Hydracaí Vodka
Communications Process
Prepared By:
Brittany Alexanderson
Ashley Campise
Lorena Guerrero Espinoza
Sharon Hawley
Tayna LaPierre
Prepared For:
Professor Ceresino
MKTG 433
February 26, 2011
Selecting a Response Hierarchy Model
Understanding the target market using a response hierarchy model would be beneficial to
promote our product. This will assist us in understanding the steps consumers will pass through
before deciding whether or not to purchase Hydracaí Vodka. As a result, our company can tailor
our advertising to communicate more effectively to our consumers, by hopefully persuading
them to make a purchase. Since our target market is substantial, we will communicate our
message through mass media such as television, newspaper, and social media in order to get the
largest reach possible.
To communicate most efficiently and effectively, we will use the innovation adoption model.
This hierarchy was chosen because Hydracaí Vodka is a new innovative product to the market.
Currently there is no product like ours on the market, therefore we must offer a trial for
consumers so they can sample the product before purchase and recognize all of the benefits that
come with the purchase. A trial is only found in the innovation adoption model.
Innovation Adoption Model
There are multiple stages each consumer will pass through before purchasing our product. These
are the following steps:
• Awareness – We have to create awareness of our product Hydracaí Vodka. This stage is
included in the cognitive section of the model, where customers are exposed and gain
attention to the product.
• Interest – Consumers become interested in the product and want to find out more information
about Hydracaí Vodka benefits, features, and what is better about the product over other
vodkas. This stage is the affective section of the model, where customers are thinking
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about our product.
• Evaluation – Consumers consider whether Hydracaí Vodka will meet their particular needs.
To achieve this, a customer will look for information about the product. This stage is
included in the affective section of the model, where customers are creating feelings and
attitudes about the product.
• Trial – We will offer consumers a sample to try Hydracaí Vodka for the first time. The
consumer will then decide whether or not they are satisfied with the perceived
performance of the product. This stage includes the behavioral part of the model, where
customers are essentially consuming the product.
• Adoption – If the consumer is satisfied, they have to decide whether or not they will make
regular use of Hydracaí Vodka. This stage also includes the behavioral part of the model,
where customers are actually consuming the product.
Implications using the IMC Plan
Using the innovation adoption model will be very applicable for the development of the IMC
plan for Hydracaí Vodka. “Traditionally, companies have used the tools of the promotion mix –
advertising, direct marketing, sales promotion, personal selling, and public relations/publicity –
to move customers through the adoption process” (Rogers, 1962). Our company will use various
types of advertising to help get consumers to become aware and ultimately purchase the product.
This will assist our product to become and stay superior. According to Rogers, “It is beneficial
for companies to accelerate the adoption process before competitors emulate the benefits they
offer” (Rogers, 1962).
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We will use various advertising efforts and communication tools through each of the innovation
adoption model steps listed below:
Awareness
Media advertising and public relations make an impact and stand out. This will be effective tools
for generating awareness of Hydracaí Vodka and its benefits. We will use effective
advertisements simply to build awareness in the cognitive stage of our new product and
introduce the unique health benefits of utilizing acai berries and the hydrating science that allows
us to almost eliminate hangovers. Heavy advertisements are instrumental because we want a high
awareness among the target population.
Interest
Capturing the attention and interest of consumers by showing our differentiation from the
competitors will help create curiosity about our product. When communicating, relating this
vodka to the consumer can create a sense of involvement, liking for them, and better capture
their attention. We could utilize a likeable and appropriate celebrity endorser to gain the
attention of the low interest viewers. While making sure to present strong arguments of the
unique benefits of our products within the ads, for those highly interested prospects that are
willing to pay attention to the encoded message. Having a celebrity our consumers know, like,
and feel they can relate to, can help add attributes from the celebrity. Resulting in a transfer to
the product and then to consumers, at that time create high interest among consumers.
Evaluation
We want the consumers to judge our product and form opinions about it in order to get them
thinking about the product, and hopefully thinking in a positive manner. Consumers will be
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debating on whether or not to proceed with fulfilling their curiosity needs and this is where we
step-in to reassure them this product is for them. In order to advertise successfully in this stage,
we need to find out and tailor our advertising to focus on what consumers are most unsure about,
or to help them understand why our product is superior to other vodkas. This should help
consumers to realize this is the product for them.
Trial
We will sample our product in bars and clubs, and having tastings in the stores (non-alcoholic),
where our product is sold. As part of the trial, we will offer incentives within the businesses to
those who sell the most of our product. This will also aid the purchasers to choose our vodka
over another. By offering free samples in places consumers purchase vodka, we can allow
potential customers to test the product, gaining awareness, answer any curiosities they have
about the benefits, and potentially influence them to liking our product after trying it which will
move them to comprehension and yielding an interest in our product.
Adoption
If the consumer has a successful trial experience most likely they will purchase our product and
refer it to others. However, we want our customers to purchase again so we will use
relationship-building techniques to keep our customers loyal. We want our customers to be
brand loyal and to purchase and consume our product on a regular basis. We will give incentives
for the nightclubs and bars to offer drink specials for the product, followed by releasing social
networking ads with incentives and discounts offered directly to the consumers.
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Works Cited
Rogers. (1962). Diffusion of Innovation. Retrieved February 26, 2012, from
http://www.macmillanindia.com/uploads/samplechapters/17_1835_Trademarks%
20Advt%20and%20Brand%20Mgt%20Chap%201.pdf
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