What is JOOSE?• Product Line of “Premium Malt Beverages” – JOOSE aluminum cans (23.5 oz.) • 12.0% alcohol by volume • Green Apple, Cherry Lime, Raspberry Lemonade, Mas Mango, Kiwi Strawberry, Lemon Tea, Watermelon, Fruit Punch, Lemonade – JOOSE Bottles (sold in six-packs, 12 oz.) • 9.9% alcohol by volume • Dragon JOOSE, Green Apple, Cherry Lime, Raspberry Lemonade, Mas Mango
Malt Beverage Industry• U.S. beverage alcohol industry contributed approx. $385 billion annually in late 2000s, with 30% of revenues from distilled spirits – “distilled spirits” include whiskey, a distilled liquor that creates malt liquor, the alcoholic component of JOOSE – In 2009, whiskey generated largest value of sales within distilled liquor – approx $5.3 billion – This means that there’s an opportunity for JOOSE to gain larger part of market share!
Primary Competitors:Caffeinated Alcoholic Beverages/MaltLiquors• Four Loko• Whipped Lightning (16.75% alcohol by volume)• Core High Gravity• Smirnoff Ice• Wine coolers• Moonshot• Colt 45
Secondary Competitors: Energy Drinks and Wine/Spirits Companies• Diageo Plc (Bailey’s Irish Cream liqueur, Jose Cuervo tequila, Captain Morgan rum, Smirnoff vodka)• Pernod Ricard (Jameson whiskey, Seagram’s gins, Malibu rum)• Bacardi USA: Bacardi rum, Grey Goose vodka, Bombay gin• Energy Drinks: Red Bull, Monster, Rockstar, 5-Hour Energy, AMP Energy
Industry Press• November 2010: warning from FDA that caffeine added to alcoholic malt beverages is an “unsafe food additive” – Pointed out JOOSE and 3 other brands – Resulted in major CNN articles on alcoholic caffeinated drinks – Resulted in banning of JOOSE from 6 states
SWOT AnalysisStrengths Weaknesses-Bottle option is portable for -warned by FDA for being“on the go” drinking “unsafe”-flavor variety -bad press surrounding-low price alcoholic caffeinated drink-high alcohol content industry -banned by 6 states -high sugar/caffeine contentOpportunities Threats -opportunity to expand market -caffeinated alcoholic drinks on FB (over 12,000 like JOOSE but are heavily regulated by FDA not the official fan page) -Four Loko (primary -less bad press than its primary competitor) is a more universalA SWOT Analysis is used to find out themarketing communications competitor (Four Loko) nameopportunities for a brand and also tobe aware of potential weaknesses andthreats.
Social Media Objectives• Twitter handle (@drinkjoose) – gain 2,000 followers• Facebook Page – gain 3,000 new likes• Create a JOOSE blog (hosted by Tumblr) – Driven by submissions• Turntable.fm – Create a JOOSE room with songs to “pump you up” and “get JOOSEd”• Instagram account – Gain followers/visibility• Integrated together, these efforts will make JOOSE a credible source for responsible partying tips.
Twitter @drinkjoose• Goal: Increase in 2,000 followers• Hashtag Trend – #myJOOSEnight: Tweet fun stories involving JOOSE (i.e. I woke up with five phone numbers written on my arm in Sharpie. #myJOOSEnight)• #FollowFriday – recommend party socialites, bars that sell JOOSE, people who are JOOSE fans
Facebook• Goal: Increase in 3,000 likes• Opportunity to increase: – Over 12,000 list JOOSE as an interest• Facebook ads to increase likes
Facebook Ads Targeting M/F 21-34 who list JOOSE as an interest on their FB profiles Suggested CPC Bid: $0.68 This is a good opportunity to capture existing customers to increase page likes. Targeting M/F 21-34 who list JOOSE and other malt liquors as an interest on FB profiles Suggested CPC Bid: $0.70
JOOSE Blog: myJOOSEnight• Submission-based blog – Pictures of people with JOOSE – Stories of “myJOOSEnight”• Feature JOOSE themed party ideas, JOOSE drinking games, and content relevant to JOOSE’s target• The fun of JOOSE is that it’s a fun night packed in a can – how did a JOOSE can make your night fun?
turntable.fm: JOOSE room Get JOOSEd Turntable.fm is a social music player with different rooms based on genres and moods. A get JOOSEd room would host songs to pump up listeners that would work great for a JOOSE themed party. Listeners can DJ as well as the room’s moderator.
Instagram: @drinkJOOSE Instagram is a social photo-sharing app with drinkJOOSE integrated editing via filters and borders. It is a great way for brands to share visuals in another way. JOOSE can share community photos, photos of any new products, JOOSE-branded events, and interact with the Instagram community.
Other Tactics• Sponsorship of Greek organizations on college campuses – JOOSE themed parties – Act as brand ambassadors (can contribute to tweets, FB submissions, Tumblr submissions – Play turntable.fm JOOSE room or JOOSE-made mix at parties