PR Campaign - Appendices

8/3/2019 PR Campaign - Appendices

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AppendicesEROS GIN

BA (Hons) Communication & Media

Harry Elwell



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Appendix A: Publics Analysis

Identifying Key Publics (Smith, 2002)

I A n t i - D r i n k A c t i v i s t s

H C

o m p e t i t o r s

G R

e g u l a t o r y B o d i e s

F M e d i a

E I n v e s t o r s

D S

u p p l i e r s

C E m p l o y e e s

B S e c o n d a r y C u s t o m e r s

T o t a l P o i n t s

P o i n t s A v e r a g e

A2 A3 A2 F2 A3 A2 C2 A1 A Primary Customers 13 1.4

B2 B3 B2 F2 B3 B2 C3 X B Secondary Customers 12 1.3

C2 C3 C2 F1 D3 C2 X X C Employees 14 1.6

I2 D1 G1 F3 E1 X X X D Suppliers 1 0.1

I3 E1 G1 F3 X X X X E Investors 2 0.2

F2 F3 F3 X X X X X F Media 19 2.1

I3 G1 X X X X X X G Regulatory Bodies 3 0.3

I3 X X X X X X X HCompetitors

0 0X X X X X X X X I Anti-Drink Activists 11 1.1



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Analysing publics (Smith, 2002)

Apart from the internal publics, all of the publics are currently latent as the product has not yet been

released.

Type of Public Public State of Public

C u s t o m e r s

Primary Customers:

- Wholesalers

- Supermarkets

- Large On-Trade Venues/Chains

Latent

Secondary:

- On-Trade Venues

- Off-Licenses

- A,B,C1 Customers

Latent

P r o d u c e r s

Suppliers:

- Material/Ingredient Suppliers- Packaging Manufacturers

- Distributors

Active

Investors Active

Employees

- Factory Workers

- Communications Staff

- Managing Staff

Active

E n a b l e r s

Customers:

- A Class Customers/Professional Experts

- Large On-Trade Venues

- Supermarkets

Latent

Regulators:

- ASA (Advertising Standards Authority)

- Portman Group

Latent

Media:

- Specialised

- Local/National

- Print (Newspaper, Magazine, Newsletter)

- Broadcast (Television, Radio)

- Digital (Newsgroup, Website, Blog, Social)

Latent

L i m i t e r s

Competitors:

- Other RTD Brands

- Wine Brands

- Beer Brands

- Spirit Brands

Latent

Activists:

- Anti-Drinking Campaigners

Latent

Media Latent



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Appendix B: Special Event 1 Schedule

General Instructions

It will take place under a marquee, to avoid the risk of bad weather, which will also be fitted with two

long rows of tables and chairs, heating and toilet facilities. The marquee will be 250x600ft, the size

recommended for 750 people by the marquee hire company. Either side there will be medium sized

(5x3ft) signs with the Eros Gin logo and one large (15x5ft) sign that says World Record Attempt:

Largest Single-Venue Speed Dating. Inside the marquee there will be two rows of long tables with

chairs either side. St Johns Ambulance volunteers will be present at the event to ensure safety

precautions are met.



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Day Schedule: 11/02/2012

Time Event Schedule Explanation

10:30 11:30 Arrival time for

participants

Before the beginning of the event, people will be informed

through promotions tactics to sign up to the event on the

Eros Gin website. If the maximum number of 750 has not

been achieved before the day of the event, walk-inparticipants will be allowed.

11:30 11:45 Participant entrance After being IDd by door security, walk-in participants will

then be asked by members of catering staff to give their

name and email (members who signed up online will have

already done this), they will be informed that this is to

contact them with their results after the event.

11:45 11:00 Number distribution They will be assigned a number (1 375 for males, 376

750 for females, this will also have been recorded on their

participation form) and they will be shown by members of

catering staff to either the male or female side of the long

tables and given a results sheet with their number at the

top and a checklist for all the other numbers.12:00 12:30 Speed dating, round 1 Once all participants are sat, they will be given 60 seconds

to talk with the person opposite. Following this they will be

informed to enter either a tick or a cross next to the

number of the person they are talking to, depending

whether theyd like to see them again, and move along to

the next person.

12:30 12:35 Break In order for the world record to be official, every person

will have to have a date with every other participant of the

opposite sex. This means that the speed dating event will

last between five and six hours. For this reason, there will

be a break after every 30 minutes for people to rest for 5

minutes and get another free sample if they choose.Enough samples will be provided for three free samples

per participant (if the maximum number attend).

12:35 13:05 Speed dating, round 2 See above.

13:05 13:10 Break See above.








15:35 15:40 Break See above.15:40 16:10 Speed dating, round 7

(if necessary)

Depending on the number of participants on the day,

round 7 may not be necessary.

16:10 16:30 Official Record

Presentation

Once it has been completed, the present Guinness World

Records official will announce whether the record has been

broken, in which case World Record Holder certificates

will be given to participants.

16:30 17:00 End Participants will leave the venue and cleaning/dismantling

will commence.



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Appendix C: Budget

Venue HireMarquee Hire (inc. tables, chairs,

heating, toilet)

Fee per head £0.30 Marquee cost per day £9,743.88

Number of heads 750 Number of days 1

Disruption fee £3,000

Total £3,750 Total £9,743.88

Free Product Samples Catering/General Staff Hire

Price per 275ml sample £1 Wages per hour, per head £6Number of free samples 2250 Number of staff 60

Number work hours total p/h 5

Total £2,250 Total £1,800

Security Staff Hire Printed Shirts

Wages per hour, per head £8 Cost per shirt £5

Number of staff 10 Number of shirts needed 50


Total £320 Total £250

Facebook PPC 1 Facebook PPC 2

Cost per click £0.35 Cost per click £0.35

Maximum budget £2,000 Maximum budget £2,000

Maximum number of clicks 7000 Maximum number of clicks 7000

Total £2,000 Total £2,000



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Facebook PPC 3 Web Development

Cost per click £0.35 Cost for freelance developer £15,000

Maximum budget £2,000 Number of developers 1

Maximum number of clicks 7000

Total £2,000 Total £15,000

Promotional Flyers Metro Advertisements

Cost per flyer £0.02 Cost per advert £1,268

Number of flyers 5000 Total number of adverts/days 14

Total £100 Total £17,752

Social Media/Multimedia

Team Promotions Staff Hire

Wages per per head £500 Wages per hour, per head £6

Number of staff 10 Number of staff 30


Total £5,000 Total £360

Signs

Small sign cost £150

Number of small signs 2

Large sign cost £250

Number of large signs 1

Total £550



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Meal Out, Bella Italia

Promotional Deal, Bella

Italia

Cost per meal, 2x starter £6.00 Cost to use Bella Italia £20,000

Cost per meal, 2x main £24.00

Cost per meal, shared desert £6.00

Cost per meal, 4x free Eros

Gin £4.00

Maximum potential no.

meals 375

Maximum Potential Total £15,000 Total £20,000

Total: £97,875.88



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Appendix D: Crisis Management

Crisis Management Plan (EXTR

ACT)

Issue Solution

Not enough participants sign up for the world

record attempt event

Send staff out to source participants from Hyde

Park on the day of the event

Drunk and disorderly people at the events Security staff to escort participants off-premises

Illness/injury at events St Johns Ambulance on-site to handle it, can call

ambulance service if necessary

Too many people arrive on the day Allow them to watch from outside the area if

they choose

No media outlets post news stories after press

releases

Use remaining budget to send out paid press

releases to ensure media coverage



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Appendix E: Surveys



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Appendix F: SWOT Analysis

Strengths Weaknesses

Internal 1. Gin has a base of hardcore over-55

consumers for whom its sophistication,mixability and more complex taste are

hugely appreciated.

2. No gin-based RTDs currently dominating the

RTD market (Euromonitor, 2011).

3. New RTDs are becoming accepted amongst

an older generation, no longer stigmatised by

the associations of FABs and youth drinking.

1. Limited awareness of brand in market.

2. Gin attracts a predominantly over-55

audience. Over half (55%) of white spirit

drinkers who do not drink gin perceive it as

old fashioned.

3. Product does not have a global brand name

to support it, e.g Gordons Gin & Slimline or

Bacardi & Coca Cola.

Opportunities Threats

External 1. Provenance is currently bringing some

British brands success.

2. Sociable and meal occasions will continue

to be the main drivers of out-of-home drinking

3. Restaurants/bars and cafés are likely to

remain the most popular venues, owing to the

majority of consumers placing an emphasis on

food when drinking out of home.

4. Wine and beer is under pressure from rising

prices, leaving potential for white spirits and

RTDs to gain ground

5. White spirits are currently the third-most

popular drink for women

6. 25-34 year-olds are the most likely to have

drunk alcohol out-of-home within the last six

months and have a rather wide repertoire

of drinks, being the least likely to agree that

they tend to drink the same thing

when drinking out-of-home and representing

a sizeable market and an ongoing opportunity

for the on-trade

7. 40% of drinkers said they would buy RTDs

from off-trade retailers for outdoor socialising

such as picnics and barbecues (Mintel, 2011).

8. 45% of drinkers will drink spirits on a big

night out, a 10% increase on the 35% that will

consume spirits on a standard night out

(Mintel, 2009).

1. 41% of the drinking population say that it

has become too expensive to drink out-of-home (Mintel, 2011).

2. The market is dominated by vodka; the

categorys success over the past five years

means it is now worth 55.7% of the market in

value which amounts to £2.3 billion (Mintel,

2011).

3. Only 24% would buy RTDs in an on-trade

environment, almost half the amount (41%)

that would buy off-trade for outdoor

socialising (Mintel, 2011).

4. A lot of competitors have teamed up with

global soft drinks brands, for example Bacardi

& Coca Cola RTD.

5. The market for RTDs is still youth orientated

and there has been a lot of negative press for

RTDs around this subject.



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Appendix G: PESTLE Analysis

Political Economic Sociological

1. Government campaigns against

youth drinking and binge

drinking. (DrinkAware.co.uk)

2. Ad campaign and petitions

from North East Alcohol office

Balance pressuring

Government to introduce more

meaningful regulations to stop

youths being marketed to by

Alcohol Ads (Morris, 2011).

1. Due to the tax escalator, RSP of

alcohol could increase as

much as 10%. This means that

people will be spending less on

alcohol than at any point over the

last three years (Mintel, 2011).

2. RTDs are taxed less than spirits

due to their lower % ABV, theyll

therefore be cheaper. FABs of the

past were taxed as spirits. Tax

escalator means its easier to sell a

low % ABV spirit than one with a

high % ABV (Mintel, 2011).

3. Inflation is causing prices to rise,

yet wages remain low.

4. UK recession has forced a lot of

on-trade venues to close due to

lack of business.

5. Alcohol market is in decline

(Euromonitor, 2010).

1. The number of 25-34-year-olds

is forecast to see 10.5% growth

by 2016, reaching 9.2 million and

accounting for 18% of

the UK adult population (Mintel,

2011).

2. Increased emphasis for

drinking on a big night out or

occasion (Mintel, 2009).

3. Move towards in-home

drinking, 41% of the drinking

population say that it has become

too expensive to drink on-trade

(Mintel, 2011).

Technological Legal Environmental

1. Social marketing/social media

and online community discussion

increases potential for E-WOM.

2. New technologies make it

possible to make packaging more

environmentally friendly,

biodegradable, etc.

3. Online reputation

management

1. Licensing Act 2003 affects crime

and disorder caused by alcohol and

resultant health and social harms.

2. The alcohol

advertising/packaging regulations

put in place by Portman and the

ASA.

3. Smoking ban causes a decrease

in popularity of on-trade venues.

1. Increased consumer interest in

ethical brands.

2. Recyclable packaging.



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Appendix H: Newspaper Ads/Flyers



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Appendix I: Facebook PPC

PR Campaign - Appendices

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