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IN USED
T H R O U G H BREAK BREAK SOLUTIONS
TABLE OF CONTENTS 4 MEMORANDUM 5-6 MEET THE TEAM 9-11 SITUATION ANALYSIS 12 SWOT ANALYSIS 15 SECONDARY RESEARCH 16 SURVEY ...
MEMORANDUM Breakthrough Solutions would like to take this moment to thank Jeff Czymbor and BOVO Wines for giving us the pr...
MEET THE TEAM  Dylan Meyer MSU Advertising student who loves anything sports. Love myself some pizza.  5  Kathryn Malkowsk...
Ian Puzdrowski MSU Advertising student who loves all things regarding music and plans to transform the industry. Avid ice ...
IN USED  T H R O U G H BREAK BREAK SOLUTIONS
SECTION 1  Situation Analysis
SITUATION ANALYSIS BOVO   s HISTORY  BOVO   s founder, Jeff Czymbor,    rst started mixing wines in his home, learning the...
COMPETITION  BOVO   s closest competitors could include Barefoot, Arbor Mist, or Chaucer. However, they are not too closel...
CHALLENGES One of the key challenges that BOVO currently faces is they are not in the market at this time. This could make...
SWOT ANALYSIS INTERNAL -innovative style of fruit infused wine,unlike anyone else -long-lasting freshness and quality of t...
IN USED  T H R O U G H BREAK BREAK SOLUTIONS
SECTION 2  Strategic Research
SECONDARY RESEARCH U.S. WINE INDUSTRY Wine consumption in the U.S. has increased since 2000, however the wine industry is ...
SURVEY FINDINGS 41  of alcoholic beverage consumers said they would rather drink at home than at restaurants, bars, and so...
OUR FINDINGS  Based upon our research    ndings we are going to target millennials that are willing to seek adventure. Our...
CONSUMER PROFILES MILLENIALS AND GEN-Y AGES 21-35 more interested and likely to buy fruit infused wines than any other gor...
CREATIVE BRIEF WHAT WE WANT THE ADVERTISING TO DO Create a brand identity for BOVO wine and get consumers excited about in...
HOW OUR ADVERTISING WILL ADDRESS THESE PROBLEMS Our advertising will create a brand image that entices customers to seek m...
IN USED  T H R O U G H BREAK BREAK SOLUTIONS
SECTION 3  Creative Work
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BRANDING  24
ANNUAL FLAVORS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML  www.infusedwines.com GOVERNMENT WARNING   1  ACCORDING TO...
HOLIDAY FLAVORS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML  www.infusedwines.com GOVERNMENT WARNING   1  ACCORDING T...
SOCIAL MEDIA -By using social media, the Infused brand will not only communicate successfully with customers, but also run...
WEBSITE This interactive website features an easy    owing platform that will engage consumers while leading them to purch...
PRINT ADS A typical dinner  made better with  Everything you love about summer  IN USED  made better with IN  USED www.inf...
Late night texts  The friend group made better with  www.infusedwines.com  made better with IN USED www.infusedwines.com  ...
OUTDOOR www.infusedwines.com  31
rp Pu  IN USED  facebook.com infusedwines  IN USED  Sweet Peach  Instagram  infusedwines  5  Sunset  6  1 shot triple sec ...
TV SPOT Spot  0 30 Title  Infuse Life Video   LS  Beach with couple on lawn chairs. Colors are dull until bottle is opened...
PRESS RELEASE We will issue a press release to local and national media. This will get both the online and print media to ...
IN USED  T H R O U G H BREAK BREAK SOLUTIONS
SECTION 4  Media Plan
MEDIA PLAN - ANNUAL FLAVORS 2016 MAY  DIRECT MAIL OUT-OF-HOME PRINT ADS P R EVENTS SOCIAL MEDIA TELEVISION  37  JUN  JUL  ...
MEDIA PLAN - HOLIDAY FLAVORS 2016 MAY  JUN  JUL  AUG  SEP  OCT  NOV  DEC  2017 JAN  FEB  MAR  APR  DIRECT MAIL OUT-OF-HOME...
IN USED  39
WORKS CITED Wine Industry - Hafner, J.  2016, February 16 . Study  Millennials drink nearly half of all wine in the U.S. R...