The marketing group aims to raise top of mind awareness and sales of Belvedere Vodka among younger adults aged 21-35 and older adults aged 36-50. Belvedere Vodka is positioned as a luxurious vodka that provides an elegant good time. Supporting points include numerous awards won and using real fruit in flavors. The marketing campaign will use magazine advertisements appealing to rational thoughts about quality and emotional connections to having a good time. Effectiveness will be evaluated by comparing pre-and post-sales and consumer awareness surveys.

1. BELVEDERE
VODKA
Marketing Group:
Alexander McConnell
Josh Pinto
Chelsea Rickett

2. OBJECTIVE
• Top of Mind Awareness (TOMA)
• Sales

3. TARGET MARKET
• Younger target market ranges from 21-35
• Older target market ranging from 36-50s

4. MESSAGE THEME
Belvedere Vodka provides a good time while still maintaining a sense of class and
elegance.
It is a luxurious vodka.

5. SUPPORT
• Belvedere Vodka has won the 2013 International Spirits Challenge
• Is the world’s first Luxurious Vodka
• Has won more awards at the annual Vodka masters than any of the other 116
vodkas entered
• Uses real fruit in their flavored vodkas
• Has a vast variety to choose from

6. CONSTRAINTS
• Expensive
• Not as well known as Grey Goose or Taaka
• Must be 21 or older to consume
• Not everyone drinks vodka, not everyone drinks, can be addictive

7. MEANS-END CHAIN
Product
Attributes
Consumer
Benefits
Personal
Value
Premium and
luxurious
vodka
Smooth and
has a great
taste
Consumers
will have a
good time
Enjoy its
smooth and
rich flavor
Enjoying one
of the finer
things in life
Feel elegant
while drinking

8. VISUAL VS. VERBAL
Visual - we want people to see our product in an effort to help raise awareness of it
Magazine Advertisement

9. ADVERTISING APPEAL
Rational Appeal - well suited for print media and will help raise awareness of the
product
Emotional Appeal - will help develop brand loyalty

10. MESSAGE STRATEGY
Preemptive Strategy - will be used to show how Belvedere is superior to other
vodkas
Resonance Strategy – will be used to connect the vodka with having a good time

11. EXECUTIONAL FRAMEWORK
Authoritative Approach - will be used to convince this brand of vodka is better than
others

12. ENDORSER
The product endorses itself.

13. TAGLINE
“Classy, smooth, a luxurious vodka– Belvedere”

14. MEDIA PLACEMENT

15. EXPENDITURE
People Magazine - $324,000
Cosmopolitan - $57,800
GQ - $196,096

16. EVALUATION TECHNIQUES
• Check sales before and after the campaign is launched
• Conduct a survey inside liquor stores to see if Belvedere has reached its goal of
achieving TOMA with consumers

17. MAGAZINE AD 1 - People
clASSy, Smooth, luxurious Vodka-
BELVEDERE
[INSERT DATES]

Located in a store near you

D R I N K R ESP O N SI BL Y.
2013 International Spirits Winner.
The abuse of alcohol is dangerous for your health. Belvedere Vodka supports
the responsible consumption of its products through Moët Hennessy, member of SpiritsEurope
(WWW.RESPONSIBLEDRINKING.EU), DISCUS (www.discus.org) and Enterprise & Prevention
(WWW.PREVENTIONALCOOL.ORG). For more information on alcohol & drinking responsibly, please visit
DISCUS (WWW.DISCUS.ORG) and Responsible Drinking (WWW.RESPONSIBLEDRINKING.EU).

18. MAGAZINE AD 2 - Cosmo
Class aptent taciti sociosqu ad litora torquent
INGENIIS
[INSERT DATES]

Classy, Smooth, Luxurious Vodka-BELVEDERE

The abuse of alcohol is dangerous for your
health. Belvedere Vodka supports
the responsible consumption of its products through Moët Hennessy, member of SpiritsEurope
(WWW.RESPONSIBLEDRINKING.EU), DISCUS (www.discus.org) and Enterprise & Prevention
(WWW.PREVENTIONALCOOL.ORG). For more information on alcohol & drinking responsibly, please visit
DISCUS (WWW.DISCUS.ORG) and Responsible Drinking (WWW.RESPONSIBLEDRINKING.EU).

19. MAGAZINE AD 3 - GQ
C LASSY , S MOOTH ,
LUXURIOUS VODKA BELVEDERE
ALIQUAM
DONEC ALIQUAM HENDRERIT
Mauris ante urna, congue in, venenatis eu, dictum vel, justo. Donec neque. Nam tincidunt
leo a nisi placerat congue. Sed nonummy, diam non ornare auctor, enim elit commodo
ipsum, in dapibus pede nisl nec urna. Donec dictum facilisis turpis. Donec quis ipsum.
Maecenas quis odio eu erat lacinia sodales.
The abuse of alcohol is dangerous for your health. Belvedere Vodka supports the responsible consumption of its products
through Moët Hennessy, member of SpiritsEurope ( WWW.RESPONSIBLEDRINKING.EU ), DISCUS (www.discus.org) and
Enterprise & Prevention ( WWW.PREVENTIONALCOOL.ORG ). For more information on alcohol & drinking responsibly, please
visit DISCUS (WWW.DISCUS.ORG ) and Responsible Drinking (WWW.RESPONSIBLEDRINKING.EU).