This document summarizes a digital strategy and marketing plan for launching a new wine product called "Spirit of Sushi" that is intended to pair well with Japanese food. The summary includes introducing the product as a blending of white wines conceived by a Japanese chef and French oenologist, targeting the general drinking age population with the goal of increasing wine consumption among sushi enthusiasts. Key aspects of the digital strategy involve redesigning the website, launching social media pages, running advertising campaigns on Facebook, Twitter, Google and YouTube, and hosting blogger tasting events to promote the product. The total budget outlined is 75,500 euros spread across various advertising, development and project management costs.
3. Product presentation
?
a unique wine for Japanese food
conceived by a Japanese Chef
& french oenologist
an ideal blending of white wines
the « french touch »
« The perfect wedding between the two great gastronomic
cultures for the pleasure of all the gourmets worldwide. »
Chef Yoshida
4. Target market - objectives
target
General Public above legal drinking age (18 yo in France)
objectives
strategy
current consumers represent a niche market
develop the taste and the consumption of wine/
spirits among sushi amateurs in France
phase 1: launch the product among sushispecialized channels
phase 2: distribute the product through all channels
5. Benchmark
website
rebuild the website from scratch
because it is disastrous in terms of content, information provided to consumer, SEO
!
launch a blog on which we offer recipes and good agreement mets-wine
10. Contest
stage 1: suggest space+ambiance+Japanese
traditional meal
send it though our website
!
stage 2: our jury elect the top 10
publication on the Facebook page
!
stage 3: winners invited to dinner
13. Blogger event
gastronomy
wine
sushi
e.g
Un tour en cuisine
La cuisine de Mercotte
Papilles & Pupilles
Et si c’était bon
e.g
La pinardothek
Les 5 du vin
Vendredis du vin
Le blog d’abistodenas
e.g
P’tit sushi
Much more than sushi
= multiple tasting events with Spirit of Sushi