Arjen van den Brink
Marco van der Hel
Yvo Hoppenbrouwers

Outline
 Vision
 Goal and Objectives
 SWOT analysis
 Overview market
 Trends
 Marketing & Promotion
 Pod & Pop
 Finance

Brand mission statement
Delivering a premium alcoholic drink that is
representing the Dujardin lifestyle and is feeling
responsible for their customers.

Vision
Establish Dujardin Vieux Cola as a well known,
stable high quality brand within the Benelux.
Apply the highest standards of excellence to the
ingredients and fabrication of the product, by
creating a great work environment.

Target group
 Young teenage (age < 20)
 Young status seekers (age 20 -35)
 Distinguish themselves with a upper-class drink
 Give a new meaning of a status lifestyle

Goals and Objectives
Short-term:
Create more brand awareness within the Benelux
Long-term:
Achieve stable and solid growth figures
Increase sales to 10 million cans whitin five year

SWOT analysis
S Good quality product, with great taste and high quality
ingredients
Well known company with a good reputation in the market
A great design of the can, who is much better looking than the
competition cans
W Total new product what is not yet known under consumers
Restrictions on the selling of alcohol drinks to consumers
Difficult to differentiate of our product with the competition
O Launch the product at large public events
increase in sales, in the overall brand of Dujardin
more brand awareness of the brand Dujardin and her
products
T competition introduce similar products
price changes
Distribution contracts of the competition with suppliers

Strategies
We are setting up a promotion team just to
promote our product. The aim is to create a brand
awareness through the whole Benelux (promotion)
Make deals with the ingredient suppliers to
guarantee stable soft commodities prices
Create as many as much selling points for our
product in the retail branches.

Trends
 Easy to consume mixed drinks
 Status seeking
 Distinguish from the present drinks
 Save and responsible

Pernod Ricard Bacardi Smirnoff Dujardin
Market Share 3,3% 7% 5,4% 0,01%
Cost Structures/
Price/ Quality
Margins
Target Markets Worldwide Worldwide Worldwide Benelux
USP's &
quality Image Image Image/Quality
Positioning
Product Strategies Using their own Using Bacardi Using Vodka Using their own
& Tactics brand liquors liquer liquer brand in their
mixed drinks
Distribution World wide selling Using high-end Using liquor Using low-
Strategies & points, especially retailers as main stores as main end retailers as
Tactics on the airports selling points selling points main selling
points
Promotion They aim the By stressing the Focusing at the By put emphasis
Strategies & mature and importance of higher-end of the on the quality
Tactics business people leisure time market
Strengths Loyal Customers Worldwide Brand Trust in the brand Lifestyle
Too focused on Occasianol
Weaknesses small target Price Small
beverage
group

Marketing
 Special four season Dujardin can’s
 Search for the golden can radio promotion
 Launching a Dujardin racing league.
 Dujardin Billboards

Q1 Q2 Q3 Q4
Advertisement Merchandise: Cinema Ads with a white
key cords, caps, advertisement beach palm trees
glasses, beach bags Packaging: people drinking
Magazines you can buy them in Dujardin
Billboards couples of 4 in
supermarket
Sales Promotion Promotion codes on Searching for golden 4 Seasons, seasonal Sampling:
package, so you can can on the radio different can (but maybe small cans
win something contest always one can
which stays the same
in every season)
Events & Queens day – Special Dujardin Sport events
Experiences sampling, event where it is sponsoring like Golf,
promoting, released big (DJs, Tennis or racing
advertisements Dujardin song or teams
things)
Personal Sales Visit bars, Visit bars,
restaurants, clubs restaurants, clubs
etc.. to make them etc.. to make them
aware of Dujardin aware of Dujardin

KOP
Tekst

Dujardin Challenge
 Partnership with BMW / Mini Dealer
 Mini cooper S Dujardin limited edition
 Free Sticker set for all present Mini Cooper
drivers

Four seasons can
edition
 Spring
 Summer
 Fall
 Winter
Every season a special edition of
Dujardin in taste and can design
comparing the season.

Promotion (high lights)
 Radio contest “538 & Dujardin search for the
golden can”
 Sponsor of main event like Queens day
 Dujardin Mini Cooper “Dujardin challenge”
 Four seasons Dujardin

POD & POP
POD
 we use vieux liqueur in our mixed drinks
 cra>smanship made
POP
 we share the same distribuAon channel with compeAtors
 we provide it in a can as well
 we use coke for the mix

Marketing mix
Product: craftsmanship made product
Price: slightly higher than the competitors
Promotions: advertisements and large events
Place: supermarkets, liqueur shops, bar &
restaurants

Finance
 73 cents to make the can with content
 10% for markeAng
 Profit between 11 and 15 cents per can
 Price to retail market will somewhere between 90 and 95
cents