Grey Goose Power Point
description
Transcript of Grey Goose Power Point
Agenda
1.Company Overview
2. Review Situation• Grey Goose
Customer• Distribution Channels• The Competition• SWOT
3.Grey Goose Needs + Solutions
4. Conclusion
• 5 step distillation process
• First Premium Vodka Brand
• Sold to Bacardi in 2004
Company Overview
• Indirect
– All Alcoholic Beverages
– Liqueurs, Whiskey, Gin, Cognac, rum, Tequila
– Grey Goose Vs. Bartending Favorites
Situation Overview: Competitive Analysis
• Direct
– BCL – 28 Vodka Brands
– Range $22.00 - $68.39/bottle
– Competitors: Belvedere, Level, Effen, U’Luvka
Situation Overview: CompetitiveSituation Overview: Competitive AnalysisAnalysis
• Strict Government Regulation• Liquor Stores• Licensed Establishments
– Restaurants– Clubs / Pubs– Hotels
• Internet
Situation Overview: Channel Situation Overview: Channel AnalysisAnalysis
• Strengths
– First mover advantage
– Brand perception
– Unique manufacturing process
– High productivity
SWOT Analysis: Internal SWOT Analysis: Internal EnvironmentEnvironment
• Weaknesses
– Too narrow a product line
– Low market share outside North America because it was made for the US market
– Loss of company vision
SWOT Analysis: Internal SWOT Analysis: Internal EnvironmentEnvironment
• Opportunities
– Enter new markets
– Event sponsorship
– New technology
SWOT Analysis: External SWOT Analysis: External EnvironmentEnvironment
• Threats
– Increased competition
– Changing buyer tastes
– Increasing costs
SWOT Analysis: External SWOT Analysis: External EnvironmentEnvironment
• Integrated Marketing Communications
• Remind Consumers that Grey Goose is “The Best”
High End Magazine High End Magazine AdvertisementsAdvertisements
• Complementary Grey Goose drinks
• Create greater exposure for the porduct
• Bottles of Grey Goose used as décor– Can entice guest to try the
less known flavors
• Majority of drinks mixed are cocktails
- Target more of the female segment- Move away from a classic martini image
Grey Goose Exclusive PartiesGrey Goose Exclusive Parties
• An ultra-smooth vodka in luxurious packaging appealing to the elite vodka drinkers
• In response to the competition of other super-premium vodkas like U’Luvka (our main competitor) and Belvedere
• Bottles are in a clear glass bottle with crystal glass cork
• Packaging will include a ravishingly designed box• Bottles will be priced at $69.00 per 750 mL.
New Product Line: Grey Goose New Product Line: Grey Goose DiamondDiamond
• Create a collector’s edition of Grey Goose Diamond• bottle includes single Swarovski crystal on the cork• packaged in a royal blue velvet pouch with a silver tie• production limited to 100,000 bottles
• Sponsor charitable, sporting and celebrity events
Grey Goose Diamond: Marketing Grey Goose Diamond: Marketing CampaignCampaign
• Liquor Store Displays– Placed near entrance– Draw attention away from
competitors’ products
• Internet Promotion– First on list has same effect as eye-level on shelves– Banner Ad
DistributionDistribution
• Luxury Hotels / Cruises– Placed in each room
for convenience– Increase awareness among
the wealthy
• Smaller Bottle– Attracts the curious consumer– Exposure to more markets
• Past spending: 2 to 5 million dollars for advertising each distinct products
- four different vodka products (Original, La Poire, L’Orange, Le
Citron), new Grey Goose Diamond product and “the World’s
Best Tasting Vodka” campaign
BudgetBudget
$35 million dollars for 2008- each
product $5 million dollars-
company logo campaign $10
million dollars