drink ChocolatRouge after dinner or on aholiday. Something nearly everyone agreed on was that they wouldn’t want itby themselves, but rather with friends or at dinner party.43.90%48.78%7.32%Sweet RedMilk ChoclateNoneFlavor PreferenceAfter Tasting
    • ChocolatRouge | Page 29Market TestTo add to our primary research, we were able to get ChocolatRougeinto Nectar Wine Bar in Moscow, Idaho. Nectar is a privately ownedestablishment, and has been featured in the Pacific Northwest Inlander.We wanted to gain insight on guests’ reactions to ChocolatRouge in anon-premise location. Nectar served two bottles of the Sweet Red andMilk Chocolate varieties in a free taste test to 31 of their consumers.Unfortunately, the Dark Red flavor was not sold near the area so we wereunable to obtain it. The servers handed guests a comment card with theirchecks at the end of the meal. Before ChocolatRouge, Nectar had neverserved chocolate wine, so the customer base was new to this particularwine category. The restaurant owner discovered that customers particularlyprefered pairing their chocolate wine with coffee.
    • ChocolatRouge | Page 30Campaign ObjectivesI. Sell 350,000 cases in 2013.The primary goal of our campaign is to establish ChocolatRouge as theleading contender in the chocolate wine market. The current market leader,ChocoVine, sold nearly 100,000 cases between May 2011 and May 2012. Ourgoal is to sell at least 350,000 cases in 2013, not only matching but exceedingthe sales of our competitors.In order to facilitate ChocolatRouge’s success, availability will be key. Ourcampaign will set ChocolatRouge on the path to having 75% ACV by 2015.Millennials are a crucial audience for wine producers. As the youngestgeneration of drinking age and the largest generation in recent history, theyhold the most promise of being long-term consumers. To excel at this, wemust produce creative messages and deliver them in innovative and efficientmedia.II. Put ChocolatRouge on track to have 75% ACVby 2015.III. Initiate and cultivate a long-term relationshipwith Millennials using innovative and efficientmedia and messages.
    • ChocolatRouge | Page 31Target AudienceRecommendationTo determine our target audience recommendation, we used Simmons Experionto evaluate different criteria. We examined differences in gender, race and agefor domestic wines and flavored alcohol. We chose to look into flavored alcoholto prevent cannibalizing sales from other Gallo wines. The split between menand women for domestic dinner and table wine consumption proves to beskewed towards women, at 28% and 36% respectively. The indexes follow thesame pattern, at 87 for men and 113 for women.Whites are the largest consumer of wines out of all races reported. 36% ofwhites surveyed said they drank domestic wine, also having the highest indexof 107 (the only index over 100). Asians came in second, at 30% but a slightlylower index of 97. Every other race ended up having 25% or less respondentsindicating they drank wine, with indexes ranging from 77 to 67, all significantlylower in both regards than whites.Domestic Table WineConsumptionDomestic Table WineConsumptionMALE FEMALEYES Sample 3507 5305Vertical 27.94% 36.35%Horizontal 41.93% 58.07%Index 87 113NO Sample 7058 7953Vertical 69.67% 61.26%Horizontal 51.66% 48.34%Index 107 94WHITEBLACK ORAFRICANAMERICAN ASIANSOMEOTHERRACENOT WHITEOR BLACKYES Sample 7549 438 177 648 825Vertical 34.55% 24.06% 29.74% 21.77% 24.80%Horizontal 83% 8.51% 3.87% 4.61% 8.49%Index 107 75 92 67 77NO Sample 11541 1069 449 1952 2401Vertical 63.28% 72.63% 67.45% 75.12% 72.20%Horizontal 75.10% 12.69% 4.34% 7.86% 12.21%Index 97 111 103 115 111
    • ChocolatRouge | Page 32The 18-24 year old age demographic for wine consumption is skewed at12% saying they drink wine with an index of 38. Only the upper ages in thisdemographic are legally unable to consume wine, which accounts for theseresults. 25-34 year olds have a significant increase, up to 30% and an index of94. 35-44 year olds are even higher still at 34% and an index of 104. This trendslows down but continues with 45-54 year olds, which come in at 35% and a108 index. Consumers over 55 have the highest results at 38% and an index of117. It should be noted that this upward trend in results corresponds with anincrease in sample pools, which may be affecting results.For a target market, we recommend selecting white women 25-34 years old.Gender and race selections are fairly straightforward, as they are the largestconsumers in their categories. However, age is a bit more complicated.Domestic wine consumption does increase with age, but there are morefactors to consider. As Mintel indicated, Baby Boomers and older consumersare changing their habits and tapering down their consumption for healthreasons. 35-44 year olds, and especially 45-54 year olds, are very close tothat age range where decisions about health and diet will become more of aconcern. On the other end of the spectrum, the majority of Millennials willsoon be of legal drinking age. At nearly 80 million people, they are the largestgeneration in recent history. As Mintel also indicated, creating a relationshipwith this generation will play a large role in long term sustainability.While older demographics may consume wine more frequently right now,their habits will inevitably change in the near future. Focusing on themwould be a short term goal, as those consumers may soon be leaving the winemarket. Millennials, on the other hand, have the most years of buying timeahead of them, as well as the most disposable income. Targeting Millennialswill be a long term strategy, focusing on creating a relationship with themthat will reap dividends in the future.Domestic Table WineConsumptionAGE: 18 - 24 AGE: 25 - 34 AGE: 35 - 44 AGE: 45 - 54 AGE: 55+YES Sample 272 837 1441 2049 4213Vertical 12.33% 30.36% 33.67% 34.76% 37.66%Horizontal 4.33% 15.68% 18.76% 21.56% 39.67%Index 38 94 104 108 117NO Sample 1864 1907 2615 3087 5538Vertical 84.80% 68.02% 64.26% 62.82% 59.58%Horizontal 14.70% 17.36% 17.69% 19.26% 31.00%Index 130 104 98 96 91
    • ChocolatRouge | Page 33Domestic Table WineConsumptionFlavored AlcoholConsumptionTotalWHITEFEMALES 25-34YES Sample 4,337 191Vertical % 33.20% 35.60%Horizontal % 100.00% 6.90%Index 100 107NO Sample 7,463 339Vertical % 64.40% 60.90%Horizontal % 100.00% 6.10%Index 100 95TotalWHITEFEMALES 25-34YES Sample 1,497 120Vertical % 14.90% 21.20%Horizontal % 100.00% 9.20%Index 100 142NO Sample 9,951 388Vertical % 80.30% 72.80%Horizontal % 100.00% 5.90%Index 100 91
    • ChocolatRouge | Page 34Our target audience are significant consumers of flavored alcohol, as 21.2% ofSimmons respondents said they drank it, with an index of 142. This is a goodsign for ChocolatRouge because it indicates our target audience is not averseto non-traditional alcohol.White women between the ages of 25-34 are also avid consumers of chocolate.88.2% of our target audience surveyed said they consumed chocolate, at anindex of 106. This shows that chocolate is a very popular treat in our targetaudience.Chocolate ConsumptionIce Cream ConsumptionIce cream is another area our target audience is very involved in. Even morethan chocolate, 91.8% of respondents said they eat ice cream with an indexof 106. This means that our target audience are already frequent and heavyconsumers of desserts and classically decadent items.TotalWHITEFEMALES 25-34YES Sample 9,708 472Vertical % 83.30% 88.20%Horizontal % 100.00% 6.80%Index 100 106NO Sample 2,243 64Vertical % 15.80% 11.40%Horizontal % 100.00% 4.70%Index 100 72TotalWHITEFEMALES 25-34YES Sample 10,501 479Vertical % 88.30% 91.80%Horizontal % 100.00% 6.70%Index 100 104NO Sample 1,516 60Vertical % 11.00% 8.10%Horizontal % 100.00% 4.80%Index 100 74
    • In this section:Cost EfficiencyHeatmapTrade AdvertisingFlowchartChocolatRouge | Page 35Media PlanTo develop an effective media plan, we sought out the most cost efficientmedia to reach the largest portion of our target audience for the allottedbudget. We examined the cost of magazines, newspapers, radio, billboards,transit, network television, and cable television.MagazinesPeopleCost CirculationTargetAudience CPMCosmopolitanUS Weekly$305,900 3,563,035 249,413 $1,226$244,100 3,017,834 211,249 $1,156$209,805 1,977,250 138,408 $1,516Cost Efficiency
    • ChocolatRouge | Page 36Initially, we thought that running a print ad in magazines would be a goodmove. However, after discovering the rates and calculating the CPM’s,we concluded that going this direction would be too costly. The top threemagazines for our target audience are People, US Weekly and Cosmopolitan.All three of these publishings had very high rates, and while they are popularwith our target audience, they are not popular enough to make spending thatmuch worthwhile.NewpaperWe wanted to examine a newspaper that was widely read by our targetaudience and national circulated.USA TodayCirculationSize CPM1/2 Page M-Th 163,000 $89.691/2 Page Friday 19,200 $10.56JR Page M-Th 104,100 $57.28JR Page Friday 126,800 $69.77Although USA Today is more affordable as a print medium than magazines,we wanted to consider using media press kits since chocolate wine is a newphenomenon. These kits would allow us to get the most bang for our buck,by appearing in more newspapers for less money.
    • ChocolatRouge | Page 37RadioWe examined the cost for spot radio in one of the major makets for our targetaudience, Washington DC.WASH FMDaypart Length Cost CPMWIHTWhen considering the cost efficiency of radio advertising, we are hesitant torecommend buying space. Given the fact that we would need to buy morethan one spot in a given day and that a presence in multiple markets wouldbe needed, the costs would begin piling on, making a seemingly cost-efficientmedium less effective at producing gross-rating points than other mediums.Additionally, the sheer number of buys required to make an impact makesradio advertising a less optimal medium considering the amount of movingparts it would add to the media mix.M-F 3pm-8pm :30 $382 $5.77M-F 5am-10am :30 $381 $5.76Sat-Sun 3pm-8pm :30 $119 $1.80Sat-Sun 10am-3pm :30 $130 $1.96Sat-Sun 8pm-12pm :30 $74 $1.12M-F 3pm-8pm :30 $459 $6.94M-F 5am-10am :30 $459 $6.94Sat-Sun 3pm-8pm :30 $159 $2.40Sat-Sun 10am-3pm :30 $161 $2.43Sat-Sun 8pm-12pm :30 $48 $0.73
    • ChocolatRouge | Page 38BillboardsWe studied billboard costs through Lamar and Clear Channel for San Fran-cisco, Boston, San Diego, Washington DC, and Los Angeles.San FranciscoBostonSan Diego300 48 $293,760 $64.05250 40 $253,440 $66.31200 32 $207,360 $67.81150 24 $162,432 $70.83100 16 $111,744 $73.0950 8 $57,600 $75.35CostPanelsWeeklyGRPsCPM300 64 $979,200 $232.09250 53 $839,520 $240.29200 43 $696,600 $245.75150 32 $541,440 $256.67100 21 $366,660 $264.8650 11 $198,000 $273.05300 25 $202,500 $104.09250 21 $173,880 $106.41200 17 $143,820 $108.72150 13 $112,320 $111.03100 8 $70,560 $113.3550 4 $36,000 $115.66Washington DC 300 125 $900,000 $216.73250 104 $798,720 $230.13200 83 $677,280 $245.57150 63 $544,320 $262.16100 42 $383,040 $274.6850 21 $201,600 $295.70300 138 $655,776 $58.78250 115 $558,900 $60.12200 92 $462,024 $62.12150 69 $353,970 $63.46100 46 $240,948 $64.7950 23 $124,200 $66.80Los Angeles
    • ChocolatRouge | Page 39TransitNext we located the transit rates for the Union City bus schedule. UnionCity is located just out of San Francisco and we believed it would give us agood look at transit prices overall.Kong4 Week RateImpressionsSize CPMOutdoor media was considered as a supplement to our national media,but could only be implemented effectively in a select few DMAs across thecountry. While this would raise the frequency of our message within theseDMAs, it neglects the rest of the country and is ultimately not cost-effectivefor us given our budget. With the CPM for our target audience being ratherhigh and the selective markets we could feasibly reach, it ultimately did notserve as a strong enough supporting medium.42”x228” 52150 $1,000 $273.90TaillightFull WrapKingQueen21”x70” 52150 $425 $116.41108”x480” 52150 $5,000 $1,369.4930”x144” 52150 $715 $195.8488”x30” 52150 $450 $123.25
    • ChocolatRouge | Page 40Network TelevisionWe took a look at the major TV networks of ABC, CBS, NBC, and Fox.Within these channels we identified key shows for our target audience.ABCShow Cost Impressions CPMCBSNBCExtreme Makeover $126,958 3,958,661 $32.07Dancing Withthe Stars $204,806 3,958,661 $51.74The Bachelor $165,857 3,958,661 $41.90Modern Family $193,635 3,958,661 $48.91Grey’s Anatomy $222,113 3,958,661 $56.12Amazing Race $114,584 3,676,881 $31.16How I Met YourMother $141,772 3,676,881 $38.56Big Bang Theory $195,077 3,676,881 $53.06Biggest Loser $134,374 2,618,489 $51.32The Office $214,617 2,618,489 $81.58Bones $132,024 2,618,489 $53.06Fox Glee $132,024 2,618,489 $53.06While Network TV is affordable, we wanted to examine cable televisionchannels since they tend to be more specialized. This facet allows us to bemore cost efficient since we can target the intended audience without usingextra money on wasted impressions.
    • ChocolatRouge | Page 41Cable TelevisionUsing Simmons we identified prime time TV to be the best medium touse for white women 25-34. We also found key channels to be TLC, A&E,Lifetime and the Food Network.TLCSize Segment Impressions CPMA&ELifetime:30sec Spot Prime 1,910,604 $7.85Food NetworkCable TV is the best-suited medium to our campaign. Cable has a relativelyaffordable CPM compared to mediums like magazines, while offering aconvenient national distribution system as opposed to radio. Cable alsooffers a degree of targeting not available to radio or outdoor, while beingsignificantly easier to manage than magazines. In addition to this, liqueurs,our primary competition in terms of media spending, focuses mainly onTV advertising. Furthermore, several channels on cable TV that have higherviewership for our audience have higher indexes as well. Many have indexesover 100, while several are nearly 150.:30sec Spot Prime 1,202,718 $11.00:30sec Spot Prime 1,436,389 $9.21:30sec Spot Prime $70-80When looking into specific channels and programming for cable television,we suggest that TLC be the only TV channel used in this campaign. Afterassessing types of shows and programs that rank highest with our audience,TLC was the clear choice with an index of 149. Not only is it the cheapestchannel with a CPM $7.85, it also broadcasts mainly reality and drama typeshows. Both reality and dramas have high indexes of 113 and 105, but moreimportantly, they have vertical percentages of 53.4% and 60.2%. Some exam-ples of shows on TLC include the following: Say Yes to the Dress, What Notto Wear, Cake Boss, and many more.
    • ChocolatRouge | Page 42Heat MapIn order to find our top DMAs, we used SRDS to determine the highest concentrated cities forDomestic Wines, Cordials and Liqueurs, Sparkling Wines and Females 25-34. We wanted to find citiesthat were not only good for wine, but consumption in general to avoid cannibalizing other Gallo sales.Since ChocolatRouge appeals to non-wine drinkers we wanted to make sure we could reach themadequately. We also examined PRIZM profiles and determined the top two that fit our target audiencethe best to be Young Achievers and Young Accumulators. From here we identified our top cities to beSan Francisco, Los Angeles, San Diego, Chicago, Washington D.C., New York, Boxton, and Anchorage.These are where we will concentrate our guerilla marketing and promotional events.
    • ChocolatRouge | Page 43Trade AdvertisingIn order to appeal to the trade audiences, we explored different optionsfor restaurants and stores. However, given the nature of ChocolatRougeas a dessert wine, we made sure to look into state DUE laws, as manyrestaurants are concerned with this given the responsibility laws that areassociated with DUI’s. Many restaurants simply avoid serving after dinnerdrinks in order to deflect these repercussions. Because of this restrictionwe decided to take a different path. We suggest using trade marketingdirected at hotels for hotel restaurants and room service. This approachwill limit risks and encourage a greater level of consumption. In order todevelop contracts with certain hotel chains we suggest providing signatureChocolatRouge wine goblets and customary “Do Not Disturb” signs withevery purchase.Starwood HotelsAlthough the two biggest national chains are Hilton and Marriott, giventheir strict exclusive contracts they will be more difficult and more resistantto taking in new products. We suggest using Starwood Hotels, whichinclude major chains Westin and Sheraton, and exist in all of our top 8DMAs. Since Starwood Hotels are in direct competition with Hilton andMarriott, they are always looking into ways to differentiate themselves, andtherefore have much looser contracts.AnchorageThe Sheraton Anchorage Hotel & Spa, located in Anchorage, features a highclass restaurant called Jade Steak and Seafood.San FranciscoEven more offerings for Starwood Hotels include Le Meridien, PalaceHotel, Sheraton Fisherman’s Warf Hotel, The St. Regis, The Westin MarketStreet, The Westin St. Francis, and W San Francisco. All of these hotels haverestaurant offering within it.
    • ChocolatRouge | Page 44Los AngelesLos Angeles also hosts many properties. Examples are the Sheraton Gateway,Sheraton Los Angeles, SLS Hotel at Beverly Hills, The Westin BonaventureHotel & Suites, The Westin, and W Los Angeles.San DiegoSan Diego has even more Starwood properties. Locations include FourPoints, Four Points Downtown, Sheraton Mission Valley, Sheraton Hotel &Marina, Sheraton Suites, The US Grant, The Westin Gaslamp Quarter, TheWestin, and W San Diego.ChicagoChicago offers Aloft Chicago Center (opening June 6, 2013), Four Points,Sheraton Hotel & Towers, The Westin River North, The Westin MichiganAvenue, W Chicago City Center, and W Chicago Lakeshore.Washington D.C.Washington D.C. has Four Points, The Fairfax at Embassy Row, The St. Regis,The Westin Georgetown, The Westin Washington D.C., and W WashingtonD.C. Again, all of these properties have major restaurants to go into.New York CityNew York City has the most properties out of our DMAs with Aloft Harlem,Element New York Times Square West, Four Points by Sheraton ManhattanChelsea, Four Points by Sheraton Manhattan SOHO Village, Four Points bySheraton Midtown, Le Parker Meridien, Sheraton New York Times SquareHotel, Sheraton Tribeca New York Hotel, The Chatwal, The St. Regis, TheWestin at Times Square, The Westin Grand Central, W New York, W NewYork Downtown, W New York Times Square, and W New York UnionSquare.BostonFinally, Boston also offers a variety of properties, includig Sheraton Hotel,The Liberty Hotel, The Westin Waterfront, The Westin Copley Place, and WBoston.Targeting Starwood Hotels would allow us to get ChocolatRouge onto boththe room service menu and the upscale restaurant menus.
    • ChocolatRouge | Page 45Kimpton Hotels & RestaurantsKimpton Hotels are a smaller chain but are unique boutique hotelsthat target women heavily. A partnership with Kimpton would also berecommended due to their restaurants and allure of each location.AnchorageUnfortunately, Kimpton does not have a location in Alaska.San FranciscoThere are a variety of different hotels and restaurants in the San Franciscoarea. There is the Argonaut Hotel, Harbor Court Hotel, Hotel Monaco,Hotel Palomar, Prescott Hotel, Serrano Hotel, Sir Francis Drake Hotel,Hotel Triton, and Tuscan Inn. Each one of these locations is unique andtargeted.Los AngelesThere is only one location in Los Angeles, which is the Hotel Palomar LA-Westwood which has the BLVD 16 Restaurant.San DiegoSan Diego only has two locations, the Hotel Palomar and Hotel Solamar.The restaurants in these locations are Saltbox and Jsix Restaurant, andLOUNGEsix, which are both hot locations.ChicagoChicago offers a few different locations of Hotel Allegro, Hotel Burnham,Hotel Manaco Chicago, and Hotel Palomar Chicago.Washington D.C.Washington D.C. offers more locations at Donovan House, Hotel George,Hotel Helix, Hotel Madera, Hotel Monaco, Hotel Palomar, Hotel Rouge,and Topaz Hotel.New York CityThere are four locations located in downtown New York with 70 ParkAvenue Hotel, Eventi, Ink48, and The Muse.BostonThe final two locations for our DMAs are the Boston locations Nine Zeroand Onyx Hotel.
    • ChocolatRouge | Page 46Women in TouchKimpton targets women heavily, offering “Women In Touch” programto help make traveling easier for busy individuals. Their program offerswellness opportunities, women’s programs, and complementary groomingproducts. This specialty would fit perfectly for our recommended targetaudience.Hosted Evening Wine HourEvery evening from 5 - 6pm at each and every Kimpton Hotel, there isa complimentary wine hour for guests to mingle and relax. Each oneis paired with an interactive element or surprise to make them moreentertaining and engaging. This would be a prime opportunity forChocolatRouge, as it would allow us to get a large amount of tasting donein a short time frame.
    • ChocolatRouge | Page 47Media Flowchart1-7 8-14 15-21 22-28 29-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30Cable TelevisionTLCCost $(000) 34.29 34.29 34.29 34.29 34.29 34.29 34.29 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 24.38 24.38 24.38 24.38GRP 25.14 25.14 25.14 25.14 25.14 25.14 25.14 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 17.88 17.88 17.88 17.88TotalCost $(000) 34.29 34.29 34.29 34.29 34.29 34.29 34.29 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 24.38 24.38 24.38 24.38GRP 25.14 25.14 25.14 25.14 25.14 25.14 25.14 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 17.88 17.88 17.88 17.88May JuneJanuary February March AprilPhase 1 Phase 213 spots 13 spots16 spotsPhase 1 of the campaign willstart with the new year andput a lot of emphasis leadingup to Valentine’s DayPhase 2 will pulse thespots throughout thesummer
    • ChocolatRouge | Page 481-7 8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-3 4-10 11-17 18-24 25-1 1-7 8-14 15-21 22-28 29-3124.38 24.38 24.38 24.38 24.00 24.00 24.00 24.00 24.00 34.29 34.29 34.29 34.29 34.29 34.29 34.29 $990.0017.88 17.88 17.88 17.88 17.60 17.60 17.60 17.60 17.60 25.14 25.14 25.14 25.14 25.14 25.14 25.14 726.0124.38 24.38 24.38 24.38 24.00 24.00 24.00 24.00 24.00 34.29 34.29 34.29 34.29 34.29 34.29 34.29 $990.0017.88 17.88 17.88 17.88 17.60 17.60 17.60 17.60 17.60 25.14 25.14 25.14 25.14 25.14 25.14 25.14 726.01YearlyTotalJuly August September October November DecemberPhase 2 Phase 38 spots 16 spotsPhase 3 will hit heavy aswe head into the winterholidays
    • ChocolatRouge | Page 49Creative PlanIn this section:Big IdeaTV ScriptsTrade AdvertisingGuerrilla AdvertisingInteractive &Social MediaBig IdeaOur research revealed that chocolate wine is virtually unheard of among ourtarget audience, which is a blessing in disguise for ChocolatRouge. Becausechocolate wine is such a new concept, ChocolatRouge has the opportunityto become the name that everyone uses to refer to chocolate wine in general.Much like Band-Aid is to adhesive bandages, or Kleenex is to facial tissue,ChocolatRouge could be positioned as THE chocolate wine. This is particu-larly important because when comparing ChocolatRouge to other brands ofchocolate wine, there aren’t enough significant differentiations between thebrands to set themselves apart in consumers’ minds. Therefore, marketingand promotion of this product will be critical to creating awareness of thebrand, which will give ChocolatRouge a jump on the competition.When planning our marketing strategy, we knew we wanted to create an adcampaign that would not only get people’s attention, but would also gen-erate brand recognition. In addition, because our target demographic areheavy users of social media, we decided that building a strong social mediapresence would be a key element of promoting ChocolatRouge. With all
    • ChocolatRouge | Page 50of this in mind, we created a series of teasers to be aired on cable TV thatwould drive traffic to our social media sites. The objective of these teasers isnot like that of a traditional TV ad, where the goal is to simply sell a prod-uct. Our goal is to create a buzz about ChocolatRouge and to influence peo-ple to further investigate the product by way of the Internet. As such, all ofthe teasers are very daring, walking a fine line of being sexy but not trashy.A good teaser must be bold and pique the viewer’s interest, otherwise it getslost in the clutter. Therefore, we made our ads tastefully provocative to getviewers’ attention, but left a little mystery so as to leave them wanting moreand encourage them to visit our sites. Additionally, each teaser will end withthe tagline, “Give In To Temptation”, as well as images of the Facebook andTwitter icons to cue viewers to visit the sites.Because our ads are centered on creating brand recognition rather thanselling a product, we put the focus on the logo on the ChocolatRouge bottlerather than on the wine itself. Each one of the ads showcases the logo in adifferent way, for example, drawn on a mirror in lipstick or an imprint inthe snow. Some of the ads don’t even have wine in them at all. Because theproduct is being promoted through social media and various events, the adsare meant to promote the brand, hence the focus on the logo. We plan tofurther promote the brand with the use of guerrilla marketing in addition tothese ads, which will be explained later.Give In To Temptation
    • ChocolatRouge | Page 51Room Service :30 secAUDIOBackground musicGlasses clinking and cartsqueaking over carpetKnocking on doorSoft door creakVIDEO1. OPEN ON FIXEDCU OF TOP OF ROOMSERVICE CART (BOWLOF STRAWBERRIES,CHEESECAKE,DESSERTS) AS IT ROLLSDOWN A HALLWAY IN AFANCY HOTEL2. ZOOM OUT TO MSWHILE TRACKINGWITH CART TO REVEALMORE OF HALLWAY,CART AND UP TO THEARMS OF THE MANPUSHING IT, THENSTOPPING AT A ROOM
    • ChocolatRouge | Page 52Door closesWOMAN (whisper):“ChocolatRouge... Give In ToTemptation.”3. MAN KNOCKS ONDOOR, IT OPENS, HETURNS AND PUSHESTHE CART INSIDE(REVEALING CR BOTTLEAND TWO GLASSES)AND THE DOOR STARTSTO CLOSE BEHIND HIM4. ZOOM IN TO CUOF DOORKNOB ASA WOMAN’S HANDWITH RED NAILS SLIPSAROUND THE DOORAND HANGS THE DONOT DISTURB SIGNON IT, WITH THE CRLOGO AT THE BOTTOMBEFORE CLOSING IT5. CUT TO ALLBLACK SCREEN,“CHOCOLATROUGE”FADES IN WITH SOCIALMEDIA ICONS
    • ChocolatRouge | Page 53Chocolate Drizzle :15 secVIDEO1. OPEN ON MOVINGRED SATIN SHEETS2. SHEET SLIDES TOREVEAL PORTION OF ATHIGH, THEN COVERS3. SHEET SLIDES TOSHOW PORTIONS OFHIP AND BELLY, THENCOVERS4. LEGS MOVING UNDERSHEET5. SHOW CHOCOLATEPOURING DOWNPAST CANDLES ANDROMANTIC BACKDROPAUDIO(sheets sliding)
    • ChocolatRouge | Page 546. SHOW WOMANBITING LIPS, LICKINGCHOCOLATE OFFBOTTOM LIP7. SHEET SLIDES AWAYSHOWING WOMAN’SNAKED BACK8. CHOCOLATE ISDRIZZLED SLOWLYONTO BACK, FORMINGCR LOGOLOGO AT THE BOTTOMBEFORE CLOSING IT9. CUT TO ALLBLACK SCREEN,“CHOCOLATROUGE”FADES IN WITH SOCIALMEDIA ICONSWOMAN (whisper):“ChocolatRouge... Give In ToTemptation.”
    • ChocolatRouge | Page 55Call Me Maybe :15 secVIDEO1. OPEN ON SHOT OF A BATHROOM.MIRROR AND SINK ARE ON THE RIGHT,DOOR IS OPEN ON THE LEFT, BED CAN BESEEN THROUGH DOOR WITH FLOOR TOCEILING WINDOWS ON FAR WALL. MANIS SLEEPING ON HIS SIDE, FACING AWAYFROM THE CAMERA2. WOMAN QUIETLY WALKS INTO BATH-ROOM, LOOKING OVER SHOULDER ATTHE MAN (HER FACE CAN’T BE SEEN)3. CUT TO CU OF THE BATHROOM FAU-CET RUNNING WATER4. CUT TO CU OF WOMAN’S EYE AS SHEPUTS ON MASCARA5. CUT TO CU OF HER HANDS OPENING ATUBE OF RED LIPSTICK6. CUT TO MS OF WOMAN WITH HERBACK TO THE CAMERA. SHE IS FACINGTHE MIRROR AND DRAWING SOME-THING ON IT, HER BODY BLOCKING ITFROM VIEW7. WOMAN QUIETLY LEAVES BATHROOM,CAMERA FOCUSES ON RED CR LOGODRAWN ON THE MIRROR IN LIPSTICK8. CUT TO ALL BLACK SCREEN,“CHOCOLATROUGE” FADES IN WITHSOCIAL MEDIA ICONSAUDIO(soft footsteps)(running water)(water off)(sound of lid coming off the tube)(soft footsteps)WOMAN (whisper): “ChocolatRouge... Give InTo Temptation.”
    • ChocolatRouge | Page 56White Room :15 secVIDEO1. OPEN ON CLOSE UP OF BLACK HIGHHEELED SHOE ON A WHITE CARPET2. CAMERA SLOWLY PANS UP TO A BLACKTIE LAYING ON WHITE CARPET3. SLOW PAN UP TO BLACK DRESS NEXTTO RED STAIN ON WHITE CARPET4. SLOW PAN UP THE RED STAIN, WHICHIS IN SHAPE OF CR LOGO5. SLOWLY PAN UP LEVEL WITH BLACKCOFFEE TABLE, THEN STOP. BOTTLEOF WINE ON ITS SIDE ON THE COFFEETABLE, BOTTLE OPENING IS FACINGCAMERA DRIPPING WINE ONTO CARPET.LOGO STAIN CAN BE SEEN, ALONG WITHALL WHITE WALLS AND FURNITURE.5. CUT TO ALL BLACK SCREEN,“CHOCOLATROUGE” FADES IN WITHSOCIAL MEDIA ICONSAUDIO(dramatic violin)WOMAN (whisper): “ChocolatRouge... Give InTo Temptation”
    • ChocolatRouge | Page 57Dress Script :15 secVIDEO1. OPEN ON MS OF MAN AND WOMANEMBRACING, WEARING A TUX ANDDRESS2. ZOOM IN ON WOMAN’S BACK AS MANRUNS HIS HANDS OVER HER LIPS, EARS,NECK3. SLOWLY ZOOM IN TO ECU OF WOM-AN’S SHOULDER AS HE SLIDES THE ARMOF HER DRESS OFF, REVEALING A CRLOGO TATTOO4. CUT TO ALL BLACK SCREEN,“CHOCOLATROUGE” FADES IN WITHSOCIAL MEDIA ICONSAUDIO(light piano in background)WOMAN (whisper): “ChocolatRouge... Give InTo Temptation.”
    • ChocolatRouge | Page 58Snow :15 secVIDEO1. OPEN ON CU OF WOMAN’S FEET, WALK-ING IN SNOW TOWARDS CAMERA. WEAR-ING DRAMATIC HIGH HEELS. USING ARUNWAY WALK2. AS SHE WALKS CLOSER, SLOWLY ZOOMOUT, REVEALING BARE ANKLES, SHINS,THEN KNEES. TRAIN OF DRESS CAN BESEEN FLOWING BEHIND HER3. CUT TO CU OF THE BACK OF HERHEAD AS SHE’S STILL WALKING, NAPEOF NECK CAN BE SEEN, HAIR IS IN ANAVANT-GARDE UPDO. SNOW IS FALLINGSOFTLY4. CUT TO CU OF TRAIN OF AVANT-GARDE DRESS AS IT TRAILS IN THE SNOW.SLOWLY ZOOM OUT AS SHE CONTINUESTO WALK AWAY FROM CAMERA.5. CAMERA FOCUSES ON CR LOGOTRACED IN THE SNOW BY THE TRAIN OFTHE DRESS. WOMAN IS STILL IN FRAME,WALKING AWAY6. CUT TO ALL BLACK SCREEN,“CHOCOLATROUGE” FADES IN WITHSOCIAL MEDIA ICONSAUDIO(footsteps crunching in snow)(footsteps crunching in snow)(footsteps crunching in snow)(footsteps crunching in snow)(footsteps crunching in snow)WOMAN (whisper): “ChocolatRouge...Give InTo Temptation.”
    • ChocolatRouge | Page 59GuerrillaOur TV ads open the door for a lot of opportunities for guerrilla marketing.Because we are putting a lot of focus on brand recognition, we will carrythe theme from our TV ads of showcasing the ChocolatRouge logo into ourguerrilla ads. We plan to put the ChocolatRouge logo in various unexpectedplaces around cities. For example, it could be placed on the wall in elevators,on the sides of buildings, or on park benches. Ideally, these logos willbe placed in high traffic areas, including business neighborhoods, nearuniversities, and hotspots for nightlife.Shopping MallElevator
    • ChocolatRouge | Page 60Chicago BeanNew YorkSubway
    • ChocolatRouge | Page 61Interactive & Social MediaSCVNGRSCVNGR is an interactive game app that is available for both iPhone andAndroid. Even though the name implies otherwise, SCVNGR is not ascavenger hunt, but rather something that is short-form in nature. It is aboutdoing easy, fun challenges at your favorite places with your friends. These arequick, easy, interactions that are played casually at your own pace.A main component of the app is rewards, which are unlocked by doingchallenges and earning points at users’ favorite places. Rewards are built bythe businesses themselves and redeemed right from within the SCVNGRapp. Businesses can add multiple rewards to their locations, but points canonly be build towards one at a time. In our case, we would offer of discountsfor ChocolatRouge, and most importantly, admission to our special events inthe area. Our locations would include hotels, restaurants, and retailers thatsell ChocolatRouge. By using this innovative app, we will provide anotheropportunity for consumers to interact with our brand and contribute to theinteractive component of our campaign.“The company[SCVNGR] wasfounded with theidea that mobilegames could blura line between‘digital interactivityand real-worldinteraction.’”-New York Times,Nick Bilton
    • ChocolatRouge | Page 62FacebookWe intend to use our Facebook page as the hub of our communication.Approximately 40 million women between the ages of 25 and 34 are onFacebook, well over half of the Millennial demographic. The convenientnature of Facebook profiles lend themselves to making Facebook a naturalcenter of our social media presence, using it to post information onChocolatRouge and our events, as well as interact with consumers.Justin.tvOne opportunity for us to inject creativity into our social media presenceis using the livecasting service, Justin.tv. The Flurry premium package onJustin.tv offers a sponsored page and 100 initial viewer hours, plus additionalhours at 30 cents for a yearly total of $1,188. With a Justin.tv page, wewill be able to stream live coverage of ChocolatRouge events, promotionsor advertisements. This service will allow consumers that cannot attendthe show in person to still experience the brand. By linking the feed withsocial media, we can increase the impact of a ChocolatRouge presence ateach event. Justin.tv will also allow us to “air” any other special events oradvertisements should opportunities suddenly arise, while still drawing inour social media audience.
    • ChocolatRouge | Page 63TwitterPinterestFrom there, we will use Twitter to create an official ChocolatRougeaccount for users and fans to follow, posting updates on the brand andpromoting it by using the hashtag #chocolatrouge. Making the name ofthe brand a trending topic is an easy way to increase brand awareness.It also gives users an opportunity to talk about it with other people whohave tried it, as well as offer recommendations to those who haven’t.Additionally, we suggest creating a ChocolatRouge presence on Pinterestto further connect to the target audience. According to Forbes magazine,Pinterest has more than 10 million monthly unique visitors, and is now thethird most popular social networking site behind Facebook and Twitter.Furthermore, according to AppData and Facebook, 97% of Pinterest usersare women. Considering these factors, we believe that Pinterest will be agreat opportunity to reach the target audience, increase awareness about theproduct, and stimulate conversation around the brand.
    • ChocolatRouge | Page 64YouTubeOne way we plan to engage in 360 degree marketing is to upload our TVspots to YouTube and encourage consumers, male and female alike, to sharethem with friends (and significant others) via social media. Considering thatGoogle AdPlanner indicates that there are over 100 million YouTube impres-sions each day in the United States alone, 26% of which are in the 24-35 year-old age range, this medium provides the opportunity to increase the reachand effectiveness of our campaign. Uploading spots to YouTube would be aneffective way to produce more impressions via word-of-mouth, and will helpto maximize the effect of the spots (and the budget) by producing “earned”media rather than just paid media.
    • ChocolatRouge | Page 65PromotionsIn this section:Stella & DotChocolate EventsInfluential PeopleChocolatRouge EventsMedia Press KitsFlowchartGiven the limited nature of our traditionalmedia along with our interactive creativeidea, we want to drive the majority ofpeople to purchase through promotions.We have examined various events andpromotional activities in order to maximizethe greatest potential with our limitedfunding. Although we are targeting ourtop 8 identified DMAs, these events can beadapted and carried out to almost anywherein the country. We will be pushingChocolatRouge at chocolate events in orderto create brand awareness and to allow ouraudience to interact with the product. Inaddition to chocolate events, we will still beour goal is to reach a part of our audiencewho do not affiliate themselves with wine.
    • ChocolatRouge | Page 66Stella & DotOne trend that is up and coming within our target demographic is hostingjewelry shows in-home. Stella and Dot, an Inc. 500 Fastest-GrowingCompany, is a San Francisco based social selling company that createsflexible entrepreneurial opportunities for women. Their boutique-stylejewelry and accessories line is available exclusively through in-home trunkshows by Independent Stylists and online. Their one of a kind collectionsare designed by celebrated New York designers and featured in GossipGirl, In Style and Lucky Magazine, as well as on the wrists and necklinesof today’s hottest celebrities. The Today Show, Wall Street Journal andThe New York Times have praised Stella & Dot for its innovative socialshopping concept, which brings together the best of ecommerce, socialmedia, personal service to create the ultimate home based business fortoday’s modern woman.If we could work with Stella and Dot to get ChocolatRouge into theirshows all over the country, it would give us a unique opportunity to reachour target audience, because the women who host these shows fall withinour target age bracket.
    • ChocolatRouge | Page 67Lodging MagazineIn order to appeal to more of the hospitality industry, we decided to lookinto the major trade publications. Lodging Magazine is a monthly tradepublication that appeals to hospitality executives. It heralds itself as “TheOfficial Magazine of the American Hotel + Lodging Association.” Werecommend running a full page ad for all twelve months in 2013 in orderto maintain a constant presence to insure brand recognition. Each issuefeatures industry trends and management solutions to happenings in thehotel business. The core hospitality topics that are covered in most of theissues include entertainment, security, amenities, staffing, franchising,design, and environmental impacts. It is distributed directly to members ofthis organization, as well as other owners and operators of hotel propertiesthroughout the United States. Of the over 40,000 readers of the magazine,97% hold some kind of leadership role within their business and are directlyinvolved with choosing which products and services are brought into thehotel. This means that our ad is being exposed to major decision makerswithin hotels and hotel chains, many of which feature their own restaurantson-premise. This move to get ChocolatRouge introduced into hotelrestaurants is both a means of getting the ChocolatRouge name out into themarket and into the glasses of diners, as well as a good tie-in to our creativeideas being explored in our other media and promotional activities.97% ofreadersholdleadershiproles
    • ChocolatRouge | Page 68How does a hotel draw guests in for aromantic getaway? With a romantic wine.ChocolatRouge is a luxurious, sensual andexotic new wine from E&J Gallo.Available in three different flavors: SweetRed Blend, Dark Red Blend and MilkChocolate BlendMake a dinner memorable, or room servicedelectable.E&J Gallo will provide complimentaryChocolatRouge branded goblets withpurchase, as well as Do Not Disturb doorhangers.Make your guests’ stay, and your hotel, onethey will never forget.
    • ChocolatRouge | Page 69Chocolate EventsWe see a great opportunity for drawing consumers to the brand by havinga strong presence in chocolate festivals, in which ChocolatRouge will berelatively unchallenged by wine competitors. ChocolatRouge can positionitself as an innovator, not only in the wine industry but also as a leaderin the chocolate industry. This will help capitalize on new markets andnot cannibalize existing Gallo sales and market share. Considering thatchocolate is a popular treat with the target audience (88% of the targetaudience eats chocolate, yet only 35% drink domestic wine), we believethis strategy will help draw consumers to the wine category throughtasting a hybrid like ChocolatRouge.To generate trade interest in the brand, we suggest exhibiting in chocolateindustry trade shows like The Chocolate Show in New York, NY and TheNational Chocolate Show in Chicago, IL. Additionally, we recommendsponsoring/exhibiting at consumer oriented chocolate shows andfestivals. These shows will help to generate buzz around the product anddevelop partnerships with chocolatiers, establishing ChocolatRouge as acategory leader that drives advancements in chocolate.In addition to the events above, we advise investing resources in andaround the target markets for events that cater to chocolate connoisseurs.These events will help to increase consumer awareness about theproducts and encourage them to buy the product for on and off premiseconsumption during key apertures during the year. We believe thatpromotional events held before the key months of February, October,and December will be most effective, in addition to a presence at summerevents to help sustain awareness and sales between the holidays.In addition to the chocolate events, we propose adding a few food andwine festivals, such as the San Diego Bay Wine and Food Festival, andthe Los Angeles Epicurean Festival. Coupled with the chocolate eventsand trade shows, we believe that these event based promotions will beeffective in producing interest in the product from consumers, as well asthe chocolate and wine industries.
    • ChocolatRouge | Page 70Napa Truffle Festival January 10-21 Napa, CAThe Festival of Chocolate January 10-21 Tampa, FL Chocolover’s Affair February 2 Solomons, MDA La Carte & Art May 4-5 Mountainview, CAChocolate Fest May 10-11 Berlington, WIAnnual Wine, Cheese &Chocolate Festival June 14 San Diego, CALos Angeles EpicureanFestival August 25 Los Angeles, CAChicago Gourmet September 27-29 Chicago, ILSuisun City Art, Wine& Chocolate October 5 Suisun City, CA Orange CountyChocolate Festival November 1-7 Orange, CAChocolate Wine& Roses Festival November 2 Tahoe, CANew York ChocolateShow November 8-10 New York, NYNational Chocolate Show November 15-17 Chicago, ILFine Chocolate Show November 15-17 Chicago, ILSan Diego Wine & Food November 20-24 San Diego, CA2013 Events
    • ChocolatRouge | Page 71Influential PeopleWine HarlotsFollowers = 39,619Tweets = 14,636Following = 34,597Likes = 3,452Wine Harlots is a highly influential social user based out of San Diego. Wesuggest connecting with their social media presence as the tweets and postsare topical for the wine category, and they are tweeting from a geographicallypreferable location near two of our major target markets.Due to the fact that our recommended target audience is strongly influencedby friends and others opinions, as indicated in our survey, we decided tolocate some influential people. Using the research platform, Klout, andsocial media sites like Twitter and Facebook, we identified six key blogs andinfluencers who we want to experience ChocolatRouge. These influencerswill be given free tickets to all of our events and tasting so that they areencouraged to attend and write about their experience but are not entitled todo so. We want to make sure our target audience does not feel as though theyare being sold to, but rather receiving a recommendation.
    • ChocolatRouge | Page 72Wine PortfolioFollowers = 65,174Tweets = 4,829Following = 64,124Likes = 2,252Wine Portfolio’s posts and tweets are delivered in a tone that allowsinexperienced wine drinkers to be more engaged in their content.Furthermore, their broad base of followers makes them a great conduit forviral amplification of messages. Additionally, they have a TV series (alsohosted on YouTube) with supporting app and web page to help increaseimpressions. Essentially, their follower count coupled with media distributionmakes them a very influential player in the industry.Julie Niesen GosdinFollowing = 36,293Tweet = 54,714Following = 2,336Likes = 1,036Julie Niesen Gosdin would be great potential influencer, as she tweets abouttopics more than just wine and chocolate, which makes her more relevant toa broader base of users. Both of these traits are desirable because they willhelp to draw many subsets within our demographic, offering an opportunityfor more awareness and amplification.
    • ChocablogFollowers = 7,792Tweets = 11,293Following = 825Likes = 7,303Chocablog is another influencer in the social media conversation aboutchocolate. They have a large fan base consisting of nearly 8,000 followers,and their frequent tweets to help maintain their position near the topof their followers’ Twitter feeds. Their high volume of tweets also givesincreased opportunity for viral reach via amplifications such as retweets orfavorites.Cheryl SandbergFollowers = 5,344Tweets = 1,597Following = 5,643Likes = 1,091Cheryl Sandberg’s @MakeChocolate twitter account makes her anintriguing influencer option, as she has a relatively large following forher chocolate making supplies on both Twitter and Facebook. This is anopportunity to leverage the target audience’s joy for cooking, hosting, and/or chocolate all at once. We recommend reaching out to her to create apromotional basket or a special mentioning of the brand.ChocolatRouge | Page 73
    • ChocolatRouge | Page 74Eat More ChocolateFollowers = 40,275Tweets = 3,701Following = 9,884Likes = 39,914Adding Eat More Chocolate as an influencer would help draw chocolatelovers to the ChocolatRouge label, including a range of avid to novice winedrinkers. Their broad base of chocolate loving followers coupled with a highvolume of tweets gives them plenty of chances for both viral and organicreach.
    • ChocolatRouge | Page 75ChocolatRouge EventsAs mentioned earlier, the biggest challenge we have is the fact that mostpeople simply do not know about ChocolatRouge, let alone chocolate winein general. In an attempt to solve this problem, we will be hosting our ownChocolatRouge events in each of our top DMAs. These events will give usan opportunity to get our product into the hands of consumer and spreadbrand awareness in our top markets. We plan to host our first event near theValentine’s Day season, as both wine and chocolate have a direct correlationwith this holiday. We will be positioning ChocolatRouge as sexy, new, andexciting. Obviously, Valentine’s Day is traditionally a romantic holiday, thuspairing perfectly with our wine. Like ChocolatRouge, our events will havea sense of elegance by being hosted at top venues, such as the Julia MorganBallroom in San Francisco and The Skydeck in Chicago. Attendees will bemade up of influential people in their respective cities and people who havewon tickets through social media. Our events will be just one piece to theoverlying, interactive puzzle that we are presenting.While our events will highlight ChocolatRouge’s campaign in our selectedDMAs, a party is nothing without guests. So how do we get guests for ourevents? Including them in our cable campaign would be pointless since itis a national medium. Social media is more suitable than cable, but we can’tassume our target audience will flock to us the moment our pages go live.While we can include information and cues for SCVNGR or social media,we can’t promote an event very well through it. Our guerrilla campaign, onthe other hand, has potential since it will be contained within the targetcities. In the days and weeks leading up to events in our target cities, wecan set up portable mini preview parties at popular locations. These wouldbe miniature samples of our events, with room for twenty to thirty peopleto come inside and get a glimpse of our events and learn more aboutChocolatRouge.Julia MorganBallroomSan FranciscoLoft SEVENPenthouseLos Angeles
    • ChocolatRouge | Page 76STK DowntownNew YorkLa Jolla CoveSuitesSan DiegoJack Rose DiningSaloonWashington DCThe SkydeckChicago4 SeasonsGlassBalconyBoston
    • ChocolatRouge | Page 77ChocolatRouge GobletsWe suggest purchasing custom wine goblets with the ChocolatRouge logoembossed into the side to give away as incentives to our consumers. Theywould be distributed at our ChocolatRouge events in our selected DMAsas well as given away through social media and the SCVNGR app. Thisway, our audience will have something more to take away from our eventsand promotions than just a good time. The goblets would also be providedto all of the hotels that decide to serve ChocolatRouge. This incentive willhopefully encourage consumption and brand recognition.
    • ChocolatRouge | Page 78“Do Not Disturb” SignsIn addition to the wine goblets, we also suggest giving each hotel exactreplicas of the door hang shown in our “Room Service” television spot. Thisway, customers staying at the hotel will have another way to connect to ourbrand. Our goal is for the logo to resonate in the minds of our audience asthey see it more and more.
    • Media Press KitsOne of the biggest advantages of ChocolatRouge is that it is a new product.Therefore we plan to send out media press kits and use PR Newswire torelease stories about the new product to major news publications acrossthe country. This is an efficient and inexpensive way to reach a largenumber of people. Each kit will include a short section about chocolatewine and the changes in the wine industry as well as a list of photos thatcan be sent to them electronically for the article. Getting media attentionwill benefit ChocolatRouge tremendously.2013 Chocolate WineMedia Writer’s KitChocolatRouge | Page 79
    • ChocolatRouge | Page 80PHOTO ORDER FORMChocolate WineEmail WSU480@gmail.com or call (425) 238-2062PhotographyWine Consumption By 2015, there will be 77.7 million Millennials of legaldrinking age, which means this generation will likely grow intocontrol of the alcohol market. This generational increase and demandis causing alcohol manufacturers and marketers to search out newproducts and new angles to reach this demographic. Although theyare not traditionally wine drinkers, they are heavy consumers offlavored alcohol and beverages in general. As this generation maturesand ages the wine consumption is projected to rise considerably. Evenin a worst case scenario, the wine industry is projected to be muchlarger by 2015 than it is today. As the wine market continues to grow more productsare starting to emerge, one of which being Chocolate Wine. Thisnew product hit the scene a few years ago and is rapidly growing inpopularity.(Mintel 2012 Wine Report)Chocolate Wine Chocolate and wine have been paired together for a ages,but the latest trend in the beverage industry is fusing them together.The majority of chocolate wines are comprised of a red blend baseinfused with chocolate flavors. In some cases the base may eveninclude a cream ingredient. This cream gives the beverage a dairycomponent which allows it to be either stored in the refrigeratoror on the shelf, although many manufacturers recommend servingchilled. Many different brands have multiple flavors, including darkchocolate and milk chocolate. Flavors also consist of fruit infusionsand other sweet varieties. Most chocolate wines are very affordable, going forroughly $10 a bottle. This provides consumers with an attainableindulgence, which is especially important for the Millennialgeneration. Chocolate wine is mainly a dessert wine, although it canbe used in cocktail recipes for additional treats. For example, it can beused in coffee or on top of ice cream. In addition, the cream varietiesare very comparable to many cream liqueurs and can be consumed inthe same fashion.RecipesRed VelvetFill a highball glass with ice and add 2 oz. of chocolate wine and several splashes of pomegranate syrup.Winter SangriaAdd to a large pitcher one bottle of chocolate wine (sweet red variety) with a whole cut apple, whole cut orange, and a handful of sliced grapes. Let sit for 1 hour and before serving add 5 oz. soda water and a dash of brandy. Serve over ice and garnish with a twist of orange.OrangetteMix 2 oz. chocolate wine and 1 oz. orange syrup. Shake and strain into a chilled martini glass and garnish with a chocolate- covered orange peel or a twist of orange.MilkywayGently heat or froth 2 cups of whole milk, add 4 oz. of chocolate wine and garnish with 1/2 teaspoon freshly grated nutmeg.Cherry CordialFill a red wine glass with 2 oz. chocolate wine (sweet red variety) and top with 2 oz. of chilled black cherry soda. Garnish your glass with a chocolate covered Bing cherry.
    • ChocolatRouge | Page 81Promotional Flowchart1-7 8-14 15-21 22-28 29-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30EventsChocolatRouge EventsCost $(000) 100 100Chocolate EventsCost $(000) 3 3Justin.tvTLCCost $(000) 0.396 0.396GuerrillaTLCCost $(000) 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303Wine GobletsTLCCost $(000) 39.33 39.33InfluencersTLCCost $(000) 6 6Media Press KitsTLCCost $(000) 2.445Door HangersTLCCost $(000) 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122Lodging MagazineTLCCost $(000) 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358TotalCost $(000) 4.23 1.78 1.78 1.78 1.78 1.78 147.51 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 4.78 4.78 1.78 1.78 1.78 1.78 1.78 1.78 147.512nd group of hotels1st group of hotels1 full-page ad per monthMay JuneJanuary February March AprilPhase 1 Phase 2
    • ChocolatRouge | Page 821-7 8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-3 4-10 11-17 18-24 25-1 1-7 8-14 15-21 22-28 29-31100 $300.000.063 0.063 0.667 0.667 0.667 $50.000.396 $1.190.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 $16.0739.33 $117.996 $18.002.4450.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 $6.471.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 $71.961.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.85 1.85 1.78 1.78 1.78 1.78 1.78 1.78 1.78 2.45 148.18 2.45 1.78 1.78 1.78 584.122nd group of hotels 3rd group of hotels1 full-page ad per monthYearlyTotalJuly August September October November DecemberPhase 2 Phase 3
    • ChocolatRouge | Page 831-7 8-14 15-21 22-28 29-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30EventsChocolatRouge EventsCost $(000) 100 100Chocolate EventsCost $(000) 3 3Justin.tvTLCCost $(000) 0.396 0.396GuerrillaTLCCost $(000) 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303Wine GobletsTLCCost $(000) 39.33 39.33InfluencersTLCCost $(000) 6 6Media Press KitsTLCCost $(000) 2.445Door HangersTLCCost $(000) 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122Lodging MagazineTLCCost $(000) 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358TotalCost $(000) 4.23 1.78 1.78 1.78 1.78 1.78 147.51 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 4.78 4.78 1.78 1.78 1.78 1.78 1.78 1.78 147.512nd group of hotels1st group of hotels1 full-page ad per monthMay JuneJanuary February March AprilPhase 1 Phase 21-7 8-14 15-21 22-28 29-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30Cable TelevisionTLCCost $(000) 34.29 34.29 34.29 34.29 34.29 34.29 34.29 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 24.38 24.38 24.38 24.38GRP 25.14 25.14 25.14 25.14 25.14 25.14 25.14 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 17.88 17.88 17.88 17.88TotalCost $(000) 34.29 34.29 34.29 34.29 34.29 34.29 34.29 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 24.38 24.38 24.38 24.38GRP 25.14 25.14 25.14 25.14 25.14 25.14 25.14 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 17.88 17.88 17.88 17.88May JuneJanuary February March AprilPhase 1 Phase 213 spots 13 spots16 spotsFinal Combined Flowchart
    • ChocolatRouge | Page 841-7 8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-3 4-10 11-17 18-24 25-1 1-7 8-14 15-21 22-28 29-3124.38 24.38 24.38 24.38 24.00 24.00 24.00 24.00 24.00 34.29 34.29 34.29 34.29 34.29 34.29 34.29 $990.0017.88 17.88 17.88 17.88 17.60 17.60 17.60 17.60 17.60 25.14 25.14 25.14 25.14 25.14 25.14 25.14 726.0124.38 24.38 24.38 24.38 24.00 24.00 24.00 24.00 24.00 34.29 34.29 34.29 34.29 34.29 34.29 34.29 $990.0017.88 17.88 17.88 17.88 17.60 17.60 17.60 17.60 17.60 25.14 25.14 25.14 25.14 25.14 25.14 25.14 726.01YearlyTotalJuly August September October November DecemberPhase 2 Phase 38 spots 16 spots1-7 8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-3 4-10 11-17 18-24 25-1 1-7 8-14 15-21 22-28 29-31100 $300.000.063 0.063 0.667 0.667 0.667 $50.000.396 $1.190.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 $16.0739.33 $117.996 $18.002.4450.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 $6.471.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 $71.961.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.85 1.85 1.78 1.78 1.78 1.78 1.78 1.78 1.78 2.45 148.18 2.45 1.78 1.78 1.78 584.122nd group of hotels 3rd group of hotels1 full-page ad per monthYearlyTotalJuly August September October November DecemberPhase 2 Phase 3
    • ChocolatRouge | Page 85BudgetTotal Budget Allocation63.28%10.87%3.13%0.11%0.05%5.13%2.17%13.05%0.78%0.28%1.13%TLC SpotsTV ProductionLodging MagazineMedia Press KitJustin.tvWine GobletsChocolate EventsChocolatRouge EventsInfluencersDoor HangersGuerrilla
    • ChocolatRouge | Page 86TLC Spots $1,455,000TV Production $250,000Media Press Kit $2,445Justin.tv $1,188Lodging Magazine $71,964Wine Goblets $118,000Media Press Kit $2,445Chocolate Events $50,000ChocolatRougeEvents $300,000Influencers $18,000Door Hangers $6,472Guerrilla $26,066Total Budget Allocation:$2,299,135
    • ChocolatRouge | Page 87360 Marketing
    • ChocolatRouge | Page 88ConclusionDespite all of the marketing challenges, the future of ChocolatRougelooks bright. As with any newer product, its success lives and dies withthe marketing strategy. We have put every effort into creating a campaignthat will bring ChocolatRouge to the top of its category and establish it asa widely recognized brand. Each decision we arrived at was derived fromample amounts of research and thorough thinking, and we are confidentthat our plan will bring success to ChocolatRouge.
    • ChocolatRouge | Page 89The Team
    • ChocolatRouge | Page 90ACORNACORN
    • ChocolatRouge | Page 91Works CitedExperian Simmons. (2009) (NCS/NHCS: FALL 2009 ADULT FULL YEAR(NOV 08 – DEC 09) -POP)Mintel International Group Limited. (2012, October). Wine. Retrieved fromMintel International Group Limited Web site: http://academic.mintel.comMintel International Group Limited. (2012, April). Chocolate Confectionary.Retrieved from Mintel International Group Limited Web site: http://academ-ic.mintel.comSRDS Media Solutionshttp://www.forbes.com/sites/investor/2012/07/02/why-pinterest-could-be-the-next-social-media-giant/http://www.prdaily.com/Main/Articles/17_Pinterest_stats_to_show_your_boss_or_client_10905.aspxUprinting.comSignazon.comhttp://www.starwoodhotels.com/http://www.kimptonhotels.com/
    • ChocolatRouge | Page 92AppendixTest Survey1. Do you drink wine?-yes2. What is your favorite type of wine? -(brand):Yellowtail / (variety): Chardonnay3. How comfortable do you feel buying wine?-Very comfortable-Somewhat comfortable-Comfortable-Somewhat uncomfortable-Very uncomfortable-I don’t drink wine4. Please rank these wines by your preference-White wine 1-Red wine 2-Rose wine 5-Sparkling wine 3-Dessert wine 4-I don’t drink wine 65. Do you drink liqueurs?-yes-no6. What is your favorite type of liqueur?7. Have you ever had chocolate wine?-yes-no8. Do you know any brands of chocolate wine?9. What are three words that describe your impres-sions of chocolate wine?10. Please rank the places you are most likely tovisit-bars 3-nightclub 5-restaurant 1-restaurant bar 2-none 411. What would most likely encourage you totry a new drink?-sample 4-family 3-friend 1-discount 2-bar recommendation 512. what is your age?-under 21-21-24-25-29-30-34-35 or over13. What is your gender?-male-female14. What is your marital status?-single-married-divorced-widowed15. What is your education?-High school-some college-associates degree-bachelor’s degree-masters degree-doctorate degree
    • ChocolatRouge | Page 93Q1Do you drink wine?YesNoQ2What is your favorite type of wine?Q3How comfortable do you feel buying wine?Very comfortableSomewhat comfortableComfortableSomewhat uncomfortableVery uncomfortableI don’t buy wineQ4Please rank these wines by your preference1Red wine2White wine3Rose wine4Sparkling wine5Dessert wine6I don’t drink wineQ5Do you drink liqueurs?YesNoQ6What is your favorite type of liqueur?Q7Have you ever had chocolate wine?YesNoQ8Do you know any brands of chocolate wine? If so,please specify.Q9What are three words that come to mind whenyou think of chocolate wine?Q10Please rank the places you are most likely tovisit1Bars2Nightclubs3Restaurants4Restaurant Bars5NoneQ16Please rank what is most important to you inpurchasing alcoholic beverages1Taste2Price3Alcohol by volume4Food pairing5Special OccasionsQ11What would most likely encourage you to try anew drink?FriendFamilySampleDiscountBar recommendationQ12What is your age?Under 2121-2425-2930-3435 or overQ13What is your gender?MaleFemaleQ14What is your marital status?SingleMarriedDivorcedWidowedQ17What is your education?High schoolSome collegeAssociates DegreeBachelor’s DegreeMasters DegreeDoctorate DegreeSurvey
    • ChocolatRouge | Page 94SHOW TYPES TotalFEMALEWHITE 25-34EVENINGANIMATION Vertical % 14.20% 10.80%Horizontal % 100.00% 4.90%Index 100 76GAMESHOW/CONTEST Vertical % 9.10% 9.10%Horizontal % 100.00% 6.40%Index 100 ##99GENERAL DRAMA Vertical % 57.40% 60.20%Horizontal % 100.00% 6.80%Index 100 105HISTORY/BIOGRAPHY Vertical % 3.00% 0.80%Horizontal % 100.00% 1.60%Index 100 ***25HOW-TO/INSTRUCTION Vertical % 9.00% 3.90%Horizontal % 100.00% 2.80%Index 100 ***44MOVIE Vertical % 5.10% 4.10%Horizontal % 100.00% 5.20%Index 100 ***81NEWS/DOCUMENTARY Vertical % 25.30% 12.50%Horizontal % 100.00% 3.20%Index 100 49REALITY Vertical % 47.30% 53.40%Horizontal % 100.00% 7.30%Index 100 113SITUATIONCOMEDY Vertical % 35.80% 43.00%Horizontal % 100.00% 7.80%Index 100 120Simmons Show Types
    • Pre-Taste What is your initial impression of chocolate wine in general?Have you tasted chocolate wine before?Yes NoWhich of the three flavors appeal most to you before tasting?Sweet Red Dark Red Milk Chocolate NonePost-Taste Which flavor do you prefer after tasting?Sweet Red Dark Red Milk Chocolate None Would you ever purchase a bottle? Yes No In what setting would you see yourself drinking chocolate wine? In three words or less, please describe your favorite flavor.Demographics What is your age? A. 21-24 B. 25-29 C. 30-34 D. 35+ What is your gender? A. Male B. FemaleTaste Test