Pernod ricard marketing plan
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This presentation is in regards to Pernod Ricard, one of the worlds largest distillery companies, and their refocus to target millennials with social media marketing.
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Why now?
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This session is suitable for startup founders and their CMO or marketing communication team who will be executing the tasks. This will be especially useful for CGP companies who are going to market (G2M) and going for growth (G2G).
Can I give this a skip?
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Our company’s name is Creative Inc. Creative Inc. is a marketing agency, that will cover all the fields needed to achieve our client or client's goal or goals. We will not only use our marketing knowledge, but also engage in creative, media, public relations (PR), and any general actions that are needed to accomplish our goal. We are here to CREATE and we are here to be CREATIVE. We will use any tools necessary to communicate our message in a unique way.
Currently, we are working on a campaign for Poland Spring Inc. It was founded by Hiram Ricker in 1845. It is a brand for bottled water which is 100% natural spring water sourced only from carefully selected springs in Maine and contains naturally occurring minerals for a crisp, refreshing taste.
Our marketing goal is to create social awareness for those who do not have access to clean water. We know we can not help everyone as an individual, but together we can help make a difference through our “All For One and All For One” campaign.
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Pernod ricard marketing plan
- 1. Pernod Ricard MKT3100.001 Professor Corbin Daniel Park, Angela Chang, Irving Segovia, Phillip Teng, Laura Terry
- 2. Synopsis of the Article “Pernod Ricard’s YouTube Moment” ● Pernod Ricard suffered from low sales over the years ● The distiller hopes to boost sales by targeting Millennials ● Uses of social media ● “The Venture” campaign
- 3. “The Venture” Campaign ● Focusing on the interest of adults in their 20’s in startups and social media. ● Soliciting submissions from entrepreneurs who run businesses that strive to fix the world’s problems. ● Five U.S. finalists will be judged in July; the winner will receive $50,000. ● Want to enable a new breed of entrepreneurs to realize their potential and gain exposure for their business, with 1 million in funding. ● Promoted on YouTube videos featuring Oscar Isaac, the star of A Most Violent Year, and other actors pacing in a boxing ring celebrating businesses that “win the right way.” ● More than 17 million people have viewed the YouTube videos worldwide.
- 4. Youtube
- 5. Instagram
- 7. Marketing Plan Pernod plans to spend at least a quarter of its marketing budget on digital to lure millennials to its brands. “You can’t share a drink with a computer. Even if you meet online, you still have to meet in person to have a relationship.”
- 8. Implications ● By switching their target demographics from an older generation of Baby Boomers to Millennials, Pernod Ricard aims to boost sales overall by appealing to the Millennial’s interest in sharing information ● Sales for the first quarter of 2014/15 totalled $2.2 million. Pernod Ricard posted organic growth of +2%, ● Continued growth in the Americas (+3%)
- 9. Works Cited Hymowitz, C. (2015, March 12). Pernod Ricard Turns to Social Media for Sales Boost. Retrieved April 14, 2015, from http://www.bloomberg.com/news/articles/2015-03-12/pernod-ricard-turns-to-social-media-for-sales-boost First Quarter Sales 2014/15 : Return to growth in Q1 despite a difficult environment | Pernod Ricard. (n.d.). Retrieved April 14, 2015, from http://pernod-ricard.com/12402/press/news-press-releases/press-releases/first-quarter-sales-2014-15-return-to- growth-in-q1-despite-a-difficult-environment
- 10. Cheers!