Chase Vodka Pecha Kucha Presentation
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Presentation was part of the Design Strategy module for MA Design Management 2012
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Chase Vodka Pecha Kucha Presentation
- 1. 1 of 20 CHASE VODKA REBRAND RUPI DOSANJH DESIGN STRATEGY 1/12/2011
- 2. 2 of 20 THE CONTEXT William Chase, Entrepreneur Potatoes gathered Mashed Fermentation Finishing & Stripping Bottling
- 3. 3 of 20 THE CONTEXT SPIRIT & LIQUEURS MARKET IS WORTH £8.2mil. VODKA ACCOUNTS FOR 32.4% OF THE ENTIRE MARKET. (Keynote 2010) Vodka getting the Royal Approval from Prince Harry
- 4. 4 of 20 THE BRIEF SOLD FOR £40mil! RENAME THE VODKA! OR NO DEAL! “You don’t want a premium drink associated with snacks. You wouldn’t get a Dom Pérignon coming out of a Hula Hoops factory.” (The Telegraph 2010)
- 5. 5 of 20 REPOSITION THE BRAND
- 6. 6 of 20 HOW? WHY? (USPS) 250 POTATOES TO MAKE 1 BOTTLE OF CHASE ‘EXPENSIVE & LABOURIOUS’ PRODUCTION METHODS USED THAN MASS PRODUCED VODKAS EVERYTHING IS DONE ON SITE AT THE FARM IN HEREFORDSHIRE AND, OF COURSE, IT’S THE UK’S ONLY POTATO VODKA!
- 7. 7 of 20 WHO?
- 8. 8 of 20 WHY THE URBAN TYPES? £££££’S! £25K A YEAR UNDER EXPOSED NICHE BRANDS PRODUCTS WITH STORIES ENJOY THE FRUITS OF THEIR LABOUR
- 9. 9 of 20 DESIGN STRATEGY Innovation + Technology + R & D = Product (sorted!) Yes, but also need a good Brand Strategy to PUSH SALES!
- 10. 10 of 20 BRAND VALUES ‘Quality Produce’ (Chase Distillery 2010) The company is proud to emphasize the raw materials used to create their vodka is grown and controlled on their own farm. ‘Provenance and pedigree’ (Chase Distillery 2010) It gives the brand an authenticity that conscious, niche product craving consumers will buy into. ‘Super Premium’ (BBC 2010) The distillery is placing itself with well- established competitors such as Belvedere and Grey Goose.
- 11. 11 of 20 DESIGN AUDIT WHY? Deconstruct the product & see if brand values have been achieved
- 12. 12 of 20 SAMPLE Chase Vodka Gift Pack £45 70cl bottle
- 13. 13 of 20 DESIGN LAYERS ANALYSIS GIFT BAG
- 14. 14 of 20 DESIGN LAYERS ANALYSIS GIFT BOX
- 15. 15 of 20 DESIGN LAYERS ANALYSIS BOTTLE
- 16. 16 of 20 DESIGN LAYERS ANALYSIS TAG
- 17. 17 of 20 DESIGN LAYERS CONCLUSION HAVE THEY BEEN ACHIEVED?
- 18. 18 of 20 THE RESULTS WINNER OF WORLD SPIRIT AWARDS 2010 EXPANDED PRODUCT RANGE INCREASED OUTPUT FROM 5,000 TO 25,000 BOTTLES EXPANDED INTO GLOBAL MARKET (USA, UAE, BRAZIL & CHINA)
- 19. 19 of 20 REFERENCES Borja de Mozota, B. (2003). Design Management: Using design to build brand value and corporate innovation. Capstick L 2010, Spirits & Liqueurs Market Report. Keynote [online] Available at: www.keynote.co.uk [Accessed 30th October 2011] Hurley, J., 2010, Tyrrells entrepreneur targets US with artisan vodka – made from spuds. The Telegraph, [online] 13 July 2010. http://www.telegraph.co.uk/finance/businessclub/7888597/Tyrrells- entrepreneur-targets-US-with-artisan-vodka-made-from-spuds.html) Mosaic. Available at www.experian.com Neumeier M, 2007, The Brand Gap, How To Bridge the Distance Between Business Strategy and Design, A Visual Presentation [online] Available at: http://www.slideshare.net/coolstuff/the-brand-gap
- 20. 20 of 20 ANY QUESTIONS OR QUERIES?
Editor's Notes
- Hi all, today I’m going to talk about my case study. My case study is about the rebranding of ‘Chase Vodka’ and what it did for the product and the business
- A bit about the business. It’s owned by William Chase, based on his potato farm in Herefordshire. This is the process involved with making the vodka. It’s all done on the farm. There’s no outsourcing. A majority of things are done by hand
- The spirit & liquers market is worth £8.2mil and vodka accounts for 34.2% of entire market. It’s the best selling spirit and is highly popular agmonst us Brits.. Here’s our beloved Prince Harry showing us how much he likes vodka.
- Chase sold his Crisps brand to a private equity firm for £40mil. One of the conditions of the deal was to rename the vodka he had been producing. As they didn’t want “posh” crisps to be associated with vodka. READ THE QUOTE OUT…
- So it was a great time to think of repositioning the brand.Do they go premium? Or value vodka? Which one is going to be the most lucrative considering all the production costs involved
- How were they going to sell their premium vodka?Selling: features, benefits, experience and identification… i.e you are premium, and you can drink premium vodka etcetcI.e you’re special too!
- Who? The urban types, mature crowd, Living near the cities working in highly paid jobs with established careers.
- Urban types make at least £25k (one member of family). High disposable incomes