“The extraordinary belongs to those who make it.”

AGENDAStrategy

● Brand Identity Analysis

● Target

● Positioning

● Mapping

Marketing Mix Coherence

● Product

● Communication

● Value Creation

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Brand Identity Analysis

Brand Analysis IdentityPhysique:

-Tall, lean, smokey grey bottle

-Brand name: Grey Goose

-Symbol: Flying french geese

-Place: France

-Production: Distilled & Bottled

Brand Analysis IdentityPersonality:

-Audacious, bold and anti-conformist

-Successful, hard-working and dedicated

-Longing to be extraordinary/above

average

Culture:

-Values deep knowledge and

appreciation for craftsmanship in spirits

-Excellence is rewarded to those who

make things happen, who are hard

workers

-French way of living, rebellion

Brand Analysis IdentitySelf-image:

-Succesful, worthy of rewards

-Above average from a social standpoint

Reflected consumer:

-Thrive for success

-Desire to belong to a higher social class

-Mature

-Sophisticated

Brand Analysis IdentityRelationship:

-Promising, loyal

-Exclusivity

-Contribution to higher social class

TargetPrimary Market

❖ Business men and women

➢ Successful

➢ Determined/ Driven

Secondary Market

❖ The social drinker

➢ Bold

Grey Goose Differentiation•Unique Selling Proposition

First Vodka produced in Cognac region, having

aromas in distillation process

• Origin of value creation

❖ Unique Vodka production( five step

distillation process with natural spring

water)

❖ Superior ingredients produced in Maître de

Chai tradition

Positioning A theme of sophistication and tradition

“The world’s best tasting Vodka”

•Traditional origin in wine Credibility, superiority of French vodka based on the ancestral know-how of Maître de chai(Cellar Master) tradition of Cognac region

•Sophisticated manufacturing process

•Different flavors catering to adult taste preferences

GREY GOOSE STRIVES TO GET THE VERY BEST OUT OF THE VERY BEST INGREDIENTS AND LETS THE QUALITY SPEAK FOR ITSELF.-FRANÇOIS THIBAULT

Mapping

COHERENCE & VALUE CREATION THROUGH THE MIX MARKETING● Product● Communication

“I want to create a super-premium vodka that is more upscale than anything ever seen before. It must be made and distilled by experts. The brand will have a heart, a soul and a face. And it will be the world’s best tasting vodka.”

Sidney Frank, founder of

A compelling vision, defined.

Product as a face● Logo

○ Grey Goose silhouette, blue

Grey Goose, claim and the

colors of France

● Claim:

○ World’s Best Tasting Vodka

● Bottle Design

○ Communicated with its French

origin and good reputation.

○ Sophisticated design with a

landscape and a goose. Color of

France’s flag

○ ‘Distilled and Bottled in France’

● L’Orange becomes the first flavour from Grey

Goose, followed by Le Citron. Such flavours

paved the way for innovation such as Grey

Goose VX – a vodka and Cognac hybrid spirit.

● Grey Goose La Poire launched, demonstrating

its desire to communicate its French origin

despite global appeal.

Product as a French soul ● The creation kicks off with “Blé

Panifiable Supérieur” grown in

Picardi region, the highest grade

of wheat which is used in the

finest French breads.

● After fermentation and

distillation, it travels south to

Gensac-La-Pallue, in the Cognac

region of France.

● Finally blended with spring

water from Cognac region.

Product as a heart● At the heart of the product, we find premium

ingredients under guidance of François Thibault, “Maître de Chai”.

○ “It was created by a maître de chai, François Thibault, who’s the essence and heart of Grey Goose.” (Natasha Curtin, GBM of Grey Goose)

● He has remained the cellar master for Grey Goose

since its founding.

● Each batch of Grey Goose should be personally

tasted and approved by François Thibault before

bottling.

François Thibault

Communication through new products

● Vodka collector ultra limited

premium case packaging designed

by Carre Noir.

● Grey Goose Ducasse is the fruit of a

collaboration between the

three-starred Michelin chef Alain

Ducasse and François Thibault.

Communication through global campaigns● Boulangerie François: Boulangerie

François served artisan bread made from

the same superior French wheat used to

create Grey Goose vodka.

● The World’s Most Intimate

Martini Bar Housing just two guests

and a mixologist. Selected influencers

received a private cocktail consultation.

Communication through TV advertisement● “Fly Beyond”, advertising

campaign

● TV ads along with the 3D

billboards in NY and Las Vegas.

Communication through events & experiences● After-ski cabins of ME Hotel’ have

been turned into Grey Goose lounges

by using the brand colourways with a

luxury design. They served a special

menu including hot cocktails of Grey

Goose.

● Grey Goose Winter Ball is the annual

event to make benefit the Elton John

AIDS Foundation in Côte d'Azur with

the participation of celebrities.

Communication through partnerships & sponsorships● The partnership with Virgin Galactic,

which allow Grey Goose to engage the

Virgin Galactic audience with exclusive

content, limited edition product and

exclusive sponsorship activity at the

Virgin Galactic.

● The sponsorship with the PGA Tour,

the world’s premier professional golf

organisation enable Grey Goose to have

a deeper level of engagement with both

Grey Goose enthusiasts and golf fans

alike.

SAME TARGET AUDIENCE !

CONCLUSION● Challenge of Grey Goose: positioned as a Super Premium vodka, a segment

developing at a time.

● All activities and language align with the Grey Goose’s essence and pillars, which

builds brand equity and coherence. (golf=luxury sport, space travel=luxury travel,

great craftsmanship=high-end production, etc.)

● Sydney Frank wanted to create a super-premium vodka that is more upscale than

anything ever seen before. He insisted that it must be made and distilled by

experts. The brand has the master of cellar, François Thibault who has a

passionate heart created the recipe, a French soul and a face that it shows the

world its French origin.

Sourceshttp://www.statista.com/statistics/308798/grey-goose-vodka-global-sales-volume/

http://www.raggededge.com/

https://www.greygoose.com/gl/en/home.html