Proposal by Jaime Hutkin

What is JOOSE?

• Product Line of “Premium Malt Beverages”– JOOSE aluminum cans (23.5 oz.)

• 12.0% alcohol by volume• Green Apple, Cherry Lime, Raspberry Lemonade,

Mas Mango, Kiwi Strawberry, Lemon Tea, Watermelon, Fruit Punch, Lemonade

– JOOSE Bottles (sold in six-packs, 12 oz.)• 9.9% alcohol by volume• Dragon JOOSE, Green Apple, Cherry Lime,

Raspberry Lemonade, Mas Mango

Malt Beverage Industry• U.S. beverage alcohol industry contributed

approx. $385 billion annually in late 2000s, with 30% of revenues from distilled spirits– “distilled spirits” include whiskey, a distilled

liquor that creates malt liquor, the alcoholic component of JOOSE

– In 2009, whiskey generated largest value of sales within distilled liquor – approx $5.3 billion

– This means that there’s an opportunity for JOOSE to gain larger part of market share!

Primary Competitors:

• Four Loko• Whipped Lightning (16.75% alcohol by

volume)• Core High Gravity• Smirnoff Ice• Wine coolers• Moonshot• Colt 45

Caffeinated Alcoholic Beverages/Malt Liquors

Secondary Competitors:

• Diageo Plc (Bailey’s Irish Cream liqueur, Jose Cuervo tequila, Captain Morgan rum, Smirnoff vodka)

• Pernod Ricard (Jameson whiskey, Seagram’s gins, Malibu rum)

• Bacardi USA: Bacardi rum, Grey Goose vodka, Bombay gin

• Energy Drinks: Red Bull, Monster, Rockstar, 5-Hour Energy, AMP Energy

Energy Drinks and Wine/Spirits Companies

Industry Press

• November 2010: warning from FDA that caffeine added to alcoholic malt beverages is an “unsafe food additive”– Pointed out JOOSE and 3 other brands– Resulted in major CNN articles on alcoholic

caffeinated drinks– Resulted in banning of JOOSE from 6 states

SWOT Analysis

Strengths Weaknesses

-Bottle option is portable for “on the go” drinking-flavor variety-low price-high alcohol content

-warned by FDA for being “unsafe”-bad press surrounding alcoholic caffeinated drink industry-banned by 6 states-high sugar/caffeine content

Opportunities Threats

-opportunity to expand market on FB (over 12,000 like JOOSE but not the official fan page)-less bad press than its primary competitor (Four Loko)

-caffeinated alcoholic drinks are heavily regulated by FDA-Four Loko (primary competitor) is a more universal name

A SWOT Analysis is used to find out the marketing communications opportunities for a brand and also to be aware of potential weaknesses and threats.

Social Media Objectives• Twitter handle (@drinkjoose)

– gain 2,000 followers

• Facebook Page– gain 3,000 new likes

• Create a JOOSE blog (hosted by Tumblr)– Driven by submissions

• Turntable.fm– Create a JOOSE room with songs to “pump you up” and “get

JOOSEd”

• Instagram account– Gain followers/visibility

• Integrated together, these efforts will make JOOSE a credible source for responsible partying tips.

Twitter @drinkjoose

• Goal: Increase in 2,000 followers • Hashtag Trend

– #myJOOSEnight: Tweet fun stories involving JOOSE (i.e. I woke up with five phone numbers written on my arm in Sharpie. #myJOOSEnight)

• #FollowFriday – recommend party socialites, bars that sell JOOSE, people who are JOOSE fans

Facebook

• Goal: Increase in 3,000 likes• Opportunity to increase:

– Over 12,000 list JOOSE as an interest

• Facebook ads to increase likes

Facebook Ads

Targeting M/F 21-34 who list JOOSE as an interest on their FB profiles

Suggested CPC Bid: $0.68

This is a good opportunity to capture existing customers to increase page likes.

Targeting M/F 21-34 who list JOOSE and other malt liquors as an interest on FB profiles

Suggested CPC Bid: $0.70

Facebook Ads

JOOSE Blog: myJOOSEnight

• Submission-based blog– Pictures of people with JOOSE– Stories of “myJOOSEnight”

• Feature JOOSE themed party ideas, JOOSE drinking games, and content relevant to JOOSE’s target

• The fun of JOOSE is that it’s a fun night packed in a can – how did a JOOSE can make your night fun?

JOOSE Blog: myJOOSEnight

JOOSE Blog: myJOOSEnight

turntable.fm: JOOSE roomGet JOOSEd

Turntable.fm is a social music player with different rooms based on genres and moods. A get JOOSEd room would host songs to pump up listeners that would work great for a JOOSE themed party. Listeners can DJ as well as the room’s moderator.

Instagram: @drinkJOOSE

Instagram is a social photo-sharing app with integrated editing via filters and borders. It is a great way for brands to share visuals in another way.

JOOSE can share community photos, photos of any new products, JOOSE-branded events, and interact with the Instagram community.

drinkJOOSE

Instagram: @drinkJOOSE

drinkJOOSE drinkJOOSE

Other Tactics

• Sponsorship of Greek organizations on college campuses– JOOSE themed parties– Act as brand ambassadors (can contribute to

tweets, FB submissions, Tumblr submissions– Play turntable.fm JOOSE room or JOOSE-made mix

at parties