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Grey Goose Power Point
 

Grey Goose Power Point

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Marketing presentation analyzing the Grey Goose Vodka brand and introducing a self-made product line extension (Grey Goose Diamond).

Marketing presentation analyzing the Grey Goose Vodka brand and introducing a self-made product line extension (Grey Goose Diamond).

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    Grey Goose Power Point Grey Goose Power Point Presentation Transcript

    • Grey Goose Vodka Hydra Marketing Group
    •  
    • Agenda
      • Company Overview
      • 2. Review Situation
        • Grey Goose Customer
        • Distribution Channels
        • The Competition
        • SWOT
      • Grey Goose Needs + Solutions
      • 4. Conclusion
      • Established in 1997
      • Sidney Frank – Creator
      • Produced in France
      Company Overview
      • 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: Competitive Analysis
      • Strict Government Regulation
      • Liquor Stores
      • Licensed Establishments
        • Restaurants
        • Clubs / Pubs
        • Hotels
      • Internet
      Situation Overview: Channel Analysis
      • Strengths
        • First mover advantage
        • Brand perception
        • Unique manufacturing process
        • High productivity
      SWOT Analysis: Internal Environment
      • 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 Environment
      • Opportunities
        • Enter new markets
        • Event sponsorship
        • New technology
      SWOT Analysis: External Environment
      • Threats
        • Increased competition
        • Changing buyer tastes
        • Increasing costs
      SWOT Analysis: External Environment
      • Competitive Advertising
      • Build Selective Demand
      • Product
      Television Ad
      • Integrated Marketing Communications
      • Remind Consumers that Grey Goose is “The Best”
      High End Magazine Advertisements
      • 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
      Grey Goose Exclusive Parties
      • Majority of drinks mixed are cocktails
        • - Target more of the female segment
        • - Move away from a classic martini image
      • 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 Diamond
    •  
      • 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 Campaign
      • 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
      Distribution
      • 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
      Budget
      • $35 million dollars for 2008
          • - each product $5 million dollars
          • - company logo campaign $10 million dollars
      • Monitor the sales data
      • Measuring sales
        • Study price sensitivity
      • Measure the traffic on the Grey Goose website
      • Optional survey prompts after entering the website
        • Determine who is visiting the website
      • Use collected data to improve
      Monitors and Controls