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Launch Strategy for Jillz Cider in Canada: A Communication Plan

This communication plan outlines the strategy for launching Jillz Cider, an alcoholic sparkling cider produced by Heineken, in Canada. With a successful track record in Europe, the plan aims to increase brand awareness among women, encouraging them to switch from beer and competing cider brands. Objectives include reaching 5% of female beer drinkers and 27% of current cider users. A total media expenditure of $3,391,278 will be allocated towards magazine ads, billboards, point of purchase marketing, and social media platforms to engage the target audience effectively.

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Launch Strategy for Jillz Cider in Canada: A Communication Plan

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  1. Escape the ordinary A Communication plan for the launch of JillzCider in Canada Mitch Nystad, Tommy Laflamme, Kendall Thiessen, Xinxin Liu, CongcongRen

  2. WhatisJillz? • Owned and produced by Heineken • Alcoholic sparkling cider beverage • Already a success in Europe • Targeted towards women

  3. Situation Analysis

  4. Objectives • Increase consumer awareness and recognition • To switch consumers from beer and competing cider brands to Jillz cider • To encourage trial usage amongst current cider users and 5% of the female beer drinking population and 27% of current cider users.

  5. Budget • Magazine usage: $ 1,646,778 • Billboard usage: $ 778,500 • Point of purchase usage: $ 936,000 • Website development: $ 30,000 Total Media Expenditure = 3, 391, 278

  6. Creative Escape the Ordinary

  7. Creative Escape the Ordinary

  8. Creative Escape the Ordinary

  9. Media – Website & Social Media • One time cost of creation • Creation of a Twitter and Facebook • Central hub of information pertaining to ourproduct www.jillz.ca

  10. Media – Billboards • Toronto • Vancouver • Calgary

  11. Media – Point-of-purchase • Bars • Nightclubs • Restaurants

  12. Media – Magazines • Lou-Lou • Chatelaine • Flare • Elle

  13. Conclusion

  14. Questions?

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