electric by grey goose
TRANSCRIPT
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E L E C T R I C
BY GREY GOOSE
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A G E N D APHASE I
• COMPANY BACKGROUND• NEW PRODUCT
PHASE II• SEGMENTATION CRITERIA• TARGET MARKET• ORGANIZATIONAL BUYERS & CONSUMERS• INFLUENTIAL FACTORS• COMPETITORS & COMPETITIVE LANDSCAPE
PHASE III• POSITIONING AND DIFFERENTIATION
STRATEGIES • UNIQUE SELLING PROPOSITION• BENEFITS & FEATURES• PRICE STRATEGY• COMPARATIVE PRICING
PHASE IV• PLACEMENT STRATEGY• PROMOTIONAL STRATEGY• QUANTIFIABLE FACTORS
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COMPANY OVERVIEW•Established in
1997 by Sidney Frank.
•Grey Goose is produced in France using a 5 step distillation process.
•In 2004, Bacardi bought Grey Goose for $2.2 billion.
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COMPANY OVERVIEW
•FIRST PREMIUM VODKA BRAND
•GREY GOOSE BOASTS AN 80% VALUE SHARE IN THE PREMIUM
VODKA MARKET.
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NEW PRODUCT DESCRIPTION
NAME: GREY GOOSE ELECTRIC
SLOGAN: “DON’T LET LIFE SLOW YOU DOWN….PARTY IT UP!”
COLOR SCHEME: ELECTRIC BLUE & SLIVER/WHITE
DESIGN: REVOLUTIONARY BOTTLE DESIGN
ELE
CTRIC BY GG
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POSITIONING STATEMENT
GREY GOOSE ELECTRIC IS THE FIRST PREMIUM VODKA THAT NOT ONLY DELIVERS GREAT TASTE, BUT COMES WITH THE ADDED BENEFIT OF AN ADDITIVE MADE FROM ALL NATURAL INGREDIENTS THAT ALLEVIATES THE DREADED SIDE EFFECTS OF A HANGOVER.
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SEGMENTATION CRITERIA
Demographics
Geographic Considerations
Use Situation
Product Benefits
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GG ELECTRICS TARGET MARKET
Young Adults
Middle-Aged
Sophisticated/Trendy Adults
College Students
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ORGANIZATIONAL BUYERS
LICENSED ESTABLISHMENTS
•RESTAURANTS
•CLUBS
•BARS
•HOTELS/RESORTS
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INFLUENTIAL FACTORS
Organizational Buying Decisions
Consumer Buying Decisions
Influence on Marketing Strategy
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TOP SHELF VODKA
COMPETITORS SAME
DRINKING EXPERIENCE WITH NO SIDE EFFECTS.
COMPETITORS & COMPETITIVE LANDSCAPE
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POSITIONING & DIFFERENTIATION STRATEGIES
•Product Positioning Strategy
First of its kindAll Natural IngredientsBenefits of Product
•Guaranteed Quality & Results
•Differentiation StrategyReputation
BrandingImage
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UNIQUE SELLING PROPOSITION
“LIGHTENING IN A BOTTLE”
“DON’T LET LIFE SLOW YOU DOWN….PARTY IT UP!”
ELECTRIC BY GG
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BENEFITS AND FEATURES
ELE
CTRIC BY GG
Origin Of Perceived Value:
Premium All Natural Ingredients
Five-step Distillation Process
• Infused With A Natural Remedy For Hangovers
•Bottle Design Rises Above Competition
•Unique Color And Design•Key Ingredient For Drinks•Accessible• Income Friendly
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PRICING STRATEGIES
CUSTOMER BASED STRATEGY
•VALUES & BENEFITS
COST BASED STRATEGY
•OVERALL COST
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PRICE COMPARISON
GREY GOOSE ELECTRIC 1.75L
COMPETITORS 1.75L
$59.99
$39.97
ORIGINAL $40-$55
NEW PRODUCT $45-$65
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INDIRECT CHANNELS
•LIQUOR STORES
•BARS/CLUBS
•HOTELS/RESORTSDISTRIBUTION COSTS
•PROMOTION
•SALES TEAMS
PRODUCT LAUNCH
•LOCATION
DISTRIBUTION CHANNELS
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•OFFICIAL RELEASE DATE
DECEMBER 2014
•ADVERTISING POSTERS AND
ADS IN OCTOBER
•MIXERS AND TASTING
EVENTS IN NOVEMBER
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TELEVISION & RADIO AD
COMPETITIVE ADVERTISING
BUILD SELECTIVE DEMAND
PRODUCT
Grey Goose Electric
Don’t Let Life Slow You Down……….Party It UP!!!!
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INTEGRATED MARKETING
COMMUNICATIONS
ONLINE ADVERTISING
REMIND CONSUMERS THAT
GREY GOOSE IS “THE BEST”
HIGH END MAGAZINE , BILLBOARD & INTERNET ADS
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•COMPLEMENTARY GREY GOOSE DRINKS CAN ENTICE GUEST TO TRY OUR NEW PRODUCT
•CREATES GREATER EXPOSURE FOR THE BRAND
•BOTTLES OF GREY GOOSE USED AS DÉCOR TO DRAW ATTENTION
GREY GOOSE EXCLUSIVE PARTIES
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CELEBRITY ENDORSEMENTS
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PUBLIC RELATIONS OPPORTUNITIES
“DRINK RESPONSIBLY”
THE CHAMPIONS DRINK
RESPONSIBLY CAMPAIGN
“DON’T DRINK AND DRIVE”
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DIGITAL MARKETINGFACE BOOK- POST THE
COOLEST CLUBS AND BARS IN TOWN THAT SERVE OUR PRODUCT WILL CREATE BUZZ AND AWARENESS
YOUTUBE- ADVERTISE TO SELECTED AUDIENCE BASED ON THEIR SEARCH RESULTS
OUR WEBSITE- A COOL AND FUN PLACE TO SHARE ON OUR WALL “GOOD TIMES”.
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TRACKING EFFECTIVENESS
•YOUTUBE & FACEBOOK ANALYTICS
•WEBSITE TRAFFICS
•LAYERING MARKETING
•COMPARE VERSUS OUR
OTHER LINEUP
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CONCLUSION