Marketing Group:Alexander McConnell

Josh PintoChelsea Rickett

BELVEDERE VODKA

OBJECTIVE• Top of Mind Awareness (TOMA)

• Sales

TARGET MARKET• Younger target market ranging from 21-40

MESSAGE THEMEBelvedere Vodka provides a good time while still maintaining a

sense of class and elegance.It is a luxurious vodka.

SUPPORT• Belvedere Vodka has won the 2013 International Spirits

Challenge • Is the world’s first Luxurious Vodka

• Has won more awards at the annual Vodka masters than any of the other 116 vodkas entered

• Uses real fruit in their flavored vodkas• Has a vast variety to choose from

CONSTRAINTS• Expensive

• Not as well known as Grey Goose or Taaka• Must be 21 or older to consume

• Not everyone drinks vodka, not everyone drinks, can be addictive

MEANS-END CHAIN

Product Attributes

Premium and luxurious

vodka

Smooth and has a great

taste

Consumer Benefits

Consumers will have a good time

Enjoy its smooth and rich flavor

Personal Value

Enjoying one of the finer things in life

Feel elegant while drinking

VISUAL VS. VERBALVisual - we want people to see our product in an effort to help

raise awareness of itInternet Video

ADVERTISING APPEALSex Appeal - People will associate the ad with our product being

desirable and classy.

MESSAGE STRATEGYPreemptive Strategy - will be used to show how Belvedere is

superior to other vodkas

Resonance Strategy – will be used to connect the vodka with having a good time

EXECUTIONAL FRAMEWORKAuthoritative Approach - will be used to convince this brand of

vodka is better than others

ENDORSERThe product endorses itself.

TAGLINE“Classy, smooth, a luxurious vodka– Belvedere”

MEDIA PLACEMENT

EXPENDITUREYouTube - $100,000

EVALUATION TECHNIQUES• Check sales before and after the campaign is launched

INTERNET AD - Script

Script (Cont’d)

Script (Cont’d)