1565 victory lager : an integrated marketing communications plan

Abstract

The plan is split into two phases, and makes use of a variety of industry tools to target the audience that has been deemed the most appropriate for the revamped beer. An initial soft launch at the beginning of Phase 1 will attempt to solidify 1565 Victory Lager’s current position in the market, and a more elaborate, second launch will mark the beginning of Phase 2 and propel the brand’s reputation to the ranks of industry leaders. The objectives of this campaign are based upon the positioning statement and target markets that have been selected for the brand. The research showed that the most effective way of providing revenue for the company would be to solidify its current market position through heightened sales promotion efforts and incentives, along with a rebrand of the product itself. Furthermore, the younger generation will be targeted, as the rest of the older generations are loyal to other brands – most notably, Cisk. The younger market has had less exposure to beer and alcohol advertising, and by sponsoring their events and making sure that the brand is as youthful as possible is of utmost importance. Furthermore, tourists will be another main target during Phase 1. The brand will continue to be linked to Malta’s past victories, and information about these historical events will be displayed on any advertising that targets tourists. To support this effort, a website will be created to provide further information, and to foster a relationship between the consumer and the brand. This will also support the brand’s efforts to solidify its position in the on-trade market – especially in high-tourist areas of the island. Phase 2 will be characterised by the launch of a new form of packaging – the 250ml bottle, and major sponsorship and advertising during the 2018 FIFA World Cup. This tournament draws towards it most consumers, however it especially attracts young people, males, and those who associate heavily with sporting excellence and competition – concepts that the brand will be attempting to associate itself with.