3. U.S.P. UNIQUE SELLING POINT:
Target
Position flask shaped bottle
Data
Media Aged in cherry barrels
Situation Analysis Distilled for the last 20 years
S.W.O.T.
Marketing/Sales
Advertising Strat.
Questions
4. U.S.P. Target Audience:
Target
Position Male
Data
Media Ages 35 to 49
Situation Analysis Income level:
S.W.O.T.
Marketing/Sales $50,000 to $100,000
Advertising Strat.
$100,000 to $200,000
Questions
5. U.S.P. Psychographics:
Target
Position Tradition personality/
Data
Media morals/values in terms of
Situation Analysis
alcohol consumption
S.W.O.T.
Marketing/Sales
Disposable income
Advertising Strat.
Drinks socially to relax
Questions [business-type events]
Sophisticated maturity
6. U.S.P. Geographic:
Target
Position Nationwide, but
Data
Media
with concentration
on metropolitan
Situation Analysis
S.W.O.T.
areas.
Marketing/Sales
Advertising Strat.
Questions
7. U.S.P. Positioning:
Target
Position Emphasize the unique way that
Data
Media this whiskey is made; that sets it
Situation Analysis
apart from the competition.
S.W.O.T.
Marketing/Sales
Advertising Strat.
Questions
8. General perception and what
U.S.P.
Target makes it unique
Position Positive- that it’s a new whiskey/
Data
Media modern
Situation Analysis Negative-don’t know if it’s good,
S.W.O.T.
Marketing/Sales
not established
Advertising Strat.
Questions
9. How likely are people to
buy it?
U.S.P.
Target
Position
Data
Media
Situation Analysis
S.W.O.T.
Marketing/Sales
Advertising Strat.
Questions
10. U.S.P. Media Usage:
Target
Position
Television-
ESPN, Fox, CNN, CSPAN, and other news and sports related
Data programming.
Media
Web-
Situation Analysis www.espn.go.com, www.linkedin.com, www.cnn.com, www.gq.com,
S.W.O.T.
www.mensjournal.com, www.wallstreetjournal.com, www.playboy.com,
www.penthouse.com and other men related websites.
Marketing/Sales
Advertising Strat. Magazines-
Mens Journal, Wall Street Journal, GQ, Playboy, Sports Illustrated and other
Questions sport, news, financial, and mens interest magazines.
Billboards-
In large metropolitan cities such as NY, LA, Chicago, Dallas, San Francisco, etc
11. U.S.P. Situation Analysis:
Target
Position Right now, the brand is not known
Data
Media to the target audience, and they
Situation Analysis
would like to buy from established
S.W.O.T. whiskey brands.
Marketing/Sales
Advertising Strat. Environmental: recyclable
Questions
Economic: not too bad
Social: not a problem
12. U.S.P. S.W.O.T.:
Target
Position Strength: Opportunities:
Data
Media totally new brand create a new
with the three brand image to a
Situation Analysis
U.S.P. lower target.
S.W.O.T.
Marketing/Sales Weakness: Threats:
Advertising Strat.
not an established brand loyalty to
Questions brand/is unknown. other whiskeys/
other alcohol like
beer and vodka.
13. U.S.P. Marketing/Sales Objectives:
Target
Position 4 Ps
Data
Media Product: Whiskey
Situation Analysis Price: $40-$50
S.W.O.T.
Marketing/Sales Promotion: Print Ads in business
Advertising Strat.
male magazines & word of mouth
Questions
Place: Liquor stores, Bars, Night
Clubs, and Grocery Stores
14. U.S.P. Advertising Strategy:
Target
Position Bring brand awareness to the
Data
Media country through Integrated
Situation Analysis
Marketing communications with
S.W.O.T. mediums such as television, print,
Marketing/Sales
Advertising Strat.
and digital. With that, we hope to
break into the whiskey market
share and slowly gain brand equity.
Questions
