Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
NEW BUSINESS
PITCH BRIEF
JOSE CUERVO
OVERVIEW
After nearly two-and-a-half years of partnership, McCann New York has resigned from their account with US leading...
BACKGROUND SUMMARY
Jose Cuervo is a brand of tequila that was founded in 1795 by Don Jose Antonio de Cuervo. It is the bes...
MARKET SHARE
The tequila market is a $3 billion market worldwide, and US tequila sales make up 80% of it ($2.4 billion).
C...
brands OVERLAP
7.2% 5.0%
3.9%
Tequila shots for young men and margaritas for their mothers?
Analyzing the demographics of Jose Cuervo’s audience, we not...
Tequila shots for young men and margaritas for their mothers?
When we look at the consumption of margaritas within the las...
As indicated by socio-demographics, many of Cuervo’s 25-34 old female imbibers have started a
family (38% married) and had...
Top 10 Psychographics
Image and style, as revealed through the Beauty & Wellness and Fashion Lovers traits, are very impor...
Top Psychographics
beauty and wellness
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
1 Cosmetics Conoisseurs
Healthy Media
J...
INSIGHT
When attracting the attention of young, female tequila drinkers, print and online magazines are the best bet, sinc...
MEDIA USAGE
TOP MEDIA SPECTRUM
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
1 Magazines
TV
Radio
Websites
Apps
Newspapers
4...
MEDIA USAGE
MAGAZINE GENRES
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Fashion and health
Parenting
Hobby
Goss...
MEDIA USAGE
top entertainment channels top website
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 thebar.com
InSty...
Beauty is a very central theme for this audience and, as we observed in the media usage analysis, this fashionable audienc...
BUSINESS OPPORTUNITIES
MAGAZINE GENRES
# NAME REACH POPULARITY RELEVANCE
2
3
4
1 Leisure Facilities
Restaurants & Chains
N...
One unexpected quirk of this audience is their love of horror films (and horror-genre magazines), which rank even above the...
CREATIVITY INSIGHTS
REACH relevance
100663255.52%41.64%27.76%13.88%<0.01% 134 168
Horror Films
Romance Films
Animated Film...
If you need
more insights
on this target and
its competitors
click HERE
or drop us a line
normandin@cubeyou.com
We are her...
Upcoming SlideShare
Loading in …5
×

Cuervo tequila pitch brief

3,524 views

Published on

Cuervo Tequila: New Business Pitch Brief

Published in: Data & Analytics
  • Be the first to comment

Cuervo tequila pitch brief

  1. 1. NEW BUSINESS PITCH BRIEF JOSE CUERVO
  2. 2. OVERVIEW After nearly two-and-a-half years of partnership, McCann New York has resigned from their account with US leading tequila brand, Jose Cuervo. "Today we notified our Jose Cuervo client that we have decided to end our relationship," agency president Chris Macdonald wrote in an internal email to McCann staffers. The decision to cut ties was based on "a variety of factors, including financial," Macdonald said. "The great news," he added, "is that there are lots of opportunities across the spirits and beer categories… get ready!" McCann's most recent work for Cuervo was a stylish riff on the Rolling Stones' debaucherous 1972 concert tour, informally known as the “Cocaine and Tequila Sunrise tour.” The ad’s nostalgic theme could be interpreted as aiming at the Baby Boomer demographic, but as explained by a McCann spokeswoman to adage, it actually aims to engage millennials. http://www.adweek.com/news/advertising-branding/ad-day-jose-cuervo-flies-back-famously-depraved-rolling-stones-tour-72-166936 http://www.adweek.com/news/advertising-branding/ad-day-jose-cuervo-flies-back-famously-depraved-rolling-stones-tour-72-166936 http://www.adweek.com/news/advertising-branding/ad-day-jose-cuervo-flies-back-famously-depraved-rolling-stones-tour-72-166936 http://www.adweek.com/news/advertising-branding/ad-day-jose-cuervo-flies-back-famously-depraved-rolling-stones-tour-72-166936 http://www.adweek.com/news/advertising-branding/ad-day-jose-cuervo-flies-back-famously-depraved-rolling-stones-tour-72-166936
  3. 3. BACKGROUND SUMMARY Jose Cuervo is a brand of tequila that was founded in 1795 by Don Jose Antonio de Cuervo. It is the best selling tequila in the world with 35.1% market share of the tequila category worldwide. Jose Cuervo has always been family-owned and is run today by the Beckmann family of Mexico, direct descendants of Don Jose Antonio de Cuervo. Juan-Domingo "Dobel" Beckmann, son of Don Juan Beckmann, is the sixth-generation leader of the company. In July 2013, Proximo Spirits took over US distribution of Jose Cuervo from Diageo, which had managed it since 1997.
  4. 4. MARKET SHARE The tequila market is a $3 billion market worldwide, and US tequila sales make up 80% of it ($2.4 billion). Currently Cuervo is the market leader with a 33% share or $792 million. Patron boasts a 15% market share or $360 million per year, while Sauza has a 14% share or $336 million. 33% 15% 14%
  5. 5. brands OVERLAP 7.2% 5.0% 3.9%
  6. 6. Tequila shots for young men and margaritas for their mothers? Analyzing the demographics of Jose Cuervo’s audience, we noticed a striking difference between male and female consumers in terms of age distribution. With a demographic almost perfectly divided between the two genders (50.1% Female), looking at the age distribution of both we can see how the tequila brand attracts mature women who probably use tequila to make margarita cocktails rather than shots, while, at the opposite end of the spectrum, are millennial males in the 25-34 age range. 40% 30% 20% 10% 0% 13-17 18-24 25-34 35-44 45-54 40% 30% 20% 10% 0% 13-17 18-24 25-34 35-44 45-54
  7. 7. Tequila shots for young men and margaritas for their mothers? When we look at the consumption of margaritas within the last 6 months, we see that it isn’t a drink decisively more often consumed by older women - which sparks a potential opportunity for Jose Cuervo to engage a smaller, but important, part of its audience: Young women. AGE 18 - 24 AGE 25 - 34 15,038 21,021 1,120 1,383 7.4 6.6 14.9 22.8 133 117 AGE 35 - 44 AGE 45 - 54 20,413 22,509 1,001 1,511 4.9 6.7 14.9 22.8 87 120
  8. 8. As indicated by socio-demographics, many of Cuervo’s 25-34 old female imbibers have started a family (38% married) and had children (46%). If they aren’t married, they have significant others, with 32% of women in relationships. Most have a high education level (College 76%) and a low-to-medium income. AUDIENCE ANALYSIS Target Segment: Jose Cuervo’s 25-34 year-old Females STATUS Married (38.4%) INCOME $40K - $70K (62%) GENDER Female (100%) FAMILY Without Kids (54%) AGE 25-34 (100%) EDUCATION College (76%)
  9. 9. Top 10 Psychographics Image and style, as revealed through the Beauty & Wellness and Fashion Lovers traits, are very important to this demographic, as shown by the relevance indexes. These young women are highly engaged by cosmetics and makeup according to the high popularity of the cosmetic connoisseurs trait, and are very conscious of fashion trends (Fashion enthusiast 195.4 pop). # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Beauty and Wellness.. Party Goers Foodies Fashion Lovers Home Decorators &... Pet Lovers Travelers Business People Entertainment Jun... Art Appreciators 37.98% 5.20% 40.51% 35.36% 15.20% 12.93% 6.38% 8.61% 40.69% 2.10% 184.3 172.65 172.31 159.08 158.31 133.11 125.57 105.53 105.43 86.17 175.2 146.93 168.06 157.46 147.17 128.72 117.22 106.47 123.53 82.84 POPULARITY 991355373 19.20% REACH 1.00% 9.72% 29.50% 40.69% 184 BUSINESS PEOPLE MOTOR LOVERS SPORTS ENTHUSIASTS TECHIES ART APPRECIATORS PARTY GOERS MUSIC LOVERS GAMERS BEAUTY & WELLNESS AWARE ENTERTAINMENT JUNKIES HOME DECORATORS AND DIYs FOODIES FASHION LOVERS OUTDOOR ENTHUSIASTS
  10. 10. Top Psychographics beauty and wellness # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 1 Cosmetics Conoisseurs Healthy Media Just A Trim Fitness Fanatics Self Applied Style You Are What You Eat 15.97% 1.12% 6.80% 1.23% 12.16% 1.72% 197.39 193.53 171.56 170.38 146.23 102.3 173.73 150.72 148.41 135.78 136.86 92.34 FASHION # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 1 Accessories Addicted Fashion Enthusiast Swayable Shopaholics Trendy Classic Fit Personal Style Sporty Stylists Fashion Disconnects 7.44% 16.59% 13.49% 13.45% 5.33% 4.77% 0.77% 8.07% 196.25 195.48 193.72 170.3 92.39 73.27 7.61 1.38 165.65 172.87 169.55 153.9 93.63 80 24.8 36.45 7 8
  11. 11. INSIGHT When attracting the attention of young, female tequila drinkers, print and online magazines are the best bet, since these are their primary texts for staying up to date on beauty and fashion. Websites offer strong opportunities to reach them as well, especially stylish cocktail blogs, but the best opportunity could be the blogger/influencer Shut the front door written by “Honestly funny, completely random, bipolar mother and professional wine drinking blogger” Lisa Marie. With a millennial demographic that not only admires, but demands, authenticity, reaching out to notable bloggers like Lisa Marie would be a bold statement. The high popularity of Magazines is followed closely by TV, Radio and Websites, while other types of media underperform with this target in respect of the average American. The most popular magazines for this group are about fashion and health topics, as well as related interests such fitness, tattoos and weddings. On TV they prefer Entertainment Channels broadcasting movies and female-oriented entertainment (E!, LMN, Lifetime) with a high presence on Latin channels. Cocktail recipes are highly popular too and learned through online websites like thebar.com and liquor.com. While other relevant websites focus on discounts, couponing and stories about maternity with Being mommy and Shut the front door. MEDIA USAGE
  12. 12. MEDIA USAGE TOP MEDIA SPECTRUM # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 1 Magazines TV Radio Websites Apps Newspapers 43.27% 53.43% 37.53% 91.66% 55.37% 8.30% 116.77 104.39 103.46 101.86 87.17 68.1 131.91 126.59 121.15 133.14 115.62 81.18 POPULARITY 60901.0130 50% REACH <0.01% 25% 75% 100% 120 TV MAGAZINES APPS WEBSITES MAGAZINES RADIO
  13. 13. MEDIA USAGE MAGAZINE GENRES # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Fashion and health Parenting Hobby Gossip Animals and pets Entertainment and arts Lifestyle Home and garden Food & cooking Music 14.08% 2.65% 9.11% 5.49% 0.81% 8.96% 10.49% 4.25% 3.47% 2.95% 160.38 155.58 155.53 146.73 141.61 129.7 124.43 122 112.11 96.34 147.75 130.62 140.31 130.09 114.42 122.94 120.89 111.61 103.5 91.86 REACH relevance 1005003.50%2.50%1.50%0.50%<0.01% 150 200 Cosmopolitan FITNESS Magazine Inside Weddings People en Espanol BlackBook Instyle Latina Magazine Freshly Inked Magazine SHAPE Magazine Mordern Wedding FASHION HEALTH MAGAZINES
  14. 14. MEDIA USAGE top entertainment channels top website # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 thebar.com InStyle Fashion One Liquor.com Black Friday Being Mommy FreeFlys Cotton Shut The Front Door So Mexican Coupon Divas 3.08% 2.77% 2.11% 4.88% 3.99% 10.17% 1.82% 2.85% 2.88% 3.48% 198.96 196.4 198.23 189.33 191.39 177.99 196.7 192.32 192.03 189.51 160.57 158.13 157.57 157.55 157.38 156.31 155.63 155.61 155.5 155.13 POPULARITY 183190170176 1.29% REACH 0.47% 0.88% 1.70% 2.11 197 WAPA TV FEARNET SUNDANCE TV E! ENTERTAINMENT A&E LIFETIME VH1 WARNER CHANNEL LMN
  15. 15. Beauty is a very central theme for this audience and, as we observed in the media usage analysis, this fashionable audience is also interested in fitness and tattoos. Breaking down the recreational activities we noticed the high popularity of fitness facilities like gyms and sport clubs; while events are frequented by 1/3 of the audience who willingly participate at live rock concerts and tattoo conventions. INSIGHT Ladies who appreciate body art tend to also appreciate tequila, which creates the potential for tequila tasting at tattoo events and conventions, as well as sponsorships of rock concerts. Partnerships with fitness-related gadgets and apps might seem like an odd pairing, but this group’s interests in health make it a viable one (Skinny margaritas anyone?). BUSINESS OPPORTUNITIES
  16. 16. BUSINESS OPPORTUNITIES MAGAZINE GENRES # NAME REACH POPULARITY RELEVANCE 2 3 4 1 Leisure Facilities Restaurants & Chains Nightlife Events 5.62% 60.27% 9.33% 33.26% 152.99 146.93 115.33 95.1 134.45 156.7 113.74 114.02 REACH relevance 1005003.00%2.00%1.00%0.50%<0.01% 130 160 Rock On The Range Live Nation Pittsburgh Ink Life Tour Disney On Ice BottleRock Napa Fun Fun Fun Fest Medieval Times Dinner & Tournament Neon Vibe 5K Rockettes Live Nation FASHION HEALTH MAGAZINES
  17. 17. One unexpected quirk of this audience is their love of horror films (and horror-genre magazines), which rank even above the Romance category. A series of ads featuring zombies on a margarita bender could make for a funny take on “nightlife.” Interest in monsters, pin-up models, and tattoos may be a bizarre combination, but throw a little tequila in the mix, and you never know what creative marketing you’ll come up with. INSIGHT The 25-34 year-old female demographic may find it interesting that agave products aren’t limited to tequila - agave is also used in many of their favorite skincare and hair products. It might also make for a humorous ad campaign: Agave, as good for you on the outside as it is on the inside. CREATIVITY INSIGHTS
  18. 18. CREATIVITY INSIGHTS REACH relevance 100663255.52%41.64%27.76%13.88%<0.01% 134 168 Horror Films Romance Films Animated Films Comedy Films Drama Films Science Fiction and... Action and Adventure... Documentary Films TOP MOVIE GENRES TOP ENTERTAINMENT MAGAZINES # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Lowrider Arte Magazine Bizarre Magazine Scream The Horror Maga... The Pin-Up Magazine Tattoo Artist Magazine TVyNovelas Puerto Rico Rue Morgue Famous Monsters of Fil... Co.Design Empire Magazine 1.20% 0.87% 0.27% 0.20% 0.49% 0.22% 0.33% 0.29% 0.26% 0.39% 193.26 194.82 196.2 194.34 188.35 192.6 189.45 187.93 183.84 178.9 150.89 150.23 146.01 143.71 143.2 142.82 142.27 140.7 137.65 135.98
  19. 19. If you need more insights on this target and its competitors click HERE or drop us a line normandin@cubeyou.com We are here to help! http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts

×