Professional Documents
Culture Documents
GROUP 2
Tryfina Kgokong
Robin Koopman
Nick Kirkbridge
Letitia Jentel
Tanya Golden
Introduction
Background
Situational Analysis
Economic & Business conditions
Customer Base
Competitors
Belvedere SWOT
5 Forces
Target Market
Opportunities and Problems
Marketing Objectives
Marketing Strategy
Background
World’s 1st luxury vodka
Handcrafted in 600 year old Polish
tradition
100% Danskowskie gold rye – distinctive
flavour
Blended with pure proprietary artesian
water
Diluted four times
Award winning and internationally
celebrated
Distributed by individually
Iconic bottles the really great brand &
hand finished
company
inspected
Premium, luxury vodka
Inspiration: Unique, creative, leadership,
luxury
Situation Analysis
Market
summary :
SA M 2
Economy improving 3 50
3 00
GDP
E U R ZA R
In terest R a te
U n em p lo y m e nt R a te
2 50 T ra de B a lan c e
↑79%
Purchasing of luxury items -
R e tail T ra de S a les
2 00 ↑ 95%
increasing 1 50
R
1 00
ebasd
Sales 50
↑ 142% ↑ 45%
74% overall increase (2008 – 0
↑57%
2009)
-5 0
-1 0 0
-1 5 0
↑ 115%
Significant growth in WC –
115%
313% ↑ Dance venue sales
Characteristics
Clubbing/Dancing
Nightlife
Trendy
Prestigious
Youthful, mature professionals
Business, arts, musicians
Affluent or striving to be
Competitors
Smirnoff
Absolut
Grey Goose
Belvedere SWOT
Strengths Weaknesses
Global Brand Credentials Relatively unknown = low brand
awareness
Authentic, Wow-factor
Brand distribution
Iconic Bottle
No Existing Premium White spirit market
Mixable
Consumers not educated on how to mix
Aspirational premium white spirits
Unisex
•
Opportunities Threats
SA Night Life Grey Goose
SA is ready for a Beautiful Has no established SA
‘White Spirits’ brand adorned reputation
by Beautiful people Pay to Play from the White
Marketing opportunity in this Spirits Sector
niche market which includes On Trade Pricing
sponsoring of events
5 Forces
E n try B a rrie rs R iva lry D e te rm in a n ts
B ra n d id e n tity In d u stry g ro w th
A cce ss to d istrib u tio n S u b je ctive p ro d u ct
D e clin in g m a rke t va lu e d iffe re n ce s
B ra n d id e n tity
In fo rm a tio n a l co m p le xity
D ive rsity o f co m p e tito rs
D e te rm in a n ts o f S u p p lie r Po w e r D e te rm in a n ts o f B u ye r Po w e r
Pre se n ce o f su b stitu te in p u ts B a rg a in in g le ve ra g e
S o le S u p p lie r Price se n sitivity – little
D istrib u tio n rig h ts e xp o su re to p re m iu m vo d ka
B u ye r vo lu m e
B u ye r in fo rm a tio n
S u b stitu te p ro d u cts
B ra n d id e n tity
D e te rm in a n ts o f S u b stitu tio n T h re a t Pro d u ct d iffe re n ce s
Price p a rity w ith su b stitu te s ( G re y G o o se )
B u ye r m o re fa m ilia r w ith su b stitu te
Target Market
PRIMARY TARGET : SECONDARY TARGET:
Conspicuously Stylish (driver/ Luxe
fitting in) Aspirationalists(striver/creator/fi
Luxe individualist (driver/ tting in)
creator) Gay market
Unisex
KEY CHARACTERISTICS :
Strong Sense of Self
Never Fear Judgment
Inventive & Progressive
Ahead of the curve
Uncompromising & Excessive
WHO? LOCATION
Fashion Dance clubs, bars and
lounges
Music Targeted events
Arts & Culture Arts & Culture
Entertaintment & Creative events/prizes
Opportunities & Problems
Opportunities What are we going to do about it?
Unisex
• •
Problems
Mitigation Tactics
Established Grey Goose
Build brand awareness
Low brand awareness
Educate consumer
Limited existing market
Increase contact & distribution points
Uninformed consumer
Brand distribution
•
•
Marketing Objectives
ESTABLISH BELVEDERE AS :
Brand Vision
“ THE TRUE LUXURY VODKA”
§
Sales/Depletions targets: 10,000 cases
RESONANC
E
Succ
Q ess
u Stat
a us
l
i
t
y
S
JUDGEMENT
u
p
FEELIN
Se GS
r Succe
i ss
o Statu
r
s
T
i
m
e
l
Performanc e
s IMAGER Fashion
e
Authenticly sPolish Y
600 year handcrafted
tradition L Luxury image
Music
u
100% Danskowskie
rye x
gold through events and
on-site branding Arts & culture
4X distilledu
Distinctive rtaste
y
Successful Entertainment &
Creative
Uncompromisable
SALIENC quality
Authenticity
E World’s first luxury
vodka
Marketing Tactic 1:
Create a Luxury Reborn brief
OBJECTIVE ( s ) Build Belvedere’s unique luxury image and
personality
STRATEGIES Partner with Lomo Camera’s & One Small Seed for
exposure and prizes
Sponsorship of Chairman’s Party/ create new Premium
event
Target senior advertising people and their nominated
Clients
TIMING •December
Marketing Tactic 2:
Visibility & Service Items
OBJECTIVE ( s )
Stimulate purchase in off- and on-trade
Brand visibility
Establish associations with trendy up market
and affluent events which support brand
image
STRATEGIES
Refine fashion promotional activities –
sponsoring of parties, fashion week showcase
Carefully associate with luxury brands e.g.
Lexus
TIMING December
Marketing Tactic 2:
Visibility & Service Items
OBJECTIVE ( s )
Stimulate purchase in off- and on-trade
TIMING December
Marketing Tactic2:
Visibility & Service Items
OBJECTIVE ( s )
Increase distribution
Brand visibility
Establish associations with trendy up market
and affluent events which support brand
image
STRATEGIES
Refine fashion promotional activities –
sponsoring of parties, fashion week showcase
Carefully associate with luxury brands e.g.
Lexus
COVERAGE
CT & Gauteng
TIMING December
Marketing Tactic 2:
Visibility & Service Items
OBJECTIVE ( s )
Stimulate purchase in off- and on-trade
COVERAGE
CT & Gauteng
COVERAGE
CT & Gauteng
TIMING September
Marketing Promotion
Establish associations with trendy up-market and affluent
events
Refine promotion of Cape Town Fashion Week by getting a local
fashion icon or by showcasing local events.
Collaborating/host/sponsor with superior model and event
companies
Carefully promote collaborative events with luxury vehicle
manufacturers
Fully exploit the dance and club scene
Intensify Belvedere Cocktail menu drive
Host events at the newly opened Pepper Club
Marketing Tactics
PRODUCT
Belvedere Pure
Belvedere Range: 375ml, 750ml, 1l, 3l
PRICING
Competitors – what are they
Belvedere Pure 750ml: R259 going to do?
Belvedere 1l: R299
Belvedere 3l: R750
DISTRIBUTION
Penetrate Danceclubs , Bars, Retail,
Wholesalers, Restuarants and Hotels
Planet club, Hemisphere
PROMOTION
-pictures
Luxury Reborn Brief
Visibility & Service Items
PR/CRM
Belvedere 1X
What is BELVEDERE about?
Live with
Beauty, lie
with Taste.
Luxury. Taste.
Class