Marketing Communications Plan For Diageo Marketing Essay

selling Communications Plan For Di eldo Marketing EssayFor the company to achieve these objectives, there desires to a situation depth psychology which leave behind give an overview on the companys up-to-dates position. This go out be done through analysing the PEST factors that pull up stakes affect the proposed merchandising talks schema, evaluating White Horse Whiskys surgery in the market currently and overly identifying the competitors actions. The report impart further give an overview of the companys objectives by heightslighting the desired position for White Horse whiskey through giving a detailed business mission and communicating objectives.The communions plan will in like manner give an overview of the how the company will carry to its set objectives through the use of the segmentation, ranking and positioning of White Horse Whisky. At the end of the report, the implementation of the plan through the communication tools and messages, the way through which it will be implemented and tracking the progress of the strategy will be discussed to ensure a suitable plan was put into practice.2.0 SITUATION ANALYSIS (Where argon we now?)2.1 Current Company PerformanceDiageo is the crack owner of cardinal whiskey labels (Bells and White Horse) in the whisky market. White Horse Whisky has a market sh ar of 2.3% in the market as of 2005. The blade has had a downward trend over the past classs and wishes to relaunch it in July 2010 to a junior population. The company has a weak distribution chain as Whit Horse Whisky is only available at off-licences and major supermarkets.2.2 Distinctive competitive (Marketing) AdvantagesWhite Horse Whisky is an established brand name which was created in 1890. It has been know as a calibre whisky brand specially with the current owners who create global subscribe labels.2.3 Marketing Mix (4Ps)ProductThe product is a blended Scotch whisky which is currently at the decline stage.PriceThe current price of White Horse whisky is 14.99 per litre for the squat bottleful.PlaceThe brand is available only at super markets and off licences shops.PromotionDiageo has ceased extend toise support for White Horse whisky. This has made the brand have little competitive advantage in the market because consumers especially the new drinkers will non be aw ar of the brand and the old drinkers who need constant reminders and reinforcement might think the brand has died if they are not constantly given information. This could also have been the cause of the gradual decline in the market share of White vaulting horse whisky with consumers choosing competitor brands over it.2.4 Current Customer SegmentsThe brand has 2million consumers over the age of 50years. This accounts for over 50% of the brand consumption. This age group is the ageing population and if the trend continues with them, the brand will eventually die off.2.5 insubordinate Event(s) That Can Impact on the Marketing of White Horse Wh isky (Macro Environment)PEEST compendiumPolitical/legalWhisky brands may be advertised on TV now.EconomicThe Scotch whisky market has been in decline for over 15years.Ecological/physical environmentIncreased environmental awareness and the need to treat and respect the world.Socio-culturalDrinking patters have moved away from traditional dark spirits in favour of white spirits, drinks and lagers.The number of people in their twenties and thirties drinking whisky has declined over the years.Whisky has always been acknowledged as an acquired taste that was unlikely to appeal to novice drinkers.Whisky is regarded as a spirit that is difficult to mix.Current image of whisky is seen as outdated and largely irrelevant.Binge drinking amongst young people which is seen currently as a serious social problem in UK.TechnologicalGrowing rate of internet use among the population in UK.2.6 Micro Environment foodstuffIn 2005, the overall whisky market had 3.9m consumers.SizeGrowth rateWhite Hors e whisky had a decline of 0.6% from 2004 -2005.Market trendsThe advent of drinkers miserable from traditional dark spirits to chilled, long, lighter drinks.Table 1 The market in the microenvironment2.7 SWOT Analysis for White Horse WhiskyStrengthsStrong brand name and rich heritage.Diageo has a budget of 3 strictly for marketing of the brand which will promote awareness and modify the way it is perceived by the calculate audition.WeaknessesLack of advertising of the brand over the years.Small distribution networks.OpportunitiesYoung people who are being targeted enjoy going out and having playing period during their spare time.Recent relaxation of the voluntary code for whisky advertisements on TV.ThreatsCurrent whisky image is seen as outdated and largely irrelevant which gives it an unfashionable image.The Scotch whisky market has been in decline for over 15yearsDrinking patterns have moved away from traditional spirits like whisky to wine and lagers.Whisky has been known to have an acquired taste that was unlikely to appeal to novice drinkers.Binge drinking by young people.Table 2 SWOT Analysis for White Horse Whisky3.0 SET OBJECTIVES (Where Do We Want To Go?)3.1 Marketing ObjectivesTo increase the brands market share from 2.3% to 6% to consumers under 50years within 3years.3.2 Marketing Communication ObjectivesTo reposition White Horse whisky from being an old fashioned drink for old age groups to a contemporary and authentic drink for 20-28year old male and females within 3years.4.0 STRATEGY(How Do We Get There?)4.1 SegmentationThe youth and young people who are upwardly mobile in the UK.4.2 TargetingThe target market will be women and men aged 20-28years who are still experimenting with spirits with no brand loyalty yet.4.3 PositioningWhite Horse whisky will be positioned to the target market as a contemporary, fun and quality drink. This position resonates with the values of our target market and our brand values.4.4 ATR Model for buy DecisionT he purchase of whisky is a low involvement decision. This is because it has a low expenditure and cant be viewed as a personal risk. ATR mystify which is Awareness, Trial, and Repurchase is suitable for this product. The consumer lasts aware of the brand- White Horse whisky through the proposed marketing communication strategy and will make a trial purchase to assess the drink. If taking of the whisky produces favourable results, the consumer will become interested in White Horse whisky and will therefore repeat the acquire of the whisky at a later time. This will gradually increase the brand share of the product. The plan will give a devise on how to create the initial awareness of the brand to the selected target market. This can be used to determine the product adoption process.4.5 Pull StrategyThe pull strategy will be adopted to achieve the communication objectives. This strategy involves focusing our communication directly at our target market this in turn would bear a des ire, demand and eventual purchase of White Horse Whisky.5.0 TACTICAL PLAN (How Do We Implement the Strategy?)5.1 Communication Tools to be used and how they will be usedCommunication toolsMediumReason for choiceMedia VehiclesAdvertisingType of media selected channelsWhite Horse Target Group Use ageTelevisionThe target hearing have a heavy exposure to TVSpecific programmes on ITVIt is an effective tool to relegate our target listening on a large scale1. Prison breakThis can create a hefty brand image for White Horse whisky2. Gossip GirlTV has a high visual and strong impact that can easily attract the audience because it influences multiple senses.3. Vampire DairiesThe target audience relax by watching these entertainment programmes4. 245. Sports showsMagazineThere is high selective readership for magazines. It is easy to communicate with our chosen target audience knowing their choice.Cosmo GirlBritish VogueMens VogueThe magazine can also be passed on to friends and this can be read not ineluctably by only the purchaserIt will show good quality and pictures and have high information contentBillboards and postersThis will give a strong impact with a simple message. This helps to connect with the audience less is more attitude.To be placed strategically nearCity centres, mallsBillboards and postersThe billboards have a high frequency exposure and will be easily grab attention.The posters will in addition be placed in bars and clubsThe placed fixture will reach the target market.This will make the target audience aware of the brand as they will be exposed to the advert ceaselessly and frequently.AdvertisingInternetThis medium is very attractive to them and they spend lots of hours a day on the internet.Low production cost which will reach a potential audience at any time of the day.Web banners on social networking sites (Face book and MySpace)CinemasThe target audience enjoy having night outs especially at the cinemaOdeon and Cineworld cinemas across the country when showingAction and Science Fiction films in 3D, Romantic Comedy and Thrillers.SpotifyThis music streaming service has become popular among the target audience.This will be placed for listeners of rock, RB, hip hop, pop and rap.It has be ability to reach the audience by postcode because there is a registration for the serviceIts a perfect medium to reach the target audience who applaud to listen to music.Sales PromotionFree trialsConsumers appreciate offers and love to have value for their money.Selected clubs and pubs across the country.Sales PromotionFree trialsIt is quick and easy to implement and will have an immediate impact on the gross gross sales event of the brandIt will encourage retrialFree giftsThis will encourage purchaseSupermarket chains, off licencesThere will be a small white horse attached to each white horse whisky bottleThere will be free t-shirts distributed to consumers at clubs and bars.SponsorshipFashion showThis will change the perception of i t being an old generation drinkThese sponsorship of youth events will build awareness for the brandThe target audience use this as a means of relaxing and will be great fun for them which can easily to reach them.The fashion show and valentine part will hold at selected regionsValentine party5.2 Message(s) We Wish To CommunicateWhite Horse is approachable, light- hearted and sociable.5.3 Consistency across Different Tools and MessagesThe messages are consistent and they all carry the message that the brand is of quality and is a drink for the younger generation.5.4 Necessary Resources/BudgetsThere is a 3 budget for the marketing communication strategy for one year. The budget will be sufficient to implement the strategy in various vehicles for the duration chosen.6.0 ACTION PLAN (Who, What, When?)Please refer to Appendix 1 and 2 for detailed communication spending.6.1 Responsible party for implementationThis communications plan will be executed by a top advertising firm in the UK. T he marketing section will have the responsibility of communication with the advertising agency to ensure all communication is placed as at when due and also make appearances at the sponsorship events. The department will also be responsible for the appropriate quantity distribution of the soft toys (The White Horse) and t-shirts to the regions. The accounting department ensures vouchers brocaded for the advertising agency are paid on time. Diageos IT department will also make sure the website is always up and running to appeal to consumers who will be visiting the site.6.2 Time frame of plan implementationThe plan will be implemented between July 2010- June 2011.6.3 Resource Allocation for the ActionThe communication plan has been done and will cost 2,899,335. This amount is exclusive of the allocation of 100,000 which will be paid to the agency for creatives production and services.7.0 CONTROL ( Keeping lead Of Progress)The brand will be monitored through sales analysis. The mar keting department will obtain the sales figures weekly that will be used to discriminate the actual sales of White Horse whisky to the target sale. Information will also be gathered from the distributors of the brand on customers perception of the drink. The sales report should be gotten by region and if any extraordinary low sale is received from any region, their communication should be restructured.Within the first year, the brand share should increase by 0.7% to 3% and the profile of young drinkers should increase to 37%. This will make the overall brand share increase of 6% and 60% of young drinkers by 2013 will be achieved. Depending on the first year figures, the marketing manager should be able to forecast and evaluate the communication strategy being used and make corrective actions where necessary. If there is an exceptionally low increase in the first year period which will basically where a lot of money will be spent on communication, the communication plans should be revisited to avoid massive failures in 2013. Each person/ department in Diageo should be clear on their responsibilities to enable the company meet the expected target.8.0 THE 3MsThese are the key resources8.1 MenThis is not mentioned in case study.8.2 goldThere is a budget of 3m for the repositioning of White Horse whisky for one year.8.3 MinutesThe deadline to achieve the 3.7% brand share increase is 3years. The plan will be solely for the 1st year while recommendations for the next 2years will be provided.9.0 RECOMMENDATIONS FOR THE NEXT 2YEARSFrom July 2011- July 2013, the following should be done to reinforce the brand in the mind of the consumersThe television adverts should be aired in alternative months.The use of posters at bars and clubs should be continued.The online adverts on Facebook, MySpace and Spotify should continue every month.Other sales promotions should be introduced to give room for another exciting support to the consumers from the brand.The brand should als o explore opportunities in celebrity endorsements which the target audience fancy.Quarterly shows should be sponsored at selected clubs around the country.Possible production of shot glasses with the White Horse logo can be distributed to bars and clubs.Appendix 2 (Cost Analysis)TV advertsCoverage within the UKREGIONCOST FOR 30 ADVERTS ON ITV LATE PEAK DRAMASCentral10,313London16,730Yorkshire3,827Scotland3,169Total Cost34,039Number of shows to place adverts 4Frequency 4 times weekly, for 20 weeks.Monthly cost 344,624Cinema adverts23,000 per monthMagazinesNumber of magazines 4Frequency monthlyMonthly cost 73,200 outdoor(a) advertsBillboards and Posters 15,000 monthlyOnline adverts37,500 monthlySponsorshipsA total of 150,000 was budgeted to sponsor specified events across the four regions.Sales Promotion1000 t-shirts and soft horses, free trials over the year 96,500.10.0 Creatives to be sent to agencyAppendix 3 (Advert for Television and Cinema)This will be a 30 seconds advert which will make our target audience associate White Horse whisky as a fun drink.Scene 1Nice music playing in the hind endgroundThe advert starts at a bar scene with a couple of people ordering drinks at the bar. In a distance, people can be seen dancing. The photographic camera zooms in on a young man and lady (Lady 1). They exchange pleasantries and the young man leaves shortly as he gets his drinkScene 2The young man is seen with two others men chatting and looking around. He spots a young lady (Lady 2) in a corner sitting by herself and he walks up to her to ask for a dance. Lady 2 agrees and they move to the dance floor.Scene 3The young man and Lady 2 are seen dancing and having a good time. Lady 1 walks up to them with two drinks in her hand. She hands a drink over to Lady 2 and turns to formula the young man. She says to the young man I see youve met my mother. The young man has a confused face and says your mother?Scene 4The three of are sitted at a table and are seen chatting, laughing and having White Horse whisky.The advert closes and a screen showing the White Horse whisky bottle and a glass with the contents.The tag line White Horse.Surprising fun is shown below this screenThis advert is to make the target audience know that even though the label is old, it still has the right mix and quality to appeal to them..Appendix 4(Advert for Magazines, Billboards and posters)A picture of a group of four young adults (two men and two women) wearing casual and fashionable outfits. They are smiling at themselves and each person is seen holding a glass that contains White Horse whisky.The caption underneath the picture states White HorseSurprising fun.Appendix 5(Design for t-shirt)The shirt is a black cotton Polo shirt. At the centre of the shirt in front, there is a White Horse. The back of the shirt carries the captionSurprising fun.