This document summarizes a digital strategy and marketing plan for launching a new wine product called "Spirit of Sushi" that is intended to pair well with Japanese food. The summary includes introducing the product as a blending of white wines conceived by a Japanese chef and French oenologist, targeting the general drinking age population with the goal of increasing wine consumption among sushi enthusiasts. Key aspects of the digital strategy involve redesigning the website, launching social media pages, running advertising campaigns on Facebook, Twitter, Google and YouTube, and hosting blogger tasting events to promote the product. The total budget outlined is 75,500 euros spread across various advertising, development and project management costs.

1. Spirit of Sushi
Product launch & digital strategy
20.12.2013
Charlotte BURG // Henri GUÉRIN // Gauvin BRISTIEL // Alexis FILLON
#WCMRS

2. Summary
product presentation
benchmark
target market - objectives
product reveals - teasing
digital strategy overview
planning
KPI & monitoring
budget

3. Product presentation
?
a unique wine for Japanese food
conceived by a Japanese Chef
& french oenologist
an ideal blending of white wines
the « french touch »
« The perfect wedding between the two great gastronomic
cultures for the pleasure of all the gourmets worldwide. »
Chef Yoshida

4. Target market - objectives
target
General Public above legal drinking age (18 yo in France)
objectives
strategy
current consumers represent a niche market
develop the taste and the consumption of wine/
spirits among sushi amateurs in France
phase 1: launch the product among sushispecialized channels
phase 2: distribute the product through all channels

5. Benchmark
website
rebuild the website from scratch
because it is disastrous in terms of content, information provided to consumer, SEO
!
launch a blog on which we offer recipes and good agreement mets-wine

6. Benchmark
facebook
20% commercial message
80% information
twitter

7. Benchmark
competitors
Jacob’s creek’s « WAH »
Oroya

8. Product reveals - teasing
facebook / twitter page launch
secret product related to sushis…
product reveals at
« Le Salon des Vins de France »

9. Partners
+
+

10. Contest
stage 1: suggest space+ambiance+Japanese
traditional meal
send it though our website
!
stage 2: our jury elect the top 10
publication on the Facebook page
!
stage 3: winners invited to dinner

11. Digital strategy overview
1
facebook ads
2
twitter advertising #spiritofsushi
3
google search & display network
4
blogger tasting event
5
youtube channel & videos

12. Community Management
planning snippet

13. Blogger event
gastronomy
wine
sushi
e.g
Un tour en cuisine
La cuisine de Mercotte
Papilles & Pupilles
Et si c’était bon
e.g
La pinardothek
Les 5 du vin
Vendredis du vin
Le blog d’abistodenas
e.g
P’tit sushi
Much more than sushi
= multiple tasting events with Spirit of Sushi

14. Digital strategy overview
facebook ads
200€ per day for more « likes »
3 weeks
200€ per day for post engagement
3 weeks
budget 8,400€

15. Digital strategy overview
twitter ads
sponsored trend
5K€ for one day
#spiritofsushi
sponsored account
CPF 0,7€
3000 followers objective
budget 7,100€

16. Digital strategy overview
google
Search
Display
!
!
search 10K€ for one month
display 5K€ for one month
including google shopping
including remarketing campaign
budget 15,000€

17. Digital strategy overview
youtube
InSearch
InStream
!
!
video appears in search results
CPC
video appears in preroll
for selected themes
budget 5,000€

18. Media budget
14 %
24 %
20 %
42 %
Facebook
Twitter
Adwords
YouTube

19. Overall budget
Technical Dev."
19,000
Graphics
12,000
Community mgmt.
2,000
AdWords
15,000
YouTube Ads
5,000
Facebook Ads
8,400
Twitter Ads
7,100
Project mgmt.
7,000
TOTAL
75,500

20. KPI & Monitoring
kpi
monitoring
gross margin
(for SEM acquired customers)
check AdWords efficiency
!
bounce rate
!
average revenue per order
!
captive customers rate
!
customers becoming captive rate
!
check cybersquatting on AdWords
!
check notoriety on social networks
!
get customer feedback
!
market shares

21. Planning
WEEK 7"
twitter ads
youtube ads
search
display
contest
blogger event
WEEK 9"
10-16 feb
facebook ads
WEEK 8"
17-23 feb
24 feb - 2 march

22. Thank you for your attention !