Advertising pp magazine

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Advertising pp magazine

  1. 1. BELVEDERE VODKA Marketing Group: Alexander McConnell Josh Pinto Chelsea Rickett
  2. 2. OBJECTIVE • Top of Mind Awareness (TOMA) • Sales
  3. 3. TARGET MARKET • Younger target market ranges from 21-35 • Older target market ranging from 36-50s
  4. 4. MESSAGE THEME Belvedere Vodka provides a good time while still maintaining a sense of class and elegance. It is a luxurious vodka.
  5. 5. SUPPORT • Belvedere Vodka has won the 2013 International Spirits Challenge • Is the world’s first Luxurious Vodka • Has won more awards at the annual Vodka masters than any of the other 116 vodkas entered • Uses real fruit in their flavored vodkas • Has a vast variety to choose from
  6. 6. CONSTRAINTS • Expensive • Not as well known as Grey Goose or Taaka • Must be 21 or older to consume • Not everyone drinks vodka, not everyone drinks, can be addictive
  7. 7. MEANS-END CHAIN Product Attributes Consumer Benefits Personal Value Premium and luxurious vodka Smooth and has a great taste Consumers will have a good time Enjoy its smooth and rich flavor Enjoying one of the finer things in life Feel elegant while drinking
  8. 8. VISUAL VS. VERBAL Visual - we want people to see our product in an effort to help raise awareness of it Magazine Advertisement
  9. 9. ADVERTISING APPEAL Rational Appeal - well suited for print media and will help raise awareness of the product Emotional Appeal - will help develop brand loyalty
  10. 10. MESSAGE STRATEGY Preemptive Strategy - will be used to show how Belvedere is superior to other vodkas Resonance Strategy – will be used to connect the vodka with having a good time
  11. 11. EXECUTIONAL FRAMEWORK Authoritative Approach - will be used to convince this brand of vodka is better than others
  12. 12. ENDORSER The product endorses itself.
  13. 13. TAGLINE “Classy, smooth, a luxurious vodka– Belvedere”
  14. 14. MEDIA PLACEMENT
  15. 15. EXPENDITURE People Magazine - $324,000 Cosmopolitan - $57,800 GQ - $196,096
  16. 16. EVALUATION TECHNIQUES • Check sales before and after the campaign is launched • Conduct a survey inside liquor stores to see if Belvedere has reached its goal of achieving TOMA with consumers
  17. 17. MAGAZINE AD 1 - People clASSy, Smooth, luxurious Vodka- BELVEDERE [INSERT DATES]  Located in a store near you  D R I N K R ESP O N SI BL Y. 2013 International Spirits Winner. The abuse of alcohol is dangerous for your health. Belvedere Vodka supports the responsible consumption of its products through Moët Hennessy, member of SpiritsEurope (WWW.RESPONSIBLEDRINKING.EU), DISCUS (www.discus.org) and Enterprise & Prevention (WWW.PREVENTIONALCOOL.ORG). For more information on alcohol & drinking responsibly, please visit DISCUS (WWW.DISCUS.ORG) and Responsible Drinking (WWW.RESPONSIBLEDRINKING.EU).
  18. 18. MAGAZINE AD 2 - Cosmo Class aptent taciti sociosqu ad litora torquent INGENIIS [INSERT DATES]  Classy, Smooth, Luxurious Vodka-BELVEDERE  The abuse of alcohol is dangerous for your health. Belvedere Vodka supports the responsible consumption of its products through Moët Hennessy, member of SpiritsEurope (WWW.RESPONSIBLEDRINKING.EU), DISCUS (www.discus.org) and Enterprise & Prevention (WWW.PREVENTIONALCOOL.ORG). For more information on alcohol & drinking responsibly, please visit DISCUS (WWW.DISCUS.ORG) and Responsible Drinking (WWW.RESPONSIBLEDRINKING.EU).
  19. 19. MAGAZINE AD 3 - GQ C LASSY , S MOOTH , LUXURIOUS VODKA BELVEDERE ALIQUAM DONEC ALIQUAM HENDRERIT Mauris ante urna, congue in, venenatis eu, dictum vel, justo. Donec neque. Nam tincidunt leo a nisi placerat congue. Sed nonummy, diam non ornare auctor, enim elit commodo ipsum, in dapibus pede nisl nec urna. Donec dictum facilisis turpis. Donec quis ipsum. Maecenas quis odio eu erat lacinia sodales. The abuse of alcohol is dangerous for your health. Belvedere Vodka supports the responsible consumption of its products through Moët Hennessy, member of SpiritsEurope ( WWW.RESPONSIBLEDRINKING.EU ), DISCUS (www.discus.org) and Enterprise & Prevention ( WWW.PREVENTIONALCOOL.ORG ). For more information on alcohol & drinking responsibly, please visit DISCUS (WWW.DISCUS.ORG ) and Responsible Drinking (WWW.RESPONSIBLEDRINKING.EU).

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