This is a hypothetical integrated marketing strategy plan created for the United States product launch of Somersby Cider. For more: http://www.stuartisaacshapiro.com

1. Somersby Cider
US Product Launch
Rare Associates
Stephen Dil Patrick Mazur Stuart Shapiro
Angelo Fields Tyler Ritchey Peter Wolkowski

2. Agenda
1. Market Situation Analysis
2. Target Segment Audience
3. Objectives of the Campaign
4. Behavioral Timeline
5. Value Proposition
6. Outline of Suggested Media (Creative Brief)
7. Budget and Execution Plan
8. Results Measurement

3. Background
• Introduced by Carlsberg to
Europe in 2008
• Sold in 22 countries
• Crown Imports to introduce
and distribute domestically

4. US Cider Market
Cider as a product category Cider Consumption Comparison
• Current: 0.3% of US Market • US Consumption: 59 million liters
• 5 year expected: 1% of market • UK Consumption: 1.8 billion liters
• CAGR: 36% • US Market: $90M in CY2012
5 year market expectations
England: Cider is 15% of the alcohol • Market Size: $420 million
market • Consumption: 275M Liters
International trends indicate Cider is positioned to grow at a rapid rate. To benefit,
Somersby needs to appropriately position itself against established brands
Source: http://www.beveragedaily.com/Manufacturers/US-cider-market-set-to-explode-C-C-Group
Source: http://stream.wsj.com/story/markets/SS-2-5/SS-2-46115/

5. Company Overview

6. Situation Analysis
Increase of At Bar or
Restaurant
Alcohol Purchases
• Political 1982
• Economic 24% 40%
• Social
• Environmental
http://business.time.com/2012/10/26/youd-be-hard-pressed-to-find-a-hotter-alcoholic-beverage-than-hard-cider/,
http://www.npr.org/blogs/money/2012/06/19/155366716/what-america-spends-on-booze

7. Alcoholic Drink Category
Other Distilled
Wines Fermented Spirits
Beverages
Flavored
Traditional
Alcoholic Ciders Mixed Drinks
Beer
Beverages

8. Channel
Tier 1 Manufacturer
Importer
Tier 2 Distributor
Tier 3 Retail
On-site Off-site

9. US Hard Cider Sales 2011
16
14
12
Millions of Liters
10
8
6
4
2
0
Woodchuck Strongbow Hornsby's Magners Ace Cider

10. Agenda
1. Market Situation Analysis
2. Target Segment Audience
3. Objectives of the Campaign
4. Behavioral Timeline
5. Value Proposition
6. Outline of Suggested Media (Creative Brief)
7. Budget and Execution Plan
8. Results Measurement

11. Mainstream Alcohol Sales Trends
Beer
down
1.3%
Cider
up
31%
Source: Technomic – 2012 Beer Trends in Adult Beverages

12. “The core consumers for the major
domestic brands were among those
most impacted by the recession, so
their spending habits changed.
At the same time, taste preferences evolved,
especially among younger consumers, and we
saw beer drinkers increasingly seeking
more complex or varied flavor
profiles”
-Donna Hood Crecca, senior director, Adult Beverage Resource Group at
Technomic
Source: Beverage Daily.com – Carlsberg slakes US cider thirst with Somersby first

13. Who Is Not Somersby
“Yellow Fizzy” Spirits Woodchuck
Source: Californiabeat.org, collegeotr.com, ChaCha – Guide to Frat Styling

14. Somersby Cider Target Market
• 25-34 years old
• Urban lifestyle
• Spends a lot of time with
friends
• Positive and unafraid to
experiment
• Establishing themselves and
looking for a match for their
post-Ikea refinement
Source: Zimbio, weheartit.com, Budejovicky Budvar

15. Agenda
1. Market Situation Analysis
2. Target Segment Audience
3. Objectives of the Campaign
4. Behavioral Timeline
5. Value Proposition
6. Outline of Suggested Media (Creative Brief)
7. Budget and Execution Plan
8. Results Measurement

16. Campaign Objectives
US Cider Market
25%
Over five years, potential sales go from $27M in 2013 to $105M in 2018

17. Agenda
1. Market Situation Analysis
2. Target Segment Audience
3. Objectives of the Campaign
4. Behavioral Timeline
5. Value Proposition
6. Outline of Suggested Media (Creative Brief)
7. Budget and Execution Plan
8. Results Measurement

18. Behavioral Timeline for Somersby Cider
Audience/Element:
Distributor
When? 1st target
What do we want them to believe? audience for
Cider isn’t just a fad and its increasing popularity is important to our business. partner co-op
marketing purposes
What do we want them to do?
Get excited about having a cider like Somersby in their brand portfolio.
Audience/Element:
On premise accounts/consumer
When? 2nd target
What do we want them to believe? audience for
Increased cider popularity is important to your business and our Somersby draught option will sampling and
give you great margins and fast keg turnover. promotional
purposes
What do we want them to do?
Ask their Crown sales rep for Somersby draught and bottles. Give a tap handle and cooler
space to Somersby products. Promote Somersby in their establishments.
Audience/Element:
Off premise accounts/consumer
When? 3rd target
What do we want them to believe? audience after
Increased cider popularity is important to your business and our Somersby bottle option will sampling on
give you fast turns. premise (6-pack
purchase, etc.)
What do we want them to do?
Ask their Crown sales rep for Somersby bottles. Give cooler space to Somersby bottles and
promote Somersby through POS and specials.
18

19. Hypothetical Timeline – Somersby Cider
Belief: Cider is next
Distributor Action: Get excited
Belief: Cider is next
On premise Action: Stock Somersby
accounts in Kegs/Bottles
Belief: Cider is next
Off premise Action: Stock Somersby
accounts Bottles
Young, urban
professionals Belief: Even though cider might not appear to be your thing, it is
who are okay to be curious. You’re young, progressive, and don’t care as
socially much as you used to about what other people think of your adult
active and drink choices. What you drink should taste exceptional.
looking to try
something
Action: Sample Somersby on premise, buy Somersby at both
other than
beer/spirits
•••
JAN FEB MAR APR MAY JUN JUL AUG SEP
19
19

20. Agenda
1. Market Situation Analysis
2. Target Segment Audience
3. Objectives of the Campaign
4. Behavioral Timeline
5. Value Proposition
6. Outline of Suggested Media (Creative Brief)
7. Budget and Execution Plan
8. Results Measurement

21. Value Proposition for End Consumer
• For the refined urbanite…
• …that needs an alternative to immature and bland beers…
• Somersby Cider
• …provides a novel and refreshing drinking experience…
• …unlike Woodchuck Cider or Miller Lite beer.
• We do this by producing a drink straight from apples
• …As demonstrated by the pleasant, summery aroma and
lack of beer bitterness.

22. Value Proposition for On Premise Accounts
• For the trendy bar or restaurant…
• …that needs a new way to bring in a hipper crowd…
• Somersby Cider
• …provides a lucrative, novel product offering…
• …unlike other ciders and craft beers.
• We do this by ensuring fast turnover and higher
margins…
• …As demonstrated by a growing surge of cider purchases.

23. Agenda
1. Market Situation Analysis
2. Target Segment Audience
3. Objectives of the Campaign
4. Behavioral Timeline
5. Value Proposition
6. Outline of Suggested Media (Creative Brief)
7. Budget and Execution Plan
8. Results Measurement

24. Advertising Brief
Why are we advertising? To create brand awareness, resonance, and equity for
the introduction of a new product in a small but growing
product category.
What is the objective and To differentiate and position the Somersby brand against
current alcoholic ciders such as Woodchuck, Strongbow,
what can we achieve? and Hornsby’s.
Target Audience Young twenty to thirty-somethings or young at heart GenXers
and Boomers who have sociable personalities that seek to
Demography? differentiate themselves from the masses by adopting and
consuming unique products. People who use consumer
products as a means to create perceptual differentiation
among their peers.
What should a consumer Somersby should resonate as a unique product offering that
has both a distinctive brand position and a different product
think about our brand attributes.
and what should they say?
What is the most Somersby is not simply a different product than traditional
alcoholic beverages but also distinctive from other ciders.
important thought we Somersby is more refreshing and can be served over ice
need to communicate? making it the perfect summertime product.

25. Advertising Brief Continued
Why should the Somersby is manufactured by Carlsberg Group and was
introduced to the European market in 2008. In 2012, the global
prospective customer volume market for Somersby doubled. These stellar growth
believe our brand numbers reflect the strength of the brand, the product and the
communications? messaging.
What tone should the Edgy but not offensive. Fun but not slapstick. The brand
will be introduced in three target markets (Charleston,
communications take? Minneapolis, and Madison) and the communications will be tied
to local cultural events such as music festivals.
What other creative • Existing creative assets such as the Somersby Cider character
• International brand strategy (does it transfer?)
concepts do we need • Understanding competitive brands such as Woodchuck and
to consider? Strongbow
• Growing product category: Cider vs. Beer
• Mediums: print, digital, TV, sponsorships, in-store and bar

26. Agenda
1. Market Situation Analysis
2. Target Segment Audience
3. Objectives of the Campaign
4. Behavioral Timeline
5. Value Proposition
6. Outline of Suggested Media (Creative Brief)
7. Budget and Execution Plan
8. Results Measurement

27. Proposed Budget
Target Result Medium Budget 1 2 3 4 5 6 7 8 9 10 11 12
New Staffing Brand Manger, Ast. $ 250,000
Brand Manger
Employee Communications intranet, email, $ 5,000
flyer, samples
CEO visits CEO time/travel $ 50,000
Key Account Communication $ 100,000
Media Relations and PR $ 250,000
Trade media $ 300,000
Chanel Communications Key trade show $ 300,000
visits/booth
Advertising TV - Local Minneapolis MN, $ 10,000,000
Madison WI,
Charleston SC
Sponsorship Local, urban $ 500,000
festivals e.g music,
food
Print Magazine $ 1,000,000
Social Media FB, You Tube, $ 100,000
Twitter
Web site $ 100,000
Industry Nights $ 250,000
Tracking/Measurment $ 200,000
Program Total for year $ 13,405,000
Carlsberg SG&A ratio 35% Sales required $ 38,300,000

28. Agenda
1. Market Situation Analysis
2. Target Segment Audience
3. Objectives of the Campaign
4. Behavioral Timeline
5. Value Proposition
6. Outline of Suggested Media (Creative Brief)
7. Budget and Execution Plan
8. Results Measurement

29. Results Measurement
Desired outcome:
•25% market share of cider category within
five years
Metrics:
•Sales figures against market and
competitors
•SG&A to sales
•Aided and unaided brand awareness