The Firefly Consumer Focus The Firefly Target Audience WHO: LDA-29 - - PowerPoint PPT Presentation

The Firefly Consumer Focus

The Firefly Target Audience

• WHO:

LDA-29 years old Male & Female Very social, friendly, loyal and connected to their peers, easy going

• WHAT:

Flavorful with southern personality & charm

• WHERE:

Hot on-premise clubs Neighborhood bars & pubs Golf & country clubs, marinas

• Barbecues, tailgates, reunions, weddings
• WHEN

Popular bar nights & happy hours Beach / pool / lake / boat parties Firefly consumers want easy-to-make, easy-to drink delicious cocktails

• WHY:

Firefly is easy to drink & enjoy Firefly creates lasting memories of fun times shared with friends and family

Firefly Vodka Brand Standards

Competitive Set

 Flavored Vodkas, Flavored Rums

Drink Focus

 Great-tasting cocktails with juices & soft drinks, martinis, mixed shots

Shelf Positioning

 Eye level shelf placement in the flavored vodka section with adjacency to popular flavored vodka lines – Skyy, Pinnacle, etc.

Price Positioning

 Hold everyday retail price where possible and use DAs, SPAs and TPRs to target brand(s) price for seasonal promotional activity  Less than Absolut & Three Olives  More than Smirnoff, Pinnacle and Svedka  At Parity with Southern Comfort

Competitive Set

 Flavored Whiskey, Flavored Vodkas

Drink Focus

 As a new twist in classic whisky cocktails  Straight-up shots  In a high ball glass on the rocks or neat

Shelf Positioning

 OPTIMAL: Eye-level in Bourbon/Whiskey category with adjacency to Jim Beam and Jack Daniels  Eye-level, Bourbon/Whiskey Category with adjacency to Southern Comfort.  Eye-level, Bourbon/Whiskey Category with adjacency to Red Stagg if Southern Comfort is shelved elsewhere

Price Positioning

 At or $1 below Red Stag

Firefly Flavored Bourbon

Competitive Set

 Other premium “Ready to Drink” cocktails – Smirnoff, 1800, Bacardi, Southern Comfort, Captain Morgan  Flavored Rum, Flavored Vodkas

Shelf Positioning

 Eye level shelf placement in the cocktail section with adjacency to Smirnoff and Bacardi RTD products.

Price Positioning

 RTD’s: parity with TGIF and/or Bacardi Party.

Firefly “Ready to Drink” Cocktails

Sales Driver On Premise Off Premise Distribution Widespread distribution in high volume flavored vodka accounts Multiple size and flavor distribution in high volume flavored vodka accounts Visibility Drink features, menu placements POS - signage Case displays POS / Window and shelf signage Promotion Feature Drink Drink Menus Consumer Sampling Tastings 50mls Presentation & Experience On the rocks, mixed cocktails Presented on the rocks and in standard mixed cocktails Price Premium / call brand drink pricing $14.99 / 750ml Trade Support Bartender endorsement and recommendation Store endorsement and advertising

Firefly Sales Drivers