The document outlines a marketing plan for a new wine product launch that includes print and digital advertising, a website and mobile app, and sponsorship of a music tour. Key elements of the plan include developing ads around a theme of positive social impact, targeting 21-25 year olds who enjoy fruity wines, and sponsoring a Daft Punk tour to promote the brand across 15 cities over 2 months. The goal is to create awareness of the new product and engage customers through contests, pre-launch access, and band engagement.

1. BECAUSE IT MATTERS

2. VIDEO 45”CLICK HERE

3. Marketing
Director
Strategic Planning
Manager
New Product
Manager
Project
Manager
Creative
and Media
Director

6. Adults 21-25 years
POSITIVE SOCIAL
IMPACT
CONNECTED STAND UP FOR
BELIEVES
OPEn TO NEW
BRANDS
WINE
CONSUMER

7. RESEARCH
TASTE: 83%
28% drink daily
43% drink ONCE
A WEEK
71% LIKES FRUITY
FLAVOR
LABEL AND IMAGE
ALWAYS UP FOR A DRINK

8. SHEENA

9. EDWARD

11. NEW PRODUCT
2 Version - Bag and
Sixpack
Crown Cork
7 Flavors
8% Alcohol
WHITE AND RED
WINE

13. TV
RADIO
DIGITAL
STRATEGY
1 2 3 4 5 6 7LAUNCH LAUNCH MAINT. MAINT. MAINT. SPONSOR
30%6.6%
JANUARY 2016
50%
JULY 2016
CAMPAIGN
FACEBOOK
TWITTER
INSTAGRAM
#BECAUSEITMATTERS
WEBSITE
SPONSOR

15. MEDIA

16. LAUNCH
MEDIA MAINTENANCE SPONSORSHIP
+17

17. CREATIVE CONCEPT

18. PRINT ADS

19. PRINT ADS

20. Print ads causes

21. Print ads causes

22. WEBSITE

23. MOBILE APP
socIAL INTEGRATION
Infos
Chat
Community
Content generation
Delivery
Taxi integration
Check in
Friends in place

24. VIDEO 15”CLICK HERE

26. SPONSORSHIP

27. DAFT PUNK TOUR BY Y RAYMOND
15 cities in 2 MONTHS
NO TICKETS SALE
MEDIUM VENUES
GOAL: CREATE AWARENESS AND HAVE MORE POSSIBILITIES TO PROMOTE Y
DIGITAL CONTESTS
EXCLUSIVE PRE-DISTRIBUTION
ENGAGEMENT USING THE BAND
SPECIAL LAUNCH

28. Y ARE WE READY?
BECAUSE
IT MATTERS!

29. THANK YOU