How Pernod Ricard should penetrate the Peruvian market ?
A study about Pernod Ricard, the worldwide french liquor company and recommandation to penetrate the Peruvian Market.
Pernod Ricard produces alcohol across three segments - Standard, Premium, and Super Premium. Their portfolio includes 18 brands, with 13 in Premium and 6 in Super Premium. Recently, Standard brands have grown 5% while Premium grew 0.8% and Super Premium 5.4%. Short term growth opportunities exist in Standard and Super Premium, while Premium may grow long term as emerging markets mature. Customer sensitivity differs by segment, with Standard customers most sensitive to price and Premium/Super Premium valuing quality over price.
This presentation is in regards to Pernod Ricard, one of the worlds largest distillery companies, and their refocus to target millennials with social media marketing.
Diageo is a global spirits and beer company formed through mergers in 1997. It focuses on premium brands and has a diverse portfolio including Johnnie Walker, Smirnoff, Guinness, and others. Diageo uses acquisitions, geographic segmentation, complete category participation, and priority brand marketing to grow globally. It targets high-growth markets and categories. Diageo tailors its marketing strategies to different regions, emphasizing sponsorship and relationships in North America and sports in Australia.
Diageo is the world's largest producer of premium alcoholic beverages with brands like Smirnoff, Baileys, Johnnie Walker, Captain Morgan, and Guinness. Formed in 1997 through the merger of Guinness and Grand Metropolitan, Diageo has a global market reach across 180 countries and 24,000 employees. While facing pressures over binge drinking, Diageo promotes responsible drinking through campaigns and educational initiatives.
This document provides a financial analysis of Diageo PLC through an examination of profitability ratios, asset utilization ratios, DuPont analysis, and capital market analysis for the years 2011-2014. Key findings include:
1) Diageo's profitability ratios such as net profit margin, gross operating margin, and return on equity are consistently higher than its benchmark competitor Rémy Cointreau, indicating more efficient profit generation.
2) Asset utilization ratios for total asset turnover and inventory turnover declined slightly for Diageo from 2011-2014, while remaining higher than Rémy Cointreau.
3) DuPont analysis revealed Diageo's profit margins and asset turnover contributed most to its higher return on
This annual report summarizes Diageo's performance in fiscal year 2015. It highlights that Diageo is a global leader in beverage alcohol with iconic brands across spirits, beer, and wine. The report notes that Diageo's net sales increased slightly to £10.8 billion in 2015, while operating profit was £3.1 billion. Free cash flow also increased significantly to £1.96 billion. The report provides an overview of Diageo's financial and operating performance in 2015 by region and category. It also reviews Diageo's sustainability and responsibility initiatives regarding issues like responsible drinking, health and safety, and water efficiency.
DIAGEO - Ed Pilkington - Rum Market 2010Rum Barrel
This document summarizes growth opportunities in the rum category. It notes that rum sales have increased 7% annually and are forecast to continue growing. Key markets like the US, UK, Canada, and Australia represent most rum sales. The document outlines strategies to unlock super premium opportunities, leverage leading brands like Captain Morgan and Zacapa, drive innovation, and strengthen marketing to support strategic positioning and continued category growth.
Pernod Ricard produces alcohol across three segments - Standard, Premium, and Super Premium. Their portfolio includes 18 brands, with 13 in Premium and 6 in Super Premium. Recently, Standard brands have grown 5% while Premium grew 0.8% and Super Premium 5.4%. Short term growth opportunities exist in Standard and Super Premium, while Premium may grow long term as emerging markets mature. Customer sensitivity differs by segment, with Standard customers most sensitive to price and Premium/Super Premium valuing quality over price.
This presentation is in regards to Pernod Ricard, one of the worlds largest distillery companies, and their refocus to target millennials with social media marketing.
Diageo is a global spirits and beer company formed through mergers in 1997. It focuses on premium brands and has a diverse portfolio including Johnnie Walker, Smirnoff, Guinness, and others. Diageo uses acquisitions, geographic segmentation, complete category participation, and priority brand marketing to grow globally. It targets high-growth markets and categories. Diageo tailors its marketing strategies to different regions, emphasizing sponsorship and relationships in North America and sports in Australia.
Diageo is the world's largest producer of premium alcoholic beverages with brands like Smirnoff, Baileys, Johnnie Walker, Captain Morgan, and Guinness. Formed in 1997 through the merger of Guinness and Grand Metropolitan, Diageo has a global market reach across 180 countries and 24,000 employees. While facing pressures over binge drinking, Diageo promotes responsible drinking through campaigns and educational initiatives.
This document provides a financial analysis of Diageo PLC through an examination of profitability ratios, asset utilization ratios, DuPont analysis, and capital market analysis for the years 2011-2014. Key findings include:
1) Diageo's profitability ratios such as net profit margin, gross operating margin, and return on equity are consistently higher than its benchmark competitor Rémy Cointreau, indicating more efficient profit generation.
2) Asset utilization ratios for total asset turnover and inventory turnover declined slightly for Diageo from 2011-2014, while remaining higher than Rémy Cointreau.
3) DuPont analysis revealed Diageo's profit margins and asset turnover contributed most to its higher return on
This annual report summarizes Diageo's performance in fiscal year 2015. It highlights that Diageo is a global leader in beverage alcohol with iconic brands across spirits, beer, and wine. The report notes that Diageo's net sales increased slightly to £10.8 billion in 2015, while operating profit was £3.1 billion. Free cash flow also increased significantly to £1.96 billion. The report provides an overview of Diageo's financial and operating performance in 2015 by region and category. It also reviews Diageo's sustainability and responsibility initiatives regarding issues like responsible drinking, health and safety, and water efficiency.
DIAGEO - Ed Pilkington - Rum Market 2010Rum Barrel
This document summarizes growth opportunities in the rum category. It notes that rum sales have increased 7% annually and are forecast to continue growing. Key markets like the US, UK, Canada, and Australia represent most rum sales. The document outlines strategies to unlock super premium opportunities, leverage leading brands like Captain Morgan and Zacapa, drive innovation, and strengthen marketing to support strategic positioning and continued category growth.
This document provides an overview of the history and operations of Diageo, a large international spirits producer. It discusses how Diageo was formed through the creation of famous spirit brands in the 18th-19th centuries. It also outlines some of Diageo's major brands, details of its management including the CEO and Chairman, and notes that it has 22,000 employees and 28 whiskey distilleries.
This document provides an overview of Diageo plc, a global beverage alcohol company. It discusses Diageo's history, products, global operations, competitors, financial performance, and implications of its expansion into emerging markets. It also analyzes various business environment pressures Diageo faces, including social/cultural, economic, political/legal/regulatory, technological, competitive, and financial factors. Finally, it outlines Diageo's international business strategy and future decision-making considerations regarding objectives, opportunities, and recommendations.
Diageo is the world's leading producer of beer and spirits. It owns popular brands like Johnnie Walker, Smirnoff, Guinness, and Captain Morgan. Johnnie Walker is Diageo's best-selling brand of scotch whiskey, with annual sales of over 130 million bottles sold in almost every country globally. While Johnnie Walker saw decreased sales in some markets like Spain and Russia in 2008-2009, it remained the top-selling whiskey brand worldwide.
MGMT614: Corporate Strategy for DiageoAlvin J. Lin
This document discusses Diageo, the world's largest producer of premium drinks. Some key points:
- Diageo has a market capitalization of £47B and sells products in over 180 countries.
- Its goal is to be the best performing, most trusted, and respected consumer goods company.
- It has a diverse brand portfolio and generates a third of sales from North America.
- Diageo has strong brand equity and invests in health, well-being, and sustainability programs.
- An analysis identifies opportunities like partnerships and growing luxury markets but also threats like regulations and intense competition.
Diageo is a large international drinks company formed in 1997 through the merger of GrandMet and Guinness. It has over 30 brands worldwide, with 8 global brands and 30 local Indian brands. Diageo has been successful in India, with operating profits of £2 billion in 2005 and increasing return on investment from 10.5% to 14.5% from 2000-2005. The company focuses on completing category participation, investing in priority brands in emerging markets like India, and making selective acquisitions. Diageo engages in strategic sponsorships and marketing campaigns to promote its brands and increase sales. It segments the Indian market geographically and by consumer attributes like income, education, and occasions. Diageo has potential
This document provides an overview of Diageo plc, a global spirits and beer company. It discusses Diageo's business operations in over 180 markets, internal strengths such as its strong portfolio of brands, and weaknesses like its comparatively weak wine brands. The document also analyzes the spirits industry and Diageo's marketing strategies. It outlines Diageo's global strategy and reviews trends in the industry, concluding with strategic recommendations for Diageo's future outlook.
Diageo is the world's largest producer of premium alcoholic beverages with brands like Smirnoff, Baileys, Johnnie Walker, Captain Morgan, and Guinness. Formed in 1997 through the merger of Guinness and Grand Metropolitan, Diageo has a global market reach across 180 countries and 24,000 employees. While facing pressures over binge drinking, Diageo promotes responsible drinking through campaigns and educational initiatives.
This document provides an analysis of Diageo, a global leader in beverage alcohol. It summarizes Diageo's mission, values, external environment, competitive position, capabilities, and recommendations. Diageo produces spirits, beer, and wine in over 30 countries. It analyzes trends in North America, which represents 45% of profits. Millennials and health trends impact consumption. Competition is high but barriers to entry are low. Diageo has strong brands but should focus more on spirits and whiskey to maintain its competitive advantage in the premium drinks market.
I prepared this document for a rum brand in 2012. Nothing ever came of the meeting, but I thought my followers might enjoy seeing a discussion document that highlights how to make a brand super premium. It was meant for a presentation-style meeting so some slides may not be 100% clear, but it should still be an enjoyable read.
The document discusses Diageo's strategy for growth. It notes that Diageo has the number one brand in several spirits categories. It aims to focus on emerging markets, marketing innovation, new price points, product innovation, and targeting new consumer groups like women and multicultural audiences. Diageo will leverage its portfolio breadth, invest in markets like China and India, and use new marketing approaches like music, data, and technology to engage consumers. The goal is to drive growth while maintaining agility as a large company.
Pernod Ricard is a leading producer of wines and spirits. For over 12 years, Cubo has worked with many of Pernod Ricard's brands across various marketing activities in over 30 global markets. These activities include brand strategy, digital campaigns, retail promotions, experiential events, product education, and ambassador training. Cubo has helped brands like Chivas Regal, Perrier-Jouet, Havana Club, and Malibu with initiatives ranging from improving on-trade visibility to supporting global sponsorships.
The Latin American International Management Strategy: The Food Industry CaseNuno Ferreira
This investigation intends to analyze this tendency, looking specifically to the companies’ path from Latin American, and to understand which strategy these companies have been following to become global. Based on existing international strategy models and perspectives, we set out the analysis of seven case studies about Latin American food industry companies which will allow us to recognize which is the international strategy followed by each firm, how they organize their operations abroad in terms of multidivisional structures, what is the role of people in their internationalization processes, and how their financial partners look to this new reality.
SABMiller has shown flexibility in its operations since inception by recognizing market potential in South African mining communities. It came to dominate the beverage industry in South Africa and Southern Africa through acquisitions. As constraints emerged, it shifted from a synergy strategy to portfolio management, then back to focus on brewing. Currently operating worldwide, SABMiller's growth has come through developing markets, acquisitions, and brand growth. Strategic options include further consolidation, product development, and market expansion in Asia/Europe while maintaining skills in developing markets.
SABMiller Management Report for MBA Boardroom ActivityMia McMillan
This is the management report my Group produced for the Durham MBA Boardroom Activity where we received top marks.
I designed and did the layout for the report, inspired by the SABMiller annual report.
SABMiller is focused on driving future success by leveraging its scale, focusing on beer category growth, and partnering with stakeholders. It will refresh core brands, increase premium offerings, accelerate global brands, and innovate across beer styles. SABMiller will also expand into adjacent categories and non-alcoholic drinks. It aims to optimize its supply chain and procurement through a shared services model. Sustainable development partnerships and dialogue with regulators on alcohol will also contribute to SABMiller's future success. Current headwinds in some developing markets are temporary, while long term fundamentals remain strong.
The document summarizes the evolution of Diageo's brand asset management program over time. It began in 2002 with the goal of centralizing management of assets across Diageo's 200+ brands in 180 countries. This included establishing legal terms, an internal asset library called SmartLibrary in 2005, and developing the SmartBrand portal with technology partner VYRE to improve access, approvals, and cost savings. The program required investment but achieved measurable financial benefits through reduced duplication and distribution costs while improving consistency, efficiency, and intellectual property management.
SABMiller plc is an international beverage and brewing company operating in over 80 countries. In 2016, the company had $5.8 billion in EBITA across its five regions - Latin America (33%), Africa (29%), Asia Pacific (13%), Europe (11%), and North America (14%). SABMiller has over 70,000 employees and produces over 200 beer brands, selling over 140,000 bottles of beer per minute. The company has leading market positions in many countries, with a focus on developing markets which make up 69% of its EBITA.
SABMiller plc held a quarterly divisional seminar series in Africa in March 2015. Jonathan Kirby, the Financial Director of SABMiller Africa, presented on the company's financial performance in Africa. Africa is an important contributor to the SABMiller Group, accounting for 28% of volumes, 30% of revenue, and 34% of EBITA. SABMiller has experienced solid growth in Africa, with EBITA, revenue and lager volumes growing at a compound annual growth rate of 13.2%, 9.0% and 4.5% respectively from fiscal year 2010 to 2014. Kirby highlighted various initiatives SABMiller is undertaking in Africa to drive further growth, reduce costs, and integrate its African
Rui Nabeiro created the successful Delta Cafés brand in Portugal in 1961, which has since become an example of pioneering spirit, innovation, and entrepreneurship. Delta Cafés ensures total quality and food safety throughout its supply chain by implementing a rigorous management system and hazard analysis. The company focuses on sustainable development and long-term financial returns through responsible investment and innovation to maintain its domestic leadership and further international expansion of the brand, which is now present in over 40 countries, especially Spain.
Absolut vodka, developing high brand loyalty-marketing strategyFloyd Tavares
Absolut Vodka by Pernod Ricard focuses on establishing brand loyalty in a crowded vodka marketplace. Absolut targets young innovators aged 25-35 and positions itself as an aspirational premium brand. Its iconic bottle design and innovative print ads featuring artists like Andy Warhol are major points of differentiation. Absolut also launches flavored extensions to encourage sampling and appeal to variety-seeking consumers. Through non-traditional marketing like sponsorships and brand extensions, Absolut navigates regulations banning alcohol advertising to build its image and loyalty.
Davide Campari – Milano S.p.A.IntroductionHeadquartered in.docxsimonithomas47935
Davide Campari-Milano S.p.A. is an Italian drinks company founded in 1860. Headquartered in Milan, it is now the sixth largest beverage company globally with a portfolio of over 50 brands distributed across over 190 countries. Campari has strategically expanded through acquisitions of brands like Cinzano, Cynar and Crodino. While it maintains strong positions in Italy and Brazil, less exposure to emerging markets like India and China limits future growth opportunities compared to competitors. Maintaining a balanced portfolio of spirits, wine and soft drinks allows Campari to target diverse customer segments globally.
This document provides an overview of the history and operations of Diageo, a large international spirits producer. It discusses how Diageo was formed through the creation of famous spirit brands in the 18th-19th centuries. It also outlines some of Diageo's major brands, details of its management including the CEO and Chairman, and notes that it has 22,000 employees and 28 whiskey distilleries.
This document provides an overview of Diageo plc, a global beverage alcohol company. It discusses Diageo's history, products, global operations, competitors, financial performance, and implications of its expansion into emerging markets. It also analyzes various business environment pressures Diageo faces, including social/cultural, economic, political/legal/regulatory, technological, competitive, and financial factors. Finally, it outlines Diageo's international business strategy and future decision-making considerations regarding objectives, opportunities, and recommendations.
Diageo is the world's leading producer of beer and spirits. It owns popular brands like Johnnie Walker, Smirnoff, Guinness, and Captain Morgan. Johnnie Walker is Diageo's best-selling brand of scotch whiskey, with annual sales of over 130 million bottles sold in almost every country globally. While Johnnie Walker saw decreased sales in some markets like Spain and Russia in 2008-2009, it remained the top-selling whiskey brand worldwide.
MGMT614: Corporate Strategy for DiageoAlvin J. Lin
This document discusses Diageo, the world's largest producer of premium drinks. Some key points:
- Diageo has a market capitalization of £47B and sells products in over 180 countries.
- Its goal is to be the best performing, most trusted, and respected consumer goods company.
- It has a diverse brand portfolio and generates a third of sales from North America.
- Diageo has strong brand equity and invests in health, well-being, and sustainability programs.
- An analysis identifies opportunities like partnerships and growing luxury markets but also threats like regulations and intense competition.
Diageo is a large international drinks company formed in 1997 through the merger of GrandMet and Guinness. It has over 30 brands worldwide, with 8 global brands and 30 local Indian brands. Diageo has been successful in India, with operating profits of £2 billion in 2005 and increasing return on investment from 10.5% to 14.5% from 2000-2005. The company focuses on completing category participation, investing in priority brands in emerging markets like India, and making selective acquisitions. Diageo engages in strategic sponsorships and marketing campaigns to promote its brands and increase sales. It segments the Indian market geographically and by consumer attributes like income, education, and occasions. Diageo has potential
This document provides an overview of Diageo plc, a global spirits and beer company. It discusses Diageo's business operations in over 180 markets, internal strengths such as its strong portfolio of brands, and weaknesses like its comparatively weak wine brands. The document also analyzes the spirits industry and Diageo's marketing strategies. It outlines Diageo's global strategy and reviews trends in the industry, concluding with strategic recommendations for Diageo's future outlook.
Diageo is the world's largest producer of premium alcoholic beverages with brands like Smirnoff, Baileys, Johnnie Walker, Captain Morgan, and Guinness. Formed in 1997 through the merger of Guinness and Grand Metropolitan, Diageo has a global market reach across 180 countries and 24,000 employees. While facing pressures over binge drinking, Diageo promotes responsible drinking through campaigns and educational initiatives.
This document provides an analysis of Diageo, a global leader in beverage alcohol. It summarizes Diageo's mission, values, external environment, competitive position, capabilities, and recommendations. Diageo produces spirits, beer, and wine in over 30 countries. It analyzes trends in North America, which represents 45% of profits. Millennials and health trends impact consumption. Competition is high but barriers to entry are low. Diageo has strong brands but should focus more on spirits and whiskey to maintain its competitive advantage in the premium drinks market.
I prepared this document for a rum brand in 2012. Nothing ever came of the meeting, but I thought my followers might enjoy seeing a discussion document that highlights how to make a brand super premium. It was meant for a presentation-style meeting so some slides may not be 100% clear, but it should still be an enjoyable read.
The document discusses Diageo's strategy for growth. It notes that Diageo has the number one brand in several spirits categories. It aims to focus on emerging markets, marketing innovation, new price points, product innovation, and targeting new consumer groups like women and multicultural audiences. Diageo will leverage its portfolio breadth, invest in markets like China and India, and use new marketing approaches like music, data, and technology to engage consumers. The goal is to drive growth while maintaining agility as a large company.
Pernod Ricard is a leading producer of wines and spirits. For over 12 years, Cubo has worked with many of Pernod Ricard's brands across various marketing activities in over 30 global markets. These activities include brand strategy, digital campaigns, retail promotions, experiential events, product education, and ambassador training. Cubo has helped brands like Chivas Regal, Perrier-Jouet, Havana Club, and Malibu with initiatives ranging from improving on-trade visibility to supporting global sponsorships.
The Latin American International Management Strategy: The Food Industry CaseNuno Ferreira
This investigation intends to analyze this tendency, looking specifically to the companies’ path from Latin American, and to understand which strategy these companies have been following to become global. Based on existing international strategy models and perspectives, we set out the analysis of seven case studies about Latin American food industry companies which will allow us to recognize which is the international strategy followed by each firm, how they organize their operations abroad in terms of multidivisional structures, what is the role of people in their internationalization processes, and how their financial partners look to this new reality.
SABMiller has shown flexibility in its operations since inception by recognizing market potential in South African mining communities. It came to dominate the beverage industry in South Africa and Southern Africa through acquisitions. As constraints emerged, it shifted from a synergy strategy to portfolio management, then back to focus on brewing. Currently operating worldwide, SABMiller's growth has come through developing markets, acquisitions, and brand growth. Strategic options include further consolidation, product development, and market expansion in Asia/Europe while maintaining skills in developing markets.
SABMiller Management Report for MBA Boardroom ActivityMia McMillan
This is the management report my Group produced for the Durham MBA Boardroom Activity where we received top marks.
I designed and did the layout for the report, inspired by the SABMiller annual report.
SABMiller is focused on driving future success by leveraging its scale, focusing on beer category growth, and partnering with stakeholders. It will refresh core brands, increase premium offerings, accelerate global brands, and innovate across beer styles. SABMiller will also expand into adjacent categories and non-alcoholic drinks. It aims to optimize its supply chain and procurement through a shared services model. Sustainable development partnerships and dialogue with regulators on alcohol will also contribute to SABMiller's future success. Current headwinds in some developing markets are temporary, while long term fundamentals remain strong.
The document summarizes the evolution of Diageo's brand asset management program over time. It began in 2002 with the goal of centralizing management of assets across Diageo's 200+ brands in 180 countries. This included establishing legal terms, an internal asset library called SmartLibrary in 2005, and developing the SmartBrand portal with technology partner VYRE to improve access, approvals, and cost savings. The program required investment but achieved measurable financial benefits through reduced duplication and distribution costs while improving consistency, efficiency, and intellectual property management.
SABMiller plc is an international beverage and brewing company operating in over 80 countries. In 2016, the company had $5.8 billion in EBITA across its five regions - Latin America (33%), Africa (29%), Asia Pacific (13%), Europe (11%), and North America (14%). SABMiller has over 70,000 employees and produces over 200 beer brands, selling over 140,000 bottles of beer per minute. The company has leading market positions in many countries, with a focus on developing markets which make up 69% of its EBITA.
SABMiller plc held a quarterly divisional seminar series in Africa in March 2015. Jonathan Kirby, the Financial Director of SABMiller Africa, presented on the company's financial performance in Africa. Africa is an important contributor to the SABMiller Group, accounting for 28% of volumes, 30% of revenue, and 34% of EBITA. SABMiller has experienced solid growth in Africa, with EBITA, revenue and lager volumes growing at a compound annual growth rate of 13.2%, 9.0% and 4.5% respectively from fiscal year 2010 to 2014. Kirby highlighted various initiatives SABMiller is undertaking in Africa to drive further growth, reduce costs, and integrate its African
Rui Nabeiro created the successful Delta Cafés brand in Portugal in 1961, which has since become an example of pioneering spirit, innovation, and entrepreneurship. Delta Cafés ensures total quality and food safety throughout its supply chain by implementing a rigorous management system and hazard analysis. The company focuses on sustainable development and long-term financial returns through responsible investment and innovation to maintain its domestic leadership and further international expansion of the brand, which is now present in over 40 countries, especially Spain.
Absolut vodka, developing high brand loyalty-marketing strategyFloyd Tavares
Absolut Vodka by Pernod Ricard focuses on establishing brand loyalty in a crowded vodka marketplace. Absolut targets young innovators aged 25-35 and positions itself as an aspirational premium brand. Its iconic bottle design and innovative print ads featuring artists like Andy Warhol are major points of differentiation. Absolut also launches flavored extensions to encourage sampling and appeal to variety-seeking consumers. Through non-traditional marketing like sponsorships and brand extensions, Absolut navigates regulations banning alcohol advertising to build its image and loyalty.
Davide Campari – Milano S.p.A.IntroductionHeadquartered in.docxsimonithomas47935
Davide Campari-Milano S.p.A. is an Italian drinks company founded in 1860. Headquartered in Milan, it is now the sixth largest beverage company globally with a portfolio of over 50 brands distributed across over 190 countries. Campari has strategically expanded through acquisitions of brands like Cinzano, Cynar and Crodino. While it maintains strong positions in Italy and Brazil, less exposure to emerging markets like India and China limits future growth opportunities compared to competitors. Maintaining a balanced portfolio of spirits, wine and soft drinks allows Campari to target diverse customer segments globally.
This document is an excerpt from a report by Datamonitor on the top 10 spirits companies. It provides an overview and analysis of Diageo, the world's largest spirits company. Diageo has a wide portfolio of alcoholic beverages including spirits, beer, and wine. It generates over half of its revenue from emerging markets. Innovation is a key part of Diageo's growth strategy to appeal to new consumers in developing countries. The document also summarizes Rémy Cointreau, a French spirits group that saw growth driven by price increases and new product launches, though its reliance on partnerships leaves it vulnerable.
Malibu rum has potential for growth in the French market. France has a large consumption of alcohol, especially wine, and imports spirits like vodka and scotch. As rum is made from molasses, it could see success in France. To enter the market, Malibu would focus promotional campaigns on cause marketing and surrogate products to comply with strict alcohol advertising laws. It would also implement a distribution network through French retailers like hypermarkets, supermarkets, and department stores. Market research on pricing, segmentation, and regulations would help Malibu maximize rum sales in France over time.
The document analyzes strategies employed in Spain's wine sector and their impacts. It discusses how Spain has historically focused on economies of scope through mergers and acquisitions that allow production of a variety of related products. However, consumption has decreased domestically so the sector now emphasizes differentiation of high-quality wines and exporting, as Spain is one of the world's largest exporters. This shift has impacted stakeholders such as increasing employment in exporting roles and benefiting communities through promotion of local wines abroad rather than lower-cost imports.
This document discusses marketing strategies for introducing the Adamo Valley Bloomsbury 2002 Sparkling Wine brand to the market in Paris, France. It begins by defining what a brand strapline is and provides Adamo Valley's strapline of "Satisfy your senses." It then analyzes the micro-environment using a SWOT framework, identifying strengths such as the brand's reputation in the UK, weaknesses like lack of brand recognition in France, opportunities like Paris' large population and tourism, and threats like strong competition from established brands. The document recommends capitalizing on opportunities through various marketing tactics while addressing weaknesses and threats by effectively utilizing Adamo Valley's budget and promoting responsible drinking.
United Spirits Ltd is India's largest spirits company. It produces and sells brands like Bagpiper, McDowell's No. 1, and Royal Challenge. The spirits industry has grown at a rate of 20% annually and contributes significantly to India's GDP. While facing restrictions from excise regulations and bans, the industry is expected to continue growing due to increasing disposable incomes and changing social trends. Major players compete through innovative marketing and setting high prices. The future remains positive for United Spirits as recent losses were due to provisions rather than operations.
Mergers alliance Global Report food and drink 2009josefinapersson
The document provides a summary of mergers and acquisitions activity in the global food and drink sector in 2009. Some of the key highlights from the report include:
- National champions, defined as dominant domestic food and drink companies, exist in most countries and are pursuing international acquisition strategies to drive growth.
- Global food and drink brands continue to strengthen through consolidation and entering new emerging markets. Companies like Coca-Cola and Pepsico are acquiring brands and bottling operations internationally.
- Many large food and drink companies are realigning their portfolios and reducing debt through selling non-core assets after a period of debt-fueled expansion. Private equity investors also remain active, particularly backing innovative brands
1. The Chairman discusses Diageo's new 10-year sustainability plan called "Society 2030: Spirit of Progress" which has ambitious goals around promoting positive drinking, championing inclusion and diversity, and pioneering sustainability.
2. 20% of senior management's long-term incentive plan will now be tied to meeting ESG targets, making executives directly accountable for the "Society 2030" goals.
3. Diageo has already achieved a 50% reduction in direct carbon emissions since 2008 and continues to work on decarbonization, water stewardship, and sustainable packaging innovation like their new paper-based spirits bottle.
4. The Chairman highlights Diageo's engagement with stakeholders during the
This presentation provides an insight into global trends in private label with a particular focus on Western Europe as it continues to be the most highly developed private label market, while also highlighting private label penetration in Australia. The presentation discusses private label within particular countries and categories and identifies potential areas for future growth.
This document provides a brand marketing plan for Smirnoff vodka. It begins with an analysis of Smirnoff's current marketing situation, target market, and external factors. The plan then outlines objectives to target consumers looking to have fun like younger adults and maintain Smirnoff's quality. Strategies include a multimedia ad campaign targeting adults aged 28-35 and promoting Smirnoff's premium quality using transit ads. The integrated marketing message is to partner with Madonna for global nightlife events promoting Smirnoff through social media.
Arcor is an Argentine confectionary company that analyzed expanding internationally. It had success in Latin America, especially Brazil, but faced challenges in Asia due to lack of cultural understanding. For Europe and North America, high transportation costs and tariffs presented obstacles. Arcor overcame these by opening offices in key markets to directly control operations, customizing products for each region, and investing in major brands and marketing. These strategies helped revenues from Asia and Europe grow over 400% from 2002 to 2012.
Ashraf Adams - Career Milestones_201705Ashraf Adams
Ashraf Adams has had a successful career in marketing and business management. Over his career he has secured several new contracts and product launches that generated millions in additional revenue. Some of his accomplishments include securing an 80 million rand cereal contract, launching new cereal lines that added 20 million in sales, and improving factory throughput and private label revenue that grew by 7.5% to exceed 580 million rand. He has strong project management, strategy, and cross-disciplinary team skills.
This document discusses strategies that global spirits brands use to localize their marketing campaigns in emerging markets like China. It provides examples of how Diageo created ads for the Chinese market that depicted extreme golf shots to appeal to local consumers. The document also examines how consumption habits vary between countries, with Chinese consumers having different segments and Latin American consumption being lower on average than Europe and the US. Globalization of some spirits depends on market demand and skills to expand successfully. Scotch whisky is seen as premium due to its strict regulations and maturation process only occurring in Scotland. Western brands pursue localized strategies in China, like custom ads that fill in cultural gaps, to succeed globally.
This document provides an analysis of PepsiCo's international business environment and financial status. It discusses PepsiCo's portfolio of brands which generate over $1 billion in annual sales each. It also summarizes PepsiCo's first quarter 2012 performance, noting 4% growth in reported net revenue and 5% growth in constant currency net revenue, driven by pricing increases and growth in emerging markets. Operating profit was flat on a reported basis and declined 6% on a core basis, reflecting division performance and higher corporate expenses.
Alcoholic Beverages Market PPT 2021-26 | Enhancing Huge Growth and Latest Tre...IMARC Group
The document summarizes a report by IMARC Group about the global alcoholic beverages market. IMARC Group is an advisory firm that provides market research and strategic consulting. The report finds that the global alcoholic beverages market reached $1.587 trillion in 2020. It provides an overview of trends in the market such as rising alcohol consumption and investments in e-commerce. The report also includes breakdowns of the market by category, content, packaging, flavor, and region. It profiles major companies in the industry and notes that the market is projected to experience strong growth during 2021-2026.
The document outlines a marketing strategy and plan for Pernod Ricard, a major wine and spirits company, to increase market share and awareness of its key brands over five years. It discusses refocusing their strategy on developing existing brands rather than acquisitions after paying a premium for Absolut vodka. The proposed plan focuses on creative packaging, sustainability initiatives, portraying brands as a family, and guerrilla marketing techniques in major cities over the five year period. It provides details on rolling out different elements each year and allocating $296 million more to advertising annually to achieve the goal of growing net sales by 5%.
The Brussels Policy Briefing n. 53 on ”The next generation of farmers: successes and new opportunities” took place on 20th November 2018 (ACP Secretariat). It was co-organised by CTA, the European Commission (DG Devco and DG Agri), the ACP Secretariat and CONCORD.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
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How to Implement a Real Estate CRM SoftwareSalesTown
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https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
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This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
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2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
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https://www.oeconsulting.com.sg/training-presentations
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3. 3
INTRODUCTION
I - INTRODUCTION
Pernod Ricard group appeared after a merger between two French companies, Pernod
and Ricard (which produces the aniseed alcohol from south east of France). After
several acquisitions Pernod Ricard became in 2005 the second world alcohol company
in the world just behind Diageo (Guiness, Captain Morgan, Gordon’s, J&B). Since the
economic crisis in 2008, Pernod Ricard has started a premium strategy in highlighting
the quality of the products, increasing their quality and their image. The target is at the
end all the BRICS countries.
The potential of those countries is considerable if you understand that the alcohol
industries are not organised like in Europe. Plus, the capacity of big groups to adapt their
products to a new global demand, make those markets really attractives. From 2006, the
french group is the leader in spirituous in Europe, Japan, China, Russia and Mexico. If
the group is leader in Mexico we were wondering why the group is not the leader in
South America.
That is why we started to study in which countries Pernod Ricard was not yet enough
important. It came quite obviously that Peru could be an important country to target. It is
not a classic country to study but we think the company has a lot to do over there.
4. 4
PART I – PERNOD RICARD ANALYSIS
I - INTERNAL DIAGNOSTIC
A. CORE COMPETENCES
Pernod Ricard has certainly one of the best expertise asset in the spirits market. The
company was founded in 1975 from the merger of Pernod and Ricard, which were older,
1805 and 1932 respectively. These years of expertise made Pernod Ricard leader in a
huge amount of countries around the world, considering they have also their
manufactures in these countries. From February 2015, Pernod Ricard have 101
production facilities 1
around the globe and they mainly decentralize their production in a
country to manage the business on the local market: this strategy allow Pernod Ricard
having better decision making closer to the market and which can respond quickly to the
customers and consumers needs.
1
http://pernod-‐ricard.fr/files/fichiers/DossierDePresse_Pernod_Ricard_fevrier2015.pdf
5. 5
PART I – PERNOD RICARD ANALYSIS
The lead core competence of Pernod Ricard is the “Top 14”, as they call it. The Top 14
is their international brand portfolio with 2 global brands icons (ABSOLUT and Chivas
Regal), 7 strategic premium spirits brands (Ballantine’s, Jameson, Kahlúa, Havana Club,
Ricard, Malibu and Beefeater) and 5 strategic brands spirits and champagne prestige
(Martell, Perrier-Jouët, G.H.Mumm, The Glenlivet and Royal Salute). Each beverage has
a specific position on the spirit market. For instance, RICARD is the N°1 of the aniseed
spirit in the world spirit market and MALIBU is the N°1 world flavoured rums in coconut.
Consequently, Pernod Ricard own really specific feature from one spirit to another that
makes them often leader on the market.
6. 6
PART I – PERNOD RICARD ANALYSIS
Another core competence is the process of innovation of the group. Pernod Ricard
desires to sell high standards spirits in order to have this premiumisation advantage on
the market. This strategy is built on the “value creation” process; it means that the group
want to be the leader everywhere with high quality products on a long-term investment.
Pernod Ricard spending in Marketing is almost 18% 2
of its sales revenue, considering it
as its major investment in the group. Pernod Ricard wants to play on the innovation side,
which represent a growth accelerator for them.
Pernod Ricard answers to three strategic objectives concerning innovation: enrich the
world of brands, renew consumer opportunities and target the most promise types of
consumer. To handle this objective, the group work with a creative collaboration to give
a full new branding to a brand. For instance, Pernod Ricard launched “Malibu Island
Spiced” which was flavoured rum lighter in calories.
B. DYNAMIC CAPABILITIES
Pernod Ricard answers to the risk prevention, namely, the environment of the market.
As a major actor on the spirit market, the group fight against drink driving, education and
youth prevention and pregnant women. In May 2014, Pernod Ricard launched Wise
2
http://pernod-ricard.fr/files/fichiers/DossierDePresse_Pernod_Ricard_fevrier2015.pdf
7. 7
PART I – PERNOD RICARD ANALYSIS
Drinking mobile application, the first worldwide application dedicated to the promotion of
responsible consumption, available in 37 languages.
As Pernod Ricard focus on the premiumisation of its products, the group got an
environmental awareness. For instance, in Australia, the entire wastewater is
reprocessed and reused for irrigation drip: 90 million litters have been saved.
Moreover, the French group is engaged in charity.
C. STRATEGIC MANAGEMENT
Pernod Ricard is based on a strong corporate culture with more than 18 000 associates
around the world. The group has a true special strategic management, which produces a
real competitive advantage. The major values of the French group are the
entrepreneurial spirit, mutual trust and the ethic sense. Those values create a strong
collective involvement to get great performance figures.
The entrepreneurial spirit is the core value of the Pernod Ricard as the group
decentralize their business on local business and establish subsidiaries. This value aims
to have better entrepreneur, which will be able to take better decision for the local
market.
The mutual trust is based on trust between associates which sets up full trust in
decision-making and faith in their managers.
The last but not least is the ethic sense, which provide a strong corporate culture with
the full transparency policy and the charity engagement with the respect value.
8. 8
PART I – PERNOD RICARD ANALYSIS
II – EXTERNAL DIAGNOSTIC
First, it is important to understand how the Peruvian alcohol market is regulated in Peru:
how is the political environment? How is the economy in Peru? How the Peruvian are
consuming alcohol? For all those questions it is essential to use the PESTEL tool to
explain those stakes.
A. PESTEL
POLITICAL
Government policy on the alcohol and spirit directly affects this market. Indeed, there are
different taxes and regulations according to the country and the market place. First, with
the OMS the taxation of alcoholic drinks has been largely implemented and studied as a
political measure against the damaging effects of alcohol. In 2010, the World Health
Assembly approved a resolution confirming a global strategy to reduce the harmful use
of alcohol, which forced countries to strengthen national responses to public health
problems caused by the harmful use of alcohol. For instance with campaigns to raise
awareness against the dangers of drinking and driving and on health in the aim of
reducing consumption
In addition, we need to highlight a new agreement between France, Colombia and Peru3
about a free trading agreement for different kind of goods: consumer goods, capital
good, agricultural machinery. The alcohol market is part of this agreement and it means
that Pernord Ricard has got here an incredible opportunity to increase is trade with Peru.
ECONOMICAL
The economical aspect includes risks related to fluctuations in exchange rates with a
significant negative effect of currencies on the international market and the inflation but
also all the different issues in the world as the strong GDP growth, the uncertain
3
http://www.tresor.economie.gouv.fr/7809_entree-en-vigueur-de-deux-nouveaux-accords-de-libre-echange-ue-colombie-
et-ue-amerique-centrale
9. 9
PART I – PERNOD RICARD ANALYSIS
economy because of the crisis, the location advantage on a growing market with the
cheap labour and the significant development costs (30% of the turnover).
In Peru, the GDP per habitants is 6800$, the GDP is growing around 2% per year and
the unemployment rate is around 7.7%. Even so, the non-declared work is important so
it is difficult to be sure about those figures. Furthermore, Pernod Ricard has to analyse
the importance and percentage of rich people in this country and their capacity to buy
premium alcohol. It will be a main problem to adapt the prices to the capacity to
consume.
SOCIO-CULTURAL
Peruvian people are well known to drink the local alcohol: the Pisco (colourless or
yellowish-to-amber coloured brandy produced). According to an annual report from
WTO4
(World Trade Organisation), we learn that Peru is the third consumer of alcohol in
America (North and South). Except that Pisco local alcohol, the Peruvian are drinking
local beers (in quantity), Whisky, Rum and Vodka in the last position.
It is not a problem or a risk for Pernod Ricard to continue its expansion in Peru if the
company try to adapt its range of product with the Peruvian expectations.
TECHNOLOGIC
The technological aspect could be questionable for a market where the authenticity is
one the main characteristic of it. However, the spirit industry is investing a lot in
innovation. For instance, the agronomical and oenological research and development
has allowed optimising the process of vinification and conservation. Thus, the production
quality has improved.
Innovation in the spirit industry is evolving completely because of the new way consumer
drink and the consumer individualism. The biggest company in the industry change
slowly and slightly their brand to a new younger face which is targeting the millennial.
4
http://gestion.pe/tendencias/peru-tercer-pais-que-mas-consume-alcohol-region-2138585
10. 10
PART I – PERNOD RICARD ANALYSIS
One of the major aspects in innovation is the proliferation of flavours to better meet to
expectations of their target and attract new consumers. The flavoured vodka category
widened by 25% between 2010 and 2011 in the US.
The most important thing to understand for Pernod Ricard is to adapt its product to this
local market: understand the tastes, the way to consume alcohol.
The major actors of the spirit industry work a lot on the packaging of their product to
make them attractive first, but also convenient.
Concerning the advertisement, the spirit industry is focusing on excitement by giving
greater emotional engagement in drinks advertising. For Instance, when Balantines
launched Ballantine’s Brazil in Paris, they organize a free warehouse party with great Dj
where they served free Ballantine’s cocktail all night long. The event launching product
for consumer take the next level in the spirit industry. Basically, Pernord Ricard has to
develop those kinds of events to penetrate the Peruvian market.
ENVIRONMENT
Environmentally, the spirit industry is not to blame. Spirits is a liquid always in a
container, which is in glass or plastic. Those latter are:
Waste management & recycling
PET (polyethylene terephthalate) bottles are recording some success in alcoholic drinks.
The plastic material is one of the most recycling plastic in all his family.
“In 2010, still red, white and rosé wine were all available in a 750ml PET bottles at the
Swedish state alcohol monopoly, Systembolaget. PET bottles have continuously spread
to new product areas as they are lightweight, convenient and incorporate excellent
closure features.” - 1 January 2011 - Dr Benjamin Punchard
However, plastic bottle are harder to recycle than glass. One green fact even more
important is the ease of recycling glass into plastic. In the recycling process, glass is
healthier for the environment than plastic. Through recycling (Glass Is 100% recyclable
and infinite). In 2012, in Europe, over 12 million tonnes of raw material were saved.
It will be a strike for Pernod Ricard to develop a good policy about recycling.
11. 11
PART I – PERNOD RICARD ANALYSIS
LEGAL
“The N°28681 law”5
Concretely, it is important to understand that the alcohol selling activity has to face a lot
of law rules. In Peru, it is forbidden to sell alcohol to people under 18. Moreover, in Peru,
the N°28681 law force the advertiser to put a message to alert the consumer about the
danger of alcohol. Plus, the ads are not allowed to promote arguments that could attract
people under age to consume alcohol.
We can also say that Peruvian’s economy will grow in a near future and like every
developed country, the lobbies or restriction will be stronger in the future.
B. PORTER’S 5 FORCES
The threat of new entries
The local productors are the potential competitors and might be a threat for the
company. To protect their monopoly, the companies already settled some barriers:
The financial barrier:
The spirituous sector is fully concentrated. The critical size is increasing
constantly, starting up a business in alcohol industry cost always more money and
the acquisition are already too significant for a small company. The working capital
requirement problem is important: the spirituous like Armagnac or whiskey need to
be retained during few years.
Furthermore, to start up the business with all the equipment’s needed the financial
need is truly tremendous.
The legal barrier:
The constraints about advertising and alcohol sales are important in Peru and are
close to what the ones we know in Europeans countries. The N°28681 law is the
one which constraints the alcohol sales and advertising (cf PESTEL).
5
http://docs.peru.justia.com/federales/leyes/28681-mar-3-2006.pdf
12. 12
PART I – PERNOD RICARD ANALYSIS
The technological barrier:
Starting up a business in wine and spirituous requires an old know-how. Pernod
Ricard started its business quite a long time ago, and got a certain legitimacy on
the market. Plus, the company has proceeded to several acquisitions that permit to
settle some safe and legitimate business.
The company should follow its original strategy to penetrate the Peruvian market.
The threat of substitution:
We can assure that there are no direct threats because when people want to drink
alcohol, there are no substitutes. The free alcohol (like the free alcohol beer) imitates the
taste of beer so the consumer wants to create the same sensation. Maybe the only
substitution could occur after a certain age: the beer could be replaced by wine or
spirituous but it is still alcohol.
Typically here, we know that the Peruvian consume a lot of beer: Pernod Ricard does
not sell beer thus the company will have to be focus on the spirituous and the wine to
compete with the Peruvian and Chilean wines.
The buyer power:
When you are talking about buyer in this business, it is important to dissociate the B to B
(with the supermarkets, restaurants and bars) and the population.
Such as Pernod Ricard does not have a direct pressure: the brand is successful and got
an almost constant demand. Moreover, the capacity of Pernod-Ricard to manage B to B
and B to C permits to have a total control on the activity. Even if Pernod Ricard is still not
the leader in Peru, its name branding is known and its capacity to negotiate will not be a
barrier to enter in the market.
Supplier power:
In this case, Pernod Ricard has to look after its relationship with the producers (ex:
farmer). Indeed, they are producing the product and they have the power to negotiate
depending on the quality of the cultivated land. It is clear that the Peruvian farmers may
not have the same expectations as the European ones but nonetheless, the importance
of the fair-trade in the unconscious in more and more important. It will be a principal
stake to settle a healthy business and a good capacity to negotiate with local actors if
Pernod Ricard wants to be a leader.
13. 13
PART II – STATEGIC RECOMMANDATION TO PENETRATE PERUVIAN MARKET
I – MARKET STRATEGY
A. PERNOD RICARD IN MEXICO
Pernod Ricard is the number 2 in Mexico in the alcohol and spirits sector. The rich
portfolio of brands Casa Domecq (Pernod Ricard Mexico), supported by its quality in
production, sales and distribution, has ensured the success of the exercise.
The subsidiary consolidated its leadership, increasing its overall market share, driven by
the performance of its premium brands and its imported brands, particularly whiskeys.
In volume, Chivas Regal grew by 20%, Ballantine's by 21%, sales of Jameson were
multiplied by seven, and Passport grew by + 65% in volume. ABSOLUT has been
successfully integrated to the network, consumer sales increasing by + 13%. Despite
adverse market conditions, Olmeca, international tequila brand of Casa Pedro Domecq,
continued to gain market share.6
In February 2009, the subsidiary signed a distribution agreement in Mexico of Tequila
Sauza, which will further strengthen its position in the tequila segment, where it already
enjoys beautiful brands: Real Hacienda and Agavia.
Casa Pedro Domecq received several awards during the year, including the "Corporate
Excellence Prize" delivered by the National Association of Self-Service and Department
Stores (ANTAD) to the company that provided the best quality service and products. In
addition, the National Association of wine and spirits distributors (ANDIVYL) awarded six
times Casa Pedro Domecq, named in 8 of 10 categories.
In the category of brandies, the activity focused mainly on Azteca de Oro, the most
premium brand of the subsidiary, through a new advertising campaign entitled
"Vale Oro" ("It is gold").
B. PERNOD RICARD IN VENEZUELA
Pernod Ricard is the number 2 in Venezuela in the alcohol and spirits sector.
The company has largely rethink its distribution system to better target customers and
provide the best quality market service to its customers, while consolidating its partners
and optimizing its profitability.
6
http://pernod-ricard.fr/files/fichiers/archives/finance/rapports-annuels/3ezones.pdf
14. 14
PART II – STATEGIC RECOMMANDATION TO PENETRATE PERUVIAN MARKET
Areas subject to taxes were distributed among leading distributors to leverage synergies,
while Duty Free zones, largely contributors to the result, are now handled 100% by
Pernod Ricard Venezuela.
Among the advantages of this new business model include cost reductions and
optimization of the evaluation and compensation of distributors that will promote the
overall development of the portfolio of the subsidiary, with an emphasis on premium
brands.
In addition, Pernod Ricard Venezuela has deployed the global campaign Chivas Regal
"Chivalry" in the media, along with an innovative communication campaign entitled
"Knights" in which opinion leaders recognized are the ambassadors of this rich concept
'chivalry. A tournament was also set up to communicate internally about the campaign
and its values.
C. PERNOD RICARD IN BRASIL
Pernod Ricard is the number 3 in Brasil in the alcohol and spirits sector.
The company outperformed the industry in key categories, with particularly positive
results for Chivas Regal (best performance of super-premium Scotch segment, which
wins more than 2% market share by value and Ballantine's, with growth + 10% in value
for Ballantine's Finest.
As for the local brands, Pernod Ricard Brasil remains the leader with Montilla who won 1
point of market share in volume (77%) in a stable category. With the support of a new
advertising campaign, Montilla, despite significantly less favorable taxation, maintained
its volumes in the northeast of the country where the brand is mainly established.7
Other regional brands such as Passport, also performed well and managed to maintain
and even expand, their market shares in their respective categories.
7
http://pernod-ricard.fr/files/fichiers/archives/finance/rapports-annuels/3ezones.pdf
15. 15
PART II – STATEGIC RECOMMANDATION TO PENETRATE PERUVIAN MARKET
II – HOW TO ENTER THE MARKET
A. ALCOHOL MARKET IN PERU
Spirits consumption
Peru is ranked as the 5th biggest consumer of alcohol behind Brasil, Argentina,
Colombia and Venezuela. However, according to market study, the consumption of
alcohol should increase by 4,6% in 2015 compare to 2014.8
In 2012, beer consumption in Peru is on average 32 liter per person9
over the year. This
figure is a great opportunity for Pernod Ricard as they don’t sell beer but only spirits and
wines.
In 2011, consumption of alcoholic beverage were about 1250 millions of liters, including
1000 millions of liters only for beers. The 250 millions remaining is split into whisky, rum,
vodka, pisco and other liquors.
Moreover, another key fact is the preferred beverage of peruvian is the Pisco (a local
liquor, similar to the brandy). Pisco has experienced a really good improvement from the
last 15 years. Natively, Pisco is homemade low quality liquor very popular in Peru.
However, two factors help the development of pisco improvement: the first one is the
support of the government for the promotion of the pisco, the second is the
enhancement of the production line with better infrastructure and greater quality.
Nowadays, you can find pisco with a clean branding and good quality.10
However, the preferred spirit beverage of peruvian following the pisco is whisky, rum,
then vodka. As Pernod Ricard is N°2 of the whisky in Argentina with Blender’s Pride and
N°3 of the whisky in Venezuela with the blended scotch whisky Something Special, we
can spell out that those kinds of whisky could be in the top 3 of whisky in Peru.
Concerning the part of spirit importation, in 2013, Peru imported 380 000 boxes of 9
litters of whisky, 210 000 boxes of 9 litters of rum and 70 000 boxes of 9 litters of
vodka.11
The government estimate that those figures should increase the next years
8
http://gestion.pe/economia/whisky-y-ron-son-licores-que-mas-importo-peru-primer-trimestre-2130975
9
http://rankings.americaeconomia.com/2013/ranking_500_peru_2013/sector-bebidas-licores.php
10
http://www.revistabusiness.com.pe/2011/12/13/licores-en-crecimiento/
11
http://peru.com/estilo-de-vida/gastronomia/entperate-cuales-son-bebidas-mas-pedidas-peruanos-noticia-293257
16. 16
PART II – STATEGIC RECOMMANDATION TO PENETRATE PERUVIAN MARKET
coming. As Pernod Ricard has already a subsidiary in Lima and production sites in Brazil
and Argentina, it should be quite easy to enter the Peruvian spirit market as leader.
Major competitors and leader on the spirit market
The major group and companies on the alcohol market in Peru are AJE Group, UCP
Backus y Johnston (belong to Bavaria Group), Corp. José R. Lindley and Ajeper. Those
four groups provide mainly beers and soft drinks that are not direct competitors for
Pernod Ricard but still are competitors because they own large market share on the
alcohol market.
B. HOW TO POSITION PERNOD RICARD ?
As we saw before with the Pisco market, originally a low local quality alcohol, its quality
improved those last years. Pernod Ricard does not have yet a brand with the same taste
to offer. That is why it could be interesting to think about an acquisition or a joint venture
and create a kind of premium Pisco. The company could see how the demand is
reacting and it could be a way to adapt their strategy to a local specificity.
Then we learnt Peru is consuming first whiskey and then Rum. Pernod Ricard already
owns brands able to seduce the Peruvians consumers. Now the question is how? Maybe
adapt the packaging, sponsor local events and also keep this premium strategy in order
to touch people with a high purchase power.
C. WHY ENTER THIS MARKET
Pernod RIcard should enter the Peruvian spirit market before other multinational. The
group has a competitive advantage in Latin America compare to other multinational
because it is leader in whiskey in Argentina, Venezuela and Brazil.
Moreover, Pernod Ricard has already decentralized his company in Peru and Colombia
as they set up subsidiaries in Lima and Bogota, the two capitals of those countries.
Deeply researched, Peruvian population preferred Whiskey to Rum and Vodka. Pernod
Ricard own Chivas Regal, which is a high quality product that Latin American appreciate
much even if it’s a bit above their financial capability. That’s why the group launch lower
17. 17
PART II – STATEGIC RECOMMANDATION TO PENETRATE PERUVIAN MARKET
quality product, which are still good quality compare to the markets product as Blender
Pride (Argentina) or Something Special (Venezuela).
As Pernod Ricard is completely innovation focus, they can provide what the population
needs in terms of spirits. The Peruvian and the other Latin American population got an
high standard demand of whiskey and rum: Pernod Ricard can answer to this
requirement.
In 2015, Havana Club (brand of Pernod Ricard) made a partnership with The Bitter Truth
in Cuba for the creation of a new product line of aromatic Havana Club name "The
essence of Cuba". This product line included 4 flavours (island fruit, aromatic leaf, coffee
and honey), which has been design to enhance the taste of natural aroma of "Havana
Club Añejo 7 Años". This product line has been established only on natural ingredient
from the Island.12
The group should make an acquisition or a joint venture with a Peruvian spirit company
(as the information is hard to find, we can’t afford a real Peruvian company name). In
this way, Peruvian population will deeply appreciate whiskey based on local taste of
Peru and they won’t be confused with an unknown brand and could still afford top range
quality product.
12
http://pernod-ricard.fr/12922/presse/actualites-et-communiques/news/havana-club-met-en-relief-les-saveurs-cubaines-
grace-a-the-essence-of-cuba
18. 18
CONCLUSION
CONCLUSION
In conclusion, Pernod Ricard got many competitive advantage from his competitors due
to his powerful core competences as premiumisation, decentralization and its top 14.
Pernod Ricard should definitely focus on acquisition and joint venture in Peru with local
Pisco producer and add its own french touch of innovation to the beverage : Peruvians
will still appreciate drinking the Pisco as they know it, but they will be able to try freshly
new taste.
Basically here, Peru is split in two different population : there is a deep cleavage
bewteen rich and poor people. Pernod Ricard should play his card of Premiumisation as
they do it in other Latin American countries. The smartest way to penetrate this spirit
market is to think out of the box and sell pretigious premium wisky to wealthy people and
to keep a standard premium whisky for poor people. Everybody is winning on the map
where each Peruvians can afford great to outstanding spirit quality.