1. BELVEDERE
VODKA
Marketing Group:
Alexander McConnell
Josh Pinto
Chelsea Rickett

2. OBJECTIVE
• Top of Mind Awareness (TOMA)
• Sales

3. TARGET MARKET
• Younger target market ranging from 21-40

4. MESSAGE THEME
Belvedere Vodka provides a good time while still maintaining a sense of class and
elegance.
It is a luxurious vodka.

5. SUPPORT
• Belvedere Vodka has won the 2013 International Spirits Challenge
• Is the world’s first Luxurious Vodka
• Has won more awards at the annual Vodka masters than any of the other 116
vodkas entered
• Uses real fruit in their flavored vodkas
• Has a vast variety to choose from

6. CONSTRAINTS
• Expensive
• Not as well known as Grey Goose or Taaka
• Must be 21 or older to consume
• Not everyone drinks vodka, not everyone drinks, can be addictive

7. MEANS-END CHAIN
Product
Attributes
Consumer
Benefits
Personal
Value
Premium and
luxurious
vodka
Smooth and
has a great
taste
Consumers
will have a
good time
Enjoy its
smooth and
rich flavor
Enjoying one
of the finer
things in life
Feel elegant
while drinking

8. VISUAL VS. VERBAL
Visual - we want people to see our product in an effort to help raise awareness of it
Internet Video

9. ADVERTISING APPEAL
Sex Appeal - People will associate the ad with our product being desirable and
classy.

10. MESSAGE STRATEGY
Preemptive Strategy - will be used to show how Belvedere is superior to other
vodkas
Resonance Strategy – will be used to connect the vodka with having a good time

11. EXECUTIONAL FRAMEWORK
Authoritative Approach - will be used to convince this brand of vodka is better than
others

12. ENDORSER
The product endorses itself.

13. TAGLINE
“Classy, smooth, a luxurious vodka– Belvedere”

14. MEDIA PLACEMENT

15. EXPENDITURE
YouTube - $100,000

16. EVALUATION TECHNIQUES
• Check sales before and after the campaign is launched

17. INTERNET AD - Script

18. Script (cont’d)

19. Script (cont’d)