What is the definition of lanch
The individual steps:
1. The selection of the target group: The target group was determined on the basis of these prerequisites: They were defined as »young consumers« who have nothing to do with the traditional wine cult. you are
- between 20 and 39 years old,
- with slightly more than half being female.
- Most of them are employees with middle school education.
- They prefer to spend their free time with sport, professional development and taking advantage of gastronomic offers.
- Your general attitude towards consumption is brand-oriented.
- There is a desire for modernity and elegance.
2. Researching the target audience:
When analyzing the intended target group, it turned out that
- she sees wine as a drink for everyday consumption and less as a drink for festive occasions,
- higher quality wines are only bought from her as "prestige purchases" on special occasions,
- their shopping behavior is increasingly determined by price awareness,
- red wine is very popular with them,
- for them the region of origin Yugoslavia is neutrally occupied,
- she prefers wines from France, Italy and Spain,
- with her the wine brand knowledge is hardly pronounced,
- she mainly buys in grocery stores,
3. The compilation of the product features:
"Viala" was conceived as a wine product for a predominantly young audience. The following two characteristics were named as necessary product properties:
- but easy to drink.
4. The choice of the product:
The decision was initially made on a red wine made from the »Pinot Noir« grape variety. However, its dark red natural color did not match the look that consumers expect from a light, dry wine; they classify a dark wine as "heavy". Therefore
It was decided to lighten the color through special pressing and pressing processes as well as by adding cover wines.
5. The attribution of the product:
In order for Viala to fit into the world of the target group and thus be accepted by the targeted consumer groups, it should be developed into a »lifestyle branded article«. It was thus provided with the appropriate psychological trend attributes. The market position, i.e. the product identity, was thus: "Dry wine from Yugoslavia in the middle consumer price range with striking, unusual and young product features, in direct competition with all young wines."
6. The decision about the brand name:
When choosing the brand name, the brand name, one orientated oneself on the main criteria. He should
- melodious and
- be memorable.
The decision was initially made on »Vala«. However, research turned out that the name was already protected. That is why the decision was made to use the artificial name "Viala". Surveys in the target groups confirmed that the term fulfilled all of the specified criteria.
7. Price positioning:
As a lifestyle product, Viala had to differentiate itself from the cheap wine segment. That is why it was decided to assign it to the upscale discount price range.
8. Packaging and labeling:
Viala has to radically differentiate itself from the field of cheap wines, especially in terms of its appearance. To do this, the product had to give the impression of high quality on the shelf. In order to visualize the value of the product accordingly, a tall Bordeaux bottle and a real natural cork were chosen for the Viala packaging. Viala should also visualize the “trend” for young consumers. This positioning as a “lifestyle product” is communicated by the bottle label. A colorful design label was chosen. However, it should be relatively timeless so that the product can survive in the market long enough without a relaunch.
9. The market test:
The equipment tests were carried out by the Munich institute “Salcher Team”. It was mainly about the Viala label. It should convey sympathy, independence, originality and modernity, evoke a high level of attention and generate a high level of willingness to buy. Several equipment variants were examined during the tests. Suggestions that showed deficits in taste (too sterile, rather mild, less dry) were rejected.
10. The formulation of the marketing objective:
When formulating the marketing objective, the following was determined:
- Short-term introduction of the new brand,
- medium-term sales of at least two. Millions of bottles a year, or five million bottles within five years.
11. The formulation of the advertising objectives:
The advertising goals were set as follows:
- short-term development of a high level of awareness,
- medium-term development of a permanent customer base,
- Expansion of the consumer group for Viala.
12. Determining the budget:
Four million marks were calculated for the introductory campaign. That is the amount that RACKE traditionally invests in all market launches for concept wines.
13. Advertising positioning:
Viala should also be promoted as "part of a very individual lifestyle". This was a new perspective for the advertising strategists, because wines are naturally embedded in an environment that either
- shows enjoyment in a relaxed atmosphere,
- stylized a typical landscape,
- established a culinary environment or
- A wealth of tradition demonstrated. The Viala positioning concept was therefore as follows:
- The position motto: “The other red for young, self-confident people who is different from its competitors because it meets their taste in the combination of all brand dimensions (taste, equipment, price, point of sale and communication).
- The brand personality: »As a brand, I am self-confident, young, cheeky and
usually. I am the right red wine for young, self-confident people. "
14. The choice of instruments:
The advertising focus was on traditional print media. The advertisement layout (1/1 page, color) was chosen to achieve more reader contacts (editorial environment) and to take into account the low spread budget. 2/1 formats were also switched later. According to the constitution of the segment, in addition to "Spiegel" and "Stern", trend titles were also used. Bearing in mind the majority of women in the target group (53 percent), trends such as "Cosmopolitan" were documented.
15. Planning the campaign:
The advertising messages were chosen according to the target group: Fluffy confessional statements and the demonstration of lust for life. The inspiration for this was the successful campaigns for established lifestyle consumer goods. The individual print subjects show young people who identify with wine and have made it not only part of the enjoyment of life, but also part of their personality. There are consistently successful bon vivants who contribute to theirs
Have preferences and acknowledge them. They have been given the character of a model and thus stand as orientation figures. A dash of self-irony ensures that young consumers in particular who are tired of advertising accept the campaign and the product. The visual identification rituals were supported by funky texts.
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