Executive summary

our company invests in the continuous improvement of the quality and safety of its production processes as
well as the satisfaction of its consumers. “Ginja d’Óbidos” sour cherry liqueur thus reaches a new level,
enjoyed by the whole world, providing rare and unforgettable moments of pleasure.
MISSION
To produce and sell products of superior quality, using the sour cherry fruit and all its sub-products as its
main raw material.
VISION
To differentiate and promote our products so that they become a reference to consumers in the national and
international market, allying innovation and tradition.
VALUES
 To preserve tradition and authenticity.
 To drive the local community and economy.
 To promote environmental balance and sustainability.
 To value endogenous resources.
OUR PRODUCTS:
“Ginja d’Óbidos” sour cherry liqueur with its sweet, sour and fruity flavour, has been a reason for
conviviality, joy and inspiration for its fans, who find in its unmistakable aroma and palate the perfect
company in times of joy and relaxation. Not to mention that this liquor has many astonishing benefits, like:
 It can be served on its own in a normal glass or snifter as an aperitif;
 It can be used as a digestive;
 It is excellent for cocktails and in cooking.
In such a way we decided to export this priceless beverage in bottles of 0,75 l capacity.
THE MARKET:
Alcohol has long been a basic component of French social life and a staple of the dinner table. Analyzing the
French market of liqueurs we found a large list of brands, here are some of them :

 JÄGERMEISTER  BAILEY’S  FERNET STOCK

 COINTREAU  PIMM’S  GRAND MARNIER
 GET 27  BIELLE
 CAMPARI  ARMAGNAC

Objectives:
 Build brand awareness by placing print ads in Île-de-France local market.
 Attract first-time customers by organizing free sampling campaign of the products in the biggest
local supermarkets and hypermarkets, like: Auchan, Geant Casino, Hyper U, Monoprix, Carrefour,
Cora, etc.
 Educating potential customers about our company vision.
 Turning early adopters (“visionaries”) into reference customers.
 Launch new products in order to maintain position as a product innovator.
 Target new customers
 Increase sales
 Build brand awareness
 Enhance customer relationships
  Increase profit .
Marketing programs (mix).
When developing the marketing mix for a company, appeals to the target market should follow what are
considered the “4 P’s”: Product, Place, Price, Promotion.
1. Product
The original Ginja brand is Ginja de Obidos. This Sour Cherry Liqueur is a 100% natural liquor without
colourings or artificial preservatives, with an alcohol content of 18º, of limpid aspect, ruby colour, fresh
acidity, liquor consistency, intense sour cherry aroma and a slight hint of cinnamon.
The bottle has an original and unique conical shape and the model was patented in 1930. The design is both
striking and timeless.
The Packaging for our product employs the rational use of resources, avoiding waste and superfluous
materials. The main material for packaging is card, which a natural renewable resource. An environmentally
sustainable choice.
2. Price
 We decided to implement penetration pricing in order to captivate new customers to a new product.
By setting a lower price for our brand, we will drawn attention from customers and scare away
competitors. Another advantage of this strategy is that low prices create positive branding among
initial customers who will then share that opinion with other possible customers.
We believe that penetration pricing will help us to increase market share that can lead to high sales
volume and hence, lower production costs.
 We will use psychological pricing in order to attract customers who are looking for “value”. We
believe that a bottle of Ginja might be priced at 13,99€ rather than at 14,00€.
Alghouth the difference between this 2 prices is not big the customer will be more likely to choose
the first option. It is because the costumers don’t necessarily behave rationally. Some may look at
that price and “round it down” to 13,00€, making the perceived difference more significant! In such a
way we perceive that the customer will respond based on emotion versus logic.
We decided to use psychological pricing because it allows a business to influence the way that
customers view a product without the need to actually change the product.
 We decided to offer seasonal discounts on Christmas to offset seasonal variations in sales.
 We will offer promotional discounts in summer, for a short specified period, in order to encourage
customers to buy more products, increase consumption level and generate sales.
3. Place
Due to the fact that we are new on French market, we decided to use selective distribution; it offers a set of
advantages:
 We can choose the most appropriate or best-performing outlets and focus effort n them;
 It also enables the firm to establish a good working relationship with channel members.
 It can help us gain optimum market coverage and more control but at a lesser cost than intensive
distribution.
We decided to launch our brand in Île-de-France, Paris because of next reasons:
 Due to the fact that both countries, Portugal and France, are members of EU - they are free to trade
with each other at no additional taxation. This helps to keep prices of goods.
 The biggest Portuguese diaspora( women and men of +18 age) in Europe, which represent our first
target segment, is situated in France - 1,243,419 (2013):

36% of our first target segment is situated in Île-de-France. That is why we decided to begin
launching our brand in Île-de-France and after expand our sales offices farther in France.
 French people(+18) is our second target segment.
We will sell our product directly to retailers such as Auchan, Geant Casino, Hyper U, Monoprix, Carrefour,
Cora and local liquor stores who then sell our product to the end consumer. Using retail outlets offers many
advantages, like:
 Allow customers to see what they are buying up close and, as opposed to online stores, they provide
instant gratification, because the customer walks away with their purchases immediately.
 A friendly and helpful staff also helps to build customer loyalty, ensuring that customers return again
and again.
4. Promotion
Offline promotion strategy:
 Create a reliable and memorable multipronged advertising campaign.We will start by setting only local
advertisement placement.
 Concentrate our attention on "on-premise marketing" which is to market within local supermarket,
hypermarkets, bars, clubs and restaurants .
 Organize free sampling campaigns in local supermarkets/ hypermarkets during the weekend.
 Set discount prices on Christmas (-25%) and in summer (-15%).
 Set our products on the most visible shelves in supermarkets/ hypermarkets.
 Improve/redesign the package in order to make our product more attractive for customers. It will help
boast sales up.
 Use Point-of-sale in order to promote new products or products a store needs to move.
Online promotion strategy:
We will use powerful new digital marketing platforms such as Facebook, Google, Youtube, Instagram,
Twitter and even Snapchat in order to advertise our product and promote our brand image.
 Create fan pages on websites, enumerated above, to start marketing our new drink product online. In
order to make our pages more attractive, we will post interesting information about our drink
product, entertaining stories, comments and other items to draw continually interest from consumers.
We will update our website and fan pages often.
 Add fun games, surveys, contests and customer testimonials.
 Place ads on Facebook to attract even more consumers to our website and fan page.
 Create a direct mail marketing campaign to send targeted customers information and coupons.
 Create an email contact list through our website or fan pages. Encourage customers to sign up to
receive free samples, discount coupons or other free prizes. Send periodic emails to customers that
includes fun or valuable information or additional discounts to increase sales.
 Like other alcohol companies, we will subscribe to a self-regulatory code of ethics that includes
provisions for limiting exposure to marketing messages by underage youth. "Advertising and
Marketing Code" stipulates that alcohol company websites must require disclosures of a user's birth
date at the entrance to their websites, as well as on other "adult-oriented sections" within their sites.
The legal drinking age in Paris and the rest of France is currently 18.
Future promotion
 Using a proper celebrity that will promote our brand .
 Create brand awareness by participating in charity events, sponsoring a sports team, starting a
foundation or charitable organization or organize events throughout the year, such as concert series
at a local park.
 Cross-promotion with the entertainment industry. This could include joint promotional campaigns
between liquor companies and music tours and concerts.