Michael Peberdy

Jamieah Robinson

Graysen Martinez

Ashley Camacho

Armando Villar

Hennessy

Situation Analysis

Founded in 1765 Power & Pride

“Paradis Impérial” Mixed Consumer Focus

“Wild Rabbit” Multicultural Campaign

Multicultural Efforts Gaining Power & Focus

S.W.O.T. Analysis

Strengths reputation, budget, reach

Weaknesses multicultural, relatability, community

Opportunities multicultural, technology

Threats local, legal changes

Competition

Hispanics typically consumer less alcohol then non-Hispanics.

When they do drink, they prefer beer over wine and liquor.

Hennessey is competing against not only other liquors; but against beers and wines as well.

Competition (Beer)

Anheuser-Busch, Molson Coors Brewing Company and SABMiller's Miller Brewing Company have all in the past ten years either hired Hispanic Marketing firms to help them, or agreed on advertising packages that cater to the Hispanic market.

In the mid 2000s top ten beer companies spent over 100 million dollars towards Hispanic marketing.

Competition (Wine)

In an effort to appeal more to Hispanics, big brands such as Sutter Home have reinvented their image.

Big wine brand Concha y Toro has launched Spanish language mobile sites to reach Hispanics everywhere. With this they were able to increase site visits by 20% in just the first month.

Competition (Liquor)

Hispanics prefer Tequila and Rum when it comes to drinking liquor.

Companies such as Bacardi Limited and Diageo(Jose Cuervo/Crown Royal) agreed to advertising package offering $100,000 to Hispanic scholarships a year.

Jose Cuervo brand hosted a “Tradicional Mural Project” where they celebrated Mexican art and culture.

Competition (Liquor)

Biggest competitor in the Cognac/Brandy category is McDowell’s No. 1.

Crown Royal is also big competitor in the full bodied liquor category.

They held a “Crown Royal Latin Kings of Comedy Tour” and have product placement in Jennifer Lopez video for “On the Floor”

Target Segment & Justification

Group who is receptive to change, open to new experiences

Hispanic Millenials (Aged 21-36) 37% of Hispanic Spending Power 15 Million making $50-$100k annually Largely Bilingual and Bicultural Technologically savvy Considered trendsetters among their peers “Upscale Hispanics” the new class of American

drinkers sophisticated, like Hennessy

Connecting with Millenials

Purchase alcohol erratically 40% of drinking age Americans More likely to go back to pricey products as

the economy recovers Most likely to explore/experiment with

alcoholic drinks Buy relatively more spirits than older

generations Millenials: neither teenagers nor older adults

with strict family values sophisticated

Positioning

Hispanics do not care much for complex cocktails, which is a good thing for our product since you don’t need to mix Hennessy with anything. We are advertising our product to be consumed on the rocks.

Hispanics as Trendsetters

Hispanics are trendsetters. In order to catch our target market’s attention

for our product, we need to focus on how to communicate to them: Have advertisements playing throughout the

day on top young adult radio stations while they are driving in the car

Run our advertisements on younger television networks such as MTV and VH1

Importance of Flavor

“Millennials are more likely to purchase flavored items compared to any other

generation.” (Riberi) Flavor is important In our advertising, we are going to describe

Hennessey as having a delicious, enjoyable flavor; and it will grab their attention.

The fact that there is a variety in our collection is a plus since they each taste different from one another.

Promoting to the Hispanic Millennials

The promoting we will be doing for Hennessey will be in both Spanish and English.

According to Riberi, “In the past decade alone, the number of bilingual speakers has increased 73%, beating out English-dominant speakers to become the largest Hispanic subgroup. In this study, Nielsen found “that Spanish-language advertising did a better job connecting with bilingual Millennials in a range of scenarios, particularly when the ad’s content was emotional in nature.”

Another finding from Nielsen was that “Ads featuring social interaction were generally more emotionally engaging and memorable for Bi-Llennials in Spanish than in English. Similarly, branding sequences were more effective in Spanish than in English.” (The Bilingual Brain) This means that in order to be successful in promoting this product to young Hispanics, it is important to connect with them by tying in the Spanish language.

Marketing Communication Strategies & Implementation

Our Communication strategy will aim to improve the overall product association and perception of the Hennessy brand as a desirable consumer good. Purpose

Goal

Mission

Marketing Communication Strategies & Implementation

Strategy Our Market strategy will be derived from research, which ultimately will give us insight as to why our brand is having a difficult time connecting to the Hispanic market.

Key Messages Maximize our communication strategy that will deeply show an understanding of Hispanic culture.

Best of Both Worlds Campaign

This portion of the campaign will deliver a message to those Hispanic millennials who takes pride in their social status and want to be represented as a professional in their community.

This campaign will show the appreciation of the Hispanic market threw a metaphor, a metaphor that is explaining the Hispanic soul as art work.

Sophistication at its finest

Pure Soul Festival

Evaluation of Effectiveness

Consumers encouraged to connect with Hennessy on interactive website

Website will ask for demographic info

Site hosts raffles for prizes (shot glasses, whiskey cubes, etc.)

Sales will indicate if ads were effective, but not let us know who drove these sales

Evaluation of Effectiveness Over 6 Month Period

Number of Hispanic Millenials who signed up for giveaways and subscriptions

Page Views

Unique Visitors

Bounce Rate

Evaluation Through Social Media

Number of Mentions on Twitter/Instagram over 4 month period (and use of the hashtag #BestOfBothWorlds)

Shares and Likes on Facebook special regard to available info (age/ethnicity) on sharer’s/liker’s profiles