Competing Against The Big BoysCompeting Against The Big Boys
1	
  
Competing Against The Big BoysCompeting Against The Big Boys
My Story: VP Marketing.
2	
  
Competing Against The Big BoysCompeting Against The Big Boys
The siren song of craft spirits.
3	
  
Competing Against The Big BoysCompeting Against The Big Boys
“If you know your enemy…”
4	
  
Competing Against The Big BoysCompeting Against The Big Boys
“This is the business we have chosen.”
5	
  
Competing Against The Big BoysCompeting Against The Big Boys
Outnumbered & outspent…
Too many competitors. Clutter. Chaos....
Competing Against The Big BoysCompeting Against The Big Boys
Underdogs
7	
  
Competing Against The Big BoysCompeting Against The Big Boys
The roots of Diageo:
renegade, guerrilla, underdog marketers....
Competing Against The Big BoysCompeting Against The Big Boys
How ‘the big boys’ think:
“When all you have is a hammer….”
9...
Competing Against The Big BoysCompeting Against The Big Boys
What they are thinking about:
The “Big Boys” Analyst Headline...
Competing Against The Big BoysCompeting Against The Big Boys
Neglected brands in the portfolio…
250	
   50	
   10	
   250	...
Competing Against The Big BoysCompeting Against The Big Boys
There are only
two basic business strategies:
Low Price
(impl...
Competing Against The Big BoysCompeting Against The Big Boys
De-positioning Your Competitor
Using their strength against t...
Competing Against The Big BoysCompeting Against The Big Boys
Own this: “Not for beginners.”
•  “We’re #1”: They sell milli...
Competing Against The Big BoysCompeting Against The Big Boys
Craft, not Kraft.
15	
  
Competing Against The Big BoysCompeting Against The Big Boys
•  They have a giant factory:
•  You have a distillery experi...
Competing Against The Big BoysCompeting Against The Big Boys
De-positioning
•  They have a nameless, faceless factory
mana...
Competing Against The Big BoysCompeting Against The Big Boys
Differentiation:
Think Beyond These Entry Level Ideas:
Smooth...
Competing Against The Big BoysCompeting Against The Big Boys
Don’t go here.
19	
  
Competing Against The Big BoysCompeting Against The Big Boys
Differentiate:
Tell Your Story to Consumers.
•  Stories conne...
Competing Against The Big BoysCompeting Against The Big Boys
Digital media is the great equalizer.
21	
  
Competing Against The Big BoysCompeting Against The Big Boys
You can have
your own tv channel.
22	
  
Competing Against The Big BoysCompeting Against The Big Boys
Your story is newsworthy.
23	
  
Competing Against The Big BoysCompeting Against The Big Boys
A story and a personality…
without authenticity or craft.
24	...
Competing Against The Big BoysCompeting Against The Big Boys
How NOT to tell your brand story.
25	
  
Competing Against The Big BoysCompeting Against The Big Boys
Strategic Consistency
26	
  
Competing Against The Big BoysCompeting Against The Big Boys
Strategic Consistency
27	
  
Competing Against The Big BoysCompeting Against The Big Boys
Lack of Consistency = Chaos.
28	
  
Competing Against The Big BoysCompeting Against The Big Boys
God’s Incredients.
Alaska’s Spirit.
Wasilla’s Soul.
Toby’s He...
Competing Against The Big BoysCompeting Against The Big Boys
Consistency + Integration.
30	
  
Competing Against The Big BoysCompeting Against The Big Boys
Publicity Trumps Advertising.
31	
  
Competing Against The Big BoysCompeting Against The Big Boys
32	
  
Publicity Trumps Advertising.
Competing Against The Big BoysCompeting Against The Big Boys
You can afford this: $250
33	
  
Competing Against The Big BoysCompeting Against The Big Boys
$2.4 billion / year
34	
  
Digital retailing: another equaliz...
Competing Against The Big BoysCompeting Against The Big Boys
Geography
•  The lure of NYC, LA and Chicago.
•  The path of ...
Competing Against The Big BoysCompeting Against The Big Boys
Craft is not about price.
•  Its about “adding perceived valu...
Competing Against The Big BoysCompeting Against The Big Boys
Seek Category White Space
37	
  
Competing Against The Big BoysCompeting Against The Big Boys
Smirnoff	
   Absolut	
  
Stoli	
  
Smirnoff	
  
The	
  Herd	
  ...
Competing Against The Big BoysCompeting Against The Big Boys
Category Positions
Star	
  
Cheapest	
  
Value	
  
Legends	
 ...
Competing Against The Big BoysCompeting Against The Big Boys
White Space
American Rum
In 1763 there were 159 rum distiller...
Competing Against The Big BoysCompeting Against The Big Boys
White Space
The Aging Population Bubble.
41	
  
Competing Against The Big BoysCompeting Against The Big Boys
42	
  
White space
Competing Against The Big BoysCompeting Against The Big Boys
United Craft Distillers
43	
  
A	
  behind-­‐the-­‐scenes	
  ...
Competing Against The Big BoysCompeting Against The Big Boys
Focus.
•  Not too many markets.
•  Not too many accounts.
•  ...
Competing Against The Big BoysCompeting Against The Big Boys
Recap
•  Small is beautiful
•  De-positioning
•  Tell Your St...
Competing Against The Big BoysCompeting Against The Big Boys
46	
  
Martin Pazzani
Founder, United Craft Distillers
martin...
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Competing Against The Big Boys / Strategic Marketing Lessons Learned

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Lessons learned in creating competitive advantage. Mega brand marketing cases and lessons applied to strategic marketing advice for craft distillers. How to compete and thrive in a category dominated by big, rich, global brands.

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Competing Against The Big Boys / Strategic Marketing Lessons Learned

  1. 1. Competing Against The Big BoysCompeting Against The Big Boys 1  
  2. 2. Competing Against The Big BoysCompeting Against The Big Boys My Story: VP Marketing. 2  
  3. 3. Competing Against The Big BoysCompeting Against The Big Boys The siren song of craft spirits. 3  
  4. 4. Competing Against The Big BoysCompeting Against The Big Boys “If you know your enemy…” 4  
  5. 5. Competing Against The Big BoysCompeting Against The Big Boys “This is the business we have chosen.” 5  
  6. 6. Competing Against The Big BoysCompeting Against The Big Boys Outnumbered & outspent… Too many competitors. Clutter. Chaos. 6  
  7. 7. Competing Against The Big BoysCompeting Against The Big Boys Underdogs 7  
  8. 8. Competing Against The Big BoysCompeting Against The Big Boys The roots of Diageo: renegade, guerrilla, underdog marketers. John G. Martin brought Smirnoff to the US in the late 1950s. Built and dominated the vodka category for 30 years. Brought Jose Cuervo to the US in the 1970s. Built and dominated the tequila category for 30 years. Invented the Prepared Drinks category prior to Prohibition*. *Survived Prohibition with A1 Steak Sauce. 8  
  9. 9. Competing Against The Big BoysCompeting Against The Big Boys How ‘the big boys’ think: “When all you have is a hammer….” 9  
  10. 10. Competing Against The Big BoysCompeting Against The Big Boys What they are thinking about: The “Big Boys” Analyst Headlines: •  USA Is A Competitive, Mature Market. •  Major Brands Struggling For Growth. •  Emerging Markets Boost Growth. •  Company Reorganizes To Enhance Emerging Market Focus. •  Major Focus On Emerging Markets Required. 10  
  11. 11. Competing Against The Big BoysCompeting Against The Big Boys Neglected brands in the portfolio… 250   50   10   250   50   25   100   25   75   11  
  12. 12. Competing Against The Big BoysCompeting Against The Big Boys There are only two basic business strategies: Low Price (implies low cost producer) Differentiate This is your only option. But how? 12  
  13. 13. Competing Against The Big BoysCompeting Against The Big Boys De-positioning Your Competitor Using their strength against them. 13  
  14. 14. Competing Against The Big BoysCompeting Against The Big Boys Own this: “Not for beginners.” •  “We’re #1”: They sell millions of cases to the mass market. •  Craft: “We are for people who can tell the difference between mediocre and special.” 14   De-positioning Big Brands
  15. 15. Competing Against The Big BoysCompeting Against The Big Boys Craft, not Kraft. 15  
  16. 16. Competing Against The Big BoysCompeting Against The Big Boys •  They have a giant factory: •  You have a distillery experience: De-positioning. 16  
  17. 17. Competing Against The Big BoysCompeting Against The Big Boys De-positioning •  They have a nameless, faceless factory manager: •  You have a master distiller: 17  
  18. 18. Competing Against The Big BoysCompeting Against The Big Boys Differentiation: Think Beyond These Entry Level Ideas: Smooth. # of times distilled. Where you’re from. The quality of your water. “Babes” 18  
  19. 19. Competing Against The Big BoysCompeting Against The Big Boys Don’t go here. 19  
  20. 20. Competing Against The Big BoysCompeting Against The Big Boys Differentiate: Tell Your Story to Consumers. •  Stories connect us to concrete experience rather than an abstract. •  Stories convey emotions. •  You have a good story. –  Authentic –  Underdog •  The Big Boys have a story too, but it’s usually very tired, a fake, or boring. 20  
  21. 21. Competing Against The Big BoysCompeting Against The Big Boys Digital media is the great equalizer. 21  
  22. 22. Competing Against The Big BoysCompeting Against The Big Boys You can have your own tv channel. 22  
  23. 23. Competing Against The Big BoysCompeting Against The Big Boys Your story is newsworthy. 23  
  24. 24. Competing Against The Big BoysCompeting Against The Big Boys A story and a personality… without authenticity or craft. 24  
  25. 25. Competing Against The Big BoysCompeting Against The Big Boys How NOT to tell your brand story. 25  
  26. 26. Competing Against The Big BoysCompeting Against The Big Boys Strategic Consistency 26  
  27. 27. Competing Against The Big BoysCompeting Against The Big Boys Strategic Consistency 27  
  28. 28. Competing Against The Big BoysCompeting Against The Big Boys Lack of Consistency = Chaos. 28  
  29. 29. Competing Against The Big BoysCompeting Against The Big Boys God’s Incredients. Alaska’s Spirit. Wasilla’s Soul. Toby’s Heart. Consistency creates a Brand. 29  
  30. 30. Competing Against The Big BoysCompeting Against The Big Boys Consistency + Integration. 30  
  31. 31. Competing Against The Big BoysCompeting Against The Big Boys Publicity Trumps Advertising. 31  
  32. 32. Competing Against The Big BoysCompeting Against The Big Boys 32   Publicity Trumps Advertising.
  33. 33. Competing Against The Big BoysCompeting Against The Big Boys You can afford this: $250 33  
  34. 34. Competing Against The Big BoysCompeting Against The Big Boys $2.4 billion / year 34   Digital retailing: another equalizer.
  35. 35. Competing Against The Big BoysCompeting Against The Big Boys Geography •  The lure of NYC, LA and Chicago. •  The path of least resistance often has a better ROI: –  Black Velvet : •  #1 whisky New York state; no NYC •  Dominated Iowa and the midwest •  100k cases in Sacramento, Stockton –  The Lesson of Tito’s. 35  
  36. 36. Competing Against The Big BoysCompeting Against The Big Boys Craft is not about price. •  Its about “adding perceived value” and ‘convincing your target you’re worth it.” •  Price competition is the slippery slope to nowhere. 36  
  37. 37. Competing Against The Big BoysCompeting Against The Big Boys Seek Category White Space 37  
  38. 38. Competing Against The Big BoysCompeting Against The Big Boys Smirnoff   Absolut   Stoli   Smirnoff   The  Herd   The  Herd   Smirnoff   Absolut   Stoli   The  Herd   Grey  Goose   The  Herd   Grey  Goose   Absolut   Stoli   Smirnoff   CraB   38   Category Evolution 70’s   Late  80’s   Late  90’s   Now  
  39. 39. Competing Against The Big BoysCompeting Against The Big Boys Category Positions Star   Cheapest   Value   Legends   39  
  40. 40. Competing Against The Big BoysCompeting Against The Big Boys White Space American Rum In 1763 there were 159 rum distilleries in New England alone. 40   No  pirates  allowed.  
  41. 41. Competing Against The Big BoysCompeting Against The Big Boys White Space The Aging Population Bubble. 41  
  42. 42. Competing Against The Big BoysCompeting Against The Big Boys 42   White space
  43. 43. Competing Against The Big BoysCompeting Against The Big Boys United Craft Distillers 43   A  behind-­‐the-­‐scenes  holding  company  that  provides  markeOng,   sales,  and  financial  experOse  to  select,  high-­‐potenOal  craB  disOllers   Canadian   CraB  Brand   CraB     Tequila  
  44. 44. Competing Against The Big BoysCompeting Against The Big Boys Focus. •  Not too many markets. •  Not too many accounts. •  Not too many flavors. •  Not too many products. 44  
  45. 45. Competing Against The Big BoysCompeting Against The Big Boys Recap •  Small is beautiful •  De-positioning •  Tell Your Story •  Go digital •  Consistency •  Look for the White Space •  Stay Focused. 45  
  46. 46. Competing Against The Big BoysCompeting Against The Big Boys 46   Martin Pazzani Founder, United Craft Distillers martinpazzani@unitedcraftdistillers.com 860-375 0426 Twitter @mpazzani Facebook “Martin Pazzani”

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