1. Introducing Bulgarian "Peshterska Grape” rakia to the Swedish publics Communication plan

2. Situation analysis: Internal The Company: The Product: "Peshterska Grape” rakia

3. What is the Unique Selling Point of Peshterska Grape rakia in Sweden? Good after-dinner drink, reasonably priced and organically produced from pure Bulgarian grape.

5. Alcohol policy – restrictive national rules challenged by EU trade treaty

6. Minimum age for shop sales is 20 years

7. alcohol ads restrictions

8. high taxation

11. Household consumption down

12. Increased advertising in the wine and spirits industry

14. Swedes are becoming increasingly individualistic and anti-authority

15. Rising demand for individually tailored products and services

16. Consumer preferences less dependent on geographic location

17. Increased focus on luxury and pleasure

19. Technology, the environmentand social responsibility Awareness of climate change CSR issues important Fair Trade products more popular Growing interest in organic products Growing interest in locally produced products Increased social conscience

20. Competitors &entry barriers: Sales trends − spirits In Europe, sales of brandy, gin and other spirits by volume are declining Vodka and rum, which are often used as cocktail ingredients, experienced most growth in the period 2003-2008 Sales of whisky will increase

21. Segment trends - spirits

22. Systembolaget sales trends – spirits

24. target in organic alcohol market

27. Big market

28. High bargain power of customers

30. Monopolistic retail system

32. Target group Mature men and women with professions, single or with family, middle class, modern and busy life, enjoying nice healthy food with friends accompanied with a pure distinguished drink, don’t use a lot of media, online active though(reading also newspapers internet editions), do care for culture and art.

33. Communication objectives Knowledge: Brand awareness After the campaign 30 % of the target group will know about the new Peshterskarakia from Bulgaria Action After the campaign 10% of the target group will try the product

35. Media Webvertising in online editions of big newspapers: http://www.aftonbladet.se/ (the most visited daily) http://www.stockholmnews.com/ (in English) http://www.thelocal.se/ (family readers) http://op.se/ (economics) Print adverts in magazines: http://www.hennes.egmont.se/(lifestyle, politics)

36. Website of the Peshterska Grape Rakia in Swedish www.rakia.se – Enjoy pure alcohol! focus on organic origins and products Rakia placement – Systembolaget; bars and restourants

37. Labeling and Packaging Including a shot of the bottle in the print and internet ads will enhance brand awareness. The bottle of Pesterska Grape rakia is just as interesting as the rakia and this makes it an attractive gift. Ads and label focused on the healthy benefits of the drink.

38. Activity Plan Summer 2010 – sending a sample for testing to Systembolaget April 2011 – starting the communication campaign: Consulting a local advertising agency Producing the print and online adverts Launching the adverts in the selected media channels Evaluation – June 2011