BRANDPOSITIONINGJessicA MONACKSEAGRAM’SSEAGRAM’SVODKAVODKA
BRAND FACTS-Seagram’s vodka is made with American grain and isdistilled five times-With a retail price of $10-$13 per fift...
CHALLENGECHALLENGE-In this increasingly crowded category, how can Seagram’svodka find a way to stand out?The annual Intern...
In Google Images, 25% of the first 20 images under the search key-word “Seagram’s vodka” are pictures of Smirnoff.{ }3
THE COMPETITIONTHE COMPETITION-21% of U.S. vodka market (largest)-Recent innovative all-inclusive mediacampaign-Heavy soci...
-Seagram’s vodka is budget-friendly-Premium vodka brands sell for double the price, but canthey truly boast double the qua...
Let’s stay inLet’s Stay in-The Recession has also prompted a significant shift in favor ofat-home consumption of spirits-S...
MIXING&MatchingMIXING&Matching-The process of creating cocktails using the techniques of moleculargastronomy. The goal is ...
WHO Will find this relevant?Who will find this relevant?-Daunted by massive student loan debt and pressure to succeed-More...
These “Ambitious but Broke”aspiring young professionals areworking with a tighter budget, butstill feel the urge to explor...
BRAND POSITIONINGBRAND POSITIONINGSEAGRAM’S VODKAoffers the CONFIDENCE TO MIx THAT APPLETINI YOU WERE TOOEMBARRASSED TO OR...
BRAND POSITIONINGBRAND POSITIONINGBRINGING affordable creativity toyour at-home happy hour.111
RECOMMENDATIONSRECOMMENDATIONS-Consideration should be given to updating bottle andpackaging to appeal to a younger crowd-...
CREATIVE BRIEFCREATIVE BRIEF1. BackgroundIn this economic climate, we have seen morepeople trading down to lower-tier vodk...
THANKYOU!
AppendixAppendixSLIDE 11. http://www.infiniumspirits.com/brands/seagrams/2. http://hypertextbook.com/facts/2005/ZoeAnnGilr...
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Monack seagrams brand_positioning

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Course: Academy of Art University Creative Strategy 2, Spring 2012
Instructor: John Quintana (Goodby, Silverstein & Partners)

The Challenge: Create a brand positioning and creative brief for Seagram's vodka by analyzing relevant trends in the alcohol category, auditing key competitors, and developing an audience persona.

Published in: Self Improvement, Business
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Monack seagrams brand_positioning

  1. 1. BRANDPOSITIONINGJessicA MONACKSEAGRAM’SSEAGRAM’SVODKAVODKA
  2. 2. BRAND FACTS-Seagram’s vodka is made with American grain and isdistilled five times-With a retail price of $10-$13 per fifth (750mL), it isconsidered a“lower-tier” vodka brand-Seagram’s made a name for itself with its varieties ofwhiskey and gin-Although vodka dominates the spirits industry,accounting for 32% of all distilled spirits sold in theU.S., vodka accounts for only a small portionof Seagram’s annual salesBRAND FACTS1
  3. 3. CHALLENGECHALLENGE-In this increasingly crowded category, how can Seagram’svodka find a way to stand out?The annual International Review of Spirits vodka tasting in 2011had over 143 entries, a new record.{ }SEAGRAM’S VODKA2
  4. 4. In Google Images, 25% of the first 20 images under the search key-word “Seagram’s vodka” are pictures of Smirnoff.{ }3
  5. 5. THE COMPETITIONTHE COMPETITION-21% of U.S. vodka market (largest)-Recent innovative all-inclusive mediacampaign-Heavy social media presence(2-3 tweets per day on avg. since Nov.2011, 300,000 Facebook fans)-3rd largest globally imported vodka(Swedish)-5th largest in the U.S., Fastest-growing spirit brand in U.S.-“Cheap Chic” approach to marketUnlike Smirnoff and Svedka, Seagram’s has theopportunity to own a space that does notexist in the sphere of partying and clubbing.4
  6. 6. -Seagram’s vodka is budget-friendly-Premium vodka brands sell for double the price, but canthey truly boast double the quality?-Due to the economic climate, people have been tradingdown for affordable quality$This shift in favor towards lower-tier vodkaconsumption is an opportunity for Seagram’sto leverage their price point.Not PAying the priceNot paying the price5
  7. 7. Let’s stay inLet’s Stay in-The Recession has also prompted a significant shift in favor ofat-home consumption of spirits-Since June 2009, there has been a 13%increase in off-premises consumption105.7Drinkspermonthat homeBars/REstaurantsDrinking at homesaves money, andoffers a level ofcomfort that mostbars, clubs, andrestaurants cannot.6
  8. 8. MIXING&MatchingMIXING&Matching-The process of creating cocktails using the techniques of moleculargastronomy. The goal is to create greater intensities and varieties offlavor.-There are websites, books, and classes dedicated to mixology tipsand recipes, making mixology accessible -Branching off of the DIY movement, mixology offers a hands-on, home-made approachMixology invites creativity andexperimentation, withouthaving to be behind a bar.7
  9. 9. WHO Will find this relevant?Who will find this relevant?-Daunted by massive student loan debt and pressure to succeed-More likely to plan their purchases versus purchase on impulse-Purchase relatively more wine and spirits than older generationsdid at a comparable age-More likely to explore new and different alcohol beverage products-80% claim appearing comfortable is social settings is extremelyimportant“ambitious... but broke”-Freshly-graduated from college, Millennials between 21-25-Actively looking for or have just landed that first big job8
  10. 10. These “Ambitious but Broke”aspiring young professionals areworking with a tighter budget, butstill feel the urge to explore.They have yet to establish their“drink”9
  11. 11. BRAND POSITIONINGBRAND POSITIONINGSEAGRAM’S VODKAoffers the CONFIDENCE TO MIx THAT APPLETINI YOU WERE TOOEMBARRASSED TO ORDER AT THE BAR WITH YOUR COWORKERSLAST WEek. WHY NOT TRY ADDING A DASH OF HOT SAUCE TOYOUR COCKTAIL? Go Ahead, GARNISH WITH A MARSHMALLOW.NO JUDGMENTS, NO RESTRICTIONS. WE SUPPORT THOSE BRAVEENOUGH TO BE THEIR OWN MIXOLOGIST WITHOUT BREAKING THEBANK. WHEn HAPPY HOUR IS AT your place, the glass isnever half empty.10
  12. 12. BRAND POSITIONINGBRAND POSITIONINGBRINGING affordable creativity toyour at-home happy hour.111
  13. 13. RECOMMENDATIONSRECOMMENDATIONS-Consideration should be given to updating bottle andpackaging to appeal to a younger crowd-Consideration should be given to including mix tipson the packaging-Consideration should be given to a possiblepartnership with affordable cocktail mixer brand(s)12
  14. 14. CREATIVE BRIEFCREATIVE BRIEF1. BackgroundIn this economic climate, we have seen morepeople trading down to lower-tier vodka brands, aswell as increased consumption of spirits at home.While people are working with tighter budgets, theystill want the ability to explore different ways to spiceup their cocktails.2. ObjectiveA campaign that illustrates how Seagram’s is theperfect affordable vodka for mixing inventive drinksat home with friends.3. Target AudienceFreshly-graduated from college, Millennialmales and females between 21-25. Activelylooking for or have just landed that first big job,they are plagued by student loan debts and be-ing on their own. They’re curious and willing toexperiment with spirits, and they haven’t estab-lished what their “drink” is yet.4. What do we want them to think?That Seagram’s vodka is the perfect spirit for mix-ing their latest invention in cocktails. We want themto see Seagram’s on the shelf and grab it becausethey realize their casual night in imbibing withfriends will be incomplete without it.5. PositioningBringing affordable creativity to your at-homehappy hour.6. Unique Selling PointBudget-friendly mixability.7. Reason to BelieveSeagram’s vodka is priced lower than competitors butis just as versatile and mixable.8. Overall tone of the campaign?Fun, adventurous, young, should invite socialinteraction and playfulness9. Deliverablesa) Interactive website allowing users to be virtualmixologists and share their recipes with one another.b) Smartphone app that acts as a “Mixologist Guide-book”, with various affordable drink recipes.c) Seagram’s Youtube channel with real-life mixologyexperts bringing people drink ideas easily done athome.c) Seagram’s Vodka mixology coffee table book and/orhandbook.13
  15. 15. THANKYOU!
  16. 16. AppendixAppendixSLIDE 11. http://www.infiniumspirits.com/brands/seagrams/2. http://hypertextbook.com/facts/2005/ZoeAnnGilroy.shtml3.. http://www.bevinfogroup.com/ME2/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=6EECC0FE471F4CA995CE2A3E9A8E4207&tier=4&id=CEE639CAB1124DB6AC7CF122C75932BD4. http://www.stateways.com/ME2/Audiences/dirmod.asp?sid=261FD34F67B34E7B8845C9E37D1E3704&nm=Industry+News&type=MultiPublishing&mod=PublishingTitles&mid=6EECC0FE471F4CA995CE2A3E9A8E4207&tier=4&id=9CB6E6D74A174E3F99C18E649C1F0388&AudId=8E6CED8483C34932BAF89E529B244A545. http://www.referenceforbusiness.com/history/Pa-Ql/Pernod-Ricard-S-A.html#bSLIDE 21. http://www.tastings.com/spirits/features.html?features_id=87Slide 41 http://www.adweek.com/news/advertising-branding/svedka-vodka-gets-upgrade-1054322 http://www.google.com/search?client=safari&rls=en&q=svedka+marketing&ie=UTF-8&oe=UTF-83 http://www.mobilemarketer.com/cms/news/advertising/7997.html4 http://www.kunocreative.com/blog/bid/69996/New-Year-s-Eve-Mobile-Marketing-with-Svedka-VodkaSLIDE 51. http://www.mutineermagazine.com/blog/2010/06/u-s-spirits-con-sumption-grows-for-12th-straight-year/2. http://www.prnewswire.com/news-releases/us-spirits-consumption-continues-13th-year-of-growth-consumers-slowly-return-to-on-prem-ise-125833328.htmlSLIDE 61. http://www.time.com/time/business/article/0,8599,2008139,00.html#ixzz1tTmtUCVg2. http://www.ibisworld.com/industry/default.aspx?indid=16853. http://inthemix.on-premise.com/2009/09/iwsr-vodka-fights-through-the-turbulence/4. http://www.bloomberg.com/news/2011-10-24/is-i-drink-alone-this-recession-s-theme-song-the-ticker.htmlSLIDE 71. http://citysip.com/global/on-the-cusp-of-cocktail-cool-the-sippin%E2%80%99-5-spirited-trends-of-2012-edition-i/#.TztTN-aaK2x2. http://www.chow.com/food-news/54866/10-raw-egg-cocktails/3. http://www.mixology.com/issues/40sr/4. http://cltampa.com/dailyloaf/archives/2011/05/31/cocktail-trend-emotion-inspired-drinks-by-local-mixologists-plus-recipes5. http://www.trendhunter.com/trends/high-tech-bartending6 http://do415.com/event/2012/03/22/diy-mixology-limoncello-atholl-brose-and-absinthe-infusionsSLIDE 81. Mintel Report: Marketing to Millennials US March 20102. Mintel Report: Marketing to College Students - US - July 20113. Tom Rosenstiel, Director, Pew Research Center http://pewresearch.org/pubs/1516/millennials-panel-two-millennials-media-information4. All Business Article http://www.marketingcharts.com/direct/18-24-yr-olds-send-3k-texts-per-month-19310/5. http://blog.nielsen.com/nielsenwire/consumer/millennials-redefine-the-alcohol-beverage-landscape/6. http://www.policymic.com/articles/5732/student-debt-crisis-is-likely-to-get-much-worse7. http://www.npr.org/blogs/thetwo-way/2012/04/23/151217630/ap-analysis-half-of-recent-college-grads-are-jobless-or-underemployed

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