BRAND LINE EXTENSION
Professor Alessandro Cannata Fashion 763
Brandon Crocker Abbey Dahl Sasha Noronha Madison Ottenbacher Komal Sandhu
BRAND LINE EXTENSION
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TABLE OF CONTENTS 1.0 EXECUTIVE SUMMARY 2.0 INTRODUCTION 3.0 SITUATIONAL ANALYSIS 4.0 RESEARCH 5.0 MARKET STRATEGY 6.0 MEDIA ALLOCATION 7.0 CREATIVE IDEA 8.0 CAMPAIGN EVALUATION 9.0 CLOSING RECOMMENDATIONS 10.0 APPENDIX
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“Excellence from the ground to the bottle.� 10
1.0
E X E C U T I V E S U M M A RY
Bisol is not just a brand, but also a small Italian family name, highly regarded due to their prosecco production since 1542. Bisol was founded in the mid-1500s with the goal of producing the finest prosecco in the Valdobbiadene region. Today, Bisol is celebrated as a premium prosecco brand with their DOCG label, but unfortunately has still not broken through in the U.S. market. Bisol's quality of production and brand heritage is present, but the brand name is not well known.
execute this in two ways. First, to create brand awareness, Bisol decided to collaborate with the global fashion brand, Dolce & Gabbana, designing a unique pattern for their new bottle of Prosecco Superiore Di Cartizze. Also, with the Dolce & Gabbana collaboration, Bisol aimed to achieve the differentiation by breaking through the low-price barrier of sparkling wine and selling their bottle of prosecco at a premium rate of 100 dollars. Through this, Bisol can become a direct competitor to luxury Champagne brands such as MoĂŤt & Chandon, Dom PĂŠrignon, and Veuve Clicquot. Bisol believes that with these two elements they can achieve the brand awareness they so long for in the U.S. market.
Bisol aspires to be the top-selling prosecco producer in the growing U.S. market of sparkling wine. This aspiration can be achieved if Bisol differentiates itself within the sparkling wine category. Bisol planned to
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D&G
2.0
INTRODUCTION
Bisol has been producing premium quality prosecco as a family since the mid-1500s. Since that time the family company has utilized the historic Valdobbiadene region and the precious Cartizze hills to perfect the taste of their prosecco, and claim the esteemed DOCG label.
produce. This exceptional dynamic between the Bisol family, their beautiful land, and their production process guarantees "excellence from the ground to the bottle." Bisol's brand heritage complements the high quality of their prosecco and makes it a desirable product. Within the last ten years, Bisol prosecco has begun to export globally as a result of the growing demand for sparkling wine. Bisol is currently exporting prosecco to the United States, the United Kingdom, Puerto Rico, the Caribbean, and even Russia. Bisol owes it to the United States for initiating this new trend and likeability of sparkling wine, and this is where Bisol plans to make a bigger impact.
Bisol is a unique brand and continues to remain so. Although the Lunelli Group (the parent company) acquired a 50 percent share in Bisol in April 2014, the family is still involved in every process and detail during the production of their prosecco. From the grape growing and wine-pressing, to the bottling process, Bisol family's presence is evident with each bottle of prosecco they
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IDENTIFICATION OF BUSINESS ISSUES The sparkling wine industry in the United States has grown significantly over the past few years. Wine and spirit companies have recognized the increasing consumer trend in Champagne and sparkling wine. The reason sparkling wine has boosted in sales is primarily due to its lower price point in comparison to luxury Champagne brands. If Bisol introduced their prosecco in this vast, saturated sparkling wine market, there is a high chance of the beverage getting lost in the clutter. Bisol was facing this problem, and they needed to figure out a solution to differentiate themselves in the market while simultaneously generating brand awareness. Bisol's current issue includes their weak brand awareness in the United States. Their new creative idea
involves a much higher price point, that if not appropriately marketed could make the entire marketing campaign sour. For Bisol to gain brand awareness, they decided to collaborate with Dolce & Gabbana to create a unique and trendy bottle design priced at a new price point of 100 dollars. The unique price point reflects the high quality and brand heritage that Bisol has lived by for so many generations in Italy.
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BRAND MARKETING AND PRODUCT OFFERING BRAND AWARENESS Bisol's weak brand awareness is the first business issue that must be solved. Although Bisol is recognized for its superior brand heritage and high-quality prosecco, the brand still suffers from weak brand awareness in the United States. The United States prosecco market is on a period of growth due to its low-cost price and sweet fruity taste compared to its big competitor, Champagne. Popular prosecco brands in the U.S. include La Marca, Barefoot Bubbly, and Chandon. Bisol is confident that they can stand among their high-ranking competitors after this collaboration. Bisol's new bottle design in combination with their DOCG label and delicious taste gives them a solid foundation
and uniqueness to cut through the cluttered market. Brand awareness is just the beginning point for Bisol. Along with establishing a wellknown prosecco brand in the U.S., Bisol has taken on the challenge of initiating a higher price point to sell their prosecco. THE NEW PROSECCO PRICE POINT Prosecco in the United States is priced at 1530 dollars. It is a central key success factor for prosecco brands as this sets them apart from the high price point of Champagne. Bisol wants to cut through the clutter of the ample low-priced prosecco brands, and create a price point for high-quality prosecco equating to their 100 dollars bottle. Bisol felt they could justify the price of their 100-dollar
bottle of prosecco because they have all of the key success factors of a high-end Champagne brand like MoĂŤt & Chandon, Dom PĂŠrignon, and Veuve Clicquot. The average price range for these brands ranges from 50 to 170 dollars. The term "Champagne" comes from where the specific grapes are grown to create Champagne. For a bottle's label to read Champagne, the grapes must be developed and produced in this region, which gives Champagne a luxurious association.
best vineyards in Italy. Bisol's high-quality production process and brand heritage justify their reasoning to create a new high price point for prosecco. Bisol is marketing their high quality of production and legacy to demand a high price for the new brand line extension. Increasing the cost of the bottle places them in the competitive market of Champagne in the U.S market.
Bisol believes their brand upholds many of Champagne's critical success factors; they have the esteemed DOCG title and produce their grapes in the Valdobbiadene region on the Cartizze hill, known to have the
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STRATEGY OVERVIEW THE BUSINESS ISSUES • Weak brand awareness in the U.S. • No social media presence in the current digital era
that this unique combination will result in an affordable luxury that the mental space and market space will both invest in and enjoy in an on-premise and off-premise setting.
KEY INSIGHTS Bisol's proposed IMC strategy aims to break through the current prosecco market in the United States with their collaborative, unique bottle design influenced by Dolce & Gabbana's intricate aesthetic. Bisol's brand-line extension would be paired with the introduction of a new prosecco price point. Bisol and Dolce & Gabbana's bottle will be sold at 100 dollars, much higher than the traditional market price range of prosecco in the United States, which is between 15-30 dollars. Bisol believes
COMMUNICATION OBJECTIVES Bisol's communication objective is to increase brand awareness in the U.S. The company wants to be the prosecco brand that everyone talks about and invests into. Bisol will achieve this through their brand-line extension with Dolce & Gabbana, introducing a higher price point of prosecco, updating their website, and creating a presence in the digital and print media.
BRAND IDENTITY WITH THE AFFORDABLE LUXURY MARKET Today luxury brands recognize that consumers invest in experiences over material items. The brand-line extension with Bisol and Dolce & Gabbana is beneficial for both companies regarding this shift in purchase behavior. Bisol wants to create this luxury experience with their prosecco, which is a growing market in the United States. Dolce & Gabbana also benefits because the company is establishing their brand in a new market area showing tremendous progress year after year. This brand-line extension will give Bisol the brand awareness it desires, as well as provide a new source of revenue for Dolce & Gabbana that can make up for the loss of clothing sales.
COMMUNICATION MIX The release of the brand-line extension between Bisol and Dolce & Gabbana will be using pulsing advertising utilizing traditional print advertising, social media, outdoor billboards, direct marketing, and promotional events. For Bisol to maximize brand awareness, Bisol's primary focus will be on-premise consumption, but also have the bottle available in high-end department stores to cover off-premise consumptionBergdorf Goodman, Saks Fifth Avenue and Bloomingdales.
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3.0
S I T U AT I O N A L A N A LY S I S
2016 marks the fourth year in a row that sparkling wine continued to be the fastest growing category of wine in the United States. Prosecco is the most identifiable sparkling wine amongst this category. Sparkling wine advanced by 10 percent in total volumes sold in 2016 and studies argue that this growth is majorly due to the lower unit prices of prosecco, allowing it to be an everyday luxury. Further, to the increase in sales in the U.S., an essential factor to be considered in this prosecco analysis is to estimate where the sales stem from. Although people still consume drinks on-premise (bars, clubs, restaurants), there has been an increased shift towards offpremise consumption (home) of spirits. This new trend is termed the "home entertainment trend," and statistics report that 61 percent of
Generation X and Baby Boomers prefer to consume wine at home. To maximize brand awareness and boost sales, Bisol plans to meet their consumer on-premise and off-premise. Since Bisol is a prosecco brand, it is crucial to understand the key success factors of prosecco competitors. In addition, Bisol must comprehend the key success factors of premium Champagne brands since Bisol plans to sell their premium prosecco for 100 dollars, which is in the price range of luxury Champagne brands. Bisol intends to blend the key success factors of prosecco as well as Champagne to accomplish brand awareness with the new price point in the United States.
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SPARKLING WINE INDUSTRY is that with this high-quality and authenticity, comes a higher price point, which is not the trend that prosecco typically, follows. Bisol plans to capitalize on this growing trend of experience, high-quality, and authenticity by creating the new price point. When the consumer buys the Bisol luxury prosecco, they are purchasing an experience that lower end prosecco cannot give them.
UNITED STATES In 2016, Italy and France dominated the United States market regarding imports of sparkling wine and Champagne. Generation Y and Generation X are proving to be enthusiastic consumers of wine. The young adult today desires to invest in experiences over material items. Prosecco can be an avenue to start off a fun night with friends or family, and that is what Bisol wants to be a leader at. Young adults, as well as Baby Boomers, are attracted to purchasing smaller, family brands. Bisol has a leverage factor of producing high-quality and authentic wines, and they can capitalize on this as the U.S. consumer demands such exclusivity in their products. The change that Bisol is initiating
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S.W.O.T. ANALYSIS
S.W.O.T. ANALYSIS
STRENGTHS
OPPORTUNITIES
1. Bisol awarded the best Italian prosecco in the DOCG category 2. Bisol's brand heritage, authenticity, and family philosophy instills customer loyalty 3. Premium quality of production of prosecco (two method winemaking process), which demands a higher price point
1. Dolce & Gabbana bottle design collaboration 2. Increased trade promotions with on and off premise sales 3. Sponsoring a fashion tailored event where influencers will be there to increase brand awareness
WEAKNESSES
THREATS
1. Bisol doesn't have famous brand presence in the United States 2. Bisol has limited social media presence in this digital era – no engagement with consumer 3. Not listed in the top 10 category list for prosecco
1. A drastic change in brand image for Bisol could adversely affect current consumer's perception of the company 2. U.S. consumers could reject Bisol's higher priced prosecco product in a typically lower priced prosecco market 3. Bisol's new product positioning may take time to get off ground because of its low brand awareness
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COMPETITOR ANALYSIS Bisol poses an exciting position when determining who their competitors will be with this brand-line extension with Dolce & Gabbana. Bisol is a prosecco company. Although it is essential to fully encompass the key success factors of prosecco in the United States, Bisol must also take in to account their new higher price point. Bisol's bottle is priced at 100 dollars, which is a price point that luxury Champagne brands like Dom Pérignon and Moët & Chandon sit at. Bisol's prosecco is entering the Champagne realm of pricing; therefore Champagne also becomes a direct competitor. Tackling two different market competitors is a daunting task for Bisol considering their low brand awareness, yet the marketing team for Bisol is confident that
with the design and new price point they will successfully cut through the prosecco clutter, and grasp the attention of their target consumer.
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“Champagne is the king of bubble, but prosecco can be considered the small prince.”– Gianluca Bisol
COMPETITOR ANALYSIS
BRAND: Moët & Chandon HEADQUARTERS: Épernay, France PRICE: $45 STRENGTHS: Brand heritage, mid-price range, aesthetic of bottle (seasonal design change), taste, influential social media presence
BRAND: Dom Pérignon HEADQUARTERS: Épernay, France PRICE: $150 STRENGTHS: Brand heritage, aesthetic of bottle (green glow in the dark), taste, influential social media presence
BRAND: Bollinger HEADQUARTERS: Ay, France PRICE: $60 Strengths: Brand heritage, midprice range, taste, aesthetic (classic green and gold) design
BRAND: Veuve Clicquot HEADQUARTERS: Reims, France PRICE: $60 STRENGTHS: Brand heritage, midprice range, aesthetic (bold yellow label), and taste
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TARGET CONSUMER ANALYSIS love for material objects with their passion for new experiences. Bisol and Dolce & Gabbana believe that their new high-priced prosecco compliments this luxurious lifestyle because it will be the new status symbol, which is what this demographic thrives on. These are the influencers of the United States, and our market space looks up to this elite group for the fashion, food, and drink trends.
MENTAL SPACE DEMOGRAPHIC Bisol and Dolce & Gabbana's target 'mental' space consumer is the affluent 25-year-old jet setter in the United States. They live in the top cosmopolitan cities, (New York City, Atlanta, Los Angeles, etc.), and are status symbols around the country. These mental space consumers are the trust fund young adults who are either supported by their parents or taking over their successful family business. Every night is a new adventure for this demographic where money is not an object. They are continually seeking out the new extravagant restaurants and bars and traveling on their private jet to the fabulous countries around the world to party with other cultures. These young adults blend their
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VANESSA, 25
Income: $300,000 + Trust Fund Education: B.A. Fashion Management Marital Status: Single Profession: Fashion Consultant Geography: New York City Leisure Activities: She makes appearances with elite friends to high-end bars and restaurants. On weekends, she travels on her family's private jet to posh cities like Paris, Milan, or London. Some afternoons are spent playing tennis and golf with her family members at their exclusive country club. Interests: She is up to date on the latest fashion trends, as well as attending runway shows during New York Fashion Week. Nights are spent partying with friends and posting pictures of her party life and adventures to other countries on Instagram. Technology: Vanessa always has the latest iPhone, but doesn't keep up with the tech news. Media Consumed: Instagram, Facebook, and Snapchat Magazines: Vogue and Harper’s Bazaar Shopping Habits: Her stylist makes sure she is always on the latest runway looks, and brand identity is essential in her wardrobe.
TARGET CONSUMER ANALYSIS runway looks like the mental space, but their high-price bottle of prosecco is an affordable luxury, that gives them a status symbol that bridges the gap slightly between the lifestyles of the mental space and market space.
MARKET SPACE DEMOGRAPHIC Bisol and Dolce & Gabbana’s market space demographic is the larger group of individuals in the United States that look up to the elite smaller mental space group for fashion, food, and drink trends. The age range for the target market space is from 25 years to 65 years old. This incorporates Generation X and Y, as well the Baby Boomers. These males and females are well educated, successful, and choose to spend their disposable income on experiences and high-quality material goods. Like the mental space, the market space enjoys food and wine, and tends to splurge on a quality bottle of wine when they go out to eat. Bisol and Dolce & Gabbana recognize that their market space may not be able to purchase
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RYAN, 35
Average Income: $85,000 Education: MBA Marital Status: Married with one child Profession: Architect Geography: San Francisco, CA Leisure Activities: Ryan and his wife are large donors to the local art museum, and attend all the new art exhibits throughout the year. They love to experience fine dining. Interests: Our market space consumer loves to plan exotic vacations for their families during the holidays. He has season tickets to the Laker's basketball games which they enjoy attending. Technology: Ryan is tech-savvy, and is always investing in Mac's latest products. Media Consumed: Instagram, Facebook, Twitter Magazines: GQ , Men’s Health, and The Wall Street Journal Shopping Habits: Limited time disposal at shopping, he believes in spending on the best quality clothing and accessories when he does want to splurge.
4.0
RESEARC H
KEY INSIGHTS To justify Bisol's brand-line extension, extensive research had to be completed to ensure our target market consumer would try the product. Bisol's overall objective is to increase brand awareness in the United States through their bottle design collaboration with Dolce & Gabbana and introduce their higher price point of 100 dollars for their prosecco. Bisol's marketing team had the task of performing secondary as well as primary research to gain the key consumer insights to maximize the success of their marketing strategy. The team's research execution timeline was a total of five weeks, further broken down into secondary and primary research that in the end brought the team to their key insights, which seemed promising.
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RESEARC H SECONDARY RESEARCH The marketing team began with researching the existing knowledge base of sparkling wines and Champagnes in the United States for two weeks. The secondary research included data from credited sources like Euromonitor, Statista, One Source, etc. to establish a stable knowledge foundation regarding consumer trends. The main reason for the study is to understand the buying habits, price points and the top selling prosecco and Champagne brands in the United States. Other factors included the presence of ample brand apathy within the industry, consumption of wine and spirit beverages on-premise (bars/ restaurants) or off-premise (at home).
Although Champagne is still the leader in sparkling wines, their sales have proven to be stagnant over the past few years. It is interesting because prosecco sales are growing immensely from year to year, and has become a direct competitor with Champagne sales. The reasoning to support this growth in prosecco sales is that the consumer feels that they can still relish that bubbly sweet taste at a lower price point, which prosecco precisely does. Consumers are turning to prosecco for their bubbly of choice, but research also exemplified how today consumers would splurge more on a quality beverage. It is simple to explain, price and quality correlate. The higher the quality, the higher the rate and this is what Bisol plans to capitalize on.
Their prosecco is DOCG, the best quality rating for prosecco. Dom PĂŠrignon sells their Grand Cru at 150 dollars, so Bisol plans to sell their brand-line extension bottle at 100 dollars implying that their key success factors that include the highest quality rating of prosecco support this price increase in the prosecco market.
awareness because the design will be unique, and catch the consumer's eye on the top shelf of a bar or in a high-end department store. With the research supporting the price point and the design, the next part of the marketing team's research was determining where Bisol was going to meet the consumer. Bisol wants their customers to be a part of the luxury experience. It can either be at the elite club of the jet-setter mental space target consumer, or at the target market consumer's luxurious dinner party. Bisol wants to shortcircuit the HOE model and be up front and center where their target consumer will be, with the hopes of an initial trial. From their in-depth research the marketing team determined that
The secondary research also informed the marketing team that brand apathy was not a significant issue in the sparkling wine market. Consumers are willing to experiment with new brands, and a lot of preference had to do with the aesthetic of the bottle. It covers the other half of Bisol's objectives. Their collaboration with Dolce & Gabbana will boost brand
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RESEARC H although off-premise prosecco consumption is growing, Bisol still wanted to have a significant impact on the on-premise consumption. With this pivotal foundation knowledge of the sparkling wine industry, Bisol's marketing team was finally ready to perform primary research based off of the existing secondary research. PRIMARY RESEARCH For primary research, Bisol's marketing team focused on ethnography by ETIC research and then following up with a focus group discussion. Bisol's main focus was onpremise consumption, so the marketing team needed to go to where their target consumers would be, and analyze what went into their
preference of an alcoholic cocktail. ETIC method focused on the observation of consumer behaviour at high-end bars and restaurants. The marketing team went to three restaurants (Alley Cat, The Bohemian, and The Perch) to observe, and concluded that most consumers would ask waiters for the best recommendation. Women typically preferred sparkling spritzers or whiskey sours, and men preferred straight whiskey on the rocks, but it was all based on what the waiter's response was to their question. Price did not seem to be a factor when choosing the drink because the environment was tailored a luxury experience with a luxury cocktail. The other observation the team attained was that customers did not
request specific brands of alcohol (top shelfbottom shelf), once again that was all based on the waiter's preference. The marketing team realized that with trade promotions, Bisol's brand line extension bottle could become the luxury prosecco for cocktails in such a highend setting. After obtaining their etic primary research, Bisol's marketing team's goal was to get their bottle on the top-shelf of high-end bars. The combination of gaining the topshelf spot in high-end bars and convincing trade promotions would undoubtedly give Bisol the brand awareness it needs for its success in the United States market. After completing the etic research, the marketing team gathered five participants to partake in focus group discussion.
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RESEARC H Focus group discussions are helpful in gaining consumer insight because it brings together people within the target market to discuss overall feeling and associations with a product. The questions the marketing team asked our group were broad enough that the participants did not feel pressured to answer a certain way.
1. What do you like best about sparkling wine? 2. Describe a time and place you enjoyed sparkling wine. 3. What kinds of words come to mind when you think of sparkling wine? 4. How do you choose the type of alcohol you consume? 5. Does the quality over price, influence your decision when consuming sparkling wine?
The answers to these questions benefitted Bisol's marketing strategy. The focus group reflected on their positive experiences with sparkling wine, which were typically in bars or at dinner parties at their own home or a friend's place. The choice of beverage was reliant on the setting, mood, and price. Finally, the majority of the participants were willing to pay a higher price for the higher quality beverage, the only issue being the lack of awareness about the presence of brands. The timeline for primary research was three weeks. Based on the result and analysis the marketing team could analyse results and tweak their marketing approach.
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RESEARC H of prosecco in the United States has seen significant growth over the past couple years. Bisol intends to capitalize on the United States market. Based on statistics from 2016 from Statista, a high percentage of consumers do not stick to purchasing one type of sparkling wine, which means Bisol has a chance of making a positive impact on the market. Regarding on-premise findings, the marketing team concluded that on-premise consumers were influenced by recommendations from a knowledgeable source like a bartender, waiter, or a spirit connoisseur. Another notion about on-premise consumption is that the crowd and setting influence the consumer to choose on quality over price, which typically entails spending more for a luxury cocktail.
ANALYSIS OF SECONDARY & PRIMARY RESEARCH Between both mediums of research, Bisol has viable support to move forward with their brand line extension in the United States. The consumers interviewed in the focus group for primary research associated sparkling wine with a positive life experiences. This finding is essential to the success of Bisol's brand line extension because the marketing team wants to secure a feeling of luxury and fun with their prosecco. The bottle will be a part of the story of the night, not just a material object. The findings from secondary research reiterate that the United States is the best market for a brand line extension because the market
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This research was extremely beneficial to ensure Bisol's creative idea was headed in the right direction. From our findings through primary and secondary research, the Bisol marketing team will continue with their brand line extension with Dolce & Gabbana and will begin pulse advertise the bottle in mid-September.
5.0
HIGH PRICE
M A R K E T S T R AT E G Y luxury prosecco this will create a new market realm in sparkling wine and will cut through the lower priced prosecco clutter, and be perceived as the highest quality prosecco with a unique Dolce & Gabbana inspired design that our target consumer desires.
POSITIONING STRATEGY Brand positioning is the impression the brand evokes in the mind of the target consumer. Brand positioning is the opportunity for brands to differentiate themselves from their competitors. By launching prosecco at a new price point, the brand is placing itself away from the low priced brands generally sold in the U.S. market. These changes influence Bisol's positioning strategy. Traditionally the competitors are prosecco brands like La Marca, Korbel, André and Barefoot Wines, but with their new 100-dollar price point their new competitors change. Their new competitors include Moët & Chandon, Krug, and Dom Pérignon. Bisol wants the consumer to perceive their new bottle line extension as a
ON PREMISE
OFF PREMISE
LOWER PRICE 46
M A R K E T S T R AT E G Y is focusing on the trial and sales of their new bottle by working with the bars to negotiate trade promotions. The hope is to have Bisol’s unique bottle be seen from any point in these elite bars, recommended for purchase by bartenders, and that the unique design of the bottle will make it desirable among our mental target consumers. The team is confident that the steps of preference and conviction will surely follow due to the efforts being put in to strengthen Bisol’s digital media presence.
COMMUNICATION STRATEGY Bisol will use the marketing Hierarchy of Effects (HOE) model to execute their big idea for the brand line extension. Bisol also plans to tweak the HOE model by directly heading to the place of consumption and pushing trial primarily on-premise to execute awareness, likeability and sales. Their main focus will be on-premise, but Bisol will make sure to address off-premise consumption as well. In order to meet our full range of target market consumers the marketing team plans to sell the bottle in upscale retail stores such as Saks Fifth Avenue, Bloomingdales, and Bergdorf Goodman. In terms of on-premise the marketing team
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M A R K E T S T R AT E G Y COMMUNICATION MIX Bisol's marketing team concluded that they would need to invest in a mix of traditional and non-traditional media to cover their 25-65 age range of target consumers. Print ads will be shown in Vogue, Harper's Bazaar, GQ, and Dazed and Confused from September through December. Bisol will be increasing their social media presence through Facebook, Instagram, YouTube. Finally, Bisol will have a launch party in November, followed by their presence at pop-up bars at established cosmopolitan cities on New Year's Eve. The utilization of traditional and non-traditional media innately creates a synergistic effect for Bisol's marketing campaign.
TRADITIONAL MIX The traditional media that Bisol invested in are print ads and digital billboards. The print ads were launched and repeated over a period of four months in Vogue, Harper's Bazaar, GQ, and Dazed and Confused. The digital billboards were placed in the top cosmopolitan cities in the United States, to increase propinquity when our target consumers socialize at elite bars. NON-TRADITIONAL The non-traditional medium includes all of Bisol's social media campaign, the launch party, and pop-up bars during New Year's Eve. Bisol does not have a strong social media presence, so they are investing to have a consistent presence on Facebook, Instagram,
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and YouTube. Bisol wants to meet the market consumer where they are, and social media is the best way to connect on a larger scale with the consumer. The launch party will be held in November. Premium invitations were distributed to established social influencers and mental space target consumers in the United States to come and taste Bisol's prosecco, post pictures of the bottle design, and create the hashtag chain. Finally, Bisol will have their pop-up bars at VIP New Year's parties in popular cosmopolitan cities.
BUDGET ALLOCATION Bisol will allocate $2.9 million for this marketing campaign, which is 10 percent of Bisol's total projected revenue of $29 million. (Reasoning for 10 percent: established brands typically only allocate five percent of total revenues towards their marketing budget. Bisol needs to create brand awareness; therefore Bisol must invest more into their marketing budget. Bisol decided on 10 percent because their annual revenue is over six digits, and they believe that by getting their brand name out to where our target consumers are they will see a positive ROI.)
BUDGET ALLOCATION
DOLCE & GABBANA ANNUAL RVENUE = $999,000 USD
Outdoor $7,860,000 15%
FIVE PERCENT OF ANNUAL REVENUE FOR MARKETING PROMOTION = $49,500,000 USD BISOL'S REVENUE = 2,900,000 USD TOTAL BUDGET FOR MARKETING & PROMOTION = $52,400,000 USD
Promotional Events 45% $23,580,00
Social Media $6,288,000 12%
Print Advertisements $14,672,000 28%
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6.0 DISCIPLINE
MEDIA Direct Marketing
Promotion and Events
Launch Party
Pop- up bars in New Year Party
M E D I A A L L O C AT I O N OBJECTIVE Spread the word and special invites to target consumers- for sampling
TASK
COST
Invite social influencers and press. Special appearance by Bisol Unveiling the luxury Prosecco in collaboration with Dolce and family and Domenico Dolce and Steffano Gabbana; special promo Gabbana boxes with hand written notes Presence of pop- up bars in top cosmo cities with luxury prosecco at the best New Year’s parties
Product selling and the focal point by placing Bisol the best bars and sampling through pop- up bars
MEASURING EFFECTIVENESS Direct reach to the select target consumers. Measuring the brand presence and effectiveness
To reach the target audience and personal touch with the consumers
$23,580,000 (45%)
Prosecco tasting and sampling to generate future sales, spread the word through social influencers, highlighting the uniqueness and exclusivity. QR codes on bottle redirect to free digital prosecco making and vineyard tours. Response of the launch Measuring the success of the party by the consumption and demand for the brand.
Print Advertisements
Magazines Ads
The objective is to get the message across in a clear context. Helps reach the target mental space audience. Create brand awareness and experience by revealing the secret of Bisol in series of ads.
Single and double spread print ads for customer engagement in Vogue, GQ, Bazaar and Dazed and Confused. Depicts the lifestyle experience of the mental space. Reveal the secret by running adverts monthly.
$14,672,000 (28%)
Launching in a secret setting, will keep consumers engaged about the secret to be revealed, create buzz and get the word out there. Effectiveness of brand collaboration. Magazine rotation which is effective.
Outdoor
Digital Billboard
Increase customer interest and awareness, brand recall, direction to the product on
Run the ad and promotional campaigns, direct customers to the store location. LED billboards in top cities
$7,860,000 (15%)
Central placement helps in a wide audience reach.
Website
Establishing the brand presence, providing the retail experience online and making customers a part of the experience.
Creating a micro website on the existing website- easy brand recall and association. Linked to all social media platforms- online purchases and special promo offers through optional subscription.
Youtube
Bisol ad on the youtube channel- run behind the scenes and gifs. Increase brand awareness and brand identity.
Promotional events and upcoming events each season.
Initial launch for customer engagement and provide customer Provide a platform for customers to connect with, update market base for interacting space with products and campaigns.
Establishing customer engagement, tracking customer preferences through likes and follows and measuring the success of the brand.
Creating a personal bond with the mental and market In sync with the print and digital media, updating pages with gifs, consumer. Keeping the interest and attention by regular posts. lifestyle shots and behind the scenes.
Wide, measurable social reach- people following the page, number of likes and comments, brand following with #hashtags
Social Media
Creating a customer database, views directed to other linked platforms, increasing website traffic and customer insights.
$6,288,000 (12%)
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Measuring effectiveness through number of shares, likes and comments and traffic on the channel.
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7.0
C R E AT I V E I D E A
The creative idea for the Integrated Marketing Communications Plan for Bisol's brand line extension is to collaborate with the globally known Italian fashion brand Dolce & Gabbana to create a unique bottle design that will catch the eye of our target consumer in the United States. The plan must incorporate Bisol's classiness but also, be bold, colorful, and vibrant like so many of Dolce and Gabbana's patterns and runway looks. The marketing team wants the model to become extremely well known and aspires for the general public to associate that authentic pattern with Bisol, much like the glow in the dark green Dom PĂŠrignon Champagne bottle.
The other component of the creative idea is the new price point of prosecco that Bisol is introducing. Bisol's brand line extension bottle would be priced at 100 dollars, well above the typical price range of prosecco. Bisol is making the statement that the highest price ensures the highest quality, best taste, and fun aesthetic. The marketing team wanted to create an affordable luxury. Thes higher priced prosecco bottles will be part of a night's experience, a statement piece, and status symbol. The goal for the marketing team is this creative idea including the aesthetic bottle design influenced by Dolce & Gabbana, and the higher price point will bring the luxury association and the brand awareness to Bisol in the United States.
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MOOD BOARD
I N S TA G R A M
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FA C E B O O K
WEBSITE
YO U T U B E
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PRINT ADS
SEPTEMBER ISSUE
OUTDOOR ADS
N OV E M B E R I S S U E
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P R O D U C T PA C K A G I N G
P RO D U C T P L AC E M E N T H I G H E N D R E S TA U R A N T S
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ELITE BARS AND CLUBS
STORYBOARD
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STORYBOARD
FILM
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FILM
8.0
C A M PA I G N E VA L U AT I O N
PRE-TESTING The marketing team will perform a quantitative pre-testing survey three months before the launch. They will work with a sample size of 500 people in a controlled environment. This timing will give the team an adequate amount of time to change any part of the print or digital media if they feel they need to after the survey. To make sure we were surveying the right target consumers, they were asked questions regarding brand preference before the survey. The answers to these questions determine if they will continue with the survey because the marketing team needs to be confident that their sample size reflects the associations with the brand line extension.
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After selecting the sample audience, the survey was conducted. Questions included preference of alcoholic beverages, on and off-premise consumption, the design of the bottle and the perception of the brand. The marketing will want to know if they understood the story, what would they change, and after seeing the ad, would they feel more inclined to purchase the product. After the survey, Bisol will be sending a VIP invitation to each of the participants to the launch party in November, as a special thank you for their participation.
campaign is brand awareness, the marketing team found it essential to invest in continuous tracking. The tracking will begin with the print ads in September. There is a hashtag on each print and digital ad, and the team wants to track the number of followers gained through social media platforms in the sixmonth period. Since brand awareness is the overall objective, we will be in contact with our target consumers to discuss their reaction and response to the campaign. Between all of our marketing techniques, Bisol will measure the outcomes and ad diagnostics of the entire campaign to gauge the success.
CONTINUED CAMPAIGN TRACKING Given that Bisol's objective of this marketing
POST CAMPAIGN Once the campaign concludes, the Bisol
marketing team will conduct a post-campaign evaluation. Instead of only sampling from the target consumers, Bisol will also invite potential customers for a more balanced evaluation. The survey questions will break down ad diagnostic measures regarding brand awareness, purchase intentions, brand considerations, ad recognition, ad recall, and personal characteristics. These steps will allow the marketing campaign to see if the message of Bisol's ad and media was delivered and received well, if brand awareness was achieved based off of their expectations, and if sales have improved during this campaign.
9.0
C L O S I N G R E C O M M E N D AT I O N S
Bisol's marketing team took on an arduous task when asked to create brand awareness in the growing prosecco market in the United States. For such a long time Bisol's name was highly regarded in the sparkling wine realm due to their brand heritage and high quality production in Italy. The Bisol family recognized that there was a niche missing in the United States' market regarding prosecco, and decided that by filling that niche, they could generate brand awareness.
to be the perfect choice because the American market was familiar with the luxury brand, and their brand associations carried over to Bisol, as the luxury prosecco. The two brands collaborated to produce a unique design that combined the vibes of both companies and then introduced the new 100 dollar price point of their quality prosecco to fill that niche. Bisol stated that with the highest quality comes the higher price. The execution of gaining brand awareness through the brand line extension is just the beginning for Bisol in the United States market. The success of the marketing campaign regarding sales and awareness could open for Bisol. It will then be up to them
Bisol crossed over the pond to execute a brand line extension in the United States. Bisol could not just expect recognition in such a cluttered prosecco market in the United States; they needed a partner. Dolce & Gabbana proved
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to decide which avenues to pursue, and grow a brand in the United States market.
10.0
APPENDIX
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BEHIND THE SCENES
CREDITS FASHION 763 FALL 2017 PROFESSOR ALESSANDRO CANNATA PRODUCERS
BRANDON CROCKER ABBEY DAHL SASHA NORONHA MADISON OTTENBACHER KOMAL SANDHU
DIRECTOR CINEMATOGRAPHER PHOTOGRAPHER ASSISTANT PHOTO STYLIST SCREENPLAY FILM EDITOR SOUND EDITOR VISUAL EFFECTS
KATY SHETLER KRIS CHAPMANN DANIEL ROA EMMA HOLZER ABBEY DAHL SANYA SEQUEIRA JAMIL HOUSTON PABLO NARVAEZ RYAN PULLMAN
CREATIVE DIRECTOR
PACKAGE DESIGNERS
PRINYANSH GANDHI MADISON OTTENBACHER HALEY ROGERS KOMAL SANDHU NEHA SHAH
PRINT DESIGNERS
ABBEY DAHL MADISON OTTENBACHER
COPY WRITER
BLAKE KANAN
HAIR STYLIST MAKEUP ARTISTS
KOMAL SANDHU ANNA BECK BRANDON CROCKER SASHA NORONHA
TALENT RECRUITER TALENT
ABBEY DAHL DENIS ANTOINE CONNOR BIRLEY BRANDON CROCKER VIVEK DURGAM ELIZAH FARMER HANNAH HYATT CATALINA RODRIGUEZ MARROQUIN SHANNON OAKLEY MADISON OTTENBACHER DEVIN PARKER COURTENÉE ROSS REBECCA TUMMERS
ABBEY DAHL
FASHION DIRECTORS
SASHA NORONHA MADISON OTTENBACHER BRANDON CROCKER SASHA NORONHA MADISON OTTENBACHER
STYLISTS
SET DESIGNERS
ABBEY DAHL SASHA NORONHA MADISON OTTENBACHER
PRODUCT DESIGNER
SPECIAL THANKS
OSCAR BETANCUR KANIKA BHATIA AMANDA BROWN-OLMSTEAD ARJUN KALE ABHIJIT ROY
KOMAL SANDHU
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