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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 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 ),

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

Category competitors

• Strength:• high market share loyalty• promotion (salesgirls, nightclubs activities and beer festiv

als)• plenty of distribution channels

• Weakness:• taste is the same• easy drunk• A fuzzy category image

Brand competitor

• Strength:• high market share • promotion (custumed Party)• plenty of distribution channels

• Weakness:• Serious homogenization• Confusion about their marketing activities .

Suggestions

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

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

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)

4Ps

• Place(distribution):• Carpet(地毯式 ) distribution and Point mode(点式 ) distri

bution• Combine distribution and media publicity

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

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.

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THANKS!!!