Belvedere, The Project
Project made at ESPM
Introduction:
It´s impossible to think about important moments that aren´t toasted with good drinks, as a dinner with wine, a commemoration with friends and beer, a whiskey to bring the relief of a tiring day…
After understanding this Brazilian environment was noticed that vodka was only being consumed in parties mixed with other types of drinks. Going deep in this discovery, were realized that some luxury vodkas were losing their purity, taste and harmonization, once people weren´t given the care that this special drink needed.
Also, all the brands of luxury vodka were applying the same approach to talk with consumers and there wasn’t any differentiation on this market offering a big opportunity. As a group, we choose to explore Belvedere, from LVMH, to get to know more about the brand and the chances to change this market.
Challenge:
LVMH was with a very good financial scenario of sales of Belvedere in this period, so how justify to the company the need of a change in their communication.
Insight:
That is no differentiation in the market of luxury vodkas and that´s why people just choose this drinks by the package. So, there is an opportunity for Belvedere to create a loyalty between the public and the brand.
Process:
This project was made by a group of 5 people and everybody was part of all the steps that consisted in: analyse of the company LVHM (mission, values, stakeholders and structure), marketing mix, micro environment (consumers, competitors and communication), macro environment (demographic, legal and cultural), qualitative and quantity interviews, diagnosis with the use of some matrix as SWOT, blue ocean and love marks, communication plan and plan of action for the future.
Result:
As a result, the group decided that repositioning the product was the best solution to create differentiation within the market of luxury vodkas. The campaign would call “Circle of Vodka” to enhance the idea of educating the target about the correct manner of drinking Belvedere, as during dinners harmonizing with the food.
To reinforce this new positioning, Alex Atala, the renamed chef would be the ambassador of the campaign. This opportunity would open the chances to involve sommeliers and create a community of people that appreciate vodka. Other suggestions were social media, creating a hot site and special dinners to launch the campaign.
Also, some impacting ideas were suggested as a co-branding with Kitchen Aid to develop a special cellar for vodkas and an action inside airports with focus on the target of the product.
// Francisco Gracioso Award (Grand Prix) for the best Graduation Project of the semester.
