Slideshow Transcript

1. Slide 1: Angelique Thenadey Philippe Marchiset Joanna Toigo Marc Maurey Xavier Roux
2. Slide 2: BEFORE…
3. Slide 8: PRESENTS
4. Slide 9: Ad campaign : Sept 2008 - Sept 2009 SITUATIONAL ANALYSIS
5. Slide 10: THE LIQUEUR MARKET • 3 main liqueur brands: Bailey’s (Diageo) Carolans (Corby’s) Amarula (Distell) • Growth in Canada: Liqueur 3% Cream-liqueur 8% • Consumers attracted by original flavours
6. Slide 11: STRENGTHS • Original shape of the bottle • 3 standard sizes : 375mL 750 mL 1140 mL • Exoticism
7. Slide 12: THE PACKAGING Brown bottle African style with an elephant Thin and Long shape
8. Slide 13: STRENGTHS • Original shape of the bottle • 3 standard sizes : 375mL 750 mL 1140 mL • Exoticism (African taste)
9. Slide 14: WEAKNESSES • Only 3rd in Canada (but 2nd in Quebec!) AMARULA BAILEY’S CAROLAN OTHERS 48 % 12 % 9% • Lack of emotion of ads • Lack of differentiation
10. Slide 15: OPPORTUNITIES • Strong retail programs • In store merchandising • Ontarian paradox • Environment friendly
11. Slide 16: THREATS • Important seasonality of the market January February March April May June July August September October November December • Labelled as the African Bailey’s
12. Slide 17: LEGAL ASPECTS • Provincial regulations & laws concerning selling, distribution and advertising • Several national Codes: CRTC, ACD • Important findings concerning the content: - no appeal to minor or use of kids related references - no right to incite non drinkers to drink - alcohol cannot be associated with personal achievement
13. Slide 18: CONCLUSION • Goals: – Fight against weaknesses – Increase market shares by 10% – Highlight the emotion – Develop the awareness of the brand • Thank you for your attention • Rendez-vous in 2 months!