1. A.A. Group
Johnson Chen
Brooke Cline
Natalie DeHart
Samantha Fowler
Sarita Walker

2. our product:
WILLAM REED
WHISKEY

3. U.S.P. UNIQUE SELLING POINT:
Target
Position  flask shaped bottle
Data
Media  Aged in cherry barrels
Situation Analysis  Distilled for the last 20 years
S.W.O.T.
Marketing/Sales
Advertising Strat.
Questions

4. U.S.P. Target Audience:
Target
Position  Male
Data
Media  Ages 35 to 49
Situation Analysis  Income level:
S.W.O.T.
Marketing/Sales $50,000 to $100,000
Advertising Strat.
$100,000 to $200,000
Questions

5. U.S.P. Psychographics:
Target
Position  Tradition personality/
Data
Media morals/values in terms of
Situation Analysis
alcohol consumption
S.W.O.T.
Marketing/Sales
 Disposable income
Advertising Strat.
 Drinks socially to relax
Questions [business-type events]
 Sophisticated maturity

6. U.S.P. Geographic:
Target
Position  Nationwide, but
Data
Media
with concentration
on metropolitan
Situation Analysis
S.W.O.T.
areas.
Marketing/Sales
Advertising Strat.
Questions

7. U.S.P. Positioning:
Target
Position  Emphasize the unique way that
Data
Media this whiskey is made; that sets it
Situation Analysis
apart from the competition.
S.W.O.T.
Marketing/Sales
Advertising Strat.
Questions

8. General perception and what
U.S.P.
Target makes it unique
Position  Positive- that it’s a new whiskey/
Data
Media modern
Situation Analysis  Negative-don’t know if it’s good,
S.W.O.T.
Marketing/Sales
not established
Advertising Strat.
Questions

9. How likely are people to
buy it?
U.S.P.
Target
Position
Data
Media
Situation Analysis
S.W.O.T.
Marketing/Sales
Advertising Strat.
Questions

10. U.S.P. Media Usage:
Target
Position
Television-
ESPN, Fox, CNN, CSPAN, and other news and sports related
Data programming.
Media
Web-
Situation Analysis www.espn.go.com, www.linkedin.com, www.cnn.com, www.gq.com,
S.W.O.T.
www.mensjournal.com, www.wallstreetjournal.com, www.playboy.com,
www.penthouse.com and other men related websites.
Marketing/Sales
Advertising Strat. Magazines-
Mens Journal, Wall Street Journal, GQ, Playboy, Sports Illustrated and other
Questions sport, news, financial, and mens interest magazines.
Billboards-
In large metropolitan cities such as NY, LA, Chicago, Dallas, San Francisco, etc

11. U.S.P. Situation Analysis:
Target
Position  Right now, the brand is not known
Data
Media to the target audience, and they
Situation Analysis
would like to buy from established
S.W.O.T. whiskey brands.
Marketing/Sales
Advertising Strat.  Environmental: recyclable
Questions
 Economic: not too bad
 Social: not a problem

12. U.S.P. S.W.O.T.:
Target
Position  Strength:  Opportunities:
Data
Media totally new brand create a new
with the three brand image to a
Situation Analysis
U.S.P. lower target.
S.W.O.T.
Marketing/Sales  Weakness:  Threats:
Advertising Strat.
not an established brand loyalty to
Questions brand/is unknown. other whiskeys/
other alcohol like
beer and vodka.

13. U.S.P. Marketing/Sales Objectives:
Target
Position  4 Ps
Data
Media  Product: Whiskey
Situation Analysis  Price: $40-$50
S.W.O.T.
Marketing/Sales  Promotion: Print Ads in business
Advertising Strat.
male magazines & word of mouth
Questions
 Place: Liquor stores, Bars, Night
Clubs, and Grocery Stores

14. U.S.P. Advertising Strategy:
Target
Position  Bring brand awareness to the
Data
Media country through Integrated
Situation Analysis
Marketing communications with
S.W.O.T. mediums such as television, print,
Marketing/Sales
Advertising Strat.
and digital. With that, we hope to
break into the whiskey market
share and slowly gain brand equity.
Questions

15. Thank you for your time
ARE THERE ANY QUESTIONS?