MNT - IMC PLAN

Launch a new brand that differentiates and positioned itself in this crowded market. The main campaign objective is for MNT to achieve 2 800 000 units sales of in-store sales by the end of September. Further to that, create an increase of 150% in brand awareness by the end of the launching campaign. 

MNT's target audience is the casual socializer with higher income, more mature, and more sophisticated drinker. They focus on the ingredients that make the product and the image/association it represents for society.

Persona

Meet Veronica:

She works in the financial district of downtown Toronto, and her husband is a successful entrepreneur. She enjoys planning and booking her next weekend gateway on the internet. Every three months, she and her husband would go on a weekend trip without the kids, and two or three times a year they would go on longer holidays with all family. She enjoys socializing with friends at the country club while her husband plays golf. She owns a membership at the Royal Ontario Museum. They are conscious of societal issues and want to support the local community and charity, to which she would often give donations to every year. She is interested in educating herself with the making knowledge of the alcohol she consumes, rather than just drinking. Hence, she took wine classes a few years ago and enjoy visiting Ontario wineries with her friends in the summer. When socializing she enjoys a glass of Chardonnays but would rather not be easily intoxicated and embarrassed herself. Despite being affluent, she does not believe in showing off and appreciates that her drink speaks of her belief and value.

Marketing Communication Objectives

Launching a new brand that will be unique and relevant in the overcrowded market.

  • The main campaign objective is for MNT to achieve 2 800 000 units sales of in-store sales by the end of September.

  • Further to that, create an increase of 150% in brand awareness by the end of the launching campaign.

  • Finally, 2,1% of the share of voice by the end of the second quarter.

Creative Plan 

MNT aims to deliver a sophisticated and unique casual gin experience to its consumer through a combination of rational/ factual messages that highlight the refinement and complexity of the gin.

  • MNT's new brand is launching a premium ready-drink gin, with the promise to deliver to the consumer a sophisticated and unique casual gin experience.

  • The brand promise and key benefit; is that when they are drinking MNT, they can be comfortable in their own skin transpiring confidence and sophistication. This benefit will be presented by a combination of rational/ factual messages that highlight the sophistication of the gin. The audience will connect to and respond positively to the ‘demonstrating’ message appealing to their ego to showcase their mature and sophisticated personality by drinking elaborated and complex beverages.

  • - Sophisticated and confident – MNT consumer wants to feel that their drink reflects their sophisticated personality and value without the need to brag about it, hence being more subtle and mature.

    - Mature and refined - They are a mature drinker and enjoy the complexity of fine beverages. Hence been highlighted by using a style that is demonstrating the complexity of the Gin over other alcohol, connecting the consumer's need of expressing their personality via the beverage.

  • Mature and Classic

  • The informing and demonstrating brand message will be amplified through, a combination of marketing messages demonstrating the sophistication associated with GIN.

Pre-Launching strategy for MNT

Launching strategy for MNT 

Post-Launching strategy for MNT 

Phases

Radio

  • Radio

    From East to West, we will be advertising on multiple radio stations in every phase of MNT’s campaign to generate web visits, sales, brand awareness, and intent-to-purchase.

    Frequency: 10x30sec/day, 50x 60sec/week

    Phases:

    - Pre- Launch: Jingle "Coming soon" product at the end of the message; this is to start familiarising the consumer with the product and tease them.

    - Launch: Explaining and demonstrating the product, as well as staying top of mind when going away on the week, or to their cottage.

    - Post- Launch: Maintaining awareness and developing sales in the lower season.

  • Podcast & Music Playlist

    MNT will use the Radio as it is one of the effective platforms to reach our target audience in their learning or relaxing time moment.

    Phases:

    - Pre- Launch: Call to ACTION “Learn more” Using Spotify Ad and landing page to the micro website dedicate page, ”our story”.

    - Launch: Call to ACTION “Find Store” Using Spotify Ad and landing page to sales location near the consumer on where they can buy or consume our product.

    - Post- Launch: Maintaining awareness and developing sales in the lower season.

In-store Display

MNT will use the premium space in selected LCBO stores through the Front Nesting Table for its launching, translating the brand's sophistication and enhancing customers’ first impressions.

Objectives: To be present on one of the first displays the customers interact with in the in-store customer journey and is pivotal in bringing the overarching promotional story to life. We want the consumer to perceive MNT as a strong launching brand, driving brand awareness and product sales.

Strategy: This table will showcase MNT’s brand story and the values that we believe in, showing our positioning in a clear way. We will be present in 144 premium stores (Flight A) that will mirror our target audience’s sophistication and uniqueness.

Execution and tactics:  MNT will be present in 144 LCBO’s stores starting on our launching date – May 13th – throughout eight weeks to take advantage of the Victoria’s Day Holiday (May 24) and the beginning of the summer. Using the tag line “You, elevated”. MNT will make a statement that the brand is not here to create a new lifestyle for its customers but to complement and accentuate their confident personalities.

Validation Metrics: We will measure the sales numbers in the selected stores during the eight weeks period that MNT will be present on the front nesting table. This number will be compared with the stores that did not have the same approach for comparison and measurement of this strategy effectiveness.

Phases: - Launch: from May 13th to July 8th to raise brand awareness and drive sales.

Budget:  Overall $ 130 000.00 – 144 Store total- 8 weeks

Mini Thematic displays will be used in the post-launching phase at LCBO stores, between November and January, for the product to be a relevant choice for the holiday season and during winter. 

Objectives: To be present on the Mini Thematic displays on off-season peaks so MNT can be considered for holiday celebrations and to boost sales for the winter, breaking the impression that ready-to-drink beverages are only to be consumed during summer/spring. 

Strategy: Increase LCBO’s in-store program reaching 259 stores. The idea is to share space with other eight premium offers that will not affect MNT’s performance while paying a reasonable price for the exposition during the whole season.

Execution and tactics:  MNT will be present on the Mini Thematic display within 259 LCBO stores starting on November 28th until January 23rd. At this point of the campaign, MNT will have already been launched and the brand will reinforce its tagline of “you, elevated” even during the wintertime when people tend to be less motivated

Validation Metrics: We will measure the sales numbers in the selected stores during the eight weeks period that MNT will be present on the Mini Thematic displays. This number will be compared with the stores that did not have this approach for comparison and measurement of this strategy's effectiveness.

Phases: - Post-Launching: from November 28th to January 23rd to increase brand awareness and drive sales.

Budget: Overall $6 300.00 – 259 Store- 8 Weeks