Thank you J A Neo Marketing Presentation 2016

Thank you J

•  Today’s consumers are constantly bombarded by promos and offerings at their social touch points. Brands therefore need to standout and create long term affinity

•  Its not only about conversion at the moment but by building a special relationship between the brand and the consumer for the long term

Preamble

•  An In-Bar activation proposal that drive sales and increases market share

•  Reactivate the Johnnie Ginger perfect serve brand experience

•  Appeal to our target audience

Brief

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“The race of life cannot be measured by the humbleness of your start but by the greatness of your finish...Keep Walking”

-Paul Tergat

•  We need to re-activate Johnnie Ginger to appeal with the TG through memorable experiences

•  Recruit and re-recruit male and females to ensure the experience appeals

•  Experiences that remind consumers of Johnnie Ginger’s great balance, body, great aroma, wonderful finish and the lingering flavor.

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Understanding Kennedy:

•  Kennedy is on his way to success, •  He is single and on his first good paying job

What’s his relationship to the brand?

•  He’s an impulsive spender “ lives the moment” •  He’s a “wannabe” but he’s acting for where he

will be in 5 years time •  Kennedy understands that he must act and

dress the part •  What’s his connection to the brand

Deep dive on Kennedy

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•  To create Innovative and memorable experiences •  Drive further salience through trial, and scale up consumption at 150 -200

outlets

Key objectives

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Thank You!

A Neo Marketing Presentation 2016

Thank you J

The rallying call to action intent, to send an emotive message to the consumer telling them that Johnnie Ginger should be their drink of choice. The rallying call to action The perfect match the sampling experience execution and the reward of branded and engraved double glasses and carrier case will embed the relationship between consumer and JW perfect serve

Rationale

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•  Consumer engagement with our well trained connoisseurs(BA’s) who will be exceptionally different through their execution of the Johnnie Ginger ‘3 minute elevator speech’ that delivers on need for trial and subsequent purchase

•  After sampling, consumers will know that there is an opportunity to be rewarded

with two handsome packaged glasses engraved with select Johnnie Walker personal messages

•  i.e. Kennedy keeps walking with JW

The perfect experience that consumers will take away

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Branding Bar Activations

•  POSM Placement

•  Sampling of Johnnie Ginger

•  Personalized engraving of a pair of tall glasses for consumes purchasing a 750ml bottle of Johnnie Ginger

Overview

In-Store

10 Key Accounts

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Bar Entrance Set Up

Thank you J Alternative Bar Entrance Set Up (BA flip)

•  Well trained connoisseurs •  3minute JG perfect serve elevator speech •  Brand talk and promotion; buy to win the

perfect Match -whisky branded twin glass

•  Sample the Johnnie Ginger perfect serve •  On entry into the outlet DJ will

periodically hype JG exciting win

•  Two other support connoisseurs will be stationed inside the bar to drive purchase and win through table to table

We propose;

350ml = one branded glass

750ml = two glasses + handsome carrier bag

Mechanics

Thursday- Saturday

In Bar

Text engraved: Johnnie Walker logo, Name & ‘Keep Walking’

The Perfect Match Glasses

Instore Activation

Mechanics •  Activate key accounts on Friday & Saturday •  The attractive JG branded set up •  Select best positioning space at entry in the alcohol zone •  Set up with product display and sampling gear point of first entry

contact BA connoisseur •  Consumers win instant merchandise for every purchase •  Second BA connoisseur will be positioned at the category

Key objectives : awareness, attract , sample, sales and more sales and reward

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•  Table set up ü  draped cocktail table ü  Johnnie Walker ( Red label)

(350ml & 750ml)

ü  Ice bucket containing ice cubes ü  Glass on Coasters ü  Mixer ( Stoney tangawizi soda)

ü  Lemon slices ü  Mixer sticks ü  Glass tot measure

Alternative In-Store Set Up (BA flip)

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Change ü  Table talkers

ü  Coasters

ü  Danglers

Proposed branding

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Elevator Speech

Hi Jambo!....you look good today” (consumer smiles)“I’m Johnny…Johnny Ginger” “How are you?” ( consumer responds)I would like you to have the perfect evening….. The perfect serve is prepared and sampled Consumer then welcomed into the Heppi

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Look and feel

The Brand Champions look and feel came from the Johnnie Walker ‘s iconic dress code of a Tuxedo and we feel that the theme should be underlined by that look…

Proposed prizes:

•  Branded Wallets •  Ice Buckets •  Set of branded glasses •  Hip Flasks

Proposed Rewards

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•  Each bar will have 1 team leader and 4 Brand champions •  In-bar Activation to run for 3 days a week for 6 weeks(Thur, Fri, Sat) •  Activation period will start at 6pm – 10 pm

In-Bar Team

In-Store Team •  Each Outlet will have 1 BA •  Activation to run for 2 days a week for 4 Weeks (Fri & Sat)

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Project Manager

Team Leader •  Region 1 •  Region2 •  Region 3

Team Leader •  Region 4 •  Region 5 •  Region 6

Ba’s

Ba’s

Ba’s

Ba’s

Reporting Structure

These structure will be overseen by the Neo Marketing Management

Ops Manager

CS / Account Manager

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Neo Marketing retains the rights to all material contained in this presentation and in any presentation made in competition with, or in isolation from any other agency, in the event of our presentation being unsuccessful. No part of any proposal submitted may be used by any third party or the client without prior written approval from Neo Marketing or any one of the Neo Marketing owned companies.

Intellectual Copyright

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Thank You!

A Neo Marketing Presentation 2016