1. International Advertising Campaign May 19, 2011 Cross Cultural Promotions Inc.

2. MKT 222 2 Agenda US Objectives Creative Ad Placement Budget Evaluation China Target Market Creative Ad Placement Budget Evaluation

3. MKT 222 3 Marketing Objectives From June 2011 – May 2012 Increase total sales –US by 15% 265k cases (Tito Beveridge, Owner) –China to 75k Increase brand awareness within target market (Young Affluents) –US to 20% –China to 10% Increase distribution in US and China –US by 15% to 76 distributors (www.titosvodka.com) –China to 10 distributors

4. Filmed Ads

5. MKT 222 5 Storyboard for YouTube US Ad #1 Tito’s, so good you can taste it. Regular guy approaches the bar and orders a Tito’s Vodka where a flashy dressed man is talking on his cell phone. Other man “you know, you should really try my vodka. It is made for kings and comes in a fine crystal canter. And the quality… Its so good you can’t even taste it.” Woman comes in between and orders an ice water and leaves. Other man distracted, unknowingly drinks from the wrong glass. Other man drinks from glass and is deeply satisfied. “Superior” Other man continues to shout into his cell phone. Regular guy speaks to the camera: “At least he’ll be alright to drive.” Announcer: “Tito’s… It’s not for everyone.”

6. MKT 222 6 Storyboard for YouTube US Ad #2 Tito’s, it’s more of a sipping vodka Regular guy orders a Tito’s on the rocks. Other man, rowdy, under dressed orders another vodka and juice. Other man chugs his drink and slams it down on the bar. “WHOOOOO YAH” Other man awkwardly dances making people around him uncomfortable. Numerous camera cuts of other man passing out, drinking more, making a spectacleRegular guy watches in amusement Regular guy looks at the other man and says into the camera “must be good stuff”. Announcer: Tito’s… its not for everyone

7. Print Ads

8. MKT 222 8 US Ad #1 – Accessories Not Needed Accessories Not Included Needed

9. MKT 222 9 US Ad #2 – Save the Juice for the Kids VODKA Save the Juice for the Kids

10. Social Media

11. MKT 222 11 facebook Viral App Who Do You Want to Toast Today? Choose any friend or group that you feel deserves a Toast MUST BE 21 TO SIGN UP

12. MKT 222 12 How the Tito’s Toast facebook App Works Do you know someone that deserves a toast? If so, click on this link so you can send a Tito’s Toast to show your appreciation. Thanks Rick for a great semester of Learning!!!

13. Public Relations

14. MKT 222 14 Tito’s US Tasting Event – Just Add Ice Location – Chilled Warehouse Time – Summer Tickets – Website / Facebook Details: Ice glasses Vodka samples – 3 drink max 1 admittance ticket per person 2,000 attendees max Objectives: Mobilize base Raise awareness Footage for future marketing

15. Promotion Calendar

16. MKT 222 16 Promotional Calendar Timeline

17. Budgeting

18. MKT 222 18 Budget Tito’s 2010 Sales - $60.7 million US Budget 5% of Sales = $3 million China Budget 5% of Sales = $3 million

19. Evaluation

20. MKT 222 20 Campaign Evaluation Distribution / Target Consumer: Monitor total number of distributors and penetration on a quarterly basis Survey retail establishments to see if their customers inquired about Tito’s in non-partnering stores Tito’s peel off sticker for consumers to provide their comments (online or business reply) Monitor brand awareness through consumer surveys utilizing an outside company

21. MKT 222 21 Online Marketing: Total number of “likes” on facebook –To be measured after ad placements and events How many “Toasts” were received –Total users who signed up – make adjustments YouTube views –For commercials and event footage –Monitor if bloggers are posting links Campaign Evaluation (con’t)

22. Chinese Campaign

23. MKT 222 23 MKT 222 Target Market We have choosen15 major cities as our target market. Beijing ShangHai Hongkong Macao GuangZhou ShenZheng Hangzhou Haerbin Dalian Wuhan, ChangSha, Chengdu, Chongqin, Tianjing, Nanjing

24. MKT 222 24 MKT 222 Packaging Appearance Tito’s ChinaTito’s US

25. MKT 222 25 MKT 222 Ad Placement MagazineTVOnline AdsSocial Media

26. Print Ads

27. MKT 222 27 MKT 222 Print Ad

28. Public Relations

29. MKT 222 29 MKT 222 Public Relations Tito’s Hot Dancing Night Sponsored Activities Launch national wide Vodka Tasting Event

30. Social Media

31. MKT 222 31 MKT 222 Renren Strategy

32. MKT 222 32 MKT 222 Nontraditional tactics Non-Traditional Tactics 1Combine QR Code into sweepstake activities QR=Quick Response 2. Bus and bus stop signage 3. Street Banners Take out your phone and try

33. Promotion Calendar

34. MKT 222 34 MKT 222 Promotion Calendar Timeline

35. Budgeting

36. MKT 222 36 MKT 222 Brief Budget TOTAL BUDGET : 2, 900,000

37. Evaluation

38. MKT 222 38 MKT 222 Campaign Evaluation - China Sales Conduct marketing research On-line research Paper research Tracking the using of QR Google URL Shortener Track the social media how many views and visits on Renren, Youku, Tudou The quantity of comments to see the involvement of social media

39. Thank You