Keglevich proposal
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The document outlines a marketing plan for launching Keglevich Fruit Infused Vodka in the UK market. The objectives are to sell 2 cases per week through off-trade accounts and gain national accounts, while growing social media followers. The strategy involves establishing an online presence and point-of-sale materials to build foundations, exploring promotional events and social media to engage consumers, and using events and social media to encourage ongoing engagement with the brand.
Keglevich proposal
- 1. Keglevich Fruit Infused Vodka UK Product Launch Presented by: Ryan Mullins Director T: +44 (0)1234 300 178 M: +44 (0)7725 959526 E: rm@renewmarketing.co.uk Presented to: Directors of Keglevich UK
- 2. Background #1 Flavoured Vodka in Italy 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 2
- 3. Objectives Off trade Independents Sell 2 cases per week Gain national accounts On trade Consumers Supermarkets Off licenses Independents Facebook likes Interactions Subscribers 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 3
- 4. Engage consumers 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 4
- 5. Identify Target Audience 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 5
- 6. Strategy Engagement Exploration Foundations Events Subscriptions Consumption Feedback Likes / views Email SMS Shares Competitions Recommendations Social Media Domain Names Digital Tools Point of Sale On-Trade Sales 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 6
- 7. Foundations - PoS Bar Kits Light boxes Inflatables Banners Free standing Cocktail menus Bar toppers Clothing Projector graphics 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 7
- 8. Foundations - Events A Competitor is to sponsor X-Factor runners up JLS on their 10-date tour. 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 8
- 9. Foundations - Comms Social Events OnTrade Direct OffTrade 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 9
- 10. Exploration - PoS 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 10
- 11. Exploration - Events 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 11
- 12. Exploration - Social 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 12
- 13. Engagement - Events Preevent Off trade SMS Email Outdoor At event QR Twitter Bluetooth Photography Video Sampling Competitions After party Email SMS Twitter Foursquare Facebook Competitions 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk Post event 08/01/2014 Email Twitter Facebook Off trade On trade 13
- 14. Engagement - Social App Uploads Recommendations QR Codes Light boxes Surveys Competitions Downloads Polls Feedback Research 息 Ryan Mullins Ltd | T: +44 (0)1234 300 178 | M: +44 (0)7725 959526 | E: rm@ryanmullins.co.uk | W: www.ryanmullins.co.uk 08/01/2014 14