International Advertising Campaign

May 19, 2011

Cross Cultural Promotions Inc.

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Agenda

US• Objectives• Creative• Ad Placement• Budget• Evaluation

China• Target Market• Creative• Ad Placement• Budget• Evaluation

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Marketing Objectives

From June 2011 – May 2012• Increase total sales

– US by 15% 265k cases (Tito Beveridge, Owner)– China to 75k

• Increase brand awareness within target market (Young Affluents)

– US to 20%– China to 10%

• Increase distribution in US and China– US by 15% to 76 distributors (www.titosvodka.com)

– China to 10 distributors

Filmed Ads

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Storyboard for YouTube US Ad #1 Tito’s, so good you can taste it.

Regular guy approaches the bar and orders a Tito’s Vodka where a flashy dressed man is talking on his cell phone.

Other man “you know, you should really try my vodka. It is made for kings and comes in a fine crystal canter. And the quality… Its so good you can’t even taste it.”

Woman comes in between and orders an ice water and leaves. Other man distracted, unknowingly drinks from the wrong glass.

Other man drinks from glass and is deeply satisfied. “Superior”

Other man continues to shout into his cell phone.

Regular guy speaks to the camera: “At least he’ll be alright to drive.”

Announcer: “Tito’s… It’s not for everyone.”

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Storyboard for YouTube US Ad #2 Tito’s, it’s more of a sipping vodka

Regular guy orders a Tito’s on the rocks. Other man, rowdy, under dressed orders another vodka and juice.

Other man chugs his drink and slams it down on the bar. “WHOOOOO YAH”

Other man awkwardly dances making people around him uncomfortable.

Numerous camera cuts of other man passing out, drinking more, making a spectacle Regular guy watches in amusement

Regular guy looks at the other man and says into the camera “must be good stuff”.

Announcer: Tito’s… its not for everyone

Print Ads

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US Ad #1 – Accessories Not Needed

Accessories Not Included

Needed

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US Ad #2 – Save the Juice for the Kids

VODKA

Save the Juice for the Kids

Social Media

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facebook Viral App

Who Do You Want to Toast Today?

Choose any friend or group that you feel deserves a Toast

MUST BE 21 TO

SIGN UP

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How the Tito’s Toast facebook App Works

Do you know someone that deserves a toast? If so, click on this link so you can send a Tito’s Toast to show your appreciation.

Thanks Rick for a great semester of Learning!!!

Public Relations

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Tito’s US Tasting Event – Just Add Ice

Location – Chilled Warehouse

Time – Summer

Tickets – Website / Facebook

Details: •Ice glasses•Vodka samples – 3 drink max•1 admittance ticket per person•2,000 attendees max

Objectives:•Mobilize base•Raise awareness•Footage for future marketing

Promotion Calendar

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Promotional Calendar

Timeline

Budgeting

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Budget

Tito’s 2010 Sales - $60.7 million

US Budget 5% of Sales = $3 million

China Budget 5% of Sales = $3 million

Evaluation

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Campaign Evaluation

Distribution / Target Consumer:

• Monitor total number of distributors and penetration on a quarterly basis

• Survey retail establishments to see if their customers inquired about Tito’s in non-partnering stores

• Tito’s peel off sticker for consumers to provide their comments (online or business reply)

• Monitor brand awareness through consumer surveys utilizing an outside company

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Online Marketing:

• Total number of “likes” on facebook –To be measured after ad placements and events

• How many “Toasts” were received–Total users who signed up – make adjustments

• YouTube views–For commercials and event footage–Monitor if bloggers are posting links

Campaign Evaluation (con’t)

Chinese Campaign

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Target Market

We have choosen15 major cities as our target market.

BeijingShangHaiHongkongMacaoGuangZhouShenZhengHangzhou

HaerbinDalianWuhan, ChangSha, Chengdu, Chongqin,Tianjing,Nanjing

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Packaging Appearance

Tito’s ChinaTito’s US

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Ad Placement

Magazine TV Online Ads Social Media

Print Ads

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Print Ad

Public Relations

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Public Relations

Tito’s Hot Dancing Night

Sponsored ActivitiesLaunch national wide

Vodka Tasting Event

Social Media

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Renren Strategy

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Nontraditional tactics

Non-Traditional Tactics

1Combine QR Codeinto sweepstakeactivities

QR=Quick Response

2. Bus and bus stop signage3. Street Banners

Take out your phone and try

Promotion Calendar

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Promotion Calendar

Timeline

Budgeting

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Brief Budget

TOTAL BUDGET : 2, 900,000

Evaluation

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Campaign Evaluation - China

• Sales

• Conduct marketing research• On-line research• Paper research

• Tracking the using of QR• Google URL Shortener

• Track the social media• how many views and visits on Renren, Youku, Tudou• The quantity of comments to see the involvement of social media

Thank You