Marketing Management - Vincor Twist Presentation
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Transcript of Marketing Management - Vincor Twist Presentation
PROJECT TWIST
World’s 8th largest producer and distributor of wine & wine related products
Plans to launch a new alcoholic beverage into the Canadian market
TO SUCCESSFULLY INTRODUCE A NEW ALCOHOLIC BEVERAGE INTO THE CANADIAN REFRESHMENT MARKETGOAL:
● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ●
Gin Tequila
Water
Energy
Fruit
TO SUCCESSFULLY INTRODUCE A NEW ALCOHOLIC BEVERAGE INTO THE CANADIAN REFRESHMENT MARKETGOAL:
● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ●
Gin Tequila
Water
Energy
Fruit
WATER-BASED COOLER
You don’t have to live in the Arctic to enjoy natural glacial water. Vincor introduces a new WATER-BASED COOLER to keep you hydrated (so you wake up remembering what happened last night)
REALFRUITJUICE?
Vincor has NO IN-HOUSE CAPABILITIES
It’s NOT UNIQUE
It’s an occasional drink
….FOR GIRLS
GIN?
Ithas a
smallmarket
with nota lot of
interest
TEQUILA
Small Market
Little Interest
Tequila could be too
strong
?
ENERGY-DRINK?Health
ConcernsLittle Interest
COOLER
WATER-BASED
It’s UNIQUE
There’s HEALTH APPEALAdditional EQUIPMENT NOT NEEDED
Potentially STRONG MARKET
THE FOUR P’s PRODUCT
square-shaped bottle with no label
packaged in a full, closed, 4-pack
box
Squareshaped
bottle with
no label
THE FOUR P’s PRODUCT
PRODUCT THE FOUR P’s
Vs
.
Target Sales Range: 50 000 – 75 000 CasesExceptional Sales: < or = 100 000 Cases
THE FOUR P’s PRICE$9.45
Just below market leader price
Smirnoff Ice $9.65
THE FOUR P’s
PROMOTIONSampling and Taste Testing
Limited Time Offers
Distribution in bars andrestaurants
Sponsorship of summer sports
THE FOUR P’s
PROMOTIONWATER-
BASED COOLERYou don’t have to live in the Arctic to enjoy natural glacial water. Vincor introduces a new WATER-BASED COOLER to keep you hydrated (so you wake up remembering what happened last night)
$2.00 OFFof a four-pack
THE FOUR P’s PLAC
E QUÉBEC
ONTARIO
Market Share: 25%
Market Share: 38%
Canada cooler market share: $230,000,000
B.C.Market Share: 14%
THE FOUR P’s PLAC
E QUÉBEC
ONTARIO
65% interested
80% interested
Canada cooler market share: $230,000,000
B.C.77% interested
THE FOUR P’s PLAC
E QUÉBEC
ONTARIO
Target Margin: 30%
Target Margin: 50%
Canada cooler market share: $230,000,000
B.C.Target Margin: 20%
Quebec30%
Ontario50%
B.C.20%
TARGET MARKET
58% 38%
WE’LL NEED TO SEE SOME IDENTIFICATION, PLEASE
Aged 44 and Under:
Aged 34 and Under:
We want to target:A YOUNGER
GENERATIONPOPULATION AGES:
19 – 45 yrs.
We want to target:THE UPPER CLASS AND
HEALTH CONSCIOUS
Extensive Market Research
Successful Previous launches
Established National Sales
Force
Strong Retailer Relationship
VINCOR’S STRENGTHS
STEVE BOLLIGERValuable Human Capital
VINCOR’S
Previous Failures
Association is limited to the
WINE INDUSTRYVINCOR’S
WEAKNESSES
VVincor’s
Large Presence in BC & ON
Adventurous consumers
Potential for high sales
volume
opening in the market
VINCOR’S OPPORTUNITIES
Time Sensitive
Liquor board approval needed
New products have a short
life-span
Quotas must be met
VINCOR’S THREATS
Cost per Case = (Pack Price * # of Packs in Case) = (9.45 * 6)
= $56.7/Case 40000*56.7= $ 2 268 000 0.98 % Market Share62500*56.7 = $ 3 543 750 1.54 % Market Share100000*56.7 = $ 5 670 000 1.77% Market Share
ANALYSIS MARKET SHARE
WATER-BASED COOLER
SO, WHAT WE’RE TRYING TO SAY IS...
Distribution will be concentrated in ONTARIO, QUEBEC, AND BC
Our water-based cooler will be a trendsetting for “Healthy Alcohol”
Promotions will begin with sports-sponsorships, limited-time offerings, and sampling and taste-testing
...AMEN TO THAT