1.0 EXECUTIVE SUMMARY
This report is a promotional plan for Smirnoff’s new ‘bottled premixed ‘Light’. The report provides guidelines for Light’s promotional strategy for a period of one year 2006/07.
The objectives of the promotional plan are to achieve growth for the Smirnoff brand by tapping into a new product and market, to increase market share and build awareness and preference for the Smirnoff brand in the affordable ready-to-drink (RTD) segment.
Light is a vodka-based pre-mixer, consisting of vodka, fresh juices and liqueur. Light will be positioned as an affordable, mass-marketed pre-mixer with a lower alcohol and sugar content to communicate the product as a diet alternative.
The target market is young-adults, aged 18-27, particularly females (the primary market) and males (the secondary market). Females form the primary target market as the traditional consumers of RTD beverages; but Light will be positioned for both sexes to create an edgier image. Light will be positioned as the diet drink for the price-conscious consumer, appealing to consumers seeking a healthy alternative. The main message of the advertisement will be: ‘Less sugar’, reflected in the slogan: ‘Lighten up with 25% less sugar.’
The campaign will use an integrated promotional approach, enlisting a range of media vehicles to support the campaigns central theme. Mass-media, as well as direct-marketing will be used for maximum exposure and penetration of the market. The campaign budget will be $3 million for the launch and maintenance of Light and the Smirnoff brand. The campaign will primarily involve: sales promotion, support media, print media and the Internet.
To date, the RTD market is highly saturated with many competitors. In order to penetrate the m ...