Seis Tequila Marketing Plan

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Marketing plan for fictional tequila brand, Seis Tequila, done by NYU Stern MBAs Rex Pham and Whitney Krueger

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  • With Diageo’s resources and prior knowledge of Cuervo
  • http://www.discus.org/distilled-spirits-market-share-edges-upward-in-2012/
  • Go thu quick
  • 6 min
  • 3 thousand case
  • 4:32
  • 11:45
  • http://www.discus.org/distilled-spirits-market-share-edges-upward-in-2012/
  • 6:17
  • Seis Tequila Marketing Plan

    1. 1. SEISTEQUILA6Strategic Marketing PlanRex Pham & Whitney Krueger
    2. 2. AGENDA• INDUSTRY ANALSYS• THE SEIS BRAND• LAUNCH• MARKETING PLAN• GOING FORWARD• CONCLUSIONS6
    3. 3. 6INDUSTRY ANALYSIS
    4. 4. Diageo and Jose Cuervo will be ending their distributiondeal in June 2013, removing an extremely prominentbrand (world’s #1 tequila) from Diageo’s portfolio. Diageohopes to fill this void with a new tequila that will eventuallyregain the company’s place on top of the tequila category.Seis Tequila is that brand.THE SITUATIONVSDUSTRY ANALYSIS
    5. 5. WHY DO WE NEED A NEWTEQUILA?• With the loss of Jose Cuervo, Diageo loses its position as #1in the tequila market & loses a brand that generates $500Mannual sales• Tequila is one of the fastest growing spirit categories, 17%since 2007 (2nd only to vodka)• Increased popularity in “premium” tequilas• No premium tequila on the market reflect and celebrates theuniqueness of its drinkersDUSTRY ANALYSIS
    6. 6. 2012 Spirit Sales in US based on 9 Liter Cases (in thousands)Category Sales Volume Percent of MarketVodka 65,184 32%Whiskey 49,656 25%Rum 25,498 13%Liqueurs 21,236 11%Tequila 12,326 6%Brandy 10,993 5%Gin 10,728 5%Mixers 6,261 3%Total 201,882 100%TEQUILA vs THE SPIRITINDUSTRYDUSTRY ANALYSIS
    7. 7. MARKET STRUCTUREVodkaRum WhiskeyTequilaBrandyGinSpiritsUltra Premium Super Premium PremiumValueElTesoroDon Julio PatronCazadoresMilagro JoseCuervoSauza1800TequilaJuarezMontezumaDUSTRY ANALYSIS
    8. 8. PRICE vs DESIRABILITY0123450 1 2 3 4 5PRICEDESIRABILITYDUSTRY ANALYSIS
    9. 9. 0123450 1 2 3 4 5PRICE vs. LINK to MUSICPRICELINK TO MUSICDUSTRY ANALYSIS
    10. 10. 0123450 1 2 3 4 5PRICE vs. TASTEPRICETASTEDUSTRY ANALYSIS
    11. 11. SOURCES of VOLUMESegment Example% of CustomersFrom SegmentForecast Sales2013 (inthousands)Projected Sales(in thousands)Super PremiumTequila Consumers Patron 4% 2,156 86.24Upgrading TequilaConsumers Jose Cuervo 4% 2,959 118.36Premium Clear SpiritsConsumers Grey Goose 1% 5,585 55.85Image BrandConsumers Absolut/ Ciroc 1% 6,734 67.34Total 327.79DUSTRY ANALYSIS
    12. 12. 6THE SEIS BRAND
    13. 13. POSITIONING STATEMENTTo the 25-35 year old social and culturalinfluencers, Seis Tequila is a premium brand thatreflects your unique personalities and ambitions,while enhancing your perception of tequila throughinvigorating sensory experiences; Seis is a catalystto your exciting lifestyles“A sense of you”HE SEIS BRAND
    14. 14. • Silver tequila from 100% pure blue agave• Produced in the highlands of Jalisco, Mexico• Lighter, sweeter taste due to distillation process• Priced in “super premium” category: $35-$40• Eventual launch of “gold” tequila• Initially focus on on-premise, then move to retailTHE PRODUCTBack in 1892, long time shoemaker Ramon Vega experimented withdistilling tequila, harvesting the blue agave plants that grew around hishome in Amatitán, Jalisco, Mexico. A true craftsman, Vega developed aunique process that produced a tequila that was smooth and lightlysweet, which won praise from his friends and family. At the sametime, his shoe business was struggling and he faced difficult dilemma:try to continue the shoemaking craft that has run in his family forgenerations or pursue his real passion of producing beloved tequila.Vega chose the later, and his timeless tequila is now Seis.HE SEIS BRAND
    15. 15. BLANCO “WHITE” TEQUILAHE SEIS BRAND19.624.729.312.216.619.32.8 3.4 3.601020302009 2010 2011BlancoRepesadoAnejoExtra AnejoUS Tequila Consumption(Liters- Millions)
    16. 16. 6LAUNCH
    17. 17. THE LAUNCH• Officially launch in late March, with marketing starting inFebruary to generate buzz• Extensive marketing two weeks before May 5th. Moretequila is consumed on Cinco de Mayo than any day ofthe year.• Concentration on spring/ summer holidays: MemorialDay, 4th of July, Labor Day• Peak on New Year’s eveLAUNCH
    18. 18. TARGET MARKETSTotal TequilaDrinkers: Drank InLast 6 MonthsCalifornia 1,597,881Texas 1,151,606New York 908,271Florida 907,867Illinois 601,624Target 6 large urban markets with: high volume of tequila drinkers,sizeable Hispanic population, influential cultures, lively nightlife andentertainmentLAUNCH
    19. 19. TARGET MARKETSLos Angeles San Francisco MiamiNew York City Chicago HoustonLAUNCH
    20. 20. 6MARKETING PLAN
    21. 21. MARKETING SPENDINGSPLIT10%25%39%24%2% 1%Radio (950K)Trade (2.375M)Experiential (3.657M)Digital (2.251M)PR (161K)Out of Home (104K)Total Budget = $9.5 MARKETING PLAN
    22. 22. MARKETING BUDGETARKETING PLAN2nd Quarter 2014 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23Experiential 900,000 240,000Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673OOH 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263Radio 50,667 50,667 50,667 63,333 63,333 63,333 25,333 25,333 25,333 25,333 50,667 50,667 50,667Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365PR 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908Total 143,613 143,613 143,613 156,279 161,543 1,061,543 123,543 123,543 123,543 363,543 148,876 148,876 148,876 2,991,0023rd Quarter 2014 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 8/25 9/1 9/8 9/15 9/22Experiential 240,000 240,000 240,000Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673OOH 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263TV Streaming 63,333 25,333 25,333 25,333 25,333 25,333 25,333 50,667 63,333 25,333 - - -Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365PR 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 2,308 2,308 2,308Total 401,543 123,543 123,543 123,543 123,543 363,543 123,543 148,876 161,543 363,543 91,346 91,346 91,346 2,330,7984th Quarter 2014 9/29 10/6 10/13 10/20 10/27 11/3 11/10 11/17 11/24 12/1 12/8 12/15 12/22Experiential 240,000 240,000 240,000Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673OOHTV Streaming - - - - - - - - - - - - -Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365PR 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 3,908 3,908Total 91,346 331,346 91,346 91,346 91,346 331,346 91,346 91,346 91,346 331,346 91,346 92,946 92,946 1,910,7001st Quarter 2015 12/15 12/22 12/29 1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9Experiential 360,000 240,000 240,000 240,000Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673OOHTV Streaming - - - - - - - - - - - - -Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365PR 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308Total 91,346 91,346 451,346 331,346 91,346 91,346 91,346 331,346 91,346 91,346 91,346 331,346 91,346 2,267,500TOTAL 9,500,000
    23. 23. WEEKS IN FLIGHTARKETING PLAN2nd Quarter 2014 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23ExperientialTradeOOHRadioDigitalPR3rd Quarter 2014 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 8/25 9/1 9/8 9/15 9/22ExperientialTradeOOHRadioDigitalPR4th Quarter 2014 9/29 10/6 10/13 10/20 10/27 11/3 11/10 11/17 11/24 12/1 12/8 12/15 12/22ExperientialTradeOOHRadioDigitalPR1st Quarter 2015 12/15 12/22 12/29 1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9ExperientialTradeOOHRadioDigitalPR
    24. 24. 360° MARKETINGExperiential EventsConcertsArt ExhibitionsNightlifeMobile AppsInteractive Contests/ GiveawayOut of HomeDigital MusicStreet ArtPoint of SaleConsumer EducationCustomizationBrandAmbassadors6RadioProduct SeedingSocial MediaDigital ContentARKETING PLAN
    25. 25. Seis Tequila reflects the vibrant personalities & lifestyle of consumers andconveys it in a tequila that stimulates memorable experiencesTransform thenegative perception oftequila into a morerefined imageBecome a “top of mind”choice amongst influentialalcohol consumersIntegrate brand intothe lives of our targetconsumersGOALSAPPROACHEducate/ mentorconsumers on how toidentify & appreciatepremium tequilaEstablishgenuinecredibility withconsumersFocus majority ofresources on digital,experiential, and onpremise marketingEstablish strongpresence in 6 key urbanmarketsDeveloppartnerships withbrand ambassadorsthat embody brand’svaluesShift consumptionmethod to sipping &cocktailsARKETING PLAN
    26. 26. 6GOAL #1Transform tequila’s poorimageARKETING PLAN
    27. 27. CHALLENGE: NEGATIVESTEREOTYPES• Closely associated with wild Spring Break parties• Widespread notion that tequila has a poor taste, is cheap inquality, burns, and causes bad hangovers• “Premium” tequilas is growing, but still not top of mindARKETING PLAN
    28. 28. APPROACH: CONSUMEREDUCATIONTasting Events• Held in target markets, guests signup online• Seis’ Master Distiller walks guests through thecraftsmanship, explaining the premium elements• Guests learn about the heritage behind Seis,how to differentiate it, ways to appreciatepremium tequila• Results: raises consumer tequila IQ, familiarizesthem with Seis, allows them to taste, utilizecontact information to do direct marketingOriginal Viral Content• Produce online video content showcasing historyand heritage• Behind the scenes clips of the productionprocess• Content could be conveniently viewed andshared• Results: consumers learn about the buildingblocks of Seis in an engaging way, drives socialmedia activity when content is shared, quicklyreach a large audienceRKETING PLAN- GOAL #1
    29. 29. • Bartenders are key touch points and trusted resources for alcoholconsumers, Seis Tequila School leverages them as “professors”on tequila• Events posted on social media, where guests also RSVP• “Professors” teach guests how to mix Seis infused cocktails andhow to appreciate super premium tequila• Broadcast “course” online, encourage interaction from viewersthrough live chat/ tweets• Share recipes on website/ social media• Results: allow consumers to taste, introduce consumers to newways to consume Seis tequila, develop signature cocktails, buildrelationships with influential mixologists, generate social mediafan base, leave impressionACTION: CONSUMEREDUCATION“Seis Tequila School”RKETING PLAN- GOAL #1
    30. 30. 6GOAL #2Be the tequila of choiceARKETING PLAN
    31. 31. CHALLENGE: INTENSECOMPETITION• Well over 1,269 brands of tequila on the market• Category dominated by Jose Cuervo (27% market share),Patron (15%), and Sauza (14%)• Tequila not as popular as vodka, whiskey, rumRKETING PLAN- GOAL #2
    32. 32. APPROACH: MAKECONSUMERS NOTICE1892RamonVegaAmatitánLabel Design Contest• Consumers submit designs online• Seis selects 10. Public votes for their favorite onSeis website• Top 3 labels get limited production• Results: generate excitement, social mediaactivity, word of mouth, & PR, establish brand’screative identity, connect with consumersThe Seis BottleRKETING PLAN- GOAL #2Limited Edition Packaging• Special edition bottles designed by differentartists (local and known)• Limited production• Creates demand and collectability element• Artists/ designs/ retail locations announcedthrough social media• Results: creates demand, builds social mediafollowing, association with artists, buildsrelationships with retailers
    33. 33. APPROACH: MAKECONSUMERS NOTICEStrategic Sponsorships• Leverage sponsorships of concerts, festivals, & culturalevents to reach target audience• Sponsor industry trade shows• Results: reach consumers in high traffic environment,build awareness, associate Seis with art, music,fashion& good times, allow consumers to sample,RKETING PLAN- GOAL #2
    34. 34. APPROACH: MAKECONSUMERS NOTICEDigital Search• Claim specific keywords/ be included intop search results on Google, Bing,YahooExamples :• Brand/Tequila Keywords: 6, Seis, 6 Tequila,Seis Tequila, 6 Tequila, Six Tequila, Tequila• Competitive Search Terms: 1800, JoseCuervo,, Patron• Nightlife/Culture Search Terms: Nightlife inNYC, Nightlife in New York, Night Life inChicago, Bars in NYC, Bars in New York,Bars in Chicago, Bars in LA, Bars in LosAngeles, Clubs in LA, Clubs in Los Angeles,Clubs in Dallas, Clubs in Miami, Concerts inNew York, Concerts in ChicagoRKETING PLAN- GOAL #2
    35. 35. APPROACH: MAKECONSUMERS NOTICEMysterious 6• Pre- launch, “6” signs, posters, mural,stickers are found all over target cities• Accompanying “#whatisseis?”& websiteaddress with teaser content• Consumers encouraged to seek out/take pictures of 6s for prizes• Results: generates curiosity &excitement, establish ownership of “6”,drive social media followingRKETING PLAN- GOAL #2
    36. 36. 6GOAL #3Integrate into the lifestyleof the consumersARKETING PLAN
    37. 37. CHALLENGE: CONSUMERS AREPICKY WITH BRANDS• Target influencer demographic is selective of thebrands they associate with• Knowledgeable of trends• Express themselves through their choices infashion, music, art, parties, overall lifestyle• Value brands that are authentic, disregard thosethat aren’tRKETING PLAN- GOAL #3
    38. 38. APPROACH: LifestyleIntegrationBrand Ambassadors• Partner with individuals who conveycreativity, individualism, and good taste• Choose up & coming artists, creatives,designers with strong social followings andbuzz• Celebrities & local figures• Ambassadors host, perform, promote events,participate in creative direction of brand• Results: add personality/ face to the brand,gives consumers personal connection,piggyback off ambassadors followings, createcontent, expands Seis past being only atequila brandRKETING PLAN- GOAL #3
    39. 39. APPROACH: LIFESTYLEINTEGRATION• Inform consumers of a free concerts. Advise them to follow Seis’ socialmedia for details.• Details of show (time, place, performer) are kept secret until 4 hours beforeshowtime• To RSVP, people have to answer a simple question (ie “What excites you?”)and the best, immediate responses gain entry• Invite bloggers, celebrities, influencers to generate PR• Concerts held in intimate venue. Seis is promoted on-premise, with samplingopportunities• Brand ambassador performs exclusive, which can download on Seis website• Pictures, video content posted on social/ digital outlets• Results: create memorable experience for consumers, associates the brandwith artists, builds social media following, and generates PR/ buzz due tomysteriousness/ exclusivity of the shows.“Seis Secret Shows”RKETING PLAN- GOAL #3
    40. 40. APPROACH: LIFESTYLEINTEGRATIONDigital PresenceBlog RelationshipsUtilize influential lifestyle blogs topromote Seis by inviting to eventsDigital Music PlaylistsPartner with Spotify/ Pandora to curatemusic playlists featuring brandambassadors and other favorite artistOriginal ContentProduce videos, music, artwork withambassadors and consumers to shareon content outlets YouTube and TumblrSocial Media EngagementUse Facebook, Twitter, Instagram to“converse” with consumers and engageconsumers after using product/ going toeventsKETING PLAN- GOAL #3
    41. 41. APPROACH: LIFESTYLEINTEGRATIONDigital PresenceRKETING PLAN- GOAL #3
    42. 42. APPROACH: LIFESTYLEINTEGRATION• More tequila is consumed on Cinco de Mayo than on anyother day of the year• Cinco de Mayo has grown to more of a big party and has lostthat cultural aspect. Seis de Mayo celebrates Mexicanheritage, with tequila as a compliment, not the focus• Outdoor event that blends traditional and modern Mexicanculture. Seis brings together chefs, artists, and performers• All ages event with specific areas for 21+ to buy Seis product• Results: develop stronger link to Hispanic community,celebrate brand heritage, build relationship with businesses,generate PRRKETING PLAN- GOAL #3Seis de Mayo
    43. 43. MUST HAVES vs NICE TOHAVESMust Have• Experiential• Digital• TradeNice to Have• Radio• Out of Home• PR
    44. 44. QUESTIONS?

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