Marketing Group:Alexander McConnell

Josh PintoChelsea Rickett

BELVEDERE VODKA

OBJECTIVE• Top of Mind Awareness (TOMA)

• Sales

TARGET MARKET• Younger target market ranges from 21-35

• Older target market ranging from 36-50s

MESSAGE THEMEBelvedere Vodka provides a good time while still maintaining a

sense of class and elegance.It is a luxurious vodka.

SUPPORT• Belvedere Vodka has won the 2013 International Spirits

Challenge • Is the world’s first Luxurious Vodka

• Has won more awards at the annual Vodka masters than any of the other 116 vodkas entered

• Uses real fruit in their flavored vodkas• Has a vast variety to choose from

CONSTRAINTS• Expensive

• Not as well known as Grey Goose or Taaka• Must be 21 or older to consume

• Not everyone drinks vodka, not everyone drinks, can be addictive

MEANS-END CHAIN

Product Attributes

Premium and luxurious

vodka

Smooth and has a great

taste

Consumer Benefits

Consumers will have a good time

Enjoy its smooth and rich flavor

Personal Value

Enjoying one of the finer things in life

Feel elegant while drinking

VISUAL VS. VERBALVisual - we want people to see our product in an effort to help

raise awareness of itMagazine Advertisement

ADVERTISING APPEALRational Appeal - well suited for print media and will help raise

awareness of the product

Emotional Appeal - will help develop brand loyalty

MESSAGE STRATEGYPreemptive Strategy - will be used to show how Belvedere is

superior to other vodkas

Resonance Strategy – will be used to connect the vodka with having a good time

EXECUTIONAL FRAMEWORKAuthoritative Approach - will be used to convince this brand of

vodka is better than others

ENDORSERThe product endorses itself.

TAGLINE“Classy, smooth, a luxurious vodka– Belvedere”

MEDIA PLACEMENT

EXPENDITUREPeople Magazine - $324,000

Cosmopolitan - $57,800

GQ - $196,096

EVALUATION TECHNIQUES• Check sales before and after the campaign is launched

• Conduct a survey inside liquor stores to see if Belvedere has reached its goal of achieving TOMA with consumers

MAGAZINE AD 1 - People

clASSy, Smooth, luxurious Vodka-

BELVEDERE [INSERT DATES]

Located in a store near you

DRI NK RESPONSI BL Y .

The abuse of alcohol is dangerous for your health. Belvedere Vodka supports the responsible consumption of its products through Moët Hennessy, member of SpiritsEurope (WWW.RESPONSIBLEDRINKING.EU), DISCUS (www.discus.org) and Enterprise & Prevention (WWW.PREVENTIONALCOOL.ORG). For more information on alcohol & drinking responsibly, please visit DISCUS (WWW.DISCUS.ORG) and Responsible Drinking (WWW.RESPONSIBLEDRINKING.EU).

2013 International Spirits Winner.

MAGAZINE AD 2 - Cosmo

Class aptent taciti sociosqu ad litora torquent

INGENIIS [INSERT DATES]

Classy, Smooth, Luxurious Vodka-BELVEDERE

The abuse of alcohol is dangerous for your health. Belvedere Vodka supports the responsible consumption of its products through Moët Hennessy, member of SpiritsEurope (WWW.RESPONSIBLEDRINKING.EU), DISCUS (www.discus.org) and Enterprise & Prevention (WWW.PREVENTIONALCOOL.ORG). For more information on alcohol & drinking responsibly, please visit DISCUS (WWW.DISCUS.ORG) and Responsible Drinking (WWW.RESPONSIBLEDRINKING.EU).

MAGAZINE AD 3 - GQ

CLASSY, SMOOTH, LUXURIOUS VODKA-BELVEDERE ALIQUAM DONEC ALIQUAM HENDRERIT

Mauris ante urna, congue in, venenatis eu, dictum vel, justo. Donec neque. Nam tincidunt leo a nisi placerat congue. Sed nonummy, diam non ornare auctor, enim elit commodo ipsum, in dapibus pede nisl nec urna. Donec dictum facilisis turpis. Donec quis ipsum. Maecenas quis odio eu erat lacinia sodales. The abuse of alcohol is dangerous for your health. Belvedere Vodka supports the responsible consumption of its products through Moët Hennessy, member of SpiritsEurope (WWW.RESPONSIBLEDRINKING.EU), DISCUS (www.discus.org) and Enterprise & Prevention (WWW.PREVENTIONALCOOL.ORG). For more information on alcohol & drinking responsibly, please visit DISCUS (WWW.DISCUS.ORG) and Responsible Drinking (WWW.RESPONSIBLEDRINKING.EU).