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Let's RIO!!!

Let's RIO!!!. Group5 Class2. Andy. Part1: Description and ownership. Shanghai RIO wine industry company Limited liability company RIO’ s characteristics： active, fashionable, sunshine, and free. Part2:Assessment Global E nvironment. Politics： Drunk driving punishment Economy：

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Let's RIO!!!

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  1. Let's RIO!!! Group5 Class2 Andy

  2. Part1:Description and ownership • Shanghai RIO wine industry company • Limited liability company • RIO’s characteristics： • active, fashionable, sunshine, and free

  3. Part2:AssessmentGlobal Environment • Politics： • Drunk driving punishment • Economy： • FMCG market (快消品市场)expanding year by year. • Society： • Lack of cocktail culture • Techonology： • development of e-commerce(电子商务),

  4. Part2:Assessment Industry Environment • Competitor analysis • 1. Category competitors: • Beer (Heineken喜力, Budweiser百威, Carlsberg嘉士伯, China resources snow华润雪花, Qingdao青岛) • 2.Brand competitor: • Breezer

  5. Category competitors • Strength: • high market share loyalty • promotion (salesgirls, nightclubs activities and beer festivals) • plenty of distribution channels • Weakness: • taste is the same • easy drunk • A fuzzy category image

  6. Brand competitor • Strength: • high market share • promotion (custumed Party) • plenty of distribution channels • Weakness: • Serious homogenization • Confusion about their marketing activities .

  7. Suggestions • Imperfect distribution channel • lacking type of goods. • lowbrand differentiation • Unreasonable deliver in advertisement • plenty of distribution channels • Unformed cocktail culture • deep-rooted drink habits of the beer consumer

  8. Part3:Marketing Plan • Target market: • The cities of east coastal area • students or office workers (aged from 18 to 35) • girls • certain disposable income for entertainment

  9. 4Ps • Product • lots of tastes • low alcoholic load • colorful and elegant packagingunique premade cocktails(预调鸡尾酒) figure • Pricing: • Glitz bottled products(炫彩瓶)12.5 per bottle • joyous bottled products (乐饮组) 64 per set(six cans)

  10. 4Ps • Place(distribution): • Carpet(地毯式) distribution and Point mode(点式) distribution • Combine distribution and media publicity

  11. Part4:Promotion • Sidebard Bar • Through the special campaign for the product in the consumers' mind leave deep impression • Sidebourd bar looks absurd,but in fact is conform to the target consumption group psychological has the rationality. Asthe 0rganizer,RIO can shape their own brand imageand enhance the afftention. • Causing a sensation and attracting attention • As a part of the marketing program, the promotional activity create a cocktail culture

  12. Part4:Promotion • “high都high不够” ——Rio Music Carnival • The activity will be held in summer time. More exactly, it will be held on 9th,10th Aug,2014 in Guangzhou. • Cocktail and music will be combined together to be as the main part. With some games and samba dancing, it will strengthen active atmosphere. • “Bing jiu pin”(bottle made of ice) is the soul image of the Cocktail Festival. If the activity gains good effect, brand activity can be held annually.

  13. THANKS!!!

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