Transcript jello_shot_marketing_plan_updated[1]

Background
Mission :
To offer to consumer a pre-made beverage
that is fun, and save them time, at a
reasonable price.
Value :
• Save time for the consumers
• Our product makes Jell-O shot more
accessible to consumers.
• fun
• Bring back the “old school” consumers to
their college year
4 P’s
• Product :
-Pre-made Jell-O shot.
• Place :
-College and university areas
- “party cities” ( Las Vegas, Miami, San Diego…
-Liquor stores, grocery stores, bars, clubs.
-Restricted to US, at least for the first year.
• Price : for 12 pack, 75 cents/each
for 24 pack, 50 cents/each
-preferred price for retailers ordering in large
quantity
• Promotion :
-Launch party
-Partnership with different brands of alcohol
-sponsor certain events
-celebrity ambassadors
-ads on magazines and websites
-social networks
SURVEY
1-What is your age?
21-30
31-39
40-50
50-60
2-What is your gender?
Male
Female
3-How often do you party?
Once a month or special occasions
Once a week
Twice a week
Party is my life
4-What is your favorite alcohol?
Vodka
shots
Tequila
Whiskey
Gin
Rum
Other
5- Have you ever tried Jell-O shot? If yes how did you like it?
Less likely, too sweet
Likely, I don’t mind having it or not
Most likely, I can’t think about a party without them
I never had them, don’t know what it taste like
6- How many would you like to have at a party?
1-3
4-6
6 or more
7- What are your favorite flavors?
Lime, cherry, orange, peach, strawberry, raspberry, pineapple,
Mix layered, pudding (vanilla, chocolate)
8- would you like to make your own jell-o shots or you would like
buy them from the stores?
I want to spend hours for it, because I make the best Jell-o
I would like to buy them pre-made so I won’t waste my time.
9-How do you like your drink?
Less alcohol, more flavor
More alcohol, less flavor
Sweet
Sour
10- What is your occupation?
Retail/Sales, Creative/Design, Business/Financial/HR/PR,
Medical/Health, Education, Other
Survey formal summary
• Using the survey we identify specific features
our target segment value
• 23 participants, male and female, from
Facebook.
• 87% are between 21-30 years old
• Most of them like to party
• We also identified favorite alcohol and flavor
Conclusion of the survey
• Our target market is young people who like
to party. Most likely students
• We will adapt our marketing knowing the
characteristic of the generation Y
• Use social networks and social events to
promote our product.
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Strengths :
Well known product but new to the market
Low cost of production
Fun environment for our employees to work
at
Value pricing
Weaknesses :
Consumers might get confused between the
Jell-O shot and the regular Jell-O
Has to be kept refrigerated
Lack of brand awareness
Opportunities :
- New market that has no competitors
- Constant demand on this market
- Modern life stress Increases demand for
parties
Threats :
-High in calories and sugar, might
discouraged female buyers
-High taxes on products that contain alcohol
-People might go back to the old fashion way
of making it themselves
Goal:
To get consumers to know our product
Objective:
-Our Jell-O Shots is a new product on the
market. Lot of promotion
- Increase advertising on the originality and fun
aspect of our product to make consumers want to
try it.
Goal:
Create customer delight
Objective:
-We want to create superior customer value:
so the customer stay loyal and buy more of
our product.
-Keep innovating to remain leader on this
market if competitors arrive.
IMC plan
• advertising:
- Internet : social networks and websites
- Ads on magazines
- Partnering with certain brand of alcohol
- Celebrities ambassadors
• Sales promotion:
-free sample of our drinks
-happy hour
-hosted bar
• Public relation:
- We want to keep a fun image
 sponsor events such as pool parties
Selecting our ambassadors carefully
• Direct marketing:
-limited- alcoholic beverage…
-Collect e-mails from VIP list to send shout-outs
-during events: billboards, branded swimsuit
towel, POS material, product sample
• Personal selling techniques
- Hostesses at events, dressed with shirt and
hats with our logo on it
- Hostesses at stores like Beverage and more
-analyzing the sales summaries and
comparing them to other alcoholic
beverages’ sales.
Using the customer perspective
Monitor monthly sales versus monthly
expenses
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POS questions
Is it your first time trying a Jell-O shot ?
What is your zip code ?
Would you like to give your e-mail to know
about happy hours with specials on our drink
at different locations ?