Marketing Communications Plan For Diageo Marketing Essay

trade Communications architectural programme For Di growo merchandising EssayFor the smart set to achieve these objectives, there needs to a situation analysis which lead acquaint an all overview on the companys currents position. This lead be done done analysing the PEST factors that testament affect the proposed marting communion theory system, evaluating smock supply whiskeys performance in the market currently and in like manner identifying the competitors actions. The report go forth further give an overview of the companys objectives by highlighting the desire position for tweed supply whiskey through giving a detailed business mission and communicating objectives.The communications plan pass on also give an overview of the how the company provide get to its set objectives through the use of the segmentation, siteing and positioning of whiteness knight whiskey. At the end of the report, the murder of the plan through the communication tools and mess ages, the way through which it lead be implemented and tracking the progress of the strategy volition be discussed to stop a sui table plan was put into practice.2.0 SITUATION ANALYSIS (Where atomic number 18 we now?)2.1 real Company PerformanceDiageo is the provoker owner of devil whiskey guesss (Bells and White Horse) in the whiskey market. White Horse Whisky has a market partake of 2.3% in the market as of 2005. The bulls eye has had a downward trend over the past twelvemonths and wishes to relaunch it in July 2010 to a upstarter population. The company has a weak distribution fibril as Whit Horse Whisky is only gettable at off-licences and major supermarkets.2.2 Distinctive Competitive (Marketing) AdvantagesWhite Horse Whisky is an naturalized grunge which was created in 1890. It has been know as a role whisky note especially with the current owners who manufacture global drink labels.2.3 Marketing Mix (4Ps)ProductThe intersection point is a blended score w hisky which is currently at the line of descent stage.PriceThe current price of White Horse whisky is 14.99 per litre for the squat bottle.PlaceThe brand is available only at super markets and off licences shops.PromotionDiageo has ceased publicize certify for White Horse whisky. This has made the brand submit little warlike advantage in the market because consumers especially the new drinkers entrust not be aware of the brand and the mature drinkers who need constant reminders and wages might think the brand has died if they are not constantly addicted information. This could also have been the cause of the gradual decline in the market share of White clam whisky with consumers choosing competitor brands over it.2.4 real 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 forget eventually die off.2.5 Uncontr ollable Event(s) That Can Impact on the Marketing of White Horse Whisky (Macro Environment)PEEST AnalysisPolitical/legalWhisky brands may be relateised on TV now.EconomicThe Scotch whisky market has been in decline for over 15years.Ecological/ physiological environmentIncreased environmental sensory faculty and the need to treat and adore the world.Socio-cultural inebriety patters have moved away from traditional dark invigorate in favour of white spirits, wines and lagers.The number of volume in their mid-twenties and thirties drinking whisky has declined over the years.Whisky has always been declare as an acquired taste that was unlikely to hail to novice drinkers.Whisky is regarded as a spirit that is difficult to mix.Current enter of whisky is seen as outdated and largely irrelevant.Binge drinking amongst youth population which is seen currently as a serious social problem in UK. technologicalGrowing rate of internet use among the population in UK.2.6 small Environme ntMARKETIn 2005, the overall whisky market had 3.9m consumers.sizingGrowth rateWhite Horse whisky had a decline of 0.6% from 2004 -2005.Market trendsThe advent of drinkers moving from traditional dark spirits to chilled, long, lighting 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 trade of the brand which will parent awareness and change the way it is perceived by the target reference.Weaknesses insufficiency of denoteising of the brand over the years.Small distribution ne iirks.OpportunitiesYoung people who are being targeted enjoy going out and having fun during their salve 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 unstylish 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 at heart 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 shade drink. This position resonates with the valu es of our target market and our brand values.4.4 ATR Model for purchasing DecisionThe purchase of whisky is a humbled involvement decision. This is because it has a low expenditure and cant be viewed as a ain risk. ATR model which is Awareness, Trial, and Repurchase is suitable for this product. The consumer becomes aware of the brand- White Horse whisky through the proposed selling communication strategy and will stag 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 buying of the whisky at a after 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 focusi ng our communication at present at our target market this in turn would stimulate a desire, demand and eventual purchase of White Horse Whisky.5.0 TACTICAL scheme (How Do We Implement the Strategy?)5.1 Communication Tools to be used and how they will be usedCommunication toolsMediumReason for choiceMedia Vehicles denoteType of media selected channelsWhite Horse Target Group intake ageTelevisionThe target audience have a massive exposure to TVSpecific programmes on ITVIt is an effective tool to act headway our target audience on a large scale1. prison breakThis can create a stiff brand image for White Horse whisky2. Gossip misfireTV has a high visual and strong shock that can easily cajole the audience because it influences multiple senses.3. Vampire DairiesThe target audience relax by watching these entertainment programmes4. 245. Sports showsMagazineThere is high discriminating readership for magazines. It is easy to communicate with our chosen target audience knowing t heir choice.Cosmo GirlBritish VogueMens VogueThe magazine can also be passed on to friends and this can be read not necessarily 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 to a greater extent attitude.To be situated strategically nearCity centres, mallsBillboards and postersThe billboards have a high frequency exposure and will be easily watch attention.The posters will in addition be belongingsd in exclude and clubsThe placed location will carry out the target market.This will run into the target audience aware of the brand as they will be exposed to the advert continuously and frequently.AdvertisingInternetThis medium is genuinely attractive to them and they spend lots of hours a day on the internet. deplorable production toll which will r to each one a potential audience at any time of the day.Web bann ers on social networking sites (Face arrest and MySpace)CinemasThe target audience enjoy having night outs especially at the celluloidOdeon and Cineworld cinemas across the country when showingAction and Science Fiction films in 3D, Romantic Comedy and Thrillers.SpotifyThis music streaming service has become democratic 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 love to listen to music.Sales Promotion wanton trialsConsumers valuate 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 sale of the brandIt will encourage retrialFree giftsThis will encourage purchaseSupermarket chains, off licencesThere will be a small white horse attached to each wh ite horse whisky bottleThere will be free t-shirts distributed to consumers at clubs and bars.SponsorshipFashion showThis will change the perception of it being an old generation drinkThese tell onship of youth events will build awareness for the brandThe target audience use this as a means of restful and will be great fun for them which can easily to reach them.The fashion show and valentine part will hold at selected piecesValentine caller5.2 Message(s) We Wish To CommunicateWhite Horse is approachable, light- hearted and sociable.5.3 Consistency across diverse 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 season chosen.6.0 ACTION PLAN (Who, What, When?)Please refer to extension 1 and 2 f or detailed communication spending.6.1 Responsible party for implementationThis communications plan will be executed by a top advertising firm in the UK. The marketing surgical incision will have the right of communication with the advertising deputation 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 flossy toys (The White Horse) and t-shirts to the regions. The accounting department ensures vouchers raised 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 parceling of 100,000 which wi ll be paid to the agency for creatives production and services.7.0 CONTROL ( tutelage Track Of Progress)The brand will be monitored through sales analysis. The marketing department will obtain the sales figures weekly that will be used to compare 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 exc eptionally 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 soul/ 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 MoneyThere 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 co ntinue every month.Other sales promotions should be introduced to give room for another exciting support to the consumers from the brand.The brand should also 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 tripees 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 young 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 73,200Outdoor 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 hors es, 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 1 beautiful music playing in the backgroundThe 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 camera zooms in on a young man and lady ( doll 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 vagabond a young lady (Lady 2) in a corner school term 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 face the young man. She says to the young m an I see youve met my engender. 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 sift 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 render underneath the picture states White HorseSurprising fun.Appendix 5(Design for t-shirt)The shirt is a bleak 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.