keynote izarra, sup de pub competition, super gazole team
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SUPER GAZOLEizarra
jeudi 29 novembre 12
jeudi 29 novembre 12
briefreminder
«Launch the Brand on the European market using the UK as a jumpboard.»
Introduction to bars, cafés, hotels and restaurants for cocktail consumption.stage 1
stage 2 Establish the brand in mainstream distribution channels and the trend of using Izarra spreads to home consumption
jeudi 29 novembre 12
izarrain few words
*Originally a liqueur*Authentic brand*Basque Territory*Cointreau group
3 productscharacter productsplants / spices
*the will of making cocktails and being trendy
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marketresearch
*A rise in cocktail consumption & demand for traditional & authentic brand.*The consumers tends to be more incline to pay for higher quality alcohol but in a lesser amount.
*Cocktail market
*alcohol market*In 2010, 17% of men and 10% of women (aged 16 and over) reported drinking an alcoholic drink on five or more days in the week.
* The United Kingdom however, has seen an increase of 9% over these three decades
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THE
law
* Do not aim at minors* No link between the alcohol comsuption with physical performance
* No contribution towards social & sexual success* Do not show alcohols as a stimulant
* Not encourage immoderate consumption*Not shall high alcohol content as a quality
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competitivelandscape
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jeudi 29 novembre 12
our
statement
* The basque country and its traditions are unknown in UK
* In UK, liquor is not consumed as in France (Needs to be mixed in a cocktail)
*There is a paradox : its roots which are on one side the liquor used as a digestive and on the other side the cocktail as a new way of
consumption in trendy parties
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STRATEGIE
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THE
problematic
«How to establish Izarra through its identity and heritage on the european market in a legitimate and
perennial way while its products tend to be consumed in a different way ?»
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Targetaudience
25-35 y.oABC1 demographic categories middle / upper class
core target
Love going out / Friends Music / Technologies / Exhibitions
Trendy peopleAre aware about the lastest trends
b2C
b2B Professionals / Media
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jeudi 29 novembre 12
strategic
reflexion
* DNA determines the characteristics of a person or something
* It is bound to be mixed to obtain the infinite combinations
* Izarra has its own DNA comprising its history, its values, its authenticity and taste
DNA of Izarra
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our
positioning
« Izarra was born to make cocktails »
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our
promise
« Izarra, unlimited tasty combinations»
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creation
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creativeconcept
« The perfect alchemy »
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DR I NK RESPONS I BLY - FOR FURTHER I NFORMAT I ON WWW.DR I NKAWARE .CO .UK
jeudi 29 novembre 12
DR I NK RESPONS I BLY - FOR FURTHER I NFORMAT I ON WWW.DR I NKAWARE .CO .UK
jeudi 29 novembre 12
DR I NK RESPONS I BLY - FOR FURTHER I NFORMAT I ON WWW.DR I NKAWARE .CO .UK
jeudi 29 novembre 12
DR I NK RESPONS I BLY - FOR FURTHER I NFORMAT I ON WWW.DR I NKAWARE .CO .UK
jeudi 29 novembre 12
DR I NK RESPONS I BLY - FOR FURTHER I NFORMAT I ON WWW.DR I NKAWARE .CO .UK
jeudi 29 novembre 12
media
press
elle gq metroTotal circulation per month : 125 825Male/Female: 83% / 16%Average age: 33London/SE: 50%ABC1: 76% ( 288 000)
Total circulation per month :190 000Male/Female: 5% / 95%Average age: 30AB: 34%
Free NewspaperLondon readership: 2 020 000Circulation: 745 000Average age: 31
November/December/Januaryjeudi 29 novembre 12
media
press
November/December/Januaryjeudi 29 novembre 12
non media
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EVENT
b2b To promote Izarra 54
* wine and spirits professionnals and the
press relation
* In a authentic cellar
*A remimber to the basque territory
*Pierre Oteiza.
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bigevent
The central point of our communicationNAME : «The perfect Alchemy»WHERE : Hackney House in Shoreditch
WHEN : One week before the London Cocktail WeekHOW MANY PEOPLE : 400
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bigevent
The concept
« Vegetable/digital »
The starting point
« The risk is to interpret Izarra as a chemical brand »
Talk about the origin of the product : the plant
«we have made a step back to make a leap forward» From the plant to the cocktail
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bigevent
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promotion of the event
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vegetableqr code
Smells of Izarra plantsExample of a vegetable QR code
Marble arch
green park
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event
website
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teaservideo
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flyerTo promote the event on facebook
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press relation
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Pressrelation
A press conference2 hours before the big event in hackney house
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digital
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web
app
*The most populat ingredients will be used to create Izarra cocktails.* Izarra will test the results
* Creation of a data design in the same idea as the graphic codes of the posters.
* Izarra will organize events in bars where favourite cocktails will be proposed
+ Allow Izarra to explore trends about customers’ tastes.+ The consumactor
«Make yourself your cocktails with multiple ingredients/ Submit them to Izarra»
Mobile App
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jeudi 29 novembre 12
digitalfacebook
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planningbudget
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the
planning
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the
budget
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the
budget
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