COMMUNICATION PLAN FOR GORDONS LONDON DRY GIN presented by

RAPHEAL NII AYITEY MENSON & WILLIAM DELA KUMAZAH

INTRODUCTION
The Gordon's brand is owned by United Distillers, the multi-national spirit company wholly owned by Diageo Plc. Gin and Tonic is a middle-class icon and Gordons dominates the market with a share of about 70% of all gin consumed in drinking bars, restaurants and clubs on the Ghanaian market.

INTRODUCTION cont.
IMC planning involves many complex variables and issues. The model we are using for Gordons Gin has been developed to help marketing managers cope with the complex business situations . This include the review of the following sub-committees using SOSTAC MODEL + 3MS Situation: Where are we now? Objectives: Where do we want to be? Strategy: How do we get the - broad directions? Tactics: How do we get the individual tactical tool? Action: What are the specific actions required for each individual tactical step, how do we get people to do them? Control: How do we know we have arrived? Money: Budget- how much it will cost ? Minutes: Timescales-when it will happen and for how long? Men: Human resource who will do it?

S- SITUATION ANALYSIS
However, Gin is in a long-term decline, as far back as 1992 Diageo Plc sold about 15,600 cases of Gordons gin. In 2010 Diageo sold only 9200 cases of Gordons gin that is a 40% fall in sales as a result of the intense competition from its close rivals i.e. Kasapreko Gin and Castle Bridge. Gordons band of ageing drinkers (40yrs and above)are dwindling in number hence the decline in sales within the Ghanaian market.

S- SITUATION ANALYSIS
COMPETITION There are many competitors struggling for increased sales, market shares and profitability. However, our closest competitors are Kasapreko Gin and Castle Bridge Gin who hold a sizeable amount of the market share. 70% Gordons Gin 15% Kasapreko Gin Castle Bridge Gin 9% Other brands control the remaining 6% market share.

S- SITUATION ANALYSIS
Diageo Plc therefore has a choice: 1. Withdraw investment and milk Gordons for profit as the gin category falls or 2. Invest to expand the category by recruiting new drinkers

O-OBJECTIVES
To halt the brands decline within 12
months Return the brand to positive growth within 12 months To recruit a new generation of drinkers between the ages of 18yrs and above. To reposition Gordons as one of the most exciting and rewarding drinks available in Ghana

S-STRATEGY
The task is to recruit a new generation of drinkers(18yrs and above). By repositioning Gordons in young peoples minds from a middle-class, middle aged drink, typically drunk by their parents to one of the most exciting and rewarding drinks available.

S-STRATEGY
The strategy will then be to focus on the fantastic
experience you get when you drink Gordons gin and tonic The taste and effect of a Gordons and tonic is so uniquely refreshing that a new word has been coined to describe the experience; INNERVIGORATION. Its the crisp, clean, aromatically effervescent taste that scintillates on to your palette and slices cleanly, like a blade straight through your taste buds, refreshing every fiber of your being.

S-STRATEGY
The successful implementation of this strategy will however depend on addressing each of the following tasks :

Task A: Conveying the Innervigoration Experience Task B: Owning the Innervigoration Experience;

especially in drinking spots and clubs Task C: making it clear that only Gordons can truly deliver the Innervigoration experience

T-TACTICS
The communications mix comprises activities addressed to each task mentioned in the strategy. TASK A: The Innervigoration experience could be best conveyed in communications via highly involving advertising executives. The creative challenge is to use the senses of sight and sound to evoke in the viewer the sense of taste and the sensations of feelings associated with the drink.

T-TACTICS
TASK A:
A mix of media will be used:

Billboard advertising for its tremendous impact on a

large but captive audience, TV for its potential impact on a huge audience . Posters to take the message to the streets, which is obviously where the drinking spots and clubs are) and Highly targeted press to keep the message in front of the young target audience, constantly reminding them of the uniqueness of the Gordons experience

T-TACTICS
TASK A:
The internet also creates an opportunity to create a virtual Innervigoration experience which net users can explore vicariously using their PC which will give a full description of Gordons history and also relate the brands various unique product quality stories

More generally. All other Gordons communications will play a supporting role by reminding consumers of the Innervigoration experience( i.e. whether via a direct mail pack or an ice bucket, the experience will be in some way conveyed).

T-TACTICS
TASK B:
Owning the Innervigoration experience requires it to be delivered consistently and branded clearly. In part this will be achieved by good training in drinking spots and clubs and by providing points of- sales ,merchandising. Retraining is necessary to reduce the number of poor quality of drinks all too often experienced in the ontrade( Gordons and flat tonic, mixed with a soggy bit of old lemon and a few melted, watery silvers of ice all served unceremoniously in a warm wine glass).

T-TACTICS
TASK B : Merchandising items in drinking spots and bars( e.g. attractive drinks coasters, tall elegant glasses, ice bucket scoops, etc) help orchestrate the mixing and serving of the drink, thereby enhancing to the fullest the drinkers experience. In corner shops point-of-sale materials example price trips special offer shelf-barkers, etc. can also be used to remind shoppers of the link between Gordons and the Innervigoration experience. Finally, as well as conveying the experience, the internet sites and newspapers can also list the bars which serve a perfect Gordon's and tonic, provide guidance on how to mix one for yourself and can link the Innervigoration experience firmly to Gordon's.

T-TACTICS
TASK C:
Two main approaches must be taken to explain why only Gordon's can deliver true Innervigoration experience with each geared to a particular group of consumers A detailed explanation is principally of interest to consumers who already have a propensity to consume gin

T-TACTICS
TASK C : For younger nondrinkers of gin, expert brand ambassadors are more likely to impress. The program of retraining bar staff is thus a means of enrolling them into the brand, using them as a communications medium through which to talk to consumers directly about why Gordons is better than other gins Secondly the internet site provides an opportunity to describe the history of Gordons and relate the brands various unique product quality stories. And more Generally, public relations can seed stories in appropriate media about Gordons heritage and superior taste

A-ACTION
Project management teams needs to be set
up to manage the development and delivery of each of the communication tools.

This means that the advertising, PR,

merchandising, sales training etc has to be planned as mini projects but all tying in to the overall timing of the total marketing communication plan.

A-ACTION
THE 3MS
MONEY : An objective task method of budgeting will be employed to ensure an efficient allocation of the funds available, with respect to each task and the duration the task in question will be communicated. However a contingency fund will be made available, should the forecasted outcomes not go according to plan then these moneys will be given out to boost the campaign. MINUTES : The entire campaign will last for 12 months Key performance indicators such as sales targets and brand awareness will be reviewed quarterly. The main campaign will be launched half way of the time allocated for the plan.

A-ACTION
MEN : A combination of internal and external human resource will be employed to ensure the effective implementation of the campaign. INTERNALLY: Sales Team Communication Team Marketing Team P.R. Team EXTERNALLY: Advertising Agency Ghanaian Celebrities Loyal customers

MONTHS

GORDONS MINI PROJECT

J J A S O N D J F M A M RESPONSIBLE
COMMUNICATION / ADVERTISING AGENCY

COMMUNICATI ON TOOL

BUDGET GHC (MILLION )

LAUNCH OF CAMPAIGN

ADVERT TV PRESS BILLBOARDS

200 2 10 50 5 20 70 357

DIRECT MARKETING

SALES AND MARKETING TEAM

PR & PUBLICITY

COMMUNICATION AND PR

POINT OF SALE MERCHANDISIN G

SALES AND MARKETING TEAM

INTERNET

COMMUNICATION MANAGER

WORD OF MOUTH AMBASSORDER S

CELEBRATIES AND LOYAL CUSTOMERS

TRAINING/ RETRAINING

SALES AND MARKETING TEAM

TOTAL

C-CONTROL
All activities are going to be carefully and
extensively pre-tested. Results achieved will be monitored continuously using a mix of sales tracking( ex-factory, retail edit and consumer research) and intermediary tracking( example brand awareness, advertising recall and communication, brand image profile, etc), The key performance indicators have to be agreed upon and reviewed at quarterly intervals.

C-CONTROL
However if the results monitored does not stay on track
as forecasted then investment behind the program will have to be increased. CONTINGENCY PLAN The budget available for this plan, would allow two advertisement daily , should this available funds not yield any better results then a contingency funds on the standby could be used to increase the number of times adverts run from two to five times daily.

CONCLUSION
As marketing problems vary considerably from business to business, the SOSTAC+3MS model will not eradicate every Diageo Plcs communication strategy problems. However the model will ensure that the key components of the communication strategy are developed in a way that will integrate the outputs of a wide variety of the communication tools.

DRINK RESPONSIBLY

THANK YOU