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Bubbly’s Champagne Integrated Marketing Communications Plan
Table of Contents

Executive Summary ……………………………………………………………………………………………………………….2 Situational Analysis & Rebranding.………………………………………………………………………………………...3 SWOT Analysis….…………………………………………………………………………………………………………………….3 SWOT Analysis cont’d………..……………………………………………………………………………………………………4 Audiences…………………………………….…………………………………………………………………………………………4 Objectives…….…………………………………………………………………………………………………………………………4 Key Messages…..………….…………………………………………………………………………………………………………5 Themes………………..…………………………………………………………………………………………………………………5 Strategies……………………………………………………………………………………………………………………………….5 Tactics……………………………….……………………………………………………………………………………….…………..5 Tactics cont’d………………………..………………………………………………………………………………………….…….6 Tactics cont’d………………………………………………………………………………………………………………….………7 Tactics cont’d…………………..…………………………………………………………………………………………………..…8 Evaluation………………………..……………………………………………………………………………………………..………8 Evaluation cont’d……………………………………………………………………………………………………………..….….9 Evaluation cont’d……………………………………………………………………………………………………………..……10 Evaluation cont’d……………………………………………………………………………………………………………..……11

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Bubbly’s Champagne Integrated Marketing Communications Plan
Executive Summary Situational Analysis: The French champagne industry would like to increase product sales in Canada by showcasing that champagne can be consumed outside of the "special event" category. Bubbly’s champagne is rebranding their product to tailor to being an “everyday” drink into medium sized individual bottles and six-pack of flavoured champagne. SWOT Analysis Strengths: availability, established brand Opportunities: rebranding, affordability, partnerships with restaurants Objectives: 1. Achieve product popularity of Bubbly’s rebranded champagne among consumers with an increase in sales exceeding 120,000 bottles by December 31, 2015. 2. Achieve brand awareness of Bubbly’s champagne rebranded product among consumers by 30 percent by end of December 31, 2015. Key Message/Theme: Bubbly’s champagne allows you to celebrate “all of life’s moments” with their five new “flavours of life” that will compliment numerous luxury cocktails and pair nicely with all meals. Audiences: Primary: Consumers (19+), Investors, Alcohol Retailers, Canadian Restaurants, Media Secondary: Suppliers/Dealers, Government, Competitors, Manufacturing, Health Inspectors Strategies and Tactics 1. Launch special events to promote Bubbly’s rebranded flavoured champagne.  Tactics: Pilot Launch at Kelsey Restaurants & Champagne Spa Day 2. Utilize media relations to assist in Bubbly’s rebranding campaign within Canada.  Tactics: Media Releases & Television Special 3. Promote awareness through social media in interactive ways  Tactics: Photo Contest & Interactive Blog 4. Use proprietary advertising print materials to increase awareness and product excitement.  Tactics: Brochures/Magazine Ad & Billboards Evaluation: Bubbly’s champagne will be evaluated based on whether rebranding Bubbly’s product was
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Weaknesses: aging market, limited to special events Threats: competitive prices, brands, economic uncertainty

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Bubbly’s Champagne Integrated Marketing Communications Plan
successful in meeting their objectives and creating product excitement in Canada. Various questions and evaluation tools will be used to determine how successful rebranding Bubbly’s champagne is and if the product can shy away from only being seen as a special event drink.

Situational Analysis The French champagne industry would like to increase product sales in Canada by showcasing that champagne can be consumed outside of the "special event" category. With increasing competition and consumer trends, champagne sometimes gets lost among its competition. It is considered by most to be a drink chosen for special occasions, which is a challenge for the French champagne industry to set itself apart from. Most consumers see champagne to be overpriced, or too large of a bottle for an everyday occasion. Once a bottle is open, it must be consumed or else it will go to waste. Finding new ways to market champagne as an "everyday/ any occasion" drink can be a difficult task in a competitive drink market. With consumers having their “go -to” drinks, Bubbly’s champagne will have to develop a communications plan to assist the French champagne industry and Bubbly’s champagne in marketing their product as a first -choice drink in the eyes of consumers. With a variety of flavours, Bubbly’s champagne will need to market their rebranded champagne for “everyday” occasions and rid themselves of the image that champagne is usually consumed for celebrating special occasions or events.

Rebranded Bubbly’s Champagne Bubbly’s Champagne will go through an intensive rebranding to satisfy their goals of marketing their champagne outside of the special events sector. Bubbly’s champagne will no longer be in extremely large bottles, but instead medium size individual size bottles and a six-pack of different flavors for those who want to try every flavor. The six-pack flavors are: Original Bubbly, Flirty Strawberry, Shy Blueberry, Sassy Raspberry, Sensual Blackberry, and Outrageous Apple. By changing Bubbly’s champagne from a large bottle into more convenient size bottles, consumers will be more likely to want to choose Bubbly’s six-pack of champagne or medium size bottles for everyday occasions. Having easy access to Bubbly’s champagne will make the product more desirable when wanting one glass of champagne or cocktail drink. Therefore, Bubbly’s champagne rebranded product will go through an extensive campaign to increase consumer awareness and also excitement over the product.

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Bubbly’s Champagne Integrated Marketing Communications Plan
SWOT Analysis Strengths - Consumers view champagne as a product of finesse, elegance, and grace - Bottle design is easily identifiable - Brand is well established. - Reliable/high quality drink - Availability in stores Opportunities - Chance to partner with restaurants to make it more available - Opportunity to make the brand more exciting with rebranding - Variety of flavours to showcase for different occasions - Making an “everyday” drink/cocktail with affordable pricing Weaknesses - Still has to tap some of the market - Ageing brand - Not used in many cocktails - Considered a drink for celebrating special events/occasions - Bottle size Threats - Rising competition from sparkling wine companies - Hard to shed image of a drink to be consumed only at special events/occasions - Competitive prices - Competitive brands - Economic depression

Audiences Primary           Consumers (19+) Investors Clubs Wineries Shareholders Stakeholders Alcohol Retailers (LCBO, WineRack) Canadian Restaurants Canadian spas Media

Secondary     Suppliers/Dealers Government (alcohol regulations) Competitors Manufacturing
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Bubbly’s Champagne Integrated Marketing Communications Plan
Objectives 1. Achieve product popularity of Bubbly’s rebranded champagne among consumers with an increase in sales exceeding 120,000 bottles by December 31, 2015. 2. Achieve brand awareness of Bubbly’s champagne rebranded product among consumers by 30 percent by end of December 31, 2015.

Key Messages 1. Bubbly’s champagne has six new flavours that will compliment numerous luxury cocktails and pair nicely with all meals. 2. Bubbly’s rebranded champagne will shock consumer taste buds and satisfy your cravings for that perfect cocktail. 3. Bubbly’s champagne allows you to celebrate “all of life’s moments” with their new flavours.

Themes 1. Celebrate all life’s moments! 2. Bubbly’s Flavours of Life

Strategies 1. 2. 3. 4. Launch special events to promote Bubbly’s rebranded flavoured champagne. Utilize media relations to assist in Bubbly’s rebranding campaign within Canada. Promote awareness through social media in interactive ways. Used proprietary advertising print materials to increase awareness and product excited of Bubbly’s rebranded champagne.

Tactics Strategy #1: Launch special events to promote Bubbly’s rebranded flavoured champagne. Tactic 1: Pilot Launch at Kelsey Restaurants Bubbly’s champagne will be launching their rebranded fruity champagne list at all Kelsey restaurants throughout Canada for the month of May. The champagne list will incorporate six different champagne flavours in individualized size bottles. This allows customers to enjoy
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Bubbly’s Champagne Integrated Marketing Communications Plan
Bubbly’s champagne as an “everyday” beverage. From Bubbly’s original flavour to one of their new revamped ‘Flirty Strawberry’ flavours, all customers can enjoy a fruity champagne drink on the regular. The champagne list will have each flavour individually, but also have mixed cocktail drinks that are made from Bubbly’s champagne. The champagne list will be called “Jump In To Spring with Bubbly’s Champagne.” Tactic 2: Champagne Spa Event The hottest local spa teams up with Bubbly’s champagne to promote the manicure/pedicure champagne spa event. This event is a one time only special event to increase awareness and excitement over the revamped brand. The event will showcase Bubbly’s fruity flavoured champagnes that go simultaneously with matching nail polish colours offered at the spa. The event will be held as a pop-up event, promoted through social media on the day of the event. The first group of four women who come to the spa will win the champagne spa package. Media channels will attend the champagne spa event and document winners full spa-day. Winners can discuss their experience and feedback on the champagne spa event and will be aired on national news stations. Using special events to promote the introduction of Bubbly’s champagne will gain publicity, while getting awareness out to consumers on how Bubbly’s new flavours are a great everyday cocktail.

Strategy #2: Utilize media relations to assist in Bubbly’s rebranding campaign within Canada. Tactic 1: Bubbly’s champagne media release Media releases will be utilized to generate media coverage of Bubbly’s champagne to various media outlets. Bubbly’s target audiences are actively engaged in reading local and national newspapers and stay-up-to-date with television news broadcasts. Media releases can be distributed to several news outlets to achieve knowledge of the rebranded fruity “everyday” product and launch events held for introduction and education of Bubbly’s champagne . Both can also achieve follow up interviews or write-ups to help enhance sales and excitement of Bubbly’s rebranded product for everyday enjoyment. Tactic 2: Television Special Bubbly’s champagne will be invited to showcase their new rebranded flavoured champagne on a morning television special (i.e. Breakfast Television, Steven and Chris Show, etc.). The show will have a representative from the Bubbly’s champagne as a spokesperson to create excitement about their revamped flavours and show different ways that the champagne can be used on an everyday basis in various cocktails. Various cocktail examples will be: mimosas (fruit flavours that
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Bubbly’s Champagne Integrated Marketing Communications Plan
compliment with orange juice), strawberry daiquiris with champagne, spin on a martini, etc. There will be a taste test in the studio where the host and the spokesperson will emphasize key messages of Bubbly’s champagne on how the product is no longer a special events drink. Instead, Bubbly’s flavoured champagne is an everyday drink/cocktail option. Having a television special provides high reach in a shorter time to achieve Bubbly’s champagne’s objectives to raise awareness and sales of the rebranded French drink. Media relations aids in helping Bubbly’s champagne promote their rebranded line to several news outlets and achieve follow up interviews or write-ups to enhance the French champagne’s presence in Canada.

Strategy #3: Promote awareness through social media in interactive ways. Tactic 1: Photo Contest Through Facebook, Twitter and Instagram, customers of Bubbly’s champagne will be able to participate in an online photo contest. Hash tags (#everydaymoments) and tags (@bubblychampagne) will be used when contestants upload pictures of them drinking Bubbly’s champagne in an “everyday” way or in crazy locations. With this photo contest, Bubbly’s can increase their followers on their social media channels. The use of social media is a great way to evaluate how many viewers are taking part in the Bubbly’s champagne photo contest and can be used to access positive feedback from contestants. This is a way to get customers engaged and interacting with the rebranded champagne line. Tactic 2: Interactive Blog Bubbly’s Champagne will create an interactive Blog called “Flavours of Life” that promotes Bubbly’s theme of “celebrate all life’s moments” with its new rebranded champagne line. The blog will showcase cocktail recipes, customer reviews and various locations that are selling their products. The blog will connect with YouTube for various cocktail recipes and DIY tutorials. Viewers can post comments and reviews on the site, which will allow Bubbly’s champagne to evaluate positive or negative comments. Viewing consumer comments can also allow Bubbly’s champagne to personally comment back to consumers and encourage them to try different cocktails and post surveys to see what flavours are consumers favourite. The use of social media is great way to evaluate how many viewers are taking part in learning about Bubbly’s rebranded champagne and the various flavours and cocktails that are available for everyday occasions.

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Bubbly’s Champagne Integrated Marketing Communications Plan
Strategy #4: Used proprietary advertising print materials to increase awareness and product excited of Bubbly’s rebranded champagne. Tactic 1: Brochures/Magazine Ad Brochures and magazine ads at nationwide LCBO and alcohol distributers will be created to raise awareness and excitement of Bubbly’s rebranded champagne. The brochures will use their theme of “Celebrate all life’s moments!” and “Bubbly’s Flavours of Life” to inform consumers that champagne can compliment any meal, drink or any occasion. Placing brochures in LCBO and other alcohol distributing stores, Bubbly’s target audiences will have direct access to them and can be picked up on a daily basis. These places can also feature a pull-brochure in their magazines that can have a coupon for 25 percent off their next purchase of Bubbly’s six -pack flavoured champagne. These interactive magazine ads will provide an opportunity for multiple exposure as well as added reach if magazines are passed-on to other readers. Special offers and coupons make a beneficial connection in Bubbly’s audiences’ minds. By having a percentage off, they will be more inclined to try the product and in hopes be a loyal buyer of Bubbly’s flavoured six-pack. Tactic 2: Billboard Billboards will be used to feature Bubbly’s champagne rebranded medium sized bottles and six pack flavours to create hype around these new features. Six different billboards will be created and displayed around Canada to showcase the six flavours that are in Bubbly’s champagne six pack. The billboards will display these six personalities that each flavour has: Original Bubbly, Flirty Strawberry, Shy Blueberry, Sassy Raspberry, Sensual Blackberry, and Outrageous Apple. This will allow consumers to relate to each flavor and create hype around Bubbly’s rebranded champagne product. Bubbly’s champagne can also use a celebrity endorsement that matches each personality drink so that consumers can relate to these celebrities with regards to personalities and tastes. Billboards provide consumers with visual appeal to generate more consumers to purchase Bubbly’s rebranded champagne products. The use of proprietary advertising print materials aids in helping increase awareness and excitement with visual appeals and information that satisfies consumers visual needs and makes them want to try the product.

Evaluation This plan will ultimately be evaluated based on whether Bubbly’s Champagne meets the following communications objectives, with increased sales being the most significant accomplishment:

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Bubbly’s Champagne Integrated Marketing Communications Plan
1. Achieve product popularity of Bubbly’s rebranded champagne among consumers with an increase in sales exceeding 120,000 bottles by December 31, 2015. 2. Achieve brand awareness of Bubbly’s champagne rebranded product among consumers by 30 percent by end of December 31, 2015. To further evaluate, Bubbly Champagne must ask:      Was Bubbly’s champagne rebranding adequately planned? Did Bubbly’s champagne reach targeted audiences? What unforeseen circumstances affected the success of Bubbly’s rebranding campaign? Did Bubbly’s medium sized bottles and flavoured six-pack products receive enough media exposure? Did Bubbly’s champagne use the most appropriate tactics to promote their rebranded product?

Strategy #1: Special Events Tactic 1: Pilot Launch – will be evaluated to determine:      How many bottles were sold? How many cocktails were sold? What is the most popular flavour among the six in the six-pack? Was partnering with a restaurant a proactive way of increasing awareness and excited of Bubbly’s champagne? How are customers responding to the new champagne menu? Were there positive or negative comments towards Bubbly’s rebranded champagne? o Tool: Customer surveys will be used to measure consumer’s attitudes towards the menu, Bubbly’s brand and their overall comment towards champagne. This will help Bubbly’s champagne determine if consumer’s views on champagne are shifting.

Tactic 2: Spa Event – will be evaluated to determine:       How many consumers attended the event? Was the event successfully run? Which media outlets were present? How much media coverage did the event receive? Was Bubbly’s spokesperson quoted? Was Bubbly’s spokesperson correctly quoted? Were there positive or negative comments towards the event? Were Bubbly’s key messages emphasized?

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Bubbly’s Champagne Integrated Marketing Communications Plan
o Tool: Systematic tracking to measure the amount of media exposure, as well as the tone of the coverage, key points and the types of new outlets or publications that covered the event.

Strategy #2: Media Relations Tactic 1: Media Release – will be determined to evaluate:       How many media outlets will run the release? Which media outlets will run a story about Bubbly’s rebranded champagne? Where will the placement of the story be located in the newspaper? Will the release be correctly quoted? What will the tone of coverage be? Will there be positive or negative comments towards the piece? Were there product reviews? Were they positive or negative? Do articles position Bubbly’s champagne as an “everyday” beverage? o Tool: Media Relation Points (MRP) will be used to measure any editorial print and broadcast coverage regarding the news piece that various media outlets run. MRP analyze the editorial coverage to determine the tone of coverage to be positive or negative, how the story reached various audiences and the cost-per-contact.

Tactic 2: Television Special – will be determined to evaluate:        The quality of the coverage – will reporters use all the video taken? Will Bubbly’s champagne be asked to feature on other morning shows? Was the television spot successful? Did the spokesperson deliver Bubbly’s key messages? How many people viewed the program? Did they enjoy the segment? How many times will the feature story be played? Was there positive or negative comments or responses towards Bubbly’s rebranded television special? o Tool: Tool: Data retrieval and analysis can be used to determine how the public will react to the message presented and how many media impressions to determine the number of people who were exposed to the segment. o Can also ask producers to share opinions or response: letters, telephone messages, website comments, etc.

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Bubbly’s Champagne Integrated Marketing Communications Plan
Strategy #2: Social Media Tactic 1: Photo Contest –will be determined to evaluate:     How many people participated in the photo contest? Was using social media a successful way to encourage consumers to try Bubbly’s rebranded champagne for everyday drinks? Was the response positive or negative? Were participants pictures creative? Did participants use Bubbly’s “everyday moments” hashtag? o Tool: Measure “hits,” “likes,” and comments to evaluate the tone of comments.

Tactic 2: Interactive Blog – will be determined to evaluate:     How many people have viewed the blog and watched the tutorials? Is the feedback positive or negative towards Bubbly’s interactive blog? Will the blog generate followers? Will followers contribute to the blog and post articles, recipes and videos? Will the blog generate Bubbly’s champagne sales? o Tool: Surveys can be given on the blog to get more feedback from attendees to determine if the interactive blog is valuable to them and interested consumers to want to buy Bubbly’s new rebranded flavoured champagne.

Strategy #4: Proprietary Advertising Print Materials Tactic 1: Brochures/Magazine Ad – will be evaluated to determine:       Will LCBO and alcohol distributers position the brochures where consumers can see? How many brochures will be taken? Where will Bubbly’s champagne ad be placed in the magazine? How many coupons will be used in stores? Will consumers buy Bubbly’s rebranded champagne after using the coupon as a trial taste? Will consumers be more likely to buy Bubbly’s flavoured champagne due to promotional coupon attached to the ad? o Tool: Clippings and MRP are used as monitoring services for print that will help M.A.C. measure the use of photography, presence in tier-one media and the total reach to target audiences.

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Bubbly’s Champagne Integrated Marketing Communications Plan
Tactic 2: Billboards – will be evaluated to determine:      Will consumers buy Bubbly’s champagne for everyday drinks after viewing product billboards? Will consumers buy one flavour in medium-sized flavoured champagne over others? Where will each billboard get more exposure? Will consumers be able to view billboards more easily? Will visual be enough to increase awareness of Bubbly’s new rebranded flavoured champagne? Will celebrity endorsements create excitement for consumers to be more inclined to buy the product? o Tool: When purchasing Bubbly’s rebranded champagne, consumers will be given a survey that will ask questions about how they feel about Bubbly’s billboards and/or if they have seen them. The surveys will evaluate positive or negative feedback towards them to help gain consumer insights towards Bubbly’s flavoured champagne.

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