Experion Inc.

New Mix

Experion Inc.

Zubaida MustafaHussein KassamNikhil BhardwajSantiago Stacey

Andrea HellyerNader MahmoudiSimranjeet KaurKshitiz Khanna

Background

Market Trends

$20.8 Billion

10.8% Consumption

Positive Growth

Competitors

Smirnoff Ice

Bacardi Breezers

Mike Hard Lemonade

Patron

Jose Cuervo

Target Market

MALES AND FEMALES

Ages: 19-30 Students Young

Professionals

SOCIAL DRINKERS

Males: 14 Females: 9

Integrated Marketing Plan

Objectives

Increase Brand Awareness

Increase Sales by 15%

Utilize Social Media

Experience

New Bottle Design

VIDEO

http://www.youtube.com/watch?v=rFuUFeQIdpk

Augmented Reality

Beach in the City

Launch Party

Social Media

Print Advertising

Press Release

GOALS

Create buzz

Newsworthy info.

Get Published

Full Integration

Timeline

Total Gross

Week Beginning Monday Cost ($)

el Jimador

Social Media Facebook

Facebook "Your Story"Twitter

Twitter Lauch Party GiveawaysTOTAL MEDIA SPEND -$

Experiential Marketing Event DayVenue Booked

Augmented RealityBeach in the City

Official Launch PartyTOTAL MEDIA SPEND -$

PrintPrinted PostersPress Release

TOTAL MEDIA SPENDTOTAL EXPENDITURE

Jul-12Apr-12 May-12 Jun-12

el Jimado Integrated Marketing Timing Chart

Mar-12Feb-12Jan-12Dec-11Nov-11Oct-11Sep-11Aug-11

Metrics

Customer satisfaction Market penetration Brand awareness

Budget

Date Tactic Cost

January 28, 2012 Social Media Campaign begins $40,000

July 1, 2012 Print Media (Posters) $5,000

July 26, 2012 Augmented Reality $40,653

July 27, 2012 Beach Party at Dundas Square $196,818

July 28, 2012 e Jimador Tequila Launch Party $269,617

Total   $552,088

Cheers! Drink Responsibly…

New Mix