Grey Goose Power Point

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Marketing presentation analyzing the Grey Goose Vodka brand and introducing a self-made product line extension (Grey Goose Diamond).

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Grey Goose Power Point

  1. 1. Grey Goose Vodka Hydra Marketing Group
  2. 3. Agenda <ul><li>Company Overview </li></ul><ul><li>2. Review Situation </li></ul><ul><ul><li>Grey Goose Customer </li></ul></ul><ul><ul><li>Distribution Channels </li></ul></ul><ul><ul><li>The Competition </li></ul></ul><ul><ul><li>SWOT </li></ul></ul><ul><li>Grey Goose Needs + Solutions </li></ul><ul><li>4. Conclusion </li></ul>
  3. 4. <ul><li>Established in 1997 </li></ul><ul><li>Sidney Frank – Creator </li></ul><ul><li>Produced in France </li></ul>Company Overview
  4. 5. <ul><li>5 step distillation process </li></ul><ul><li>First Premium Vodka Brand </li></ul><ul><li>Sold to Bacardi in 2004 </li></ul>Company Overview
  5. 6. <ul><li>Indirect </li></ul><ul><ul><li>All Alcoholic Beverages </li></ul></ul><ul><ul><li>Liqueurs, Whiskey, Gin, Cognac, rum, Tequila </li></ul></ul><ul><ul><li>Grey Goose Vs. Bartending Favorites </li></ul></ul>Situation Overview: Competitive Analysis
  6. 7. <ul><li>Direct </li></ul><ul><ul><li>BCL – 28 Vodka Brands </li></ul></ul><ul><ul><li>Range $22.00 - $68.39/bottle </li></ul></ul><ul><ul><li>Competitors: Belvedere, Level, Effen, U’Luvka </li></ul></ul>Situation Overview: Competitive Analysis
  7. 8. <ul><li>Strict Government Regulation </li></ul><ul><li>Liquor Stores </li></ul><ul><li>Licensed Establishments </li></ul><ul><ul><li>Restaurants </li></ul></ul><ul><ul><li>Clubs / Pubs </li></ul></ul><ul><ul><li>Hotels </li></ul></ul><ul><li>Internet </li></ul>Situation Overview: Channel Analysis
  8. 9. <ul><li>Strengths </li></ul><ul><ul><li>First mover advantage </li></ul></ul><ul><ul><li>Brand perception </li></ul></ul><ul><ul><li>Unique manufacturing process </li></ul></ul><ul><ul><li>High productivity </li></ul></ul>SWOT Analysis: Internal Environment
  9. 10. <ul><li>Weaknesses </li></ul><ul><ul><li>Too narrow a product line </li></ul></ul><ul><ul><li>Low market share outside North America because it was made for the US market </li></ul></ul><ul><ul><li>Loss of company vision </li></ul></ul>SWOT Analysis: Internal Environment
  10. 11. <ul><li>Opportunities </li></ul><ul><ul><li>Enter new markets </li></ul></ul><ul><ul><li>Event sponsorship </li></ul></ul><ul><ul><li>New technology </li></ul></ul>SWOT Analysis: External Environment
  11. 12. <ul><li>Threats </li></ul><ul><ul><li>Increased competition </li></ul></ul><ul><ul><li>Changing buyer tastes </li></ul></ul><ul><ul><li>Increasing costs </li></ul></ul>SWOT Analysis: External Environment
  12. 13. <ul><li>Competitive Advertising </li></ul><ul><li>Build Selective Demand </li></ul><ul><li>Product </li></ul>Television Ad
  13. 14. <ul><li>Integrated Marketing Communications </li></ul><ul><li>Remind Consumers that Grey Goose is “The Best” </li></ul>High End Magazine Advertisements
  14. 15. <ul><li>Complementary Grey Goose drinks </li></ul><ul><li>Create greater exposure for the porduct </li></ul><ul><li>Bottles of Grey Goose used as décor </li></ul><ul><ul><li>Can entice guest to try the less known flavors </li></ul></ul>Grey Goose Exclusive Parties <ul><li>Majority of drinks mixed are cocktails </li></ul><ul><ul><li>- Target more of the female segment </li></ul></ul><ul><ul><li>- Move away from a classic martini image </li></ul></ul>
  15. 16. <ul><li>An ultra-smooth vodka in luxurious packaging appealing to the elite vodka drinkers </li></ul><ul><li>In response to the competition of other super-premium vodkas like U’Luvka (our main competitor) and Belvedere </li></ul><ul><li>Bottles are in a clear glass bottle with crystal glass cork </li></ul><ul><li>Packaging will include a ravishingly designed box </li></ul><ul><li>Bottles will be priced at $69.00 per 750 mL. </li></ul>New Product Line: Grey Goose Diamond
  16. 18. <ul><li>Create a collector’s edition of Grey Goose Diamond </li></ul><ul><ul><ul><li>bottle includes single Swarovski crystal on the cork </li></ul></ul></ul><ul><ul><ul><li>packaged in a royal blue velvet pouch with a silver tie </li></ul></ul></ul><ul><ul><ul><li>production limited to 100,000 bottles </li></ul></ul></ul><ul><li>Sponsor charitable, sporting and celebrity events </li></ul>Grey Goose Diamond: Marketing Campaign
  17. 19. <ul><li>Liquor Store Displays </li></ul><ul><ul><li>Placed near entrance </li></ul></ul><ul><ul><li>Draw attention away from competitors’ products </li></ul></ul><ul><li>Internet Promotion </li></ul><ul><ul><li>First on list has same effect as eye-level on shelves </li></ul></ul><ul><ul><li>Banner Ad </li></ul></ul>Distribution
  18. 20. <ul><li>Luxury Hotels / Cruises </li></ul><ul><ul><li>Placed in each room for convenience </li></ul></ul><ul><ul><li>Increase awareness among the wealthy </li></ul></ul><ul><li>Smaller Bottle </li></ul><ul><ul><li>Attracts the curious consumer </li></ul></ul><ul><ul><li>Exposure to more markets </li></ul></ul>
  19. 21. <ul><li>Past spending: 2 to 5 million dollars for advertising each distinct products </li></ul><ul><ul><ul><li>- four different vodka products (Original, La Poire, L’Orange, Le </li></ul></ul></ul><ul><ul><ul><li> Citron), new Grey Goose Diamond product and “the World’s </li></ul></ul></ul><ul><ul><ul><li> Best Tasting Vodka” campaign </li></ul></ul></ul>Budget <ul><li>$35 million dollars for 2008 </li></ul><ul><ul><ul><li>- each product $5 million dollars </li></ul></ul></ul><ul><ul><ul><li>- company logo campaign $10 million dollars </li></ul></ul></ul>
  20. 22. <ul><li>Monitor the sales data </li></ul><ul><li>Measuring sales </li></ul><ul><ul><li>Study price sensitivity </li></ul></ul><ul><li>Measure the traffic on the Grey Goose website </li></ul><ul><li>Optional survey prompts after entering the website </li></ul><ul><ul><li>Determine who is visiting the website </li></ul></ul><ul><li>Use collected data to improve </li></ul>Monitors and Controls

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