The document discusses a pitch meeting for a marketing campaign for Grey Goose Vodka. It identifies the target market as people aged 25-34 who are avid social media users and value brand loyalty. It also discusses positioning Grey Goose as a luxury brand through sponsorships, an online film, and associating the brand with an attainable luxury lifestyle. Different media choices are presented, along with analyzing how the marketing message can benefit the brand by appealing to consumers' desires for enjoyment, self-reliance and confidence to achieve the company's objectives.

1. Pitch Meeting
Grey Goose Vodka
Tommy Rebecca Adrian Zee Chau

2. Contents
Introduction
References
Evaluation
Marketing campaign
Internet film

3. Target market
Rebecca

4. ❖ Aged between 25-34 years.
❖ “Younger consumers now, more than ever, care deeply about
where the products they enjoy come from,” Bacardi
❖ Avid users of social media and collaborate across platforms.
❖ Adhering to their particular values.
❖ A high brand loyalty.
(Compete Pulse, 2012) & (Kotler, 2012)
Target Market

6. ❖ A luxurious high end lifestyle.
❖ Part of the luxury vodka segment.
❖ A range of cross-promotional
activities.
❖ Sophisticated consumer through its
website.
❖ A spirit & an attainable luxury
lifestyle.
(Musonera, 2014), (Just drinks, 2013), (Grey Goose,
2014)
Brand Identity and Positioning

7. Media Choice
Tommy

8. Media
Definition
“facilitating institution who suggest appropriate
message within the operative constraints of space”
(Tyagi and Kumar, 2004, p.341)

9. Internet
• Another platform
• Brand online advertisement
• Other formats of online advertisements

10. Sponsorships
• raise brand awareness
• create positive PR
• build brand positioning through associative imagery
• support a sales promotion campaign
• create internal emotional commitment to the brand

11. A Short Film
Enjoy!

12. Benefit
Zee

13. Product attitude - Benefit
❖Premium Brand
❖The finest quality vodka
❖Dedicated to elegant customer

14. Values
❖ Grey Goose makes customers feel more valued and also have
chances to enjoy the spirit of favorite celebrities since the
company is the host and sponsor of many big events such as
Oscar, Emmy Award and Bafta etc.

15. ❖Gray Goose has only four products are
Vodka, La poire, L’Orange and Lecitron.
❖More than 150 cocktails can be mixed
from Grey Goose products and some of
them are easy to make at home.

16. A wide range of choice for customer
❖ The remarkable point of Grey Goose is they can introduce
customer the cocktail that is perfectly suited to their personal
taste and occasions.
❖ The image of a lady and a gentleman together enjoy the
French vodka has led to a new trend in alcohol market.

17. ❖ Grey Goose has been and will be forever a successful
luxury vodka company if they still know how to
differentiate the brand as their founder as Sidney Frank
said “People are always looking for something new”
❖ Sidney E. Frank (October 2, 1919 – January 10, 2006) was an American
businessman. He became a billionaire through his promotion of
Grey Goose vodka and Jägermeister.)
Message content

18. Message strategy
Adrian & Tommy

19. Element of Effective messages
enjoyments,
self-reliance, self-fulfillment , self-
confidence
better quality of life, blurring of sex
roles,
relationship success and social
success
“ these fundamental elements is appreciated to head to company’s’
objectives in marketing campaign.”

20. Company’s Objectives
Grey goose Vodka unique selling proposition
self-fulfillment, better quality of life,
blurring of sex roles, enjoyments, self-
confidence.
key attribute
Affective association

21. Thank You!

22. Q & A