Pre-made Jell-O shots

BackgroundMission : To offer to consumer a pre-made beverage that is fun, and save them time, at a reasonable price.

Value :

• Save time for the consumers• Our product makes Jell-O shot more

accessible to consumers.• fun• Bring back the “old school” consumers to

their college year

4 P’s• Product : -Pre-made Jell-O shot.• Place :-College and university areas - “party cities” ( Las Vegas, Miami, San Diego… -Liquor stores, grocery stores, bars, clubs.-Restricted to US, at least for the first year. • Price : for 12 pack, 75 cents/each for 24 pack, 50 cents/each-preferred price for retailers ordering in large quantity

• Promotion : -Launch party-Partnership with different brands of alcohol-sponsor certain events-celebrity ambassadors-ads on magazines and websites-social networks

1-What is your age? 5- Have you ever tried Jell-O shot? If yes how did you like it?21-30 Less likely, too sweet31-39 Likely, I don’t mind having it or not40-50 Most likely, I can’t think about a party without them50-60 I never had them, don’t know what it taste like2-What is your gender? 6- How many would you like to have at a party?Male 1-3Female 4-63-How often do you party? 6 or moreOnce a month or special occasions 7- What are your favorite flavors?Once a week Lime, cherry, orange, peach, strawberry, raspberry, pineapple, Twice a week Mix layered, pudding (vanilla, chocolate)Party is my life 8- would you like to make your own jell-o shots or you would like 4-What is your favorite alcohol? buy them from the stores?Vodka I want to spend hours for it, because I make the best Jell-o shotsTequila I would like to buy them pre-made so I won’t waste my time.Whiskey 9-How do you like your drink?Gin Less alcohol, more flavorRum More alcohol, less flavorOther Sweet

Sour10- What is your occupation? Retail/Sales, Creative/Design, Business/Financial/HR/PR, Medical/Health, Education, Other

SURVEY

Survey formal summary

• Using the survey we identify specific features our target segment value

• 23 participants, male and female, from Facebook.

• 87% are between 21-30 years old• Most of them like to party• We also identified favorite alcohol and flavor

Conclusion of the survey

• Our target market is young people who like to party. Most likely students

• We will adapt our marketing knowing the characteristic of the generation Y

• Use social networks and social events to promote our product.

Strengths :• Well known product but new to the market• Low cost of production• Fun environment for our employees to work

at• Value pricing

Weaknesses :• Consumers might get confused between the

Jell-O shot and the regular Jell-O• Has to be kept refrigerated • Lack of brand awareness

Opportunities :- New market that has no competitors- Constant demand on this market- Modern life stress Increases demand for parties

Threats :-High in calories and sugar, might discouraged female buyers-High taxes on products that contain alcohol-People might go back to the old fashion way of making it themselves

Goal:To get consumers to know our product

Objective:-Our Jell-O Shots is a new product on the market. Lot of promotion

- Increase advertising on the originality and fun aspect of our product to make consumers want to try it.

Goal:Create customer delight

Objective:-We want to create superior customer value: so the customer stay loyal and buy more of our product.-Keep innovating to remain leader on this market if competitors arrive.

IMC plan• advertising:- Internet : social networks and websites- Ads on magazines- Partnering with certain brand of alcohol- Celebrities ambassadors• Sales promotion:-free sample of our drinks-happy hour-hosted bar

• Public relation:- We want to keep a fun image sponsor events such as pool partiesSelecting our ambassadors carefully• Direct marketing:-limited- alcoholic beverage…-Collect e-mails from VIP list to send shout-outs-during events: billboards, branded swimsuit towel, POS material, product sample

• Personal selling techniques- Hostesses at events, dressed with shirt and

hats with our logo on it- Hostesses at stores like Beverage and more

-analyzing the sales summaries and comparing them to other alcoholic beverages’ sales.

Using the customer perspectiveMonitor monthly sales versus monthly

expenses

• POS questions- Is it your first time trying a Jell-O shot ?- What is your zip code ?- Would you like to give your e-mail to know

about happy hours with specials on our drink at different locations ?