Advertising and Sales Promotion-Vodka

BUSINESS ADMINISTRATION AND ECONOMICS DEPARTMENT

Advertising and Sales Promotion Plan

21.5.2012

Executive summary

Following paper describes advertising and sales promotion plan of Ketel One, well established brand with 300 year old tradition, with goal to penetrate the Serbian market.

Strategic objectives and defining target audience will define above the line advertising activities as well as supporting activities of social media marketing and sales promotion techniques. They will be compatible with Ketel One’s marketing strategy to enter in Serbian market. Therefore, two main objectives of communication strategy is increasing awareness and trial of the product.

Target audience will be selected using mainly demographic and psychographic criteria of segmentation. Message will be designed in respect of both well established brand image of Ketel One and target audience. Vehicles of message delivery will also be assessed, as well as its appeal. Message will be communicated through series of 3 TV commercials and magazine ad, with intention to increase awareness. Social media activities will serve as a support of above the line communication, creating synergy and fostering engagement of customers and close communication with the brand.

Sales promotion tactic will have increased trial of the product as a result. Promotional pack will be created which will contain bottle of Ketel One vodka with two free products – branded glass and stainless steel ice cubes. This effort will generate customer’s pull and build trial.

Contents

Introduction 4

Objectives and Strategic decisions 4

Spirits market situation in Serbia 4

Objectives 6

Segmentation and identification of target audience 7

Promotional Mix 9

Message 9

Message appeal 9

Media mix 10

Coverage 10

Broadcast media 10

Print media 11

Social media as a support activity 13

Sales promotion techniques 14

Conclusion 16

Appendices 19

Appendix 1 19

Appendix 2 21

Appendix...