BRAND

POSITIONINGJessicA MONACK

SEAGRAM’S

SEAGRAM’SVODKAVODKA

BRAND FACTS

-Seagram’s vodka is made with American grain and isdistilled five times

-With a retail price of $10-$13 per fifth (750mL), it is considered a“lower-tier” vodka brand

-Seagram’s made a name for itself with its varieties of whiskey and gin

-Although vodka dominates the spirits industry, accounting for 32% of all distilled spirits sold in the U.S., vodka accounts for only a small portion of Seagram’s annual sales

BRAND FACTS

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CHALLENGE CHALLENGE

-In this increasingly crowded category, how can Seagram’s vodka find a way to stand out?

The annual International Review of Spirits vodka tasting in 2011 had over 143 entries, a new record.{ }

SEAGRAM’S VODKA

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In Google Images, 25% of the first 20 images under the search key-word “Seagram’s vodka” are pictures of Smirnoff.{ }

3

THE COMPETITIONTHE COMPETITION

-21% of U.S. vodka market (largest)

-Recent innovative all-inclusive media campaign

-Heavy social media presence (2-3 tweets per day on avg. since Nov. 2011, 300,000 Facebook fans)

-3rd largest globally imported vodka

(Swedish)

-5th largest in the U.S., Fastest-

growing spirit brand in U.S.

-“Cheap Chic” approach to market

Unlike Smirnoff and Svedka, Seagram’s has the opportunity to own a space that does not

exist in the sphere of partying and clubbing.4

-Seagram’s vodka is budget-friendly

-Premium vodka brands sell for double the price, but can they truly boast double the quality?

-Due to the economic climate, people have been trading down for affordable quality

$

This shift in favor towards lower-tier vodka consumption is an opportunity for Seagram’s

to leverage their price point.

Not PAying the priceNot paying the price

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Let’s stay inLet’s Stay in

-The Recession has also prompted a significant shift in favor of at-home consumption of spirits

-Since June 2009, there has been a 13% increase in off-premises consumption

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Drinking at home saves money, and

offers a level of comfort that most bars, clubs, and

restaurants cannot.6

MIXING&MatchingMIXING&Matching

-The process of creating cocktails using the techniques of molecular gastronomy. The goal is to create greater intensities and varieties of flavor.

-There are websites, books, and classes dedicated to mixology tips and recipes, making mixology accessible

-Branching off of the DIY movement, mixology offers a hands-on, home-made approach

Mixology invites creativity and experimentation, without

having to be behind a bar.

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WHO Will find this relevant?Who will find this relevant?

-Daunted by massive student loan debt and pressure to succeed

-More likely to plan their purchases versus purchase on impulse

-Purchase relatively more wine and spirits than older generations did at a comparable age

-More likely to explore new and different alcohol beverage products

-80% claim appearing comfortable is social settings is extremely important

“ambitious... but broke”-Freshly-graduated from college, Millennials between 21-25

-Actively looking for or have just landed that first big job

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These “Ambitious but Broke” aspiring young professionals are working with a tighter budget, but

still feel the urge to explore.

They have yet to establish their “drink”

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BRAND POSITIONINGBRAND POSITIONING

SEAGRAM’S VODKAoffers the CONFIDENCE TO MIx THAT APPLETINI YOU WERE TOO

EMBARRASSED TO ORDER AT THE BAR WITH YOUR COWORKERS

LAST WEek. WHY NOT TRY ADDING A DASH OF HOT SAUCE TO

YOUR COCKTAIL? Go Ahead, GARNISH WITH A MARSHMALLOW.

NO JUDGMENTS, NO RESTRICTIONS. WE SUPPORT THOSE BRAVE

ENOUGH TO BE THEIR OWN MIXOLOGIST WITHOUT BREAKING THE

BANK. WHEn HAPPY HOUR IS AT your place, the glass is

never half empty.

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BRAND POSITIONINGBRAND POSITIONING

BRINGING affordable creativity to

your at-home happy hour.

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1

RECOMMENDATIONSRECOMMENDATIONS

-Consideration should be given to updating bottle and packaging to appeal to a younger crowd -Consideration should be given to including mix tips on the packaging

-Consideration should be given to a possible partnership with affordable cocktail mixer brand(s)

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CREATIVE BRIEFCREATIVE BRIEF

1. BackgroundIn this economic climate, we have seen more people trading down to lower-tier vodka brands, as well as increased consumption of spirits at home. While people are working with tighter budgets, they still want the ability to explore different ways to spice up their cocktails.

2. ObjectiveA campaign that illustrates how Seagram’s is the perfect affordable vodka for mixing inventive drinks at home with friends.

3. Target AudienceFreshly-graduated from college, Millennial males and females between 21-25. Actively looking for or have just landed that first big job, they are plagued by student loan debts and be-ing on their own. They’re curious and willing to experiment with spirits, and they haven’t estab-lished what their “drink” is yet.

4. What do we want them to think?That Seagram’s vodka is the perfect spirit for mix-ing their latest invention in cocktails. We want them to see Seagram’s on the shelf and grab it because they realize their casual night in imbibing with friends will be incomplete without it.

5. PositioningBringing affordable creativity to your at-homehappy hour.

6. Unique Selling Point

Budget-friendly mixability.

7. Reason to BelieveSeagram’s vodka is priced lower than competitors but is just as versatile and mixable.

8. Overall tone of the campaign?Fun, adventurous, young, should invite social interaction and playfulness

9. Deliverablesa) Interactive website allowing users to be virtual mixologists and share their recipes with one another.

b) Smartphone app that acts as a “Mixologist Guide-book”, with various affordable drink recipes.

c) Seagram’s Youtube channel with real-life mixology experts bringing people drink ideas easily done at home.

c) Seagram’s Vodka mixology coffee table book and/or handbook.

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THANKYOU!

AppendixAppendix

SLIDE 11. http://www.infiniumspirits.com/brands/seagrams/2. http://hypertextbook.com/facts/2005/ZoeAnnGilroy.shtml3.. http://www.bevinfogroup.com/ME2/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=6EECC0FE471F4CA995CE2A3E9A8E4207&tier=4&id=CEE639CAB1124DB6AC7CF122C75932BD4. http://www.stateways.com/ME2/Audiences/dirmod.asp?sid=261FD34F67B34E7B8845C9E37D1E3704&nm=Industry+News&type=MultiPublishing&mod=PublishingTitles&mid=6EECC0FE471F4CA995CE2A3E9A8E4207&tier=4&id=9CB6E6D74A174E3F99C18E649C1F0388&AudId=8E6CED8483C34932BAF89E529B244A545. http://www.referenceforbusiness.com/history/Pa-Ql/Pernod-Ricard-S-A.html#b

SLIDE 21. http://www.tastings.com/spirits/features.html?features_id=87

Slide 41 http://www.adweek.com/news/advertising-branding/svedka-vodka-gets-upgrade-105432 2 http://www.google.com/search?client=safari&rls=en&q=svedka+marketing&ie=UTF-8&oe=UTF-83 http://www.mobilemarketer.com/cms/news/advertising/7997.html4 http://www.kunocreative.com/blog/bid/69996/New-Year-s-Eve-Mobile-Marketing-with-Svedka-Vodka

SLIDE 51. http://www.mutineermagazine.com/blog/2010/06/u-s-spirits-con-sumption-grows-for-12th-straight-year/2. http://www.prnewswire.com/news-releases/us-spirits-consumption-continues-13th-year-of-growth-consumers-slowly-return-to-on-prem-ise-125833328.html

SLIDE 61. http://www.time.com/time/business/article/0,8599,2008139,00.html#ixzz1tTmtUCVg2. http://www.ibisworld.com/industry/default.aspx?indid=16853. http://inthemix.on-premise.com/2009/09/iwsr-vodka-fights-through-the-turbulence/4. http://www.bloomberg.com/news/2011-10-24/is-i-drink-alone-this-recession-s-theme-song-the-ticker.html

SLIDE 71. http://citysip.com/global/on-the-cusp-of-cocktail-cool-the-sippin%E2%80%99-5-spirited-trends-of-2012-edition-i/#.TztTN-aaK2x2. http://www.chow.com/food-news/54866/10-raw-egg-cocktails/3. http://www.mixology.com/issues/40sr/4. http://cltampa.com/dailyloaf/archives/2011/05/31/cocktail-trend-emotion-inspired-drinks-by-local-mixologists-plus-recipes5. http://www.trendhunter.com/trends/high-tech-bartending6 http://do415.com/event/2012/03/22/diy-mixology-limoncello-atholl-brose-and-absinthe-infusions

SLIDE 81. Mintel Report: Marketing to Millennials US March 20102. Mintel Report: Marketing to College Students - US - July 20113. Tom Rosenstiel, Director, Pew Research Center http://pewresearch.org/pubs/1516/millennials-panel-two-millennials-media-information4. All Business Article http://www.marketingcharts.com/direct/18-24-yr-olds-send-3k-texts-per-month-19310/ 5. http://blog.nielsen.com/nielsenwire/consumer/millennials-redefine-the-alcohol-beverage-landscape/6. http://www.policymic.com/articles/5732/student-debt-crisis-is-likely-to-get-much-worse7. http://www.npr.org/blogs/thetwo-way/2012/04/23/151217630/ap-analysis-half-of-recent-college-grads-are-jobless-or-underemployed