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Executive Summary .2 Situational Analysis & Rebranding....3 SWOT Analysis..3 SWOT Analysis contd..4 Audiences.4 Objectives.4 Key Messages...5 Themes..5 Strategies.5 Tactics....5 Tactics contd....6 Tactics contd.7 Tactics contd....8 Evaluation....8 Evaluation contd....9 Evaluation contd..10 Evaluation contd..11
Weaknesses: aging market, limited to special events Threats: competitive prices, brands, economic uncertainty
Situational Analysis The French champagne industry would like to increase product sales in Canada by showcasing that champagne can be consumed outside of the "special event" category. With increasing competition and consumer trends, champagne sometimes gets lost among its competition. It is considered by most to be a drink chosen for special occasions, which is a challenge for the French champagne industry to set itself apart from. Most consumers see champagne to be overpriced, or too large of a bottle for an everyday occasion. Once a bottle is open, it must be consumed or else it will go to waste. Finding new ways to market champagne as an "everyday/ any occasion" drink can be a difficult task in a competitive drink market. With consumers having their go -to drinks, Bubblys champagne will have to develop a communications plan to assist the French champagne industry and Bubblys champagne in marketing their product as a first -choice drink in the eyes of consumers. With a variety of flavours, Bubblys champagne will need to market their rebranded champagne for everyday occasions and rid themselves of the image that champagne is usually consumed for celebrating special occasions or events.
Rebranded Bubblys Champagne Bubblys Champagne will go through an intensive rebranding to satisfy their goals of marketing their champagne outside of the special events sector. Bubblys champagne will no longer be in extremely large bottles, but instead medium size individual size bottles and a six-pack of different flavors for those who want to try every flavor. The six-pack flavors are: Original Bubbly, Flirty Strawberry, Shy Blueberry, Sassy Raspberry, Sensual Blackberry, and Outrageous Apple. By changing Bubblys champagne from a large bottle into more convenient size bottles, consumers will be more likely to want to choose Bubblys six-pack of champagne or medium size bottles for everyday occasions. Having easy access to Bubblys champagne will make the product more desirable when wanting one glass of champagne or cocktail drink. Therefore, Bubblys champagne rebranded product will go through an extensive campaign to increase consumer awareness and also excitement over the product.
Audiences Primary Consumers (19+) Investors Clubs Wineries Shareholders Stakeholders Alcohol Retailers (LCBO, WineRack) Canadian Restaurants Canadian spas Media
Key Messages 1. Bubblys champagne has six new flavours that will compliment numerous luxury cocktails and pair nicely with all meals. 2. Bubblys rebranded champagne will shock consumer taste buds and satisfy your cravings for that perfect cocktail. 3. Bubblys champagne allows you to celebrate all of lifes moments with their new flavours.
Strategies 1. 2. 3. 4. Launch special events to promote Bubblys rebranded flavoured champagne. Utilize media relations to assist in Bubblys rebranding campaign within Canada. Promote awareness through social media in interactive ways. Used proprietary advertising print materials to increase awareness and product excited of Bubblys rebranded champagne.
Tactics Strategy #1: Launch special events to promote Bubblys rebranded flavoured champagne. Tactic 1: Pilot Launch at Kelsey Restaurants Bubblys champagne will be launching their rebranded fruity champagne list at all Kelsey restaurants throughout Canada for the month of May. The champagne list will incorporate six different champagne flavours in individualized size bottles. This allows customers to enjoy
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Strategy #2: Utilize media relations to assist in Bubblys rebranding campaign within Canada. Tactic 1: Bubblys champagne media release Media releases will be utilized to generate media coverage of Bubblys champagne to various media outlets. Bubblys target audiences are actively engaged in reading local and national newspapers and stay-up-to-date with television news broadcasts. Media releases can be distributed to several news outlets to achieve knowledge of the rebranded fruity everyday product and launch events held for introduction and education of Bubblys champagne . Both can also achieve follow up interviews or write-ups to help enhance sales and excitement of Bubblys rebranded product for everyday enjoyment. Tactic 2: Television Special Bubblys champagne will be invited to showcase their new rebranded flavoured champagne on a morning television special (i.e. Breakfast Television, Steven and Chris Show, etc.). The show will have a representative from the Bubblys champagne as a spokesperson to create excitement about their revamped flavours and show different ways that the champagne can be used on an everyday basis in various cocktails. Various cocktail examples will be: mimosas (fruit flavours that
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Strategy #3: Promote awareness through social media in interactive ways. Tactic 1: Photo Contest Through Facebook, Twitter and Instagram, customers of Bubblys champagne will be able to participate in an online photo contest. Hash tags (#everydaymoments) and tags (@bubblychampagne) will be used when contestants upload pictures of them drinking Bubblys champagne in an everyday way or in crazy locations. With this photo contest, Bubblys can increase their followers on their social media channels. The use of social media is a great way to evaluate how many viewers are taking part in the Bubblys champagne photo contest and can be used to access positive feedback from contestants. This is a way to get customers engaged and interacting with the rebranded champagne line. Tactic 2: Interactive Blog Bubblys Champagne will create an interactive Blog called Flavours of Life that promotes Bubblys theme of celebrate all lifes moments with its new rebranded champagne line. The blog will showcase cocktail recipes, customer reviews and various locations that are selling their products. The blog will connect with YouTube for various cocktail recipes and DIY tutorials. Viewers can post comments and reviews on the site, which will allow Bubblys champagne to evaluate positive or negative comments. Viewing consumer comments can also allow Bubblys champagne to personally comment back to consumers and encourage them to try different cocktails and post surveys to see what flavours are consumers favourite. The use of social media is great way to evaluate how many viewers are taking part in learning about Bubblys rebranded champagne and the various flavours and cocktails that are available for everyday occasions.
Evaluation This plan will ultimately be evaluated based on whether Bubblys Champagne meets the following communications objectives, with increased sales being the most significant accomplishment:
Strategy #1: Special Events Tactic 1: Pilot Launch will be evaluated to determine: How many bottles were sold? How many cocktails were sold? What is the most popular flavour among the six in the six-pack? Was partnering with a restaurant a proactive way of increasing awareness and excited of Bubblys champagne? How are customers responding to the new champagne menu? Were there positive or negative comments towards Bubblys rebranded champagne? o Tool: Customer surveys will be used to measure consumers attitudes towards the menu, Bubblys brand and their overall comment towards champagne. This will help Bubblys champagne determine if consumers views on champagne are shifting.
Tactic 2: Spa Event will be evaluated to determine: How many consumers attended the event? Was the event successfully run? Which media outlets were present? How much media coverage did the event receive? Was Bubblys spokesperson quoted? Was Bubblys spokesperson correctly quoted? Were there positive or negative comments towards the event? Were Bubblys key messages emphasized?
Strategy #2: Media Relations Tactic 1: Media Release will be determined to evaluate: How many media outlets will run the release? Which media outlets will run a story about Bubblys rebranded champagne? Where will the placement of the story be located in the newspaper? Will the release be correctly quoted? What will the tone of coverage be? Will there be positive or negative comments towards the piece? Were there product reviews? Were they positive or negative? Do articles position Bubblys champagne as an everyday beverage? o Tool: Media Relation Points (MRP) will be used to measure any editorial print and broadcast coverage regarding the news piece that various media outlets run. MRP analyze the editorial coverage to determine the tone of coverage to be positive or negative, how the story reached various audiences and the cost-per-contact.
Tactic 2: Television Special will be determined to evaluate: The quality of the coverage will reporters use all the video taken? Will Bubblys champagne be asked to feature on other morning shows? Was the television spot successful? Did the spokesperson deliver Bubblys key messages? How many people viewed the program? Did they enjoy the segment? How many times will the feature story be played? Was there positive or negative comments or responses towards Bubblys rebranded television special? o Tool: Tool: Data retrieval and analysis can be used to determine how the public will react to the message presented and how many media impressions to determine the number of people who were exposed to the segment. o Can also ask producers to share opinions or response: letters, telephone messages, website comments, etc.
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Tactic 2: Interactive Blog will be determined to evaluate: How many people have viewed the blog and watched the tutorials? Is the feedback positive or negative towards Bubblys interactive blog? Will the blog generate followers? Will followers contribute to the blog and post articles, recipes and videos? Will the blog generate Bubblys champagne sales? o Tool: Surveys can be given on the blog to get more feedback from attendees to determine if the interactive blog is valuable to them and interested consumers to want to buy Bubblys new rebranded flavoured champagne.
Strategy #4: Proprietary Advertising Print Materials Tactic 1: Brochures/Magazine Ad will be evaluated to determine: Will LCBO and alcohol distributers position the brochures where consumers can see? How many brochures will be taken? Where will Bubblys champagne ad be placed in the magazine? How many coupons will be used in stores? Will consumers buy Bubblys rebranded champagne after using the coupon as a trial taste? Will consumers be more likely to buy Bubblys flavoured champagne due to promotional coupon attached to the ad? o Tool: Clippings and MRP are used as monitoring services for print that will help M.A.C. measure the use of photography, presence in tier-one media and the total reach to target audiences.
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