Marketing plan for fictional tequila brand, Seis Tequila, done by NYU Stern MBAs Rex Pham and Whitney Krueger

1. SEIS
TEQUILA
6
Strategic Marketing Plan
Rex Pham & Whitney Krueger

2. AGENDA
• INDUSTRY ANALSYS
• THE SEIS BRAND
• LAUNCH
• MARKETING PLAN
• GOING FORWARD
• CONCLUSIONS
6

3. 6
INDUSTRY ANALYSIS

4. Diageo and Jose Cuervo will be ending their distribution
deal in June 2013, removing an extremely prominent
brand (world’s #1 tequila) from Diageo’s portfolio. Diageo
hopes to fill this void with a new tequila that will eventually
regain the company’s place on top of the tequila category.
Seis Tequila is that brand.
THE SITUATION
VS
DUSTRY ANALYSIS

5. WHY DO WE NEED A NEW
TEQUILA?
• With the loss of Jose Cuervo, Diageo loses its position as #1
in the tequila market & loses a brand that generates $500M
annual sales
• Tequila is one of the fastest growing spirit categories, 17%
since 2007 (2nd only to vodka)
• Increased popularity in “premium” tequilas
• No premium tequila on the market reflect and celebrates the
uniqueness of its drinkers
DUSTRY ANALYSIS

6. 2012 Spirit Sales in US based on 9 Liter Cases (in thousands)
Category Sales Volume Percent of Market
Vodka 65,184 32%
Whiskey 49,656 25%
Rum 25,498 13%
Liqueurs 21,236 11%
Tequila 12,326 6%
Brandy 10,993 5%
Gin 10,728 5%
Mixers 6,261 3%
Total 201,882 100%
TEQUILA vs THE SPIRIT
INDUSTRY
DUSTRY ANALYSIS

7. MARKET STRUCTURE
Vodk
a
Rum WhiskeyTequil
a
Brand
y
Gin
Spirits
Ultra Premium Super Premium Premiu
m
Value
El
Tesor
o
Don Julio Patron
Cazado
res
Milagro Jose
Cuervo
Sauza
1800
Tequila
Juarez
Montezu
ma
DUSTRY ANALYSIS

8. PRICE vs DESIRABILITY
0
1
2
3
4
5
0 1 2 3 4 5
PRICE
DESIRABILITY
DUSTRY ANALYSIS

9. 0
1
2
3
4
5
0 1 2 3 4 5
PRICE vs. LINK to MUSIC
PRICE
LINK TO MUSIC
DUSTRY ANALYSIS

10. 0
1
2
3
4
5
0 1 2 3 4 5
PRICE vs. TASTE
PRICE
TASTE
DUSTRY ANALYSIS

11. SOURCES of VOLUME
Segment Example
% of Customers
From Segment
Forecast Sales
2013 (in
thousands)
Projected Sales
(in thousands)
Super Premium
Tequila Consumers Patron 4% 2,156 86.24
Upgrading Tequila
Consumers Jose Cuervo 4% 2,959 118.36
Premium Clear Spirits
Consumers Grey Goose 1% 5,585 55.85
Image Brand
Consumers Absolut/ Ciroc 1% 6,734 67.34
Total 327.79
DUSTRY ANALYSIS

12. 6
THE SEIS BRAND

13. POSITIONING STATEMENT
To the 25-35 year old social and cultural
influencers, Seis Tequila is a premium brand that
reflects your unique personalities and ambitions,
while enhancing your perception of tequila through
invigorating sensory experiences; Seis is a catalyst
to your exciting lifestyles
“A sense of you”
HE SEIS BRAND

14. • Silver tequila from 100% pure blue agave
• Produced in the highlands of Jalisco, Mexico
• Lighter, sweeter taste due to distillation process
• Priced in “super premium” category: $35-$40
• Eventual launch of “gold” tequila
• Initially focus on on-premise, then move to retail
THE PRODUCT
Back in 1892, long time shoemaker Ramon Vega experimented with
distilling tequila, harvesting the blue agave plants that grew around his
home in Amatitán, Jalisco, Mexico. A true craftsman, Vega developed a
unique process that produced a tequila that was smooth and lightly
sweet, which won praise from his friends and family. At the same
time, his shoe business was struggling and he faced difficult dilemma:
try to continue the shoemaking craft that has run in his family for
generations or pursue his real passion of producing beloved tequila.
Vega chose the later, and his timeless tequila is now Seis.
HE SEIS BRAND

15. BLANCO “WHITE” TEQUILA
HE SEIS BRAND
19.6
24.7
29.3
12.2
16.6
19.3
2.8 3.4 3.6
0
10
20
30
2009 2010 2011
Blanco
Repesado
Anejo
Extra Anejo
US Tequila Consumption
(Liters- Millions)

16. 6
LAUNCH

17. THE LAUNCH
• Officially launch in late March, with marketing starting in
February to generate buzz
• Extensive marketing two weeks before May 5th. More
tequila is consumed on Cinco de Mayo than any day of
the year.
• Concentration on spring/ summer holidays: Memorial
Day, 4th of July, Labor Day
• Peak on New Year’s eve
LAUNCH

18. TARGET MARKETS
Total Tequila
Drinkers: Drank In
Last 6 MonthsCalifornia 1,597,881
Texas 1,151,606
New York 908,271
Florida 907,867
Illinois 601,624
Target 6 large urban markets with: high volume of tequila drinkers,
sizeable Hispanic population, influential cultures, lively nightlife and
entertainment
LAUNCH

19. TARGET MARKETS
Los Angeles San Francisco Miami
New York City Chicago Houston
LAUNCH

20. 6
MARKETING PLAN

21. MARKETING SPENDING
SPLIT
10%
25%
39%
24%
2% 1%
Radio (950K)
Trade (2.375M)
Experiential (3.657M)
Digital (2.251M)
PR (161K)
Out of Home (104K)
Total Budget = $9.5 M
ARKETING PLAN

22. MARKETING BUDGET
ARKETING PLAN
2nd Quarter 2014 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23
Experiential 900,000 240,000
Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673
OOH 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263
Radio 50,667 50,667 50,667 63,333 63,333 63,333 25,333 25,333 25,333 25,333 50,667 50,667 50,667
Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365
PR 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908
Total 143,613 143,613 143,613 156,279 161,543 1,061,543 123,543 123,543 123,543 363,543 148,876 148,876 148,876 2,991,002
3rd Quarter 2014 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 8/25 9/1 9/8 9/15 9/22
Experiential 240,000 240,000 240,000
Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673
OOH 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263 5,263
TV Streaming 63,333 25,333 25,333 25,333 25,333 25,333 25,333 50,667 63,333 25,333 - - -
Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365
PR 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 3,908 2,308 2,308 2,308
Total 401,543 123,543 123,543 123,543 123,543 363,543 123,543 148,876 161,543 363,543 91,346 91,346 91,346 2,330,798
4th Quarter 2014 9/29 10/6 10/13 10/20 10/27 11/3 11/10 11/17 11/24 12/1 12/8 12/15 12/22
Experiential 240,000 240,000 240,000
Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673
OOH
TV Streaming - - - - - - - - - - - - -
Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365
PR 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 3,908 3,908
Total 91,346 331,346 91,346 91,346 91,346 331,346 91,346 91,346 91,346 331,346 91,346 92,946 92,946 1,910,700
1st Quarter 2015 12/15 12/22 12/29 1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9
Experiential 360,000 240,000 240,000 240,000
Trade 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673 45,673
OOH
TV Streaming - - - - - - - - - - - - -
Digital 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365 43,365
PR 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308 2,308
Total 91,346 91,346 451,346 331,346 91,346 91,346 91,346 331,346 91,346 91,346 91,346 331,346 91,346 2,267,500
TOTAL 9,500,000

23. WEEKS IN FLIGHT
ARKETING PLAN
2nd Quarter 2014 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23
Experiential
Trade
OOH
Radio
Digital
PR
3rd Quarter 2014 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 8/25 9/1 9/8 9/15 9/22
Experiential
Trade
OOH
Radio
Digital
PR
4th Quarter 2014 9/29 10/6 10/13 10/20 10/27 11/3 11/10 11/17 11/24 12/1 12/8 12/15 12/22
Experiential
Trade
OOH
Radio
Digital
PR
1st Quarter 2015 12/15 12/22 12/29 1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9
Experiential
Trade
OOH
Radio
Digital
PR

24. 360° MARKETING
Experiential Events
Concerts
Art Exhibitions
Nightlife
Mobile Apps
Interactive Contests/ Giveaway
Out of Home
Digital Music
Street Art
Point of Sale
Consumer Education
Customization
Brand
Ambassadors
6
Radio
Product Seeding
Social Media
Digital Content
ARKETING PLAN

25. Seis Tequila reflects the vibrant personalities & lifestyle of consumers and
conveys it in a tequila that stimulates memorable experiences
Transform the
negative perception of
tequila into a more
refined image
Become a “top of mind”
choice amongst influential
alcohol consumers
Integrate brand into
the lives of our target
consumers
GOALS
APPROACH
Educate/ mentor
consumers on how to
identify & appreciate
premium tequila
Establish
genuine
credibility with
consumers
Focus majority of
resources on digital,
experiential, and on
premise marketing
Establish strong
presence in 6 key urban
markets
Develop
partnerships with
brand ambassadors
that embody brand’s
values
Shift consumption
method to sipping &
cocktails
ARKETING PLAN

26. 6
GOAL #1
Transform tequila’s poor
image
ARKETING PLAN

27. CHALLENGE: NEGATIVE
STEREOTYPES
• Closely associated with wild Spring Break parties
• Widespread notion that tequila has a poor taste, is cheap in
quality, burns, and causes bad hangovers
• “Premium” tequilas is growing, but still not top of mind
ARKETING PLAN

28. APPROACH: CONSUMER
EDUCATION
Tasting Events
• Held in target markets, guests signup online
• Seis’ Master Distiller walks guests through the
craftsmanship, explaining the premium elements
• Guests learn about the heritage behind Seis,
how to differentiate it, ways to appreciate
premium tequila
• Results: raises consumer tequila IQ, familiarizes
them with Seis, allows them to taste, utilize
contact information to do direct marketing
Original Viral Content
• Produce online video content showcasing history
and heritage
• Behind the scenes clips of the production
process
• Content could be conveniently viewed and
shared
• Results: consumers learn about the building
blocks of Seis in an engaging way, drives social
media activity when content is shared, quickly
reach a large audienceRKETING PLAN- GOAL #1

29. • Bartenders are key touch points and trusted resources for alcohol
consumers, Seis Tequila School leverages them as “professors”
on tequila
• Events posted on social media, where guests also RSVP
• “Professors” teach guests how to mix Seis infused cocktails and
how to appreciate super premium tequila
• Broadcast “course” online, encourage interaction from viewers
through live chat/ tweets
• Share recipes on website/ social media
• Results: allow consumers to taste, introduce consumers to new
ways to consume Seis tequila, develop signature cocktails, build
relationships with influential mixologists, generate social media
fan base, leave impression
ACTION: CONSUMER
EDUCATION
“Seis Tequila School”
RKETING PLAN- GOAL #1

30. 6
GOAL #2
Be the tequila of choice
ARKETING PLAN

31. CHALLENGE: INTENSE
COMPETITION
• Well over 1,269 brands of tequila on the market
• Category dominated by Jose Cuervo (27% market share),
Patron (15%), and Sauza (14%)
• Tequila not as popular as vodka, whiskey, rum
RKETING PLAN- GOAL #2

32. APPROACH: MAKE
CONSUMERS NOTICE
189
2
Ramon
Vega
Amatit
án
Label Design Contest
• Consumers submit designs online
• Seis selects 10. Public votes for their favorite on
Seis website
• Top 3 labels get limited production
• Results: generate excitement, social media
activity, word of mouth, & PR, establish brand’s
creative identity, connect with consumers
The Seis Bottle
RKETING PLAN- GOAL #2
Limited Edition Packaging
• Special edition bottles designed by different
artists (local and known)
• Limited production
• Creates demand and collectability element
• Artists/ designs/ retail locations announced
through social media
• Results: creates demand, builds social media
following, association with artists, builds
relationships with retailers

33. APPROACH: MAKE
CONSUMERS NOTICE
Strategic Sponsorships
• Leverage sponsorships of concerts, festivals, & cultural
events to reach target audience
• Sponsor industry trade shows
• Results: reach consumers in high traffic environment,
build awareness, associate Seis with art, music,
fashion& good times, allow consumers to sample,
RKETING PLAN- GOAL #2

34. APPROACH: MAKE
CONSUMERS NOTICE
Digital Search
• Claim specific keywords/ be included in
top search results on Google, Bing,
Yahoo
Examples :
• Brand/Tequila Keywords: 6, Seis, 6 Tequila,
Seis Tequila, 6 Tequila, Six Tequila, Tequila
• Competitive Search Terms: 1800, Jose
Cuervo,, Patron
• Nightlife/Culture Search Terms: Nightlife in
NYC, Nightlife in New York, Night Life in
Chicago, Bars in NYC, Bars in New York,
Bars in Chicago, Bars in LA, Bars in Los
Angeles, Clubs in LA, Clubs in Los Angeles,
Clubs in Dallas, Clubs in Miami, Concerts in
New York, Concerts in Chicago
RKETING PLAN- GOAL #2

35. APPROACH: MAKE
CONSUMERS NOTICE
Mysterious 6
• Pre- launch, “6” signs, posters, mural,
stickers are found all over target cities
• Accompanying “#whatisseis?”& website
address with teaser content
• Consumers encouraged to seek out/
take pictures of 6s for prizes
• Results: generates curiosity &
excitement, establish ownership of “6”,
drive social media following
RKETING PLAN- GOAL #2

36. 6
GOAL #3
Integrate into the lifestyle
of the consumers
ARKETING PLAN

37. CHALLENGE: CONSUMERS ARE
PICKY WITH BRANDS
• Target influencer demographic is selective of the
brands they associate with
• Knowledgeable of trends
• Express themselves through their choices in
fashion, music, art, parties, overall lifestyle
• Value brands that are authentic, disregard those
that aren’t
RKETING PLAN- GOAL #3

38. APPROACH: Lifestyle
Integration
Brand Ambassadors
• Partner with individuals who convey
creativity, individualism, and good taste
• Choose up & coming artists, creatives,
designers with strong social followings and
buzz
• Celebrities & local figures
• Ambassadors host, perform, promote events,
participate in creative direction of brand
• Results: add personality/ face to the brand,
gives consumers personal connection,
piggyback off ambassadors followings, create
content, expands Seis past being only a
tequila brand
RKETING PLAN- GOAL #3

39. APPROACH: LIFESTYLE
INTEGRATION
• Inform consumers of a free concerts. Advise them to follow Seis’ social
media for details.
• Details of show (time, place, performer) are kept secret until 4 hours before
showtime
• To RSVP, people have to answer a simple question (ie “What excites you?”)
and the best, immediate responses gain entry
• Invite bloggers, celebrities, influencers to generate PR
• Concerts held in intimate venue. Seis is promoted on-premise, with sampling
opportunities
• Brand ambassador performs exclusive, which can download on Seis website
• Pictures, video content posted on social/ digital outlets
• Results: create memorable experience for consumers, associates the brand
with artists, builds social media following, and generates PR/ buzz due to
mysteriousness/ exclusivity of the shows.
“Seis Secret Shows”
RKETING PLAN- GOAL #3

40. APPROACH: LIFESTYLE
INTEGRATION
Digital Presence
Blog Relationships
Utilize influential lifestyle blogs to
promote Seis by inviting to events
Digital Music Playlists
Partner with Spotify/ Pandora to curate
music playlists featuring brand
ambassadors and other favorite artist
Original Content
Produce videos, music, artwork with
ambassadors and consumers to share
on content outlets YouTube and Tumblr
Social Media Engagement
Use Facebook, Twitter, Instagram to
“converse” with consumers and engage
consumers after using product/ going to
events
KETING PLAN- GOAL #3

41. APPROACH: LIFESTYLE
INTEGRATIONDigital Presence
RKETING PLAN- GOAL #3

42. APPROACH: LIFESTYLE
INTEGRATION
• More tequila is consumed on Cinco de Mayo than on any
other day of the year
• Cinco de Mayo has grown to more of a big party and has lost
that cultural aspect. Seis de Mayo celebrates Mexican
heritage, with tequila as a compliment, not the focus
• Outdoor event that blends traditional and modern Mexican
culture. Seis brings together chefs, artists, and performers
• All ages event with specific areas for 21+ to buy Seis product
• Results: develop stronger link to Hispanic community,
celebrate brand heritage, build relationship with businesses,
generate PR
RKETING PLAN- GOAL #3
Seis de Mayo

43. MUST HAVES vs NICE TO
HAVES
Must Have
• Experiential
• Digital
• Trade
Nice to Have
• Radio
• Out of Home
• PR

44. QUESTIONS?