10-2 Final Proposal
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M Proposal 2024 organised by: 10-2 Final Project Submission: Public Relations Campaign Proposal Tequila Higgins proposed to: Communications Department, Southern New Hampshire University PR A2 e COM 658 — Integrated PR Campaigns Professor James Lingwall February..18,2024
2024 Executive Summary As an esteemed brand in the beverage industry, Budweiser’s decision to venture into the hard apple cider market is a strategic move that aligns with evolving consumer preferences. Our proposal outlines a comprehensive PR campaign designed to introduce Budweiser's hard apple cider to the market, leveraging the brand's existing reputation while tapping into the unique characteristics of the cider segment. Through diligent research, strategic planning, targeted messaging, and robust measurement techniques, our proposal aims to position Budweiser as a formidable player in the cider market and ensure a successful product launch.
Campaign Objectives roiy ] 5o Brand Awareness: Increase awareness of O Market Penetration: Achieve 30% Budweiser's hard apple cider among the market share within 6 months. target audience by 25% within 6 months. Consumer Engagement: Boost ! 3ol g Brand-Pérception: Enhanee engagement metrics by 50% within 3 Budweiser's image as a premium months. cider option. _ _ ’ Influencer Partnerships: Partner with 4-6 Média Coverage: Secure 5 media O influencers, aiming for 50% increase in placements in key publications. social mentions. Long-term Brand Integration: Sales Performance: Drive 35% Establish hard cider as a staple choice sales increase within 6 months. for consumers, ensuring sustained = growth.
Campaign Goals The goals of the campaign align with the broader objectives and are more overarching. They encapsulate the desired outcomes that the campaign aims to achieve. Here are the campaign goals: 1. Launch Success: Ensure a successful launch of Budweiser's hard apple cider, marked by widespread consumer awareness and positive reception within the target market. 2. Market Entry: Successfully penetrate the hard cider market and establish Budweiser as a credible playerin the segment, competing effectively with existing brands. 3. Brand Reputation: Enharnice Budweiser's reputation and image in the cider market as a provider of high-quality, premium beverages, thus diversifying the brand's overall perception beyond traditional beer offerings. 4. Consumer Engagement: Foster meaningful engagement with consumers, generating excitement and interest in Budweiser's hard apple cider through interactive experiences and compelling content. 5. Media Recognition: Secure significant media coverage and positive reviews from industry publications, influencers, and consumers, reinforcing Budweiser's credibility and generating buzz around the product launch. 6. Sales Growth: Drive tangible sales growth for Budweiser's hard apple cider, achieving sustainable market share and revenue increases over time.* ¢ 7xLong-term Sustainability: Lay the foundation for long-term success and sustainability in the cider market, positioning Budweiser's hard cider as a staple choice for consumers and ensuring continued growth and profitability beyond the initial i i | ook launchephase.
2024 Client Need: Interpretation - i J LS /}’k i N '}d(‘\,\ ' A \ Budweiser's decision to enter the hard apple cider market is rooted in a strategic need for diversification and expansion. According to industry analysis by Melewar and Skinner (2020), beverage companies often seek to extend their brand portfolios to capture new market segments and stay competitive. By leveraging its strong brand equity and existing distribution channels, Budweiser aims td penetrate the cider market and capitalize on evolving consumer preferences for alternative beverages' (TBH, 2023). This aligns with the findings of James (2019), which highlight the growing popularity of cider among millennials and baby boomers. r
Client Need: o Interpretation of Brand Research - . “ - .[' "/ ¥ -~ ‘.;fl'( According to research on the positioning of the.Budweiser brand, young to middle-aged consumers looking for genuine experiences and high-quality goods find the brand to be very appealing (Karthikeyan & Bajj, 2023). Since quality and authenticity are highly prized ‘qualities in the cider market, this offers a strong platform for growing the brand there (Melewar & Skinner, 2020). Furthermore, the demographic that exhibits an increasing interest in cider consumption coincides with Budweiser's target audience, which is predominantly young adults (James, 2019).
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