100

Proof Production

Branding & IMC Final Presentation

MKT 435

Roman Huwel Kaitlin Rakotci Nadège Leguerrier Hannah Mackay JC Dubourg

BRAND & PRODUCT DESCRIPTION

POSITIONING

Naming

Design & website

pricing

Advertisement & promotion

CONTENT

Segment & target market

Conclusions

INTRODUCTION

100 Proof Production deals with the two most annoying parts of a party

Set Up

Rentals

Food

Drinks

Alcohol

Clean Up

Cleaning Services

Breakfast

Perceptual map

Oxford Spirits

Wal-Mart

Kroger The Den

Red Ox

Johnny’s

100 Proof Production Va

riety

of A

lcoh

ol

Convenience

Positioning statement

100 Proof Production is for busy, social students who want to host a party without worrying about the details. Compared to other off-campus businesses, 100 Proof Production is more reliable, less expensive, and allows the host to have the party they want to have.

Who is 100proofproduction ?

Zodiac sign: Capricorn

Hometown: Miami (Florida)

Name: N. Joy Pardey

Birthday: 01/01/1986

Occupation: Student / Life of

the party

Hobbies: Throwing parties / mixing drinks

Segment & Target market

21-24 range Miami University off campus students

40% Male / 60% Female

Personality Traits

Social & Outgoing

Busy

Curious

Organized

Reliable

Responsible

Values

Socializing

Throwing parties & celebrating

Satisfying party needs of friends

Showing firends a good time

Being prepared for every situation

Clean house

DTP

Naming

25  Names  6  Names   Focus  group  

&  survey   TWO  NAME  

The Party Guys

One Stop Party Shop

My Party Planner

Plan My Party AlloParty PartyMobile

CallMyParty RunMyParty

PartySolver

1-513-To-Party

SetUp-CleanUp

PartyBooster PartySteroids

BeerNecessities

PremiereParties

PartyProduction

CheersToYourParty

NotJustAparty.com PartyInTheUSA PartyLikeARockstar

PartyConnection

RockMyParty

LightMyParty 100ProofProduction

100 PROOF

PRODUCTION

DTP

Naming

100ProofProduction

Party Solver

1-513-TO-PARTY

Party Booster

NotJustAParty.com

DTP

Entails the entire service we offer – Catchy + Implies reliability

We solve the problems that go along with hosting parties

Catchy + Easy to remember – Shows we are local in Oxford

Catchy - Implies that we enhance parties and make them memorable

Easy recall of our website – Implies we help you throw parties above the ordinary (Down To Party) – Catchy + Short Option compared to longer names

Final brand names selected

Why

100ProofProduction

DTP &

? Catchy &Fun

Professional Easy to type

Easy to remember Easy to type

They sum up the overall idea of our services

DESIGN & LOGO

Focus Group Results

Colors

Hype & Fashionable

We presented 8 different logos for two names

People partying

Readibility People voted for this logo…

DESIGN & LOGO

Focus Group: 11 people (6W/5M)

6 logos presented votes

Website

http://www.wix.com/100ProofProduction/100ProofProduction

Pricing

A la carte

diversity

Designed for student

Easy checkout

« A la carte » services to fit exactly what each students desires

Pick what you want among party supplies, food, drinks, breakfast and cleaning

Total amount / Amount per roomate…

Payments with diffrent debit cards accepted

Convenient and quick Appear cheaper

Advertising

Printed Ads

Step #1

•  Focus on added value of our services leaning on main issues of throwing a party •  Trigger interest & curiosity to create a buzz

•  Informational ads on our company / services •  Website revealed

Step #2

TEASER ADS

REVELATION

Advertising

Advertising

WebSite

24/7 Communication PLAYLISTS

PHOTOS & COMMENTS

Sharing Space

•  Reaching a wide coverage: cool tool that students can use during EACH parties •  Make 100ProofProduction the partner of every good party

•  Create a real partyman community For Customer Help developing word of mouth & trust For Us Make our services evolve & develop new ideas

Advertising

Other Channels

Newspaper THE MIAMI STUDENT

FACEBOOK / TWITTER

Social Networking

•  Free standings inserts •  Efficient reach: readily available campus-wide

Twitter Link

Facebook link

Word Of Mouth

Direct Marketing

Post Card with Magnet

Delivering Pong Balls with Pizza and Beer

Sales Promotion

Price Off Deals

Internet and Interactive

Facebook Mobil Deals

promotion

Sales promotion

Where do we look for promotions? Which promotions do I utilize ?

73% Price Off Deals

45% Miami Memos

Direct  Marke>ng  

Visibility

How do we get into the customers home? How do we increase visibility?

92% Eat delivery Pizza at least once a week.

100% used magnets on their refrigerator.

Direct marketing

Internet  &  Interac>ve  Internet & interactive

FACEBOOK

Average 20 young adult spends 23 Hours a week on Facebook

“Wall post testimonials”

Facebook Link

MOBILE DEALS

Deal of the day Reach

43% Miami Campus receive the texts

Concluded imc

100 Proof Production

Secondary Research Focus Group

Survey Focus Group

Idea

Thanks for your attention

Any questions ?