Layna Ai Ora Chen Ashwin Kapadiya Gavin McMurray Sarah Polan Kavita Valarmathi MGT252 Intro to Marketing MGT 252 Intro to ...
Executive Summary “ Iced Vea” premium vodka infused with citrus and ice tea flavours to customers in Ontario by summer 201...
PEST Analysis <ul><li>Political </li></ul><ul><ul><ul><li>Regulations for alcohol sales in Ontario </li></ul></ul></ul><ul...
PEST Analysis (cont'd) <ul><li>Economic </li></ul><ul><ul><ul><li>Smirnoff’s (Diageo’s) shares have increased over the pas...
PEST Analysis (cont'd) <ul><li>Social </li></ul><ul><ul><ul><li>People are drinking more and more socially, with continuou...
PEST Analysis (cont'd) <ul><li>Technological </li></ul><ul><ul><ul><li>Mainly to do with the production of vodka </li></ul...
Customer Analysis <ul><li>Our target market segment is any individuals 19-30 years of age </li></ul><ul><li>This segment c...
Competitor Analysis <ul><li>Main competitors; Smirnoff, Absolut, SKYY and Grey Goose </li></ul><ul><li>All of these compan...
Company/Market Analysis <ul><li>“ To become the number one seller of infused vodka in the next 10 years” </li></ul><ul><li...
Brand Positioning <ul><li>Brand name:  Iced Vea </li></ul><ul><li>Provide customers with high quality beverage that will s...
Product  &  Price <ul><li>Trademark “Cube” eye-catching 750mL bottle </li></ul><ul><li>Minimum price for LCBO sales is $24...
 
Promotion  &  Place <ul><li>Promotion to consumers as well as business </li></ul><ul><ul><li>Use of sales people to speak ...
 
 
Timetable <ul><li>Nov 2010 – Submit product to LCBO for approval </li></ul><ul><li>April 2011 – Begin marketing campaign <...
Evaluations <ul><li>Success to be gauged in two key areas: </li></ul><ul><li>1. Product Awareness </li></ul><ul><ul><ul><l...
Financials Assets Distillery $1 000 000 Equipment $4 000 000 Liscensing $100 000 Inventory $500 000 Liabilities Bank Loan ...
 
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Ashwin’s Marketing Presentation

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Slides, layout, rendering of bottle and advertisements, logo were designed by me. Heavily involved in the conception of the ideas presented in this case.

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Ashwin’s Marketing Presentation

  1. 1. Layna Ai Ora Chen Ashwin Kapadiya Gavin McMurray Sarah Polan Kavita Valarmathi MGT252 Intro to Marketing MGT 252 Intro to Marketing Layna Zhang Ora Chen Ashwin Kapadiya Gavin McMurray Sarah Polan Kavita Valarmathi
  2. 2. Executive Summary “ Iced Vea” premium vodka infused with citrus and ice tea flavours to customers in Ontario by summer 2011 at a price of $30.95 . Spirits replacing beers, people have more adventurous taste, increase in vodka stills We will advertise to people aged 20-30 via Online: website, Facbook, Twitter, TV ads etc, Sampling at LCBO, clubs and sponsoring parties
  3. 3. PEST Analysis <ul><li>Political </li></ul><ul><ul><ul><li>Regulations for alcohol sales in Ontario </li></ul></ul></ul><ul><ul><ul><li>Manufacturer’s license </li></ul></ul></ul><ul><ul><ul><li>Government monopoly on alcohol sales </li></ul></ul></ul><ul><ul><ul><li>Advertising in Ontario </li></ul></ul></ul><ul><ul><ul><li>Manufacturing alcohol in Ontario </li></ul></ul></ul>
  4. 4. PEST Analysis (cont'd) <ul><li>Economic </li></ul><ul><ul><ul><li>Smirnoff’s (Diageo’s) shares have increased over the past few years, and continue to show an upward trend </li></ul></ul></ul><ul><ul><ul><li>The overall market has rebounded, indicating that </li></ul></ul></ul>
  5. 5. PEST Analysis (cont'd) <ul><li>Social </li></ul><ul><ul><ul><li>People are drinking more and more socially, with continuous increase in alcohol sales </li></ul></ul></ul><ul><ul><ul><li>The club-goers are always trying to follow the latest trends, and because of this they will be attracted to a new and differentiated product </li></ul></ul></ul>
  6. 6. PEST Analysis (cont'd) <ul><li>Technological </li></ul><ul><ul><ul><li>Mainly to do with the production of vodka </li></ul></ul></ul><ul><ul><ul><li>Production has remained the same for many hundreds of years </li></ul></ul></ul>
  7. 7. Customer Analysis <ul><li>Our target market segment is any individuals 19-30 years of age </li></ul><ul><li>This segment consumes the largest amount of alcohol, and tend to go to clubs, bars, lounges, etc. </li></ul><ul><li>Targeting people who are willing to pay slightly more for better quality beverage, i.e. who have more spending money </li></ul>
  8. 8. Competitor Analysis <ul><li>Main competitors; Smirnoff, Absolut, SKYY and Grey Goose </li></ul><ul><li>All of these companies have developed products with infused flavours </li></ul><ul><li>This is because consumers are increasingly interested in a wider variety of flavours </li></ul>
  9. 9. Company/Market Analysis <ul><li>“ To become the number one seller of infused vodka in the next 10 years” </li></ul><ul><li>We are a new company and will require a large initial investment in marketing expenditures to reach our target consumer </li></ul><ul><li>Market trends show that tastes for infused vodkas and original flavors are growing </li></ul>
  10. 10. Brand Positioning <ul><li>Brand name: Iced Vea </li></ul><ul><li>Provide customers with high quality beverage that will suit any occasion </li></ul><ul><li>Build brand image on memorable get-togethers and all around good times </li></ul><ul><li>Brand development into other product lines </li></ul>
  11. 11. Product & Price <ul><li>Trademark “Cube” eye-catching 750mL bottle </li></ul><ul><li>Minimum price for LCBO sales is $24.95 </li></ul><ul><li>In order to show that our product is premium, set the price slightly higher at $30.95 </li></ul><ul><li>This shows high quality, and yet remains affordable </li></ul>
  12. 13. Promotion & Place <ul><li>Promotion to consumers as well as business </li></ul><ul><ul><li>Use of sales people to speak with business managers </li></ul></ul><ul><ul><li>Magazine, television and billboard advertisements </li></ul></ul><ul><li>Distribution through the LCBO </li></ul><ul><ul><li>Required for every alcoholic beverage in Ontario </li></ul></ul>
  13. 16. Timetable <ul><li>Nov 2010 – Submit product to LCBO for approval </li></ul><ul><li>April 2011 – Begin marketing campaign </li></ul><ul><li>June 2011 – Product available for sale </li></ul><ul><li>December 2011 – Evaluate sales and marketing efficiency for the year </li></ul><ul><li>June 2012 – Prepare new marketing campaign, “party” promotions, etc. </li></ul>
  14. 17. Evaluations <ul><li>Success to be gauged in two key areas: </li></ul><ul><li>1. Product Awareness </li></ul><ul><ul><ul><li>Survey (33% Toronto, GTA; 18% Ontario) </li></ul></ul></ul><ul><ul><ul><li>Interview Managers/Staff from LCBO and corporate buyers </li></ul></ul></ul><ul><ul><ul><li>Expect positive feedback </li></ul></ul></ul><ul><li>2. Sales </li></ul><ul><ul><ul><li>Obtain sales figures from LCBO and licensed establishments </li></ul></ul></ul><ul><ul><ul><li>6 mo. Goal: $400,000 retail, $350,000 licensed establishments </li></ul></ul></ul>
  15. 18. Financials Assets Distillery $1 000 000 Equipment $4 000 000 Liscensing $100 000 Inventory $500 000 Liabilities Bank Loan $6 000 000 Expenses Labour wages (@ $15/hr) $700 000 Marketing expenses $1 000 000 Selling and administrative expenses $200 000 Revenues Sales revenues $1 500 000

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