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International Advertising Campaign
May 19, 2011
Cross Cultural Promotions Inc.
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Agenda
US• Objectives• Creative• Ad Placement• Budget• Evaluation
China• Target Market• Creative• Ad Placement• Budget• Evaluation
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Marketing Objectives
From June 2011 – May 2012• Increase total sales
– US by 15% 265k cases (Tito Beveridge, Owner)– China to 75k
• Increase brand awareness within target market (Young Affluents)
– US to 20%– China to 10%
• Increase distribution in US and China– US by 15% to 76 distributors (www.titosvodka.com)
– China to 10 distributors
Filmed Ads
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Storyboard for YouTube US Ad #1 Tito’s, so good you can taste it.
Regular guy approaches the bar and orders a Tito’s Vodka where a flashy dressed man is talking on his cell phone.
Other man “you know, you should really try my vodka. It is made for kings and comes in a fine crystal canter. And the quality… Its so good you can’t even taste it.”
Woman comes in between and orders an ice water and leaves. Other man distracted, unknowingly drinks from the wrong glass.
Other man drinks from glass and is deeply satisfied. “Superior”
Other man continues to shout into his cell phone.
Regular guy speaks to the camera: “At least he’ll be alright to drive.”
Announcer: “Tito’s… It’s not for everyone.”
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Storyboard for YouTube US Ad #2 Tito’s, it’s more of a sipping vodka
Regular guy orders a Tito’s on the rocks. Other man, rowdy, under dressed orders another vodka and juice.
Other man chugs his drink and slams it down on the bar. “WHOOOOO YAH”
Other man awkwardly dances making people around him uncomfortable.
Numerous camera cuts of other man passing out, drinking more, making a spectacle Regular guy watches in amusement
Regular guy looks at the other man and says into the camera “must be good stuff”.
Announcer: Tito’s… its not for everyone
Print Ads
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US Ad #1 – Accessories Not Needed
Accessories Not Included
Needed
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US Ad #2 – Save the Juice for the Kids
VODKA
Save the Juice for the Kids
Social Media
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facebook Viral App
Who Do You Want to Toast Today?
Choose any friend or group that you feel deserves a Toast
MUST BE 21 TO
SIGN UP
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How the Tito’s Toast facebook App Works
Do you know someone that deserves a toast? If so, click on this link so you can send a Tito’s Toast to show your appreciation.
Thanks Rick for a great semester of Learning!!!
Public Relations
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Tito’s US Tasting Event – Just Add Ice
Location – Chilled Warehouse
Time – Summer
Tickets – Website / Facebook
Details: •Ice glasses•Vodka samples – 3 drink max•1 admittance ticket per person•2,000 attendees max
Objectives:•Mobilize base•Raise awareness•Footage for future marketing
Promotion Calendar
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Promotional Calendar
Timeline
Budgeting
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Budget
Tito’s 2010 Sales - $60.7 million
US Budget 5% of Sales = $3 million
China Budget 5% of Sales = $3 million
Evaluation
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Campaign Evaluation
Distribution / Target Consumer:
• Monitor total number of distributors and penetration on a quarterly basis
• Survey retail establishments to see if their customers inquired about Tito’s in non-partnering stores
• Tito’s peel off sticker for consumers to provide their comments (online or business reply)
• Monitor brand awareness through consumer surveys utilizing an outside company
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Online Marketing:
• Total number of “likes” on facebook –To be measured after ad placements and events
• How many “Toasts” were received–Total users who signed up – make adjustments
• YouTube views–For commercials and event footage–Monitor if bloggers are posting links
Campaign Evaluation (con’t)
Chinese Campaign
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Target Market
We have choosen15 major cities as our target market.
BeijingShangHaiHongkongMacaoGuangZhouShenZhengHangzhou
HaerbinDalianWuhan, ChangSha, Chengdu, Chongqin,Tianjing,Nanjing
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Packaging Appearance
Tito’s ChinaTito’s US
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Ad Placement
Magazine TV Online Ads Social Media
Print Ads
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Print Ad
Public Relations
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Public Relations
Tito’s Hot Dancing Night
Sponsored ActivitiesLaunch national wide
Vodka Tasting Event
Social Media
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Renren Strategy
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Nontraditional tactics
Non-Traditional Tactics
1Combine QR Codeinto sweepstakeactivities
QR=Quick Response
2. Bus and bus stop signage3. Street Banners
Take out your phone and try
Promotion Calendar
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Promotion Calendar
Timeline
Budgeting
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Brief Budget
TOTAL BUDGET : 2, 900,000
Evaluation
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Campaign Evaluation - China
• Sales
• Conduct marketing research• On-line research• Paper research
• Tracking the using of QR• Google URL Shortener
• Track the social media• how many views and visits on Renren, Youku, Tudou• The quantity of comments to see the involvement of social media
Thank You