Wine Marketing - Grey Goose
-
Upload
kerem-sezer -
Category
Documents
-
view
88 -
download
1
Transcript of Wine Marketing - Grey Goose
“The extraordinary belongs to those who make it.”
AGENDAStrategy
● Brand Identity Analysis
● Target
● Positioning
● Mapping
Marketing Mix Coherence
● Product
● Communication
● Value Creation
ADVERTISEMENT
Brand Identity Analysis
Brand Analysis IdentityPhysique:
-Tall, lean, smokey grey bottle
-Brand name: Grey Goose
-Symbol: Flying french geese
-Place: France
-Production: Distilled & Bottled
Brand Analysis IdentityPersonality:
-Audacious, bold and anti-conformist
-Successful, hard-working and dedicated
-Longing to be extraordinary/above
average
Culture:
-Values deep knowledge and
appreciation for craftsmanship in spirits
-Excellence is rewarded to those who
make things happen, who are hard
workers
-French way of living, rebellion
Brand Analysis IdentitySelf-image:
-Succesful, worthy of rewards
-Above average from a social standpoint
Reflected consumer:
-Thrive for success
-Desire to belong to a higher social class
-Mature
-Sophisticated
Brand Analysis IdentityRelationship:
-Promising, loyal
-Exclusivity
-Contribution to higher social class
TargetPrimary Market
❖ Business men and women
➢ Successful
➢ Determined/ Driven
Secondary Market
❖ The social drinker
➢ Bold
Grey Goose Differentiation•Unique Selling Proposition
First Vodka produced in Cognac region, having
aromas in distillation process
• Origin of value creation
❖ Unique Vodka production( five step
distillation process with natural spring
water)
❖ Superior ingredients produced in Maître de
Chai tradition
Positioning A theme of sophistication and tradition
“The world’s best tasting Vodka”
•Traditional origin in wine Credibility, superiority of French vodka based on the ancestral know-how of Maître de chai(Cellar Master) tradition of Cognac region
•Sophisticated manufacturing process
•Different flavors catering to adult taste preferences
GREY GOOSE STRIVES TO GET THE VERY BEST OUT OF THE VERY BEST INGREDIENTS AND LETS THE QUALITY SPEAK FOR ITSELF.-FRANÇOIS THIBAULT
Mapping
COHERENCE & VALUE CREATION THROUGH THE MIX MARKETING● Product● Communication
“I want to create a super-premium vodka that is more upscale than anything ever seen before. It must be made and distilled by experts. The brand will have a heart, a soul and a face. And it will be the world’s best tasting vodka.”
Sidney Frank, founder of
A compelling vision, defined.
Product as a face● Logo
○ Grey Goose silhouette, blue
Grey Goose, claim and the
colors of France
● Claim:
○ World’s Best Tasting Vodka
● Bottle Design
○ Communicated with its French
origin and good reputation.
○ Sophisticated design with a
landscape and a goose. Color of
France’s flag
○ ‘Distilled and Bottled in France’
● L’Orange becomes the first flavour from Grey
Goose, followed by Le Citron. Such flavours
paved the way for innovation such as Grey
Goose VX – a vodka and Cognac hybrid spirit.
● Grey Goose La Poire launched, demonstrating
its desire to communicate its French origin
despite global appeal.
Product as a French soul ● The creation kicks off with “Blé
Panifiable Supérieur” grown in
Picardi region, the highest grade
of wheat which is used in the
finest French breads.
● After fermentation and
distillation, it travels south to
Gensac-La-Pallue, in the Cognac
region of France.
● Finally blended with spring
water from Cognac region.
Product as a heart● At the heart of the product, we find premium
ingredients under guidance of François Thibault, “Maître de Chai”.
○ “It was created by a maître de chai, François Thibault, who’s the essence and heart of Grey Goose.” (Natasha Curtin, GBM of Grey Goose)
● He has remained the cellar master for Grey Goose
since its founding.
● Each batch of Grey Goose should be personally
tasted and approved by François Thibault before
bottling.
François Thibault
Communication through new products
● Vodka collector ultra limited
premium case packaging designed
by Carre Noir.
● Grey Goose Ducasse is the fruit of a
collaboration between the
three-starred Michelin chef Alain
Ducasse and François Thibault.
Communication through global campaigns● Boulangerie François: Boulangerie
François served artisan bread made from
the same superior French wheat used to
create Grey Goose vodka.
● The World’s Most Intimate
Martini Bar Housing just two guests
and a mixologist. Selected influencers
received a private cocktail consultation.
Communication through TV advertisement● “Fly Beyond”, advertising
campaign
● TV ads along with the 3D
billboards in NY and Las Vegas.
Communication through events & experiences● After-ski cabins of ME Hotel’ have
been turned into Grey Goose lounges
by using the brand colourways with a
luxury design. They served a special
menu including hot cocktails of Grey
Goose.
● Grey Goose Winter Ball is the annual
event to make benefit the Elton John
AIDS Foundation in Côte d'Azur with
the participation of celebrities.
Communication through partnerships & sponsorships● The partnership with Virgin Galactic,
which allow Grey Goose to engage the
Virgin Galactic audience with exclusive
content, limited edition product and
exclusive sponsorship activity at the
Virgin Galactic.
● The sponsorship with the PGA Tour,
the world’s premier professional golf
organisation enable Grey Goose to have
a deeper level of engagement with both
Grey Goose enthusiasts and golf fans
alike.
SAME TARGET AUDIENCE !
CONCLUSION● Challenge of Grey Goose: positioned as a Super Premium vodka, a segment
developing at a time.
● All activities and language align with the Grey Goose’s essence and pillars, which
builds brand equity and coherence. (golf=luxury sport, space travel=luxury travel,
great craftsmanship=high-end production, etc.)
● Sydney Frank wanted to create a super-premium vodka that is more upscale than
anything ever seen before. He insisted that it must be made and distilled by
experts. The brand has the master of cellar, François Thibault who has a
passionate heart created the recipe, a French soul and a face that it shows the
world its French origin.
Sourceshttp://www.statista.com/statistics/308798/grey-goose-vodka-global-sales-volume/
http://www.raggededge.com/
https://www.greygoose.com/gl/en/home.html