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Ourmarketing and sales strategy gives us a strong market entry and providesguidelines for brand longevity. We will engage with target audiences via pull and viral marketing, stimulating case sales at multiple points.
Three keyareas of emphasis:

1.    Lifestyle Branding

Identification of our brand with the exotic, the organic,and the sensually beautiful. 2.    BrandAwareness


Consistent and creative illumination of brand identifiers (name,logo, slogan, etc.)
3.    Impeccable QualityRecognizing Caiacana as synonymous with “premium artisan spirit”Raising of standards within an existing spirits’ category in Brazil Defining the standards of a young spirits’ category outside of Brazil

TARGET MARKET

Target segments are represented by those with a curiosity for the tropics, the Brazilian culture, and the idea of a Caiacana lifestyle.

        Example characteristics of our target demographics:

      • Educated
      • Worldly
      • Sophisticated

      • Adventurous

      • Openly curious

      • Trendy
      • Socially aware
      • Versatile


TARGET LOCATIONS

Our objective is to make Caiacana available in populous, high-profile, trendsetting cities around the world in five years.

We will promote and sell Caiacana in venues where our demographic will be attracted to artisan or premium cachaça. Although these locations are broad and diverse, our initial approach is to “hit” strategically connected niche markets in Brazil. We will utilize this evolving base of markets to establish a “track record” and spread global awareness of Caiacana. Our most promising future markets are target locales within the United States and Europe.

        Example Target Locations

      • Exclusive bars/restaurants

      • Trendy neighborhood pubs and markets

      • Historic and bohemic districts on the upswing

      • Tourist destinations and hubs
      • UNESCO World Heritage Sites
      • High-end hotels and resorts

      • Bars, restaurants, and duty-free shops in international airports

        Example Objective Trendsetting Cities - Outside Brazil:

      • New York City
      • Miami

      • San Francisco
      • Berlin
      • Barcelona
      • London

      • Paris


MARKETING TACTICS AND TOOLS

Our objective is to have Caiacana recognized around the world within two years. We will execute our marketing plan with creative tactics and leading-edge tools to connect with our target markets.


PHOTOGRAPHY AND VIDEOGRAPHY

We will capture the energy within Brazil's myriad cultures with photography and videography. Our strategy, "Cultural Visuality", gives birth to our brand's kinship with the earthy, sensual, beautiful, mystical, real world sounds and energies which underlie a range of cultural authenticities.


PROMOTIONAL ADS

Examples:

“Dot Bombing” concepts









Vintage travel poster concepts










DIRECTINTERACTION


A.   Management Team.  
We will stayin close personal contact with established and prospective distributors,vendors, and target buyers. 
B.   Brand Ambassadors.  
We will always be vigilant,looking for unique and colorful individuals who represent our lifestyle, andwho are willing.C.  Sponsor Events.  
As our business develops, wewill participate in selective events with nonalcoholic businesses with similartarget markets.
Example:
The Caiacana Event Tent - Caiacana cocktails at high-profile, fashionable events.D.  CaiacanaInitiatives.  
Create unique approaches to engage our target markets inthe Caiacana fashion.
    Examples:
Tavern Takeovers - Complimentary cocktails and Brazilian musicPool Parties - Live Brazilian music, relaxed social environment, and beautiful people. The Caiacana Explorers Club - Popular mixologists discovering and describing the potential of Caiacana
E.  Event Pirating. We will take advantage of high-profile, target market events while avoiding direct-sponsorship costs.
    Examples:
Extreme Sailing Series - Flamingo Beach, Rio de Janeiro Brazilian Grand Prix - Interlagos, São PauloF.   Large-Format Bottles.  
We will introduce 4.5 liter Caiacana bottles tohigh-target bars/restaurants. These bottles will enrich bar settings, willeasily capture patrons’ attention, and will create favorable and long lastingimpressions within the sales market.


WEBSITE

Apicture is worth a thousand words.


Our websitewill provide a portal through which our young company will express its identitywith the cultures of Brazil. The convenient layout of images will bridge ourBrazilian inspired lifestyle to prospective markets around the globe. Ourpriority is to convey the proper quantity and quality of content that willattract visits and revisits.


Viewerswill learn information about Caiacana: production-related information, mixology, expert advice on food pairings, upcoming events, etc. They will alsofind social media features allowing users to share their experiences withfriends.


In thefuture we will host an exclusive editorial section that will be updated on aquarterly basis. It will include brand-relevant features and interviews, newson upcoming events and tastings, seasonal cocktail recipes, and bartender tips.We will include short pieces based on “The World’s Most Interesting People” whohave a special connection with Brazil. Whether dead or alive, famous orinfamous, we will highlight aspects of their lives that correlate to theCaiacana lifestyle and spark interests with our audiences. While unique in thespirits industry, we feel this approach will cultivate our image, increasebrand awareness outside our target scope, and add value to our brand.


The domainswww.caiacana.com and www.caiacana.com.br have been secured and furnished withessential information and content.



MOBILE APP.  (Caiacana App = Utility = Caiacana Sales)


We arebuilding a Caiacana-specific mobile app that will include essentialinformation such as mixology, pronunciations, sales locations, etc. Consistentwith our exclusive marketing strategy, we will promote our app as analternative utility component directed toward targeted markets. We are excitedabout our creation and its potential to “go viral” via this unique approach.

UTILITY

Part style guide, part travelers’ checklist: What to pack, what to buy, what to wear.
Part bar/restaurant guide: “Hip” locales and, obviously, what to drink...


VIRAL

Original. Invaluable utility. Simple, chic, witty. Awaiting global audience.

SALES


Bar/restaurant locator (free advertising vehicle).
App concept







SOCIALMEDIA 

A.  Instagram, Twitter, and Facebook.  
We are utilizing multiple social media outlets to communicate and attract the attention oftarget buyers.

Instagram is central to our social media strategy as Caiacana will be heavily driven by images. 

B.  Video Sharing.
We utilize high definition Vimeo videos promoting our brand. Our clips include short lifestyle commercials, 
cocktailmixing instructions, brief interviews with bartenders, and pronunciations. 


C.  Other Media Outlets

  

Examples:
Target marketmagazines

Online newsletters and blogs
Industry-relatedmedia sources

Target market city newspapers and community newsletters

Confidential • Do not disseminate • This business plan contains confidential trade secret information and is shared only with the understanding that you will not share its contents or ideas with third parties with consent of the plan author.