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Vincor: Project Twist
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Vincor: Project Twist

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    Vincor: Project Twist Vincor: Project Twist Presentation Transcript

    • :T wi st Pr oje ctNicholas Di Giorgio, Sean Finnell, Fabiana Ghaleb, Dimitri Troulis, Tatiana Scopelleti, Anna Wright
    • :T wi st Pr oje ctNicholas Di Giorgio, Sean Finnell, Fabiana Ghaleb, Dimitri Troulis, Tatiana Scopelleti, Anna Wright
    • What product,positioning, packagingand pricing strategiesshould be employed forthe launch of a newVincor cooler?
    • Controll Variableable s
    • TargetMarketUniversity-age,very exploratory,more female.
    • Product• Spring Water Cooler • Tequila Cooler• Real Fruit Juice Cooler • Energy Cooler• Gin Cooler
    • Packaging• Carrier• Label• Bottle
    • Promotion• Create pull from stores using sales reps• Traditional marketing strategies• LTOs
    • Price• Grey Goose approach• Competitive to market leader• Price leader / value
    • olla ntr s bleUnco ble Va ria
    • Market• Refreshments / coolers• $230mil industry• Shrinking 6% year-over-year
    • Place• Mainly one-buyer per province• Provincial government
    • Competition• Smirnoff Ice (26%)• Bacardi Breezer (17%)• Mike’s Hard Lemonade (9%)
    • OT SW isAn alys
    • Gin Cooler
    • Tequila Cooler
    • Energy Cooler
    • Real Fruit Juice Cooler
    • SpringWater Cooler
    • at tit isive an lysQu na A
    • Likelihood to Try Total Male Female 19-22 23-26 Gin 55 56 55 56 55Tequila 64 65 63 69 58Energy 64 62 66 67 56 Fruit 85 80 89 90 83Spring 77 67 83 78 80
    • Likelihood to Drink Occasionally Total Male Female 19-22 23-26 Gin 66 66 66 65 69Tequila 63 68 60 62 64Energy 59 59 59 55 57 Fruit 78 82 75 74 82Spring 65 66 65 61 71
    • Likelihood to Drink Regularly Total Male Female 19-22 23-26 Gin 6 6 6 8 5Tequila 21 15 26 27 18Energy 17 15 18 21 14 Fruit 17 12 21 21 13Spring 21 16 26 27 18
    • Drinking Habits 56% 14.68mil 44% drink Refreshments
    • Drinking Habits 42% 6.17mil 58% drink vodka coolers
    • Drinking Habits 35% 5.14mil 65% drink wine coolers
    • Drinking Habits 32% 4.7mil 68% drink lemonade coolers
    • Drinking Habits 17% 2.5mil 83% drink cider
    • Male vs. Female 57% 43%
    • Value Conscious 66% 34%
    • Very Social 65% 35%
    • HealthConscious 46% 54%
    • Trendsetter 44% 56%
    • Outdoorsy 39% 61%
    • Production 4 pack 6 packBottles/min 200 250Bottles/day 288K 360KCases/day 12K 15K
    • Costs assuming 62.5K units soldPrice/unit Revenue ($) Market Share 11.95 746,875 0.35% 9.65 603,125 0.28% 8.95 559,375 0.26%
    • m en dat ionRe com
    • Product / PositioningSpring Water Cooler
    • PackagingOpen, 4-pack,Glass, Ceramic
    • Pricing / DiscountingCompetitive toMarket Leader
    • Question s?