Grey Goose


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Grey Goose

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  2. 2. Roadmap<br />Introduction<br />Company Overview<br />Market Analysis<br />SWOT Analysis<br />Competitors <br />Product Description<br />STP<br />Communications<br />Image Source:<br />
  3. 3. Introduction<br />Grey Goose was established in 1996 by Sidney Frank<br />Bacardi bought Grey Goose in 2004 for $2.2 billion<br />Grey Goose boasts an 80% value share in the super-premium vodka market<br />Image Source:<br />
  4. 4. Portfolio<br />Grey Goose Original Vodka<br />Grey Goose La Poire<br />Grey Goose L’Orange<br />Grey Goose Le Citron<br />Image Source:<br />
  5. 5. Market Analysis: Market Trends<br />U.S. spirit market shows signs of deceleration<br />Cause: consumers trading down during economic downturn<br />Effect: competitors cut prices<br />Source: Spirits in the United States Industry Profile<br />
  6. 6. Market Analysis: Market Forecast<br />Prediction: continued deceleration for the year, overall increase in growth for future<br />In 2013: projected sales will increase by 11.1% from 2008, revenues will reach $49.9 billion <br />Source: Spirits in the United States Industry Profile<br />
  7. 7. Market Analysis: Industry Trends<br />Consumer spending on nondurables increased by 6.2% in January 2010 (First Research)<br />1.4% growth in sales in 2009 is smallest margin of growth seen in a decade (U.S. Distilled Spirits Council)<br />Increased popularity in mixed drinks shows opportunity for profit<br />Faltering FMB market shows opportunity for stimulation<br />
  8. 8. SWOT Analysis<br />Helpful<br />Harmful<br /><ul><li>First mover advantage
  9. 9. Manufacturing and distilling process
  10. 10. Brand perception and loyalty
  11. 11. Marketing and promotion
  12. 12. Limited product line
  13. 13. Price range
  14. 14. Low market share internationally</li></ul>W<br />S<br />Internal<br /><ul><li>Increased competition
  15. 15. Economic downturn
  16. 16. Increase in grain pricing
  17. 17. Heightened govt. and tax regulations</li></ul>O<br />T<br /><ul><li>International market: Middle East and Asia Pacific
  18. 18. Maintaining and creating new partnerships
  19. 19. Expansion into FMB market</li></ul>External<br />
  20. 20. Competitors: Vodkas<br />Strengths: high brand recognition, well -established internationally<br />Weaknesses: bottle design, distiller location credibility (Sweden)<br /><ul><li>Strengths: best-seller, wide assortment of flavors, high recognition
  21. 21. Weaknesses: lack of global ownership in brands, inability to penetrate Indian market</li></ul><br /><br />
  22. 22. Competitors: FMBs<br /><ul><li>Strengths: leader in FMB market, wide variety, dominates grocery outlets
  23. 23. Weakness: weak distribution in convenience stores, suffering market
  24. 24. Strengths: best-seller, wide variety
  25. 25. Weakness: misconception in alcohol content, female-dominated market
  26. 26. Strengths: leader in cooler market, wide variety
  27. 27. Weakness: suffering market, female-dominated market</li></ul><br /><br /><br />
  28. 28. Competitors: Perceptual Map<br />
  29. 29. Product Description<br />Name: Grey Goose Noir<br />Slogan: Indulge..<br />Packaging: 4-pack with French Color Scheme<br />Bottle Design: Revolutionary Bottle Design<br />Price: $10.00 per 4-pack<br />
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  32. 32. Sophisticated Flavors of Noir <br />Anjou Pear<br />Menton Lemon<br />“Wonderful” Pomegranate<br />Image Sources:,,<br />
  33. 33. Nutritional Facts<br /><ul><li>Ingredients: French wheat, naturally filtered water, Anise, Citrus Peel, Herbs, Minerals
  34. 34. Nutritional Information:- 100% natural fruit juice- Fine French wheat- Spring mineral water</li></ul>Image Sources:,<br />
  35. 35. Specific Features<br />Original bottle design rises above competition<br />Unique carrying case<br />Sophisticated flavors cater to adult palette<br />Higher alcohol content (7% Alcohol, 14 Proof)<br />
  36. 36. What Distinguishes Grey Goose?<br />USP : The first luxurious malt beverage that caters to the flavors and lifestyle of sophisticated adults<br />Origin of Perceived Value: <br /><ul><li>Premium Ingredients under guidance of Maître de Chai
  37. 37. Five-Step Distillation Process</li></ul>Noir is made with premium malt liquor infused with 100% natural fruit juice in smaller bottle. <br />Image Source:<br />
  38. 38. Segments of Distiller Industry<br />Urban, young adults interested in partying and drinking<br />Middle-aged adults who casually drink <br />Sophisticated adult women who consume higher quality alcoholic beverages<br />Sophisticated men who enjoy expensive, aged alcohols<br />Young men attending college who drink beer<br />Young women attending college who prefer to drink fruity malt beverages<br />
  39. 39. Noir’s Target Market<br />Grey Goose Noir is marketed towards:<br />Sophisticated male adults<br />Between the ages of 23 and 35<br />College educated and trendy<br />Income of $60,000 or higher<br />Image Souce:<br />
  40. 40. Noir’s Strategic Positioning<br />Separates itself as first premium malt beverage <br />Incorporates a theme of sophistication and modernity<br />Insures quality in every bottle<br />Flavors cater to adult taste preferences<br />Made with only the finest ingredients <br />
  41. 41. CommunicationGoals<br />Through our marketing, Grey Goose Noir will be widely recognized as a premium carbonated alcoholic beverage.<br />Beer and flavored alcohol consumers will find Grey Goose Noir as a sophisticated alternative.<br />Grey Goose Noir will separate itself among competitors as a unique product marketed towards males.<br />
  42. 42. Communication Channels<br />Image Source:<br />
  43. 43. Billboards<br />3d design used to stand out from other billboards<br />Placed in urban cities in upscale districts<br />Majority of billboards will be in cities with high population and cities with high per-capita income<br />
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  45. 45. Esquire<br />“The Magazine For People Who Mean Business”<br />60% Male, 40% Female<br />61% of subscribers are between the ages of 20-34<br />Average household income of $87,500<br />64% of subscribers occupations are of senior management or specialists positions<br />700,000 Subscribers<br />Image Source:<br />
  46. 46. Gentlemen’s Quarterly (GQ)<br />“Look sharp, live smart”<br />78% Male, 22% Female.<br />64% of subscribers are between the ages of 24-34<br />Average household income of $119,000<br />62% of readers hold management positions<br />765,000 Subscribers<br />Image Source:<br />
  47. 47. Robb Report<br />“The Global Luxury Source”<br />Targeted towards matured audience<br />77% of subscribers occupations are of top managerial positions<br />Average household income if 1.2 million<br />71% of subscribers own 2+ homes<br />120,000 subscribers as of later 2008<br />Image Source:<br />
  48. 48. Airports<br />Best method of expanding internationally as product ages<br />Implement ad campaigns to major international airports <br />Partnerships with exclusive lounges to provide free samples of Noir<br />Image Source:<br />
  49. 49. The End<br />
  50. 50. Works Cited<br /> 2010 Brand Keys Customer Loyalty Engagement Index.” Brand Keys Inc., 2010. 21 Apr. 2010. Web. 2010. <>.<br /> A hard act to follow: Mike's Hard Lemonade takes the malt category to a new level.” Goliath. 1 Sep. 2006. Web. 20 Apr. 2010. <>.<br /> Bacardi Limited Annual Report 2009.” 2009. Web. 16 Apr. 2010. <>.<br /> Company spotlight: Bacardi.” MarketWatch: Global Round-up 8.5 (2009): 58-64. Business Source Complete. EBSCO. Web. 16 Apr. 2010.<br /> Dowd, Bill. “Wine coolers working their way back.” 26 Apr. 2007. Web. 20 Apr. 2010. <>.<br /> Ernest, Wilson H. “Pomegranate.” California Rare Fruit Growers. California Fruit Growers Inc., 1997. Web. 12 Apr. 2010 <>.<br /> ranson, Paul. “Fast-Growing Malternatives Threaten Grape Expectations.” Wine Business Monthly.1 Nov. 2002. Web. 24 Apr. 2010. <>.<br /> “GQ Demographics.” N.p., Mar. 2009. Web. 17 Apr. 2010. <>. <br /> “Grey Goose: A Guide to the Extraordinary, the Delicious, and the Exquisite.” 2010. Web. 17 Apr. 2010. <>.<br />
  51. 51. Works Cited<br />“Grey Goose Vodka.” The Hydra Group. Web. 17 Apr. 2010. <>.<br />“Grey Goose Vodka: Vegan Friendly.” Barnivore. 2008. Web. 17 Apr. 2010. <>.<br />Hein, Kenneth. “Ice, Ice Baby - Guinness Bass Import Co., marketing campaign - Brief Article.” Brandweek. 12 Feb. 2001. Web. <>.<br />“How Much Does Grey Goose Cost?” Web. 23 Apr. 2010. <>.<br />“Industry Overviews.” Apr. 2010. First Research. Web. 16 Apr. 2010. < edu/industry.aspx?chapter=0&pid=354><br />Kesmodel, David. “Liquor Discounts Become Bad Habit for Spirits Makers.” Wall Street Journal 25 Feb. 2010, Eastern edition: ABI/INFORM Global, ProQuest. Web. 21 May 2010.<br /> Ed. Unzel Mathieu. 2009. Web. 15 Apr. 2010. <>.<br />Mezzasalma, Nicole. “Success for Grey Goose promotion in Beirut.” DFNI Magazine. 5 Mar. 2010. Web. 20 Apr. 2010. <>.<br />“New Grey Goose Packaging.” The Dieline. 3 Apr. 2009. Web. 24 Apr. 2010. <>.<br />
  52. 52. Works Cited<br />“New Grey Goose Packaging.” The Dieline. 3 Apr. 2009. Web. 24 Apr. 2010. <>.<br />Praveen. “Absolut Vodka - Marketing Plan.” Permalink. 6 Jul. 2008. Web. 22 Apr. 2010. <>.<br />Redman, Chris. “Flying Sky High: Grey Goose Vodka.” FranceToday. 19 Mar. 2010. Web. 23 Apr. 2010. <>.<br />“The Robb Report Collection.” N.p., 2008. Web. 17 Apr. 2 2010. < m/PDFs/asset_upload_file48_2426.pdf >.<br />Shahane, Deepa and Nandan. “Market Synopsis Vodka.” Scribd. Web. 20 Apr. 2010. <>.<br />“Spirits in the United States.” Datamonitor, Jun. 2009. Web. 21 Apr. 2010. <><br />Stevenson, Seth. “The Cocktail Creationist.” 21 May 2005. Web. 16 Apr. 2010.<br />“Who Reads Esquire.” N.p., 2009. Web. 17 Apr. 2010. <>.<br />Wiggins, Jenny. “Grey Goose wings clipped in US. “ Financial Times, 3 Apr. 2009, ABI/INFORM Global, ProQuest. Web. 17 Apr. 2010.<br />
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