IMC Strategy
Gabriel Carabali, SoďŹ a Acosta, Alejandra Martinez, Miguel Calimbahin and Carly Schmidt
Vodka Infused Kombucha
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5% alcohol
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Made with organic ingredients
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105 cals per bottle
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3 grams of sugar per bottle
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Brand identity: black and white, unique packaging
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Available in 3 flavours
Target Market ● ● ● ● ●
Millennials Women (primary), Men (Secondary) Age: 19 to 30 years old Participate in casual drinking and lead a healthy and active lifestyle. Social Drinkers
Survey Insights ➔ 70% of participants said they drink beverages such as tea, kombucha ◆
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Key Insight
70% said that package design impacts theirs buying decision
Sales Promotion ●
On-Shelves promotions → 20 Flagship Stores 3 days When: Canada Day long weekend 2020 Cost: $210, 000 CAD
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Coupon Program→ Given at events, pop-ups and trade shows When: between May and December 2020 Cost: $200, 000 CAD
Sales Promotion Total→ $410, 000 CAD
Public Relations ●
Press Release→ Ontario media outlets invited When: April 2020 Cost: $20, 000 CAD
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Product Website→ $20, 000 CAD
Public Relations Total→ $40, 000 CAD
Advertising ●
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Out of Home Advertising → Public Transit, key to target market ○
Will build brand identity: consistent messages
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When: May-July 2020, Oct - Dec 2020
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Cost: $160, 000 CAD
LCBO Food and Drink Magazine →Targeted times of year ○
When: Spring/summer and the holiday season: 4 times
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Cost: $40 000
Advertising Total→ $200, 000 CAD
Online and Social Media ●
5 Social Media Platforms → Instagram, Twitter, Facebook, YouTube, Spotify
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When: May 2020- May 2021
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Cost: $200, 000 CAD
Mobile →Banners, Video, Text ○
When: May-July 2020, Oct- Dec 2020
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Cost: $140, 000
Online Total→ $340, 000 CAD
Direct Marketing ● ●
Promotional Emails LCBO Subscribers When: May, launch of Hard Bucha and beginning of July
Direct Marketing Total →$50, 000
Experiential ●
Events → NXNE, Boots and Hearts, TIFF ○
Cost: $200, 000 CAD
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Pop-Ups → 3 pop-ups, lasting 1 week each
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Where: Trinity Bellwoods, Dundas Square, Distillery District
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When: Victoria Day week , Canada Day week, Christmas Market 2020
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Cost: $30, 000 CAD
Sales Rep Team → Hired for the year ○
2 full time, 6 part time, 2 part time inside reps for the year
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Cost: $300 000
Experiential Total→ $540, 000 CAD
Trade ●
Trade Shows → 2 Trade Shows Where: Spirit of Toronto, April 25, 2020 Cost: $ 60, 000 CAD
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Sales Rep Team → Hired for the year
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Limited Time Offer → $1.50 off 4 pack Where: LCBO stores, coordinating with on-shelf advertising Cost: $ 15, 000 CAD for 4 weeks
Trade Total→ $75, 000 CAD
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Our margin
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LCBO margin 40%
45%
Hard Bucha Retail Cost → $11.36/ 4 Pack ➔
Premium Product
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Profit: 12%, $1, 415, 000
Summary ●
Summary
Product Launch Annual → May 2020 - May 2021
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Timing and strategies chosen to maximize reach and sales Hard Bucha retail price: $11.36
Thank you