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Vincor: Project Twist
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Vincor: Project Twist

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

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