Relaunch of an International Tequila Brand Originating in Mexico

1. Avion Tequila Relaunch
Trinidad and Tobago

2. Goal
 Market Penetration of Avion Tequila within the next 6
months
 Objectives
 Encourage Trials
 Increase Word-of-Mouth recommendation
 Increase interest and brand preference
Brand Positioning
 Premium Tequila
 Brand Association- Exotic Rich Culture of Spain
 Cocktail Bar Culture
 Occasion Drink
Objectives & Positioning

3.  Off Premise Customers
 On Premise Customers
 Premium Drinks Consumers
 Celebration Customers
 Sophisticated Bartenders
 Experimental and Attentive Customers
Target Market (T&T)

4.  ANEJO PATRON
 $439.99 (750 mil)
 $180.99 (375 mil)
 MARGARITAVILLE
 $119.99 (750 mil)
 JOSE CUERVO
 $150.00 (750 mil)
 JOSE CUERVO & MAGARITA MIX
 $242
 DON JULIO
Competitors

5.  Off Premise Customers
 Home Customers
 Supermarket including Massy, Tru Value, Extra Foods, Larger Independents
 Liquor Marts – e.g. The Naughty grape,
 On Premise Customers (Bars and Pubs)
 North – KAVA, Bonovida, Paprika, Zanzibar, More Vino, Toppers, Trotters,
Silhouette, TGI Fridays, Ruby Tuesdays
 Central – Hangers, The Rise, 1st and Last, Woodford Café, Ruby Tuesday, TGI
Fridays, The Factory
 South – Steel Lounge, 591(C3), The Rig, More Vino, The Wok
 On Premise (Restaurants and Hotels)
 Samuria, Zazou, Chaud, Tiki village, Aioli, Krave, Peche, Rizonni’s, Texas de
Brazil, The Lighthouse, Prime, Taste, Buzo, Hyatt, Kapok, Radisson
 Events
 All Inclusive Fetes
DISTRIBUTION

6.  Product
 Choose 2-3 Flavours for import
 Smaller size product offering
 Variety Flavour Packs
 Off Premise Customers
 Banded offers
 Sampling
 Demonstrations
 Gated Community Promotions e.g. Westhills Christmas Party
 On Premise Customers
 Shots/Cocktail Promo
 Sampling
 Cocktail Competitions
 Latin Dance Competitions
 Sponsorships (Events)
 In Trade Promotions: special pricing, display fixtures, demonstrations, value-added
bonuses, no-obligation gifts
 On site displays such as stand up banners
Product & Promotion

7. Budget
Quantity Unit Cost Overall
Sales Promotion Events (On
Premise) 40 $ 1,000.00 $ 40,000.00
Social Media Advertising
(Facebook, Instagram) $ - $ -
Small Branded Booth and
Banners 1 $ 5000.00 $ 5000.00
Sampling and Demonstrations
(Off Premise) 30 $500.00 $15,000.00
Total $60,000.00

8. The End