Tampico Hard Punch - Capstone
COOP Aleworks is an adult beverage manufacturer based in Oklahoma. They started as a small local brewery, but have grown exponentially since their successful launch of Sonic Seltzer's during COVID. Using the success of Sonic Seltzers as a launch pad, they came to the University of Oklahoma, looking for help licensing the launch of a new product, Tampico Hard Punch.
Our project consisted of 3 phases:
Research
Creative/Strategy
Presentation
Research
Our research phase consisted of gathering evidence to ultimately build a positioning statement for the new product launch, that met our business goals.
First, we ran an overall report of our industry, using mostly Simmons Insights to find what people were drinking the beverages of our industry, then looking more specifically into who was drinking what beverage.
This stage also consisted of a cross reference to another industry -- juice. I looked at the overlap for the target audience of our juice beverage with the target audience of competitors within our new product's industry. From these insights, we found our target audience.
Secondarily, we did primary research. This research consisted of a survey which returned over 200 responses, and 2 focus groups, which we used to find deeper qualitative insights.
Creative/Strategy
During this phase of the project, our team split up, 6 of our 7 doing creative, and me, who was left to do our strategy and budget. A strategy was built off of the following positioning statement, which we built from our research:
For Hispanic men and women aged 21-30, Bev T. hard punch is a flavored malt beverage that offers the only popular priced, exotic alternative to your everyday party needs.
For the budget, I looked up cities that were high in proportion of Hispanics, relative to their total populations, and zeroed in on El Paso and Dallas. I kept it small here, because media prices differed between cities, however, the size of these two cities, along with their location in the south west stand as a good representation of what our target market is projected to look like after launch.
After finding these cities, I looked into sports teams, social media influencers, and local events and concerts to advertise at. Next, I projected all media prices, limiting myself to only buying times during the key events I found in the previous step, in an effort to maximize our media dollars.
You can see in the budget below, buying times centered around times like: Soccer and Baseball openers and playoffs, Day of the Dead, and our launch in April.
Presentation
Our presentation consisted of a slideshow, accompanied by a 180 page booklet which went more in depth into our process and findings. The hardest part in this stage was finding what information was worth keeping in our presentation, and deciding what we didn't want.
Ultimately, COOP was supportive of our work, and we got an A on the project. To see more of our presentation, or any specific work, feel free to contact me through email at joevincent237@gmail.com.
