SKYY SPIRITS LLCAssistant Brand ManagerAmerican Whiskey’s and Tequila<br />Christopher Serio<br />Marketing MBA<br />
Table of Contents<br /><ul><li>Gruppo Campari
Company Overview, Competition, SWOT
Portfolio Brands
Wild Turkey, American Honey, Cabo, Espolon
Assistant Brand Manager
Mission, Objectives, Competencies
Appendix
Cover Letter, Resume</li></li></ul><li>Gruppo Campari<br />
Gruppo Campari<br /><ul><li>6th largest global spirits company
2009 sales of $1.4 billion, down 1.6% from 2008
Sales up 22.9% through first quarter 2010
2000 employees, 190 nations, 40 portfolio brands
Market leader in Italy and Brazil
Strong presence in U.S. and Continental Europe
Organic and external growth strategy
Fortifying presence within emerging markets
2009 acquisitions – Wild Turkey and American Honey
North American subsidiaries
SKYY Spirits LLC, Destilador San Nicolas, and Rare Breed Distillery</li></li></ul><li>Competition – Top Five<br /><ul><li>...
2009 net sales of $13.25 billion, up 13% from 2008
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SKYY Spirits - ABM Deck

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SKYY Spirits Interview
June 2010
Assistant Brand Manager Portfolio

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SKYY Spirits - ABM Deck

  1. 1. SKYY SPIRITS LLCAssistant Brand ManagerAmerican Whiskey’s and Tequila<br />Christopher Serio<br />Marketing MBA<br />
  2. 2. Table of Contents<br /><ul><li>Gruppo Campari
  3. 3. Company Overview, Competition, SWOT
  4. 4. Portfolio Brands
  5. 5. Wild Turkey, American Honey, Cabo, Espolon
  6. 6. Assistant Brand Manager
  7. 7. Mission, Objectives, Competencies
  8. 8. Appendix
  9. 9. Cover Letter, Resume</li></li></ul><li>Gruppo Campari<br />
  10. 10. Gruppo Campari<br /><ul><li>6th largest global spirits company
  11. 11. 2009 sales of $1.4 billion, down 1.6% from 2008
  12. 12. Sales up 22.9% through first quarter 2010
  13. 13. 2000 employees, 190 nations, 40 portfolio brands
  14. 14. Market leader in Italy and Brazil
  15. 15. Strong presence in U.S. and Continental Europe
  16. 16. Organic and external growth strategy
  17. 17. Fortifying presence within emerging markets
  18. 18. 2009 acquisitions – Wild Turkey and American Honey
  19. 19. North American subsidiaries
  20. 20. SKYY Spirits LLC, Destilador San Nicolas, and Rare Breed Distillery</li></li></ul><li>Competition – Top Five<br /><ul><li>Diageo
  21. 21. 2009 net sales of $13.25 billion, up 13% from 2008
  22. 22. Own 17 of top 100 premium brands and eight of top 20 brands
  23. 23. Johnny Walker, Crown Royal, Smirnoff, Tanqueray, Captain Morgan
  24. 24. PernodRicard
  25. 25. 2008/09 net sales of $8.82 billion, up 9% from 2007/08
  26. 26. 15 key brands represent over 50% of portfolio revenues
  27. 27. Absolute, Chivas, Beefeater, Jameson, Kahlua
  28. 28. Bacardi
  29. 29. 2009 net sales of $5.3 billion, down 4% from 2008
  30. 30. Bacardi, Dewar’s, Bombay Sapphire, Grey Goose
  31. 31. Brown-Forman
  32. 32. 2009 net sales of $3.2 billion, down 3% from 2008
  33. 33. Smaller portfolio, dominated by tequila and whiskey (Jack Daniels)
  34. 34. Fortune Brands (Beam Global)
  35. 35. 2009 net sales of $2.5 billion, down 0.5% from 2008
  36. 36. Beam, Maker’s Mark, Sauza, Courvoisier, Cruzan, Effen, Knob Creek</li></li></ul><li>SWOT Analysis<br />
  37. 37. Portfolio Brands<br />
  38. 38. Wild Turkey<br /><ul><li>Acquired by Campari in 2009
  39. 39. International – U.S, Australia, Japan
  40. 40. Distinct distillation, Kentucky climate impacts aging and flavors similar to wine fermentation
  41. 41. Brands – 80 Proof, 86.8 Proof, 101 Proof, 8 Year Old, 12 Year Old
  42. 42. Brand involved online through website and Facebook (11,500 fans)
  43. 43. Positioning built on history and tradition, does not naturally appeal to a younger generation</li></li></ul><li>American Honey<br /><ul><li>Launched by Wild Turkey in 2007
  44. 44. Acquired by Campari in 2009
  45. 45. Local United States marketplace
  46. 46. Only bourbon-based honey liquor within the United States
  47. 47. Double digit growth year-over-year
  48. 48. Great after dinner beverage
  49. 49. Positioned as sweet and smooth whiskey, can open doors to younger spirits drinkers</li></li></ul><li>Competition – American Whiskey<br /><ul><li>American Whiskey
  50. 50. Annual estimated sales of 28.3 million cases
  51. 51. International sales growth average 6% over past decade
  52. 52. Jack & Jim account for 50% market share
  53. 53. Top six brands - Jack Daniel’s, Jim Beam, Evan Williams, Early Times, Wild Turkey, and Maker's Mark
  54. 54. Jack Daniels (Brown-Forman)
  55. 55. Estimated 9.5 million cases annually
  56. 56. Largest selling single whiskey brand worldwide
  57. 57. Jim Beam (Fortune Brands)
  58. 58. Estimated 6 million cases annually</li></li></ul><li>CaboWabo<br /><ul><li>Acquired by Campari in 2007
  59. 59. Regional markets Mexico, U.S, Canada
  60. 60. Tequila founded by Sammy Hagar and named after a Van Halen single
  61. 61. Brands – Blanco, Reposado, Anejo, Uno
  62. 62. Cantina located in Cabo San Lucas
  63. 63. Active site and Facebook (10,000 fans)
  64. 64. Positioned for younger, rock ‘n’ roll, spring break crowd</li></li></ul><li>Espolon Tequila<br /><ul><li>Acquired by Campari in 2008
  65. 65. Local marketplace in U.S.
  66. 66. Two brands – Blanco and Reposado
  67. 67. Brand repositioning for 2010 re-launch into U.S.
  68. 68. Old labeling – old fashioned Mexican saloons
  69. 69. New labeling – tribute to 19th century Mexican artists and Mexico’s campaign for independence
  70. 70. Illustrations of independence and remembrance through Guadalupe, Rosarita, and Ramon
  71. 71. Positioned as true Mexican history and lifestyle</li></li></ul><li>Competition – Tequila<br /><ul><li>Tequila Industry
  72. 72. Top markets are Mexico and United States
  73. 73. Over 900 brands from 128 registered distillers
  74. 74. Average growth of 8.6% each year since 2002
  75. 75. Fastest growing segment within spirits industry
  76. 76. Estimated sales of 10 million cases annually
  77. 77. Top Spirits Brands
  78. 78. Jose Cuervo (Diageo), Sauza (Fortune Brands), Patron (Bacardi)</li></li></ul><li>Assistant Brand Manager<br />
  79. 79. Assistant Brand Manager<br />The mission’s for this role are:<br /><ul><li>Primary support role for both the Tequila and American Whiskey’s brand managers
  80. 80. Effective communication throughout Trade Marketing and Sales departments
  81. 81. Thorough knowledge of businesses within adult spirits and impacts to SKYY portfolio
  82. 82. Operate with entrepreneurial drive taking ownership and initiative with position responsibilities and assigned tasks</li></li></ul><li>Candidate Objectives<br />The following will lead to ABM success:<br /><ul><li>Fortify brand portfolio through logical and actionable marketing initiatives
  83. 83. Increase brand recognition, loyalty, associations, and perceived quality through brand equity
  84. 84. Detailed budget management and forecasts to meet or exceed year-to-year brand growth
  85. 85. Analyze and interpret ROI of marketing initiatives and communicate findings
  86. 86. Generate primary consumer marketing data applicable to promotional campaigns</li></li></ul><li>Behavioral Competencies<br />The key behavioral competencies for this role are:<br /><ul><li>Intelligence & Analytics – learn quickly and process data to draw business insights
  87. 87. Organization & Planning – able to focus on key priorities in an efficient and productive manor
  88. 88. Flexibility & Adaptability – to changing priorities and conditions, handle complexity and change with ease
  89. 89. Work Ethic – possesses willingness to work hard and settle for nothing short of A-quality deliverables
  90. 90. Creativity & Innovation – generate new and innovative approaches to problems
  91. 91. Sociability – brand advocate, effectively promote portfolio through sociality and professionalism</li></li></ul><li>Organizational Competencies<br />Organizational competencies driving success of SKYY:<br /><ul><li>Teamwork – collaboration through departments striving towards logical and obtainable goals
  92. 92. Honesty & Integrity – ethical, maintaining trust and confidence with employees, consumers, and parent
  93. 93. Proactive & Committed – has the agility to move quickly and take a forceful stand without being abrasive
  94. 94. Personnel Development – employees learn, improve, and grow within their roles to better the company
  95. 95. Passion & Enthusiasm – energized and excited about products, approaching challenges with a can-do attitude
  96. 96. Strategic Thinking & Vision – able to see and communicate big picture in an inspiring way, understanding competitive landscape, industry opportunities, and threats</li></li></ul><li>Appendix<br />
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