Running Brook Vineyards is launching a new brandy called Black Sheep Brandy. They will use their existing social media platforms like Facebook, Twitter, and Pinterest to promote it. A key campaign tactic will be an online contest where people can win a party by sharing photos with the hashtag #ShareaBlackSheep. Direct mail pieces and email blasts will also promote the brandy. In-store promotions will offer bundle deals. The goal is to create awareness of the new brandy and strengthen relationships with customers.
This document discusses Hennessy's strategy to market to Hispanic millennials in the United States. It analyzes the competitive landscape for liquor, beer, and wine with Hispanic consumers. Hennessy's target segment is identified as Hispanic millennials aged 21-36 who are bilingual, bicultural, and open to new experiences. The positioning focuses on Hennessy being consumed neat or on the rocks without mixing. A bilingual marketing campaign called "Best of Both Worlds" will promote Hennessy as representing sophistication and Hispanic culture. The effectiveness will be evaluated based on website engagement metrics and social media mentions over time.
Effective Diversity Marketing in Retail: A Look at MEXX in 2006Adrian Parker
In 2001, the international fashion brand MEXX was introduced in the U.S. After 5 years of riding the topsy turvy retail waves, the U.S. division employed aggressive diversity marketing tactics in hopes of reviving the brand and reaching under-served consumers.
Clorox is reviewing its creative agencies despite strong financial performance. The company's CEO and CMO have delivered 5% organic sales growth and 6% quarterly growth for brands like Clorox, Burt's Bees, and Brita. Clorox is seeking a lead creative partner or partners to handle all brands and duties by spring. The review aims to position Clorox for marketing and digital transformations, not due to agency performance. Clorox spends over 40% of its global budget on digital media.
The document introduces the 6 P's of Luxury Marketing framework, which includes People, Product, Passion, Pleasure, Purpose, and Price. It argues that luxury marketers need to take a more nuanced approach that recognizes diversity among luxury consumers. The 6 P's framework allows marketers to understand consumers beyond basic demographics and build longer-lasting relationships. Each P encompasses an important aspect of how luxury consumers experience and interact with brands.
Karim Lateef is an award-winning consumer brand strategist and chief blogger for Craft Brand Theory. He has over a decade of experience in cultural and local marketing for spirits brands like Diageo and Moet Hennessy. Through events, partnerships, and deep cultural immersion, his localized strategies have helped brands like Bulleit Bourbon, Ciroc, and Smirnoff drive regional success and growth. His approach focuses on connecting brands to deeper consumer values beyond products to build emotional relationships.
Details are very sparse on this one, but sources tell us that Skyy Vodka–which is owned by Campari America and was the third highest-selling vodka in the U.S. in 2014–is looking for a new agency partner. Skyy picked Venables Bell & Partners as its new lead creative agency in November 2013, with the San Francisco shop beating out Mekanism and Mistress for the business several months after Campari purchased the vodka company for more than $200MM (it had previously owned a minority stake in Skyy Spirits). At the time, Campari’s estimated media spend for its new brand was $30 million for 2014.
Mickey\'s Print Portfolio Slide Show (3 22 11)mickeylonchar
This document contains a summary of creative work by Mickey Lonchar including print, magazine, and outdoor advertising campaigns for various clients. Some of the highlighted campaigns include helping increase sales of Cordon Negro Brut sparkling wine by 6% annually, increasing potato consumption by 11% through work for the National Potato Board, and successfully preventing additional alcohol regulations through an "Honestly American" campaign for Anheuser-Busch. The document provides brief summaries of over 30 campaigns across different industries.
This document discusses Hennessy's strategy to market to Hispanic millennials in the United States. It analyzes the competitive landscape for liquor, beer, and wine with Hispanic consumers. Hennessy's target segment is identified as Hispanic millennials aged 21-36 who are bilingual, bicultural, and open to new experiences. The positioning focuses on Hennessy being consumed neat or on the rocks without mixing. A bilingual marketing campaign called "Best of Both Worlds" will promote Hennessy as representing sophistication and Hispanic culture. The effectiveness will be evaluated based on website engagement metrics and social media mentions over time.
Effective Diversity Marketing in Retail: A Look at MEXX in 2006Adrian Parker
In 2001, the international fashion brand MEXX was introduced in the U.S. After 5 years of riding the topsy turvy retail waves, the U.S. division employed aggressive diversity marketing tactics in hopes of reviving the brand and reaching under-served consumers.
Clorox is reviewing its creative agencies despite strong financial performance. The company's CEO and CMO have delivered 5% organic sales growth and 6% quarterly growth for brands like Clorox, Burt's Bees, and Brita. Clorox is seeking a lead creative partner or partners to handle all brands and duties by spring. The review aims to position Clorox for marketing and digital transformations, not due to agency performance. Clorox spends over 40% of its global budget on digital media.
The document introduces the 6 P's of Luxury Marketing framework, which includes People, Product, Passion, Pleasure, Purpose, and Price. It argues that luxury marketers need to take a more nuanced approach that recognizes diversity among luxury consumers. The 6 P's framework allows marketers to understand consumers beyond basic demographics and build longer-lasting relationships. Each P encompasses an important aspect of how luxury consumers experience and interact with brands.
Karim Lateef is an award-winning consumer brand strategist and chief blogger for Craft Brand Theory. He has over a decade of experience in cultural and local marketing for spirits brands like Diageo and Moet Hennessy. Through events, partnerships, and deep cultural immersion, his localized strategies have helped brands like Bulleit Bourbon, Ciroc, and Smirnoff drive regional success and growth. His approach focuses on connecting brands to deeper consumer values beyond products to build emotional relationships.
Details are very sparse on this one, but sources tell us that Skyy Vodka–which is owned by Campari America and was the third highest-selling vodka in the U.S. in 2014–is looking for a new agency partner. Skyy picked Venables Bell & Partners as its new lead creative agency in November 2013, with the San Francisco shop beating out Mekanism and Mistress for the business several months after Campari purchased the vodka company for more than $200MM (it had previously owned a minority stake in Skyy Spirits). At the time, Campari’s estimated media spend for its new brand was $30 million for 2014.
Mickey\'s Print Portfolio Slide Show (3 22 11)mickeylonchar
This document contains a summary of creative work by Mickey Lonchar including print, magazine, and outdoor advertising campaigns for various clients. Some of the highlighted campaigns include helping increase sales of Cordon Negro Brut sparkling wine by 6% annually, increasing potato consumption by 11% through work for the National Potato Board, and successfully preventing additional alcohol regulations through an "Honestly American" campaign for Anheuser-Busch. The document provides brief summaries of over 30 campaigns across different industries.
This document outlines a marketing plan for Glidden paint sold exclusively at Walmart. The goal is to increase awareness of Glidden paint at Walmart and encourage more do-it-yourself (DIY) projects among three target audiences: female millennials, young families, and baby boomers. The plan includes situation analysis, objectives, target market profiles, and media strategy. The key objectives are to increase awareness of Glidden at Walmart to 85%, increase consideration to 63.8%, and increase purchases to 27.4%. The media strategy involves prime time television, spot television, digital/social media, and public relations to reach the target audiences.
After a relationship with WPP’s Maxus that has lasted for about 10 years, Church & Dwight Co., the leading U.S. producer of baking soda and the company behind ARM & HAMMER, Trojan, Nair and Oxi Clean, is reviewing its media agency business.
Two Car Brewing Company is a proposed microbrewery started by Marcus Schroeder in his garage. It aims to provide craft beer alternatives for local Florida restaurants, as the state currently ranks poorly for breweries per capita. The business model is to start small, serving a handful of local restaurants, and grow responsibly by focusing on quality over mass production. Key milestones include raising startup capital, obtaining licenses, beginning brewing and sales, and expanding through customer involvement and social networking.
Luxury 2020: The Trends Shaping the Luxury Market of the FutureSeymourSloan
By 2020 we will see a different luxury market.
Luxury will not be immune to the businesss and external changes reshaping the world and these will create challenges that brands must be aware of and seek to maximise.
ProPod is a company that offers personalized single-serve coffee pods. It sees an opportunity to capitalize on the growing $4 billion coffee pod market, which is expanding at 11% annually as more consumers switch to single-serve options. ProPod will allow customers to design their own pods both inside and out for gifts or personal use. This provides a unique product in the market by combining personalization with the convenience of single-serve coffee pods. ProPod aims to partner with existing suppliers and manufacturers to produce customized pods via online orders. Its goal is to gain a 5% market share within five years, generating $50 million in annual revenue.
McDonald's launches a new advertising campaign created by its new lead agency, DDB Needham Worldwide, hoping to reverse declining sales. The ads aim to tap into Americans' feelings of nostalgia and positive experiences with McDonald's by depicting adults becoming excited and frenzied at the mere mention of McDonald's. While some franchisees are optimistic but cautious about the new "feel good" ads, analysts say they are just the first step and McDonald's will need to promote specific food offerings to truly drive sales again.
Movement education is a child-centered approach to physical education that focuses on teaching basic movement through exploration and varied apparatus. It analyzes movement using the factors of time, weight, space, and flow. The 16 basic movement themes developed through this approach include body awareness, spatial awareness, movement shapes, elevation, and partner/group work. Movement education aims to develop the whole child physically, socially, and academically by building fundamental movement skills.
This document summarizes key lessons and insights from four physical education tutorials. The first tutorial taught about using a games-based approach to skill development and differentiation. The second focused on critically evaluating health resources. The third discussed developmentally appropriate practices, motivation theories, and inclusive pedagogy. The fourth emphasized integrating diverse cultural games and activities to enhance learning and cultural awareness.
The document discusses movement education, an approach to physical education that focuses on fundamental movement skills through discovery learning and varied apparatus. It emphasizes child-centered learning and teaching basic movements conceptualized by Rudolf Laban. The goals of movement education are to help children become aware of movement potential, move competently and confidently, understand movement fundamentals, and value healthy play in order to positively impact physical, social, and cognitive development.
This proposal examines the effectiveness of social media marketing for cosmetics companies targeting women ages 18-24. It plans to conduct surveys of women at cosmetic retailers and through email to understand their social media use and how it influences purchases. A focus group will discuss influences on cosmetic use and test responses to a makeup tutorial video. The research aims to identify the most effective social media strategies to drive sales growth in the cosmetics industry. It has a low budget and will be conducted by students over 2-3 months, culminating in a final report of findings and marketing recommendations.
Movement education is an informal teaching method focused on discovery learning and basic movements. It emphasizes child-centered learning using apparatus for activities like climbing, hanging, swinging, and balancing. The approach analyzes and teaches fundamental movements based on Rudolf Laban's work. Movement education considers how the body moves in space and time, and works to develop skills in areas like dance, sports, and gymnastics. When well-implemented, it can positively impact children's social, physical, and academic development.
This document provides information about key theorists in cognitive and moral development:
- Jean Piaget and Lev Vygotsky were influential cognitive development theorists. Piaget proposed stages of cognitive development while Vygotsky emphasized social learning and scaffolding.
- Piaget and Lawrence Kohlberg made important contributions to the field of moral development. Piaget described stages of moral reasoning while Kohlberg proposed levels of moral judgment.
- Understanding child development allows teachers to effectively plan lessons, set expectations, and assess student progress based on their cognitive and moral capabilities. Applying this knowledge creates a supportive learning environment.
This document provides information about advertising with Conde Nast magazines to reach their target demographic of females aged 25-54 with an annual income above $50,000. It outlines details on circulation, costs and special issues for several Conde Nast magazines including Vogue, Glamour, Teen Vogue and Allure. A comparative analysis shows these Conde Nast magazines have higher circulation and lower CPM costs than competitor magazines, offering good reach and value for advertising.
Kate Uren has extensive experience in customer service roles, including as a sales assistant, receptionist, cashier, barista, waitress, and manager. She holds a Bachelor of Music degree from The University of Western Sydney with a sub-major in Film Studies. She attended several prestigious schools in Australia, including The Australian International Performing Arts High School, where she received numerous honors and certificates for academic and musical achievements.
This short document promotes creating presentations using Haiku Deck, a tool for making slideshows. It encourages the reader to get started making their own Haiku Deck presentation and sharing it on SlideShare. In just one sentence, it pitches the idea of using Haiku Deck to easily create engaging slideshow presentations.
This document provides an overview of research being conducted on the effectiveness of social media marketing for cosmetic companies. The research aims to understand who purchases makeup, how much they spend, and how social media influences buying habits. An online survey of over 100 women in Rhode Island collected data on demographics, social media usage, attitudes towards cosmetics, and factors influencing purchases. Preliminary analysis found that the target market is women aged 25-29 in Providence county who spend over 2 hours daily on social media, mostly Facebook. The research will help cosmetic companies better understand their customers and identify effective social media marketing strategies.
O evangelho de Marcos descreve (1) o entusiasmo inicial dos discípulos ao seguirem Jesus, (2) o desencontro e crise quando eles não compreendem a verdadeira identidade de Jesus, e (3) o fracasso total dos discípulos diante da cruz, apesar da fidelidade de alguns não-eleitos. O objetivo é provocar uma conversão nos cristãos e despertar nova esperança.
This document outlines a marketing plan for Glidden paint sold exclusively at Walmart. The goal is to increase awareness of Glidden paint at Walmart and encourage more do-it-yourself (DIY) projects among three target audiences: female millennials, young families, and baby boomers. The plan includes situation analysis, objectives, target market profiles, and media strategy. The key objectives are to increase awareness of Glidden at Walmart to 85%, increase consideration to 63.8%, and increase purchases to 27.4%. The media strategy involves prime time television, spot television, digital/social media, and public relations to reach the target audiences.
After a relationship with WPP’s Maxus that has lasted for about 10 years, Church & Dwight Co., the leading U.S. producer of baking soda and the company behind ARM & HAMMER, Trojan, Nair and Oxi Clean, is reviewing its media agency business.
Two Car Brewing Company is a proposed microbrewery started by Marcus Schroeder in his garage. It aims to provide craft beer alternatives for local Florida restaurants, as the state currently ranks poorly for breweries per capita. The business model is to start small, serving a handful of local restaurants, and grow responsibly by focusing on quality over mass production. Key milestones include raising startup capital, obtaining licenses, beginning brewing and sales, and expanding through customer involvement and social networking.
Luxury 2020: The Trends Shaping the Luxury Market of the FutureSeymourSloan
By 2020 we will see a different luxury market.
Luxury will not be immune to the businesss and external changes reshaping the world and these will create challenges that brands must be aware of and seek to maximise.
ProPod is a company that offers personalized single-serve coffee pods. It sees an opportunity to capitalize on the growing $4 billion coffee pod market, which is expanding at 11% annually as more consumers switch to single-serve options. ProPod will allow customers to design their own pods both inside and out for gifts or personal use. This provides a unique product in the market by combining personalization with the convenience of single-serve coffee pods. ProPod aims to partner with existing suppliers and manufacturers to produce customized pods via online orders. Its goal is to gain a 5% market share within five years, generating $50 million in annual revenue.
McDonald's launches a new advertising campaign created by its new lead agency, DDB Needham Worldwide, hoping to reverse declining sales. The ads aim to tap into Americans' feelings of nostalgia and positive experiences with McDonald's by depicting adults becoming excited and frenzied at the mere mention of McDonald's. While some franchisees are optimistic but cautious about the new "feel good" ads, analysts say they are just the first step and McDonald's will need to promote specific food offerings to truly drive sales again.
Movement education is a child-centered approach to physical education that focuses on teaching basic movement through exploration and varied apparatus. It analyzes movement using the factors of time, weight, space, and flow. The 16 basic movement themes developed through this approach include body awareness, spatial awareness, movement shapes, elevation, and partner/group work. Movement education aims to develop the whole child physically, socially, and academically by building fundamental movement skills.
This document summarizes key lessons and insights from four physical education tutorials. The first tutorial taught about using a games-based approach to skill development and differentiation. The second focused on critically evaluating health resources. The third discussed developmentally appropriate practices, motivation theories, and inclusive pedagogy. The fourth emphasized integrating diverse cultural games and activities to enhance learning and cultural awareness.
The document discusses movement education, an approach to physical education that focuses on fundamental movement skills through discovery learning and varied apparatus. It emphasizes child-centered learning and teaching basic movements conceptualized by Rudolf Laban. The goals of movement education are to help children become aware of movement potential, move competently and confidently, understand movement fundamentals, and value healthy play in order to positively impact physical, social, and cognitive development.
This proposal examines the effectiveness of social media marketing for cosmetics companies targeting women ages 18-24. It plans to conduct surveys of women at cosmetic retailers and through email to understand their social media use and how it influences purchases. A focus group will discuss influences on cosmetic use and test responses to a makeup tutorial video. The research aims to identify the most effective social media strategies to drive sales growth in the cosmetics industry. It has a low budget and will be conducted by students over 2-3 months, culminating in a final report of findings and marketing recommendations.
Movement education is an informal teaching method focused on discovery learning and basic movements. It emphasizes child-centered learning using apparatus for activities like climbing, hanging, swinging, and balancing. The approach analyzes and teaches fundamental movements based on Rudolf Laban's work. Movement education considers how the body moves in space and time, and works to develop skills in areas like dance, sports, and gymnastics. When well-implemented, it can positively impact children's social, physical, and academic development.
This document provides information about key theorists in cognitive and moral development:
- Jean Piaget and Lev Vygotsky were influential cognitive development theorists. Piaget proposed stages of cognitive development while Vygotsky emphasized social learning and scaffolding.
- Piaget and Lawrence Kohlberg made important contributions to the field of moral development. Piaget described stages of moral reasoning while Kohlberg proposed levels of moral judgment.
- Understanding child development allows teachers to effectively plan lessons, set expectations, and assess student progress based on their cognitive and moral capabilities. Applying this knowledge creates a supportive learning environment.
This document provides information about advertising with Conde Nast magazines to reach their target demographic of females aged 25-54 with an annual income above $50,000. It outlines details on circulation, costs and special issues for several Conde Nast magazines including Vogue, Glamour, Teen Vogue and Allure. A comparative analysis shows these Conde Nast magazines have higher circulation and lower CPM costs than competitor magazines, offering good reach and value for advertising.
Kate Uren has extensive experience in customer service roles, including as a sales assistant, receptionist, cashier, barista, waitress, and manager. She holds a Bachelor of Music degree from The University of Western Sydney with a sub-major in Film Studies. She attended several prestigious schools in Australia, including The Australian International Performing Arts High School, where she received numerous honors and certificates for academic and musical achievements.
This short document promotes creating presentations using Haiku Deck, a tool for making slideshows. It encourages the reader to get started making their own Haiku Deck presentation and sharing it on SlideShare. In just one sentence, it pitches the idea of using Haiku Deck to easily create engaging slideshow presentations.
This document provides an overview of research being conducted on the effectiveness of social media marketing for cosmetic companies. The research aims to understand who purchases makeup, how much they spend, and how social media influences buying habits. An online survey of over 100 women in Rhode Island collected data on demographics, social media usage, attitudes towards cosmetics, and factors influencing purchases. Preliminary analysis found that the target market is women aged 25-29 in Providence county who spend over 2 hours daily on social media, mostly Facebook. The research will help cosmetic companies better understand their customers and identify effective social media marketing strategies.
O evangelho de Marcos descreve (1) o entusiasmo inicial dos discípulos ao seguirem Jesus, (2) o desencontro e crise quando eles não compreendem a verdadeira identidade de Jesus, e (3) o fracasso total dos discípulos diante da cruz, apesar da fidelidade de alguns não-eleitos. O objetivo é provocar uma conversão nos cristãos e despertar nova esperança.
Мы рассмотрим модель создания эффективной бизнес-системы, которая будет ГАРАНТИРОВАТЬ выполнение целей компании.
На примере отдела FMCG-продаж рассмотрим следующие вопросы:
1. Этапы построения системы
2. Как учесть цели компании при разработке системы и её внедрении
3. Разработка и использование стандартов деятельности
4. Как снизить сопротивление при внедрении системы
5. Выработка новых профессиональных навыков у сотрудников
6. И прочее, прочее, прочее...
В презентации изложены некоторые принципы систематизации деятельности подразделения/компании, которые вы сможете применить в своей практике уже на следующий день.
Рассмотрим:
1. Основные причины возникновения проблем выполнения целей компании.
2. Недостатки традиционных подходов исправления ситуации.
3. Как описать бизнес-процессы вашего подразделения или сотрудника.
4. Как добиться выполнения поставленных целей сотрудником и гарантировать его высокую эффективность.
Ежедневные отчеты торговых представителей и маршрутизацияСергей Цыбульский
В презентации рассмотрены следующие вопросы:
- Как разработать эффективный маршрут торгового представителя (ТП), какие показатели закладывать в расчет;
- Как использовать отчетность для оценки эффективности работы ТП и его маршрута;
- Как разработать отчет и внедрить в практику работы;
Soldiers living in Area I, including KATUSAs, can earn volunteer hours by helping with a spring clean-up event at Camp Red Cloud's food court on Sunday, April 19 at 9am. The BOSS crew will meet at the food court. Soldiers should contact SPC Story at 010-2341-5442 or Mrs. Black at 732-9246 for more information about eligibility and to sign up for the event.
A brewpub is proposed to offer locals a variety of craft beers and seasonal brews not found in mass-produced brands. It will give customers selection and fresh options. Research shows the craft beer market is growing, especially among males ages 21-44. Competition exists from larger breweries, so the brewpub will produce quality beer and focus on regional expansion over mass production to maintain standards. The business model involves a tasting room, live music, and beer sales to consumers and retailers. Startup costs are estimated at $571,500 with sales of $180,000 projected the first year and 15-20% growth in subsequent years.
This document provides a brand marketing plan for Smirnoff vodka. It begins with an analysis of Smirnoff's current marketing situation, target market, and external factors. The plan then outlines objectives to target consumers looking to have fun like younger adults and maintain Smirnoff's quality. Strategies include a multimedia ad campaign targeting adults aged 28-35 and promoting Smirnoff's premium quality using transit ads. The integrated marketing message is to partner with Madonna for global nightlife events promoting Smirnoff through social media.
Multicultural Marketing in the Beer IndustrySarah Duffy
The document discusses the craft brewing industry and marketing strategies of different breweries. It notes that while beer sales overall are declining, craft beer sales are growing. It then discusses Anheuser-Busch InBev's use of ethnic marketing targeting Hispanics and African Americans. Samuel Adams is mentioned as taking a different approach by focusing on quality and community rather than targeted campaigns. The document analyzes differences between AB-InBev and Samuel Adams approaches to multicultural marketing.
Craft spirits are growing rapidly and gaining market share, posing a threat to larger, established spirit brands. The number of craft distilleries in the US has increased 48-fold in less than 40 years. Craft brands command higher prices and growth rates by appealing to consumers who seek higher quality, more authentic products. While craft brands still make up a small percentage of the overall market, their influence is already being felt and large brands need to learn from their storytelling and branding approaches to better compete in the crowded spirits market.
AdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model. “What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative minds in the industry.”
Business plan strategies powerpoint final brew pubJeremy
The document proposes creating a brew pub to provide locals with a variety of craft beers and seasonal selections. It notes growing sales in the craft beer industry and identifies the target market as males aged 21-44. Competition comes from larger breweries, so the business model focuses on producing quality seasonal beers while offering entertainment. Startup costs are estimated at $571,500 with sales of $180,000 projected in year one and 15-20% growth in subsequent years. Milestones include finding financing, a location and brew master by early 2011 and expanding distribution by 2013.
30 Lessons for Marketing Italian BrandsRobert Joseph
Reka Haros, Rebecca Hopkins, Cathy Huyghe, Robert Joseph and Damien Wilson offer insight during a Vinitaly session, into the most effective ways to sell Italian wines, especially, but not only, in the US market. The 30 lessons cover packaging, website design, advertising, PR and social media.
New World Spirits created Solbeso, the first spirit distilled from fresh cacao fruit, after discovering a new way to utilize cacao fruit in Peru. Solbeso gives drinkers the energy of the ancient Drink of the Immortals by using a proprietary process to harvest cacao fruit without disrupting bean production. The document provides marketing strategies and financial projections for growing Solbeso as a premium brand targeting the upscale Latin market in key cities.
A brewpub is proposed to offer locals a variety of craft beers and seasonal brews in response to demand for more options beyond mass-produced beers. Research shows the craft beer market is growing, dominated by males age 35-44. While large breweries face issues maintaining quality at scale, smaller breweries can struggle expanding beyond regional markets due to competition. The business model proposes a brewpub selling beer on-site and to retailers, with live music and events to drive sales of $180,000 in year one, forecasted to rise 15% and 20% in subsequent years. Startup costs are estimated at $571,500 with projections of cash flow and balance shown.
This document outlines growth strategies for Gallo Spirit Brands' portfolio, including New Amsterdam vodka and gin, Shellback rum, and Camarena tequila. For each spirit, it analyzes sales performance and competitors, then suggests initiatives like social media campaigns, on-package recipes, incentives for sales representatives, and merchandising tactics emphasizing heritage and ingredients. The presenter thanks the audience and invites questions.
Mickey Lonchar is a creative director and copywriter who has worked on 16 case studies for various clients. The case studies include print, TV, and online campaigns for brands like Freixenet Cordon Negro Brut sparkling wine, Litehouse Dressings, Circling Raven Golf Resort, Coeur d'Alene Casino, Anheuser-Busch Corporation, and others. The campaigns focused on increasing sales, market share, and brand awareness through strategic messaging in different advertising channels.
Mountain Man Brewing Company : Bringing the Brand to Light HBR Case StudyKanishka Yadav
PowerPoint Presentation discussing the marketing case study of Mountain Man Brewing Company: Bringing the Brand to Light. From Harvard business review.
This is a marketing plan for Kumala Reserve, a range of South African wine brand under Accolade Wine company. It includes industry analysis; brand audits; brand elements rebranding; market retargeting and communication mix.
This document showcases integrated marketing campaigns launched by different companies at different times. Which used both online and offline mediums, to create awareness and increase the brand recall among the consumers.
Brands must adapt their marketing strategies to survive in today's increasingly competitive environment. Traditional methods like television advertising are becoming less effective at reaching consumers who now spend more time online and on mobile devices. Beer brands in particular are experimenting with new media channels and experiential activities to better engage customers. This includes sponsoring live music events, film festivals, and branded experiences to build deeper relationships with audiences. Successful approaches tailor the message and find simple ideas that can be delivered across different channels to create a consistent brand experience.
Made by Mavis is a locally based jam and jelly company in Kentucky. To increase awareness and sales of its Jam of the Month Club, the document recommends partnering with a local brewery, Rhinegeist. It suggests targeting millennial craft beer drinkers and holding tasting events to introduce flavors and encourage signups for a Beer and Jam of the Month Club. The club would provide educational pairings of jams, jellies and beers at the brewery each month to build loyalty and repeat customers. The document outlines objectives, strategies and metrics to measure the success of the partnership and club.
The document proposes opening a brewpub to offer local craft beers and address consumer demand for more variety beyond mainstream beers. It would provide seasonal brews and different beers monthly. Market research shows the target demographic is males aged 21-44 who want real, non-mass produced beer. While larger breweries threaten competition, establishing quality products and regional or national expansion present opportunities. Financial projections estimate $571,500 in startup costs and $180,000 in first year sales, forecasting continued growth.
1. Black SheepBrandyDirectMarketingCampaign
Boutique shopsare onthe rise and thisis notdifferentwhenitcomestospirits.“Craftdistilleries
continue toattract fans andinvestment.Industryexpertsbelievethat750 independentdistillerieswill
operate aroundthe U.S. by the endof 2014.” (Admall).Accordingtothe industrytrendssmall distilleries
operate toursand tastingroomsfor customers(Admall).AccordingtoMRI+ the highestmakerfor
brandyare single,African-Americanmenbetweenthe agesof 21 to 49 (MRI+).Admall statesthatsales
for thisproductincreasesinJune andthenagainduringthe holidayseason(admall).
2. Running Brook Vineyards:
RunningBrookVineyardsisalocallyownedandoperatedwineryinNorthDartmouth,
Massachusettsofferinglocallygrownand100% natural wine to the community. “RunningBrook
VineyardandWinerywasfoundedin1998 by PedroTeixeiraandManuel Moraisout of a visionto
produce topqualitywinesthatwill make New Englandersproudandsatisfytheirpalates”
(http://www.runningbrookvineyard.com/#!location/c2q4) .Thiscompanyfocusestheireffortson
providingafamilyfriendlyenvironment. Theycurrentlyhosttastingandcookingclassesintheirwinery.
In addition,RunningBookoffersfree life musicforcustomerstoenjoy.The wineryhasarustic
atmosphere andthe buildingappearstobe abarn. Thisissmall and hasa verylocal establishment,
whichhas a homeyfeel to it.Itis a place where all the localsfeel comfortable andrelaxedintheirvery
rusticsetting.Forinstance whenyouarrive at the establishment,youmaybe greetedbya chickenor
two.Theirproduct can onlybe obtainedfromtheirwinery;theyare the sole distributor.Currently,they
are promotingtheirbrandonFacebookandrelyingonword- of-mouth.Theyare now tappingintothe
spiritmarketbylaunchingBlackSheepBrandy.
Black SheepBrandy:
LaunchingBlack SheepBrandywill notonly bringaboutpotentiallynew customers,butalsohelp
to establishawhole newlineof alcohol tothe RunningBrookVineyardsbrand.Manymayask; “why
wouldtheymake brandy?”well the answerisinthe ingredients.Infact,brandyactuallymeans“burned
wine”inthe Dutch language.(http://cocktails.about.com/od/spirits/p/brndy_bscs.htm)Brandyisliquor
distilledfromWINE!Sowhywouldn’tRunningBrookmake thislaunch?!
RunningBrookVineyardslikestothinkof themselvesasthe “Blacksheep”of the winery
industry,thus,the name “BlackSheepBrandy”wascreated.
3. Thisbrandy,as theircurrentwine line,willbe producedexclusivelyfromgrapesgrownintheir
fields.Thisexceptional feature will make thisproductunique andone of a kind.BlackSheep Brandywill
be 100% local and 100% Massachusetts.
Campaign Overview:
As a distillery,RunningBrookwill nothave adirectcompetitorsince itisn’tlike anyother
distillerywithinaclose distance fromthem.Since BlackSheepBrandyisanew product,there isno
previoushistoryonitsmarketingcampaign.The same conceptusedtopromote theirwine will be used
to stimulate salesandcreate productawarenessforBlackSheep.The winerystore willalsoserve asthe
exclusivedistributorof the liquor. The average price of thisbrandywill be $30-$40 perbottle.Three
differentkindsof brandywill be offeredatthisdistillerybutatlaunchonlythe white,un-agedversion
will be available.Frequenttastingandcookingclasseswill be offeredforthe brandy.
Giventhe uniquenessthatRunningBrookVineyardshas,theyhave chosentokeepthe target
marketveryniched.Witha targetage groupof 21-40, a demographicof all wine drinkers/enthusiast
withina100 mile radius,wholike togaina new experience,andenjoyafunandrustic atmosphere in
additiontothe currentin-house list.Since RunningBrookVineyardscustomersusuallybuymostof their
alcoholicbeveragesduringthe spring,summerandwinterholidaymonths,the objectivethatthe Black
SheepBrandywouldlike toreachisto encourage theircurrentcustomerstopurchase duringtheiroff
seasons.Mostimportantlyraise awarenessforBlackSheepBrandy. The advertisingtechniquesthatwill
be usedinthe launchof Black SheepBrandywill remain aswordof mouth,butRBV isgoingto start a
newdirectmarketingmethod,otherwise knownasdirectmail.Theyhave developedanenvelope
specificallydesignedtocapture the recipient’sattention,enclosedwithaletterof introductioninside.
Also,anotherdirectmail methodbeingusedinthe launchof thisproductwill be postcards enticingnew
and currentcustomersto visitthe RBV establishment.Furthermore,BlackSheepbrandywill be heavily
4. advertisedandpromotedviasocial mediachannelsincludingFacebook,Twitter,Pinterestand
Instagram.Online contestwill be launchedwhere individualswill compete inthe sharingandpostingof
the Black SheepBrandybrand,bysharingphotoswitha sharedhashtag inthe post.The hashtagRBV has
createdis#ShareaBlackSheep.The winnerorindividual withthe highestsharesandpostwill winaccess
to a RBV party of theirchoice.Pinterestwill alsobe playingarole intheirsocial mediacampaigns,the
Pinterestcampaignwill consistof RBV sharingvariousdrinkandfoodrecipesusingtheirBlackSheep
Brandy product.Lastly,an email blastwill be sentouttothe in-house listpromotingthe social media
efforts,the “Share”campaignalongwithaninvitationtocome inand try BlackSheep.The headline to
promote the uniquenessof the productwill be 100% local - 100% Massachusetts – 100% RunningBrook.
The colors usedforthiscampaignas mostlyredand blackto continue withRunningBrookcurrentcolor
scheme.Some yellowfromthe distillerylogoisbeenutilizedforcohesivenessandgreentopromote
natural and locallygrown. Nootherformof marketingwill be usedtoadvertisethisproduct.
An email blastwill be sentouttoall VIPmembersinvitingeachmembertoparticipate ina
mixologycontest.EachVIP memberinvitedwillbe instructedtocreate agroup of 4-5 inorder to
participate.The teammayconsistof individualswhoare notcurrentlymembers.(the underlyingmission
here isto gainpotential newcustomers).Inthismixologycontest,therewillbe three rounds.Each
roundwill require the teamscompete increatingnew,andunique drinkrecipesusinganyingredientsas
longas RBV blacksheepbrandyisone ingredient.The winningteamwillreceive the honorof being
placedinthe Black SheepBrandy hall of fame.The membersof the team, whoaren’tcurrentclub
memberswill becomeinstantclubmembers,andhave accesstoclubbenefits.
RunningBrookVineyardwillrunone promotioneveryfourmonths.The promotionwill be an
offertothe customersin meansof enticingthemtobecome a“Brandy ClubMember”.The benefitof
the Brandy Clubis;Brandy ClubMemberscanenjoy10% off everythree bottle brandypurchase.Also,if
a current memberisable toreferthree or more new clubmemberstothe BrandyClub,the original
5. memberwill receive afree bottle of BlackSheepBrandy.Some store promotionswill be offered.The
twooffersthat will be available instoresare:Buy4 bottlesandgetthe 5th bottle free andBuy2 bottles
and get30% off the 3rd.
The projectedcostof these marketingeffortswill be relativelylow giventhanmostof itwill be
done viasocial mediaandword-of-mouth.The estimatedcostwill be usedtocoverthe designof the
twomail pieces,envelopeandsome staticsadsto postand share on social media.Also,actual costto
mailingthe material andthe costto coverthe expensesforthe winnersof the Share contest.The
expectedamounttocoverthe expensesis$2,500 - $3,000.
The customerservice goal isto strengthenconnectionswith currentcustomersandwhile
gainingnewonesandconvertingthempartof the RunningBrookfamily.Promotingthe phrase:
“RunningBrook,where there are noguests,onlyfriendsthatwe haven’tmet”will be promotedto
motivate peopletocome inand jointhe party.
Overall:
The overall goal of thiscampaignwill be tocreate awarenessof the new masterpiece createdby
RunningBrook,BlackSheepBrandy,andto promote salesforit.In addition,RunningBrookislookingto
expanditscurrentproductselectionandstrengthenexistingrelation.We are expectingtopromote a
familyfriendlyenvironmentwhere the communitycanjoinandhave a goodtime.The “Share” campaign
will generate buzzandpromote awarenessviasocial media.The SCAMPERtool will be used topromote
ideasanddifferentusesforbrandyonPinterestandpromote BlackSheepsales.Additionally,the mail
pieceswill serveasanintroductionof BlackSheeptoexistingandnew customersandthe secondpiece
will motivate themtocome tothe wineryandtry it.These methodswill be verycostefficientandare
expectedtoyieldaplausible numberof client’sresponse.