French Champagne Bubbly

Integrated Marketing Plan

Mohawk Agency: NUVO Network

Klara Butty, Eleni Jalbout, Mandy Jakic, Megan Dunscombe, Breska Ulhaq, Shivangi Saxena,
Executive Summary

Bubbly’s French Champagne would like to increase product sales in Canada however, due to
higher pricing and competition with Sparkling Wine, sales have been slipping. Despite the lack
of sales, Champagne is still considered a “special event” drink. With its unique flavors, we are
confident that this Integrated Marketing Communications plan will ensure steady growth and
convince consumers that French Champagne is a beverage that can be enjoyed outside of
special events. Our team intends on doing so by using social media to re-brand the product,
using paid advertising to re-focus media, and Using marketing print collateral to increase sales.
These strategies will target media, liquor retailers across Canada, and consumers directly in
hopes to increase Bubbly sales in the Canadian market by 30% by January 1st, 2022.

Situational Analysis

Bubbly’s French Champagne has been facing a decrease in sales due to the rise in popularity of
competition like sparkling wine. Till now, the French Champagne has been fulfilling sales needs
by catering to consumers as a ‘special events’ beverage. However, they now aim in
reintegrating into other alcoholic beverage categories to increase sales in Canadian and
international markets by January 2022. In preparation to fulfill the target of surging Canadian
sales by 30% and international sales by 50% by the start of 2022, Bubbly needs to prepare
unique ways to present and promote its champagne. The essential focus of their new initiatives
should be to differentiate their representation from just being a ‘special events’ beverage and be
recognized as an “everyday” drink. To do this, the company needs to invest in advertising the
re-branded champagne product through social media channels, major entertainment media
outlets as well as by using marketing print collaterals. With the expenditure in advertising
opportunities through these mediums, they would see their return in investment and meet their
Canadian and international targets by the new year.

Objectives

Inform the Canadian Market to Increase Canadian Bubbly sales by 30% for January 1st, 2022.

Educate the Canadian audience about Bubbly’s new image to increase positive brand
recognition through increased customer feedback by 50% for January 1st, 2022.

Audiences

Primary Audiences
1) Media
· Television Networks
· Social media influencers

2) Liquor Retailers Across Canada

2) Retail liquor store shoppers (women, LGBTQ people between ages 25 and 50)

Strategies

Strategy #1

● Use social media to re-brand the product through transitioning all corporate social media
to a new brand identity aligned with Bubbly’s new, “everyday drink” image. An exciting
social media contest and a “champagne” blog will promote Bubbly’s newly branded
image well.

Strategy #2

● Use paid advertising. Paid media is an essential component to support Bubbly’s product
re-launch efforts. To create a more “every day” champagne image, the use of sponsored
editorials, influencers, guest television appearances, and demonstrations of Bubbly’s
product will excite interest in the product.

Strategy #3

● Use marketing print materials to increase sales. Print materials integrated into each
strategy and tactic will promote a lasting impression of Bubbly. A “Champagne
Cookbook at consumer destinations (such as retailers) and an Ambassador mailer with
product samples and other print promotional materials will create buzz around Bubbly’s
re-branded image.

Tactics

Use social media to Re-brand products

- Contest

Create a social media contest challenging people to post how they show their pride every day
while drinking Bubbly. This is good for word-of-mouth marketing and offers a prize of naming the
next bubbly flavor. This also helps brand the drink as not only a “special'' event, but an anytime,
anywhere drink.

- Champagne Blog

Creating a cooking and champagne pairing blog will do a good job at showcasing all the ways
people can pair champagne in their everyday cooking. It is a good way at establishing the brand
and creating a following in the food space rather than a specialty.

Use paid advertising to re-focus media

Paying influencers that attract the target demographic is a good way to introduce the product to
our audiences. We will target LGBTQ, family, and lifestyle influencers who showcase a cozy,
casual, and manicured lifestyle to pose with Bubbly champagne. This will present the narrative
that champagne is for any occasion that can develop our brand image and increase sales.

- TV product demonstration

Propping the product on cooking shows, daily talk shows or soft news segments is a good way
to create awareness and increase sales to our desired audience. We would offer to pay for TV
promotion on Canadian shows like Cityline, The Social, The Marilyn Denis Show, and Etalk to
show Bubbly on a food pairing segment.

Use marketing print material to increase sales

- Champagne cookbook

Offering a Champagne “Cookbook,” that showcases recipes that pair well with Champagne
does a good job at rebranding Bubbly to show the versatile ways Bubbly can be consumed. The
cookbook can be free on the Bubbly website or be offered in a print version. The print versions
can be distributed through liquor stores like the LCBO across Canada. This can reach out to our
food-loving audience and enforce that Bubbly is not restricted to the special event's image.

- Ambassador Mailers with samples

Sending Ambassador Mailers to desired LGBTQ influencers, and Middle-aged lifestyle

Evaluation

The success of our integrated marketing plan will be evaluated in many ways. The main areas
that will be assessed to understand how successful our plan was will be media coverage, brand
recognition, and the sales growth of Bubbly. To begin with, written and televised stories related
to Bubbly will be analyzed to grasp the tonality in which the brand is being talked about within
the media. Meltwater, a social media monitoring tool will be used to analyze all interactions
relating to Bubbly on various media platforms. Meltwater will provide Bubbly with the analytics
and result of the examination of the audience’s posts each day.

Brand recognition will be the next major aspect of the evaluation process to also assess the
success of the plan. To evaluate the brand recognition of Bubbly, surveys (online and offline)
will be sent out to the target audience, relating to the general product and brand satisfaction,
what perception does the audience already has of Bubbly, and what the brand can do to
improve further.

Analyzing and measuring the sales data will be the next evaluation step. The revenue
generated before using the plan and after will be compared to recognize any increase in sales.
Examining if the planned sales objective has been reached will allow us to understand the
effectiveness of the plan.