Final Project Marketing BtoB

Our Team

Goal? Different approach of our target

Customer Analysis

Location : the right place :

Dimitri’s Bar is located in one of the most

known work district in Ile-de-France.

People will have a larger impact through their

social network

It will promote the Barbado rum easily and have the finest so-called clientele.

Focus the most on :

communication and the « bouche à oreille ».

Barbados

Customer segments

Customer

relationships

Key partners

• Social Media
• Customer’s feedback

Key activities

DRINKERS

• INSEEC students

BAR TENDERS

• People who knows how to make cocktails
• That have human contact
• Who are good sellers
• Who knows how to create a good atmosphere

• DJ
• INSEEC
• WIRSPA
• BAR TENDERS
• HEETCH : 5% discount on

your course to go back home

Value proposition

DRINKERS

• Promote Rum brands
• Supervisors of the event
• Hiring bar tenders

for the event

• Create a special cocktail

exclusively for the party

• Rum tasting

• Efficiency to limit the waiting time
• Create a Happy Hour frame (7pm-8pm)
• Possibility to book online drinks and food to limit the amount of cash and credit card transactions during the event

Channels

Barbados

BAR TENDERS

• Website
• Social Media as Twitter,

Instagram & Facebook

• Café Dimitri

Revenue streams

• Possibility to book online drinks and food to help the logistic part
• Additional Source of Income

Key resources

Cost structure

• The rent of the bar
• Salary of extra bar tenders
• DJ’s salary
• Flyers and decoration

• Customers are willing to pay for an

exciting experience with a great ambiance

and good-quality alcohol, particularly Rhum

• They currently pay all their consumptions
• They’re paying by credit card and by cash
• They might prefer to pay by phone or

connected objects, maybe they might prefer

to pay throughout a subscription card with

loyalty points (Will be developed if the

activity grow)

• Our loyalty card’s client will be 20% of our

Revenue Streams. Our clients are making

80% of the revenue (the rest will come

from our partnerships).

• Bar tenders skills
• Technological platforms (Social Media & Website)

Café Dimitri

Customer segments

Customer

relationships

Key partners

• Inseec students and loyal customers
• Social media invitations to our circle of friends

DRINKERS

• People between 20 and 35 years old

BAR TENDERS

• People who knows how to make cocktails
• That have human contact
• Who are good sellers
• Who knows how to create a good atmosphere

Key activities

• ● Dimitri’s Cafe Bar
• ● Inseec
• ● DJ and Bar tenders
• ● Wirspa

Value proposition

• ● Afterwork
• ● Bar
• ● Restaurant
• ● Product Development & Management (Menu, drinks…)
• ● Hiring staff
• ● Managing logistic and cash
• ● Theme party

CUSTOMERS

Café Dimitri

Channels

• Prevent the opportunity to discover a new idea of after-work
• Helping Barbados Rum to develop in a new environment and to a new type of customer ( Cafe Dimitri is located in Levallois-Perret which is one of the main « working » area of Ile de France)

• Website
• Social Media as Twitter,

Instagram & Facebook

• Café Dimitri

Revenue streams

Key resources

Cost structure

• The rent of the bar
• Salary of extra bar tenders
• DJ’s salary
• Flyers and decoration

• Customers are willing to pay for an

exciting experience with a great ambiance

and good-quality alcohol, particularly Rhum

• They currently pay all their consumptions
• They’re paying by credit card and by cash
• They might prefer to pay by phone or

connected objects, maybe they might prefer

to pay throughout a subscription card with

loyalty points (Will be developed if the

activity grow)

• Our loyalty card’s client will be 20% of our

Revenue Streams. Our clients are making

80% of the revenue (the rest will come

from our partnerships).

• Bar tenders skills
• Technological platforms (Social Media & Website)

Pampero

Brand

Havana Club

Created in 1938 in Venezuela, its market is mainly Europe and Venezuela itself. It was founded by Alejandro Hernández, who build the brand to be one of the most famous of the world in the Rhum market. It's part of the Diageo group.

Brand

Event promoted

Made in Santa Cruz del Norte, Cuba. It was created by José Arechabala in 1878, from the name of a nightclub in Havana.

The company really exploded in 1993, the result of an agreement between Pernod Ricard and the Cuban government, (international renown).

Havana Club is now available worldwide, except in the United States.

In 2016, Cuba is authorized to sell its Havana Club rum in the United States.

The brand is part of Diageo Group, which organizes a lot of events such as conferences around alcohol responsabilities. Moreover, the group create da programm to help youngs at school, and is actually lauching a campaign to prevent from driving when they're drunk.

Event promoted

ROI

The Havana Club brand was awarded the Grand Prix Stratégies du brand content for its association with the feature film "7 jours à La Havane".

The brand was also selected for the Cannes and San Sebastián Festival.

The brand has won for several years the Gold Award Premium, and recently was elected best rhum of the world by the 7th edition of the San Fransisco World Spirits Competition. Its great reputation and its 592K SR can have a good impact on our event.

ROI

4 million case mark (+18%) in 2012 and crowned by the Grand Prix Euro Effie and the Grand Prix Strategies du brand content.

The reference magazine Drinks International ranked Havana Club as the preferred brand for bartenders in 2011, ahead of Jack Daniel's, Grey Goose and Absolut.

The production and media budgets are almost ten times lower than those of competitors.

Market Study

Diplomatico

Brand

Created in Venezuela in 1959, it was owned by Licorerías Unidas S.A (LUSA). In 2002, LUSA is bought by a group of businessmen from the Venezuelan spirits industry. In the same year, LUSA becomes a 100% Venezuelan private company and adopts its current name: Destilerías Unidas S. A. (DUSA).

Distributed in more than 80 countries. With the Denomination of Controlled Origin (DOC) "Ron de Venezuela", Diplomático is recognized as one of the best rums in the world.

Event promoted

This year, more than 15,000 people attended the Affordable Art Fair, a famous contemporary art fair, where Diplomático had the opportunity to develop an innovative artistic collaboration: expressed through original artistic works. Workshops were led by the brand's ambassador in Italy, as well as by pastry chefs.

But one of the best activities is the artist competition held during the fair. Seven of them have been selected to create, in front of the public, a work inspired by Ron Diplomático.

ROI

-the marketing of a limited-edition case designed by the winner of the competition

- receive the "Spirits of the Year" award at the 19th Wine Star Awards gala, held in the city of Miami, USA

- Diplomático Reserva Exclusiva received the Gold Medal, the highest score in the Amber Rum category from 36% to 40% at the Cathay Pacific Hong Kong Wine & Spirit International Competition

Place : Café Dimitri at 36 Rue Kléber -

93600 Levallois-Perret

Logistic

Time : Happy hour: from 7pm to 8pm

Party: until 11pm

Budget

MAX: 500 €

Explanation

What would we like to respect? 300€ MAX

Negotiate: privatization of the bar+expenditure.

200€ added for the decoration+DJ

Finance

• Bar privatization: 300€ (maximum)
• Decoration: 80€ (maximum)
• DJ: 120€ (maximum)

For the bar: We won’t have to take into account the drinks (juices and syrups...) to make cocktails because the bar provides it.

ROI

For the DJ : Sound'nlight : between 40 and 110€

Links

https://cafedimitri.business.site/?fbclid=IwAR1LasBMkvrGHM38rzhylmv9yx1GYHH193jnf-gDEnHPpLGI6i4wB1Ixaig

Links

https://www.societe.com/societe/ilios-831968045.html