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Presented By: Millennial Media Agency 1

Table of ContentsExecutive Summary 3Situational Analysis

4-10SWOT 11Problem & Opportunity 12Segmentation 13Target Market 14Positioning 15Marketing Objectives 16Integrated Marketing Communications

17-23Media Strategy & Planning

24-25Budget 26Evaluation & Contingency

27-28Works Cited

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Executive Summary

The “Soar Ahead to Fly Beyond” campaign that will be executed from April 2015, to December 2015, addresses Grey Goose’s exclusion of the 21-25 year old market segment. Grey Goose typically places its promotional efforts on the successful older and professional individuals with high incomes. Although that is the major target market for Grey Goose Vodka, 21-25 year olds make up the majority of attendees at major events where alcohol is being served and spend 30% more on alcohol than the average household expenditure. That’s a huge amount of consumers that we are not tapping into and a huge chunk of revenue we are not earning.

Because this campaign is limited to 21-25 year olds, we will extend our reach to younger generations opposed to efforts aimed at older individuals - meaning we will tailor our messages to appeal to what is going on in the life of 21-25 year olds (college, career ambitions, futuristic ideals). Our objective is to reposition Grey Goose to be a part of the initial consideration set of this younger generation.

The platform of the “Soar Ahead to Fly Beyond” campaign primarily consists of this belief that Grey Goose empowers young consumers to achieve greatness, to become more. Drinking Grey Goose Vodka shows the world that if you aren’t successful now, you will be soon. Logistically, “Soar Ahead to Fly Beyond” will be using geo-targeting around college campuses, scholarships, study abroad opportunities, social media, event marketing along with traditional print and Television advertising.

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Situati

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Analysis

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Brand – Media Spending

Media SpendingGrand Total: $14,121,000.00o Network TV – $336,100o Cable TV - $8,243,200o Spot TV - $5,200o Magazines - $3,675,100 o Local Magazines - $165,600o National Spot Radio - $273,400o Local Radio Sum - $81,800o Internet Display - $170,000o Outdoor - $1,170,300

(Media Spend, 2013)

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• Grown from the “highest grade wheat, superior bread making wheat” – uses only superior quality ingredients (Grey Goose, 2015).

• Variety of Flavors: Original, Le Citron, Cherry Noir, La Poire, and L’Orange

• Various size bottles available from shot bottles (50mL) to a handle (1.75mL).

BRAND 6

BRAND CONTINUEDC O M M U N I C A T I O N S T Y L E

The Grey Goose brand personality resembles sophistication and competence - highlighting success, class, simplicity, elegance, high-quality, and intimacy. To achieve this brand personality persona Grey Goose utilizes informational appeals (feature), Emotional appeals (transformational, affective associations - sexual, stories, fun), and User-Generated Content (social media). Marketing efforts aimed at a small market segment - successful individuals, professionals, the upper class citizens.

B I G N E W S !

Grey Goose Announces Out-of-this-World Partnership

• Teamed up with Virgin Galactic the commercial spaceflight company. Grey Goose will be sponsoring this initiative with “exclusive content and a series of limited edition promotions...exceptional signature cocktails will toast the new era of space travel planned for 2015 (Stateways, 2014).”

Grey Goose creates “Fly Beyond” campaign to make the brand more accessible and to tap into younger consumers. This campaign will allow for more consumers to relate to the brand (Joseph, 2013).

• This is notable because it shows that Grey Goose has begun to notice that they need to tap into younger consumers.

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IndustryTrends• Flavored vodkas are the

fastest growing category in the United States. They have expanded by 25% between 2010 and 2011.

• Premium spirit sales ($20 and above) increased by 21% in 2012 while standard spirits grew only by 12%.

• In 2013 Grey Goose sold about $80 million in the spirits industry.o That’s more than

Ciroc ($51.8M) and Pinnacle ($47.5M).

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Regulations• The sale of alcohol

within 300 feet of a church, private or public school, or a public hospital.

• The FAA Act authorizes regulatory action to prevent deception of the consumer and to provide the consumer with adequate information on the identity of the product.

Customer Whether it be straight on the rocks or mixed in a cocktail,

our customers see the Goose label as a sense of accomplishment. It’s discerning taste and refinement creates a sense of sophistication with every drop.

Grey Goose consumers are split about 50/50 between men and women, 37.9% of our customers have graduated college, 32.1% are residing in the South and 36.5% hold a higher ranging household income of $75,000-$149,999.

Vodka consumers are searching for a more classy style of drink like the cocktail or the martini.

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CompetitorDirect Competitors:

Vodkas: Smirnoff, Absolute, Skyy, Svedka, Ketel One, Pinnacle, New Amsterdam

French Vodkas: Ciroc, Monte Carlo, Jean-Marc XO, Vodka Mariette, Dragon Bleu

Indirect Competitors: Captain Morgan, Jack Daniels, Crown

Royal, Jose Cuervo, Jim Beam, Jagermeister, E & J, Seagrams Gin, DeKuyper

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SWOT

Strengthso Brand Loyaltyo Premium Brando Easily Recognizable Product Brando High-Quality and Unique Manufacturing

Processo High Brand Equity

Weaknesseso Marketing aims at small market segment –

successful individuals, professionals, the upper class

o Highly pricedo Narrow product variety

Opportunitieso High attendance in 21-25 year olds at major

events - Kentucky Derby, Coachellao Under 25 year olds spend 30% more than the

average household expenditure at nightclubs and bars

Threatso High competition amongst vodka brands -

Pinnacle, Absolut Vodka, Tito's Vodka, Smirnoff, Svedka

o Market saturationo Government regulations and taxeso Changing buyer preferences - increase in health

concerns (low-calories, “skinny”) also flavored vodkas are the fastest growing category in the US

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Problem & Opportunity

P R O B L E MThe marketing and promotional messages being sent out and depicted through media channels appeal primarily to high-income, older, professional individuals with high successes. Grey Goose excludes the 21-25 year old market because they tend to have lower incomes, BUT this market segment wants to use their money on premium vodka. The advertisements and promotions do not match this consumer market.

O P P O R T U N I T YThe 21-25 year old market segment is an attractive candidate for Grey Goose to tap into , because they make up the majority of attendees at big events that Grey Goose is associated with. These events include Coachella, the Kentucky Derby, SXSW and other paramount events. In regards to nightclub and bar spending householders aged under 25 spend 30% ($65.50) more than the average household expenditure. Based upon that information, the under 25 market segment has the opportunity to buy an average of 7 Grey Goose vodka drinks if they only purchased our vodka and a mixer. This segment is spending their money on alcohol, we just need to make it OUR alcohol.

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Segmentation

Demographic Segmentation: Males and females between the ages of 21 and 30 who have above average education. They have an average income above $50K.

Psychographic Segmentation: the typical lifestyle of a Grey Goose drinker is a hard worker

that creates the need for a stiff drink. They enjoy the social

atmosphere with class. They are conscious of social status, and

aim to reach the top. The quality of possessions and their drinks

are valuable to their lifestyle. They are the innovators and early

adopters of their generation.

Socio-economic Segmentation:As of this campaign Grey Goose is targeting those in college or recent college graduates. The efforts are placed at prospective professionals.

• When targeting the 24 year old+ market, Grey Goose typically aims efforts at professionals opposed to the blue collar worker. They are considered mid to upper class and are perceived to have an income of $50K or more.

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Target Market

The target market of this Grey Goose campaign includes 21-25 year olds (with outliers of 26-30 year olds) striving for prominent careers. They are visionaries who crave a bold life. They soar ahead in their ambitions and that is exactly what Grey Goose embodies. The promotional inclusion of this target market will broaden the scope of consumers drinking Grey Goose vodka and increase revenue. Targeting this younger segment also allows Grey Goose to create brand loyal consumers at early ages. If not becoming brand loyal at least this campaign will aim to make Grey Goose a part of this younger generation’s initial consideration set.

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PositioningHere at Grey Goose, we have the World’s Best

Tasting Vodka. Using the highest grade wheat and our uniquely consistent distillation process allows our vodka to go down smoother than any other

vodka. Our premium ingredients make Grey Goose vodka just that - Premium. We are the perfect tasting match for young aspirational men and women with goals to soar ahead and fly beyond. We rejoice in all your successes and urge you to relish in them. Grey Goose embodies the mix of hard work, achievement, and a good time, something we would like to share

with you.

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Mark

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Objectiv

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Geo-targeting around college campuses: we plan to see a 15% increase in revenue produced by this age segment.

Change Attitudes: 25% of 21-25 year olds will place Grey Goose as part of their vodka initial consideration set by December 31st.

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THE BIG IDEA“The ‘Soar Ahead to Fly Beyond’ campaign is created to inspire young adults to strive for impossible heights, break down barriers, challenge their physical and mental abilities to be the best of their class. It takes sophistication, class, motivation and pure dedication. Anything that makes you a better you, Grey Goose is there to toast to.”

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Scholarships for students who show exemplary accomplishments in there first two years of college. GPA Requirement: 3.25 High Involvement – college organization, work,

community service. We offer Study Abroad opportunities in France

at the Grey Goose factory. Internship opportunity to be a Grey Goose

Ambassador at their college campus – job duties entail managing social media for their specific college campus and assisting in local Grey Goose promotional strategies.

This internship opportunity allows us to market straight to our target – college students 21-25 years old – meanwhile actually giving young adults the opportunity to “Soar Above and Fly Beyond.”

EXECUTIONAL TACTICS

THE TACTICS:“Geo-Marketing around college campuses is how we will hit young college students in our target market. Grey Goose aims to work with Ivy League Schools and college campuses with a minimum student population of 35,000.”

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EXECUTIONAL TACTICS

YO U W I L L F I N D A G R E Y G O O S E V I P L O U N G E AT T H E K E N T U C K Y D E R BY. T H I S P R E M I E R E V E N T A L L O W S G R E Y G O O S E TO E N G A G E W I T H S O P H I S T I C AT E D YO U N G A D U LT S .

KENTUCKY DERBY

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“22% OF ATTENDEES ARE 21-29 YEAR OLDS”

“Combined annual attendance approaches 1 million guests”

(Partnership Opportunity,2015).

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• “Soar Ahead to Fly Beyond” Graduation Commercial

• Flashes to various graduations and ending with a Grey Goose graduation celebration!

• “Soar Ahead to Fly Beyond” After Work Commercial

• Leaves work saying bye to coworkers and goes to a Grey Goose party for a fun time with friends!

• “Soar Ahead to Fly Beyond” the Universe Commercial

• Shows Neil Armstrong as a young adult studying Aeronautical Engineering with Grey Goose placement. Flash-forward to footage of him landing on the moon with the Grey Goose flag. Ends with “Soar Ahead to Fly Beyond” with Grey Goose (Dunbar, 2012).

EXECUTIONAL TACTICS

Televised Commercials

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Who knew the meaning of hard work and dedication.

Neil Armstrong was just a United States Navy Pilot

Dedication that allowed him to “Soar Above & Fly Beyond” the

Universe

And make his mark on the world.

SOAR ABOVE &

We’ll Toast to That.

“Soar Above to Fly Beyond” the Universe Advertisement Story Board

Social Media

EXECUTIONAL TACTICS

Our Social Media campaign consists of sharing links of young adults doing extraordinary things. Posting our scholarship links. Recognizing those individuals who Fly Beyond. Sharing recipes. Inspirational Quotes. We aren’t just giving information, we are starting a conversation.

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• Grey Goose spends the majority of its advertising budget on cable television and magazines, costs being at over a million dollars.

• The target market we have chosen to focus on relies heavily on social media outlets like Facebook, Instagram, Twitter, Snapchat and Pinterest.

• Our desired continuity timeline is pulsing. We plan to constantly keep our customers updated by our social media outlets while pulsing the television and magazine advertisements.

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MEDIA STRATEGY & PLANNING

Website Age Group

Percentage

Facebook 18-24 23.3%

Instagram 18-29 37%

Twitter 18-29 35%

Pinterest 18-29 27%

SnapChat 18-24 45%

Tumblr 18-24 29%

Vine 18-24 29%

We will be advertising for a 9 month period from April to December

Television: NBC and ABC

The Kentucky Derby, aired on NBC, is one of our largest events with high television coverage. NBC and ABC are major networks for our target market, we got that from MRI.

Social Media: Facebook, Twitter, Instagram, Pinterest, SnapChat, Tumblr and Vine

Magazines: Forbes, Cosmopolitan, Esquire, Golf Digest

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Media Strategy & Planning

“SOAR AHEAD TO FLY BEYOND” CAMPAIGN BUDGET

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EVALUATION & CONTINGENCYM E A S U R I N G O B J E C T I V E S

Pre-campaign: Measurement by checkout scanners. We can analyze the amount of Grey Goose drinks purchased and total revenue made prior to the campaign. Conduct a survey asking surveyors “When you think of vodka, what brands come to mind?” Leaving the survey open-ended.

During campaign: Measurement by checkout scanner. Conduct the same survey as in the Pre-campaign to measure attitude increase. After the open-ended survey is conducted then give the surveyor another questionnaire about their attitudes toward the Grey Goose Brand. (Must be surveyed in this order) Examine revenue and surveys to ensure we are allocating our budget efficiently and meeting our revenue increase.

Post-campaign: Measurement by check out scanners to examine whether or not we met our 15% increase in revenue. Conduct the final open-ended survey, asking surveyors “When you think of vodka, what brands come to mind?” to determine whether or not we met our 25% consideration set goal. Conduct another survey asking consumers what they believe and feel about Grey Goose vodka along with if they have seen Grey Goose advertising or remember seeing a specific Grey Goose advertisement.

NOTE: We will also examine the increase in likes on social media websites

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EVALUATION & CONTINGENCYC O N T I N G E N C Y P L A N

If we are not successful in reaching our 15% revenue increase goal. We will reallocate budget based upon survey responses about the Grey Goose brand – we may need to run our TV advertising longer or more frequently to place Grey Goose into their consideration set. Also we will do an environmental scan of the various nightclubs to assess whether in-bar placement and atmosphere is affecting sales.

If we are not successful in reaching our 25% consideration set goal. We will need to increase exposure. After this campaign, consumers should be constantly seeing the Grey Goose brand. If we fail to reach this goal we will examine the post-survey asking consumers if they have seen Grey Goose advertising or if they remember seeing a specific Grey Goose advertisement. This will allow us to see our advertising strengths and weaknesses and change the budget spending accordingly.

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CITATIONSDunbar, B. (2012). Biography of Neil Armstrong. Retrieved April 27, 2015, from

http://www.nasa.gov/centers/glenn/about/bios/neilabio.html

Media Spend. (2013, January 1). Bacardi Limited Media Spend Retrieved February 16, 2015, from http://www.redbooks.com.libproxy.txstate.edu/advertiser/BACARDI_LIMITED/

Customer Reviews for Grey Goose Grey Goose Vodka 700mL. (n.d.). Retrieved February 16, 2015, from http://reviews.danmurphys.com.au/0592-en_au/DM_904127/grey-goose-grey-goose-vodka-700ml-reviews/reviews.htm

GREY GOOSE - A Toast to Friendship. (2011, December 16). Retrieved February 16, 2015, from https://www.youtube.com/watch?v=_1T3tiI7f9g

GREY GOOSE® Vodka | Advertising. (n.d.). Retrieved February 16, 2015, from http://www.greygoose.com/en/us/advertising#

GREY GOOSE® Vodka | the World's Best Tasting Vodka. (n.d.). Retrieved February 16, 2015, from http://www.greygoose.com/en/us/our-vodkas/orange-vodka

GREY GOOSE® Vodka | The World's Best Tasting Vodka. (n.d.). Retrieved February 16, 2015, from http://www.greygoose.com/en/us/cocktail-recipes

Grey Goose Site Summary. (2015, January 1). Retrieved February 16, 2015, from https://app.compete.com/website/www.greygoose.com/

Hopkins, A. (2013, October 9). Grey Goose launches “most powerful marketing effort to date”. Retrieved February 16, 2015, from http://www.thespiritsbusiness.com/2013/10/grey-goose-launches-most-powerful-marketing-effort-to-date/

Joseph, S. (2013). Grey Goose details plan to make brand more accessible. Marketing Week (Online Edition), 13.

Report Specifications Listing. (2013, January 1). Retrieved February 16, 2015, from http://adspender.kantarmediana.com.libproxy.txstate.edu/AdSpender/Pages/ReportPages/ReportSpecListing.aspx?.pl=OpenReport

Rose, A. (2011, March 10). Review: Grey Goose Vodka. Retrieved February 16, 2015, from http://rebelbartender.com/2011/03/10/review-grey-goose-vodka/

Bacardi Limited. (2014, May 15). Statement from Bacardi Limited on the Appointment of Michael J. Dolan as Interim Chief Executive Officer. Retrieved February 15, 2015, from http://www.bacardilimited.com/news/272

StatesWay (2014). StateWays, Grey Goose Announces Out-Of-This-World Partnership. 44(6), 16.29

CITATIONSPartnership Opportunity. (n.d.). Retrieved April 27, 2015, from

http://www.kentuckyderby.com/sites/kentuckyderby.com/files/u605/SponsorshipsOverview.pdf

Market Characteristics and Trends: 2.3 Alcoholic Beverages. (2008). Beverages Market Research Handbook (pp. 11-16). Richard K. Miller & Associates

Market Summary: 1.1 What America Drinks. (2008). Beverages Market Research Handbook (p. 7). Richard K. Miller & Associates.

Distilled Spirits: 6.1 Market Assessment. (2008). Beverages Market Research Handbook (p. 66). Richard K. Miller & Associates.

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