Premade JellO shots Background Mission To offer to

Pre-made Jell-O shots

Background Mission : To offer to consumer a pre-made beverage that is fun, and save them time, at a reasonable price.

Value : • Save time for the consumers • Our product makes Jell-O shot more accessible to consumers. • fun • Bring back the “old school” consumers to their college year

4 P’s • Product : -Pre-made Jell-O shot. • Place : -College and university areas - “party cities” ( Las Vegas, Miami, San Diego… -Liquor stores, grocery stores, bars, clubs. -Restricted to US, at least for the first year. • Price : for 12 pack, 75 cents/each for 24 pack, 50 cents/each -preferred price for retailers ordering in large quantity

• Promotion : -Launch party -Partnership with different brands of alcohol -sponsor certain events -celebrity ambassadors -ads on magazines and websites -social networks

SURVEY 1 -What is your age? 21 -30 31 -39 40 -50 50 -60 2 -What is your gender? Male Female 3 -How often do you party? Once a month or special occasions Once a week Twice a week Party is my life 4 -What is your favorite alcohol? Vodka Tequila Whiskey Gin Rum Other 5 - Have you ever tried Jell-O shot? If yes how did you like it? Less likely, too sweet Likely, I don’t mind having it or not Most likely, I can’t think about a party without them I never had them, don’t know what it taste like 6 - How many would you like to have at a party? 1 -3 4 -6 6 or more 7 - What are your favorite flavors? Lime, cherry, orange, peach, strawberry, raspberry, pineapple, Mix layered, pudding (vanilla, chocolate) 8 - would you like to make your own jell-o shots or you would like buy them from the stores? I want to spend hours for it, because I make the best Jell-o shots I would like to buy them pre-made so I won’t waste my time. 9 -How do you like your drink? Less alcohol, more flavor More alcohol, less flavor Sweet Sour 10 - What is your occupation? Retail/Sales, Creative/Design, Business/Financial/HR/PR, Medical/Health, Education, Other

Survey formal summary • Using the survey we identify specific features our target segment value • 23 participants, male and female, from Facebook. • 87% are between 21 -30 years old • Most of them like to party • We also identified favorite alcohol and flavor

Conclusion of the survey • Our target market is young people who like to party. Most likely students • We will adapt our marketing knowing the characteristic of the generation Y • Use social networks and social events to promote our product.

• • Strengths : Well known product but new to the market Low cost of production Fun environment for our employees to work at Value pricing Weaknesses : Consumers might get confused between the Jell-O shot and the regular Jell-O Has to be kept refrigerated Lack of brand awareness

Opportunities : - New market that has no competitors - Constant demand on this market - Modern life stress Increases demand for parties Threats : -High in calories and sugar, might discouraged female buyers -High taxes on products that contain alcohol -People might go back to the old fashion way of making it themselves

Goal: To get consumers to know our product Objective: -Our Jell-O Shots is a new product on the market. Lot of promotion - Increase advertising on the originality and fun aspect of our product to make consumers want to try it.

Goal: Create customer delight Objective: -We want to create superior customer value: so the customer stay loyal and buy more of our product. -Keep innovating to remain leader on this market if competitors arrive.

IMC plan • advertising: - Internet : social networks and websites - Ads on magazines - Partnering with certain brand of alcohol - Celebrities ambassadors • Sales promotion: -free sample of our drinks -happy hour -hosted bar

• Public relation: - We want to keep a fun image Ø sponsor events such as pool parties Ø Selecting our ambassadors carefully • Direct marketing: -limited- alcoholic beverage… -Collect e-mails from VIP list to send shout-outs -during events: billboards, branded swimsuit towel, POS material, product sample

• Personal selling techniques - Hostesses at events, dressed with shirt and hats with our logo on it - Hostesses at stores like Beverage and more

v-analyzing the sales summaries and comparing them to other alcoholic beverages’ sales. v. Using the customer perspective v. Monitor monthly sales versus monthly expenses

• - POS questions Is it your first time trying a Jell-O shot ? What is your zip code ? Would you like to give your e-mail to know about happy hours with specials on our drink at different locations ?