...about to be presented as a helpful tool for any enterprise that whishes development off its country’s borders. Two major companies, worldwide known for their products in beverage market segment are about to be analyzed as representative examples of their differentiative and cost leadership character. VIN and Spirit, a Swedish firm which was the creator of Absolut Vodka compared with Diageo, Smirnoff’s enterprise. VIN and Spirit Company without the basic knowledge of a global strategy, it managed to obtain one of the leading market beverage segments being also a very representative example of advertising and packaging differentiation (Vin & Spirit Annual report, 2007). The second company, DIAGEO is producing popular products ne of which is Smirnoff Vodka. Because of its well known products worldwide, Diageo does not concentrate on a specific product (DIAGEO Annual Report, 2007).Instead it uses very good organized mechanisms of production, promotion packaging and distribution with lowest cost which offers the advantage of selling cheaper than the competitors, without spoiling product’s quality (Michael Porter, 1980). Information about the mentioned enterprises was taken from their 2008 annual report, before VIN & Spirit sold “Absolut” to Pernoid Ricard Company. Differentiation versus low cost Companies that are sharing the same market haven’t necessary the same...
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...PEST Analysis (government intervention) Political Smirnoff is manufactured by Diageo which is operating in India, Ireland, Italy, the United Kingdom and the United States. Diageo’s Plainfield facility is located in Plainfield, Indiana, 36 miles southwest of Chicago, and is Diageo North America’s largest bottling facility. The facility’s grand opening was in August 2013, following a more than $120m investment to transform the site, including the installation of new high-speed bottling lines and enhancements to other key areas to grow production capabilities and efficiency The tax policy of Liquor in Indiana is $2.68 per gallon. Charged at $0.47/gallon if under 15%. Trade restrictions in Singapore. Singapore is generally a free port and an open economy. More than 99% of all imports into Singapore enter the country duty-free. Tax policy in Singapore. (All goods including alcohol is subjected to 7% GST unless granted duty-free concession .) political stability Source : http://www.theglobaleconomy.com/Singapore/wb_political_stability/ Singapore Political stability index (-2.5 weak; 2.5 strong): For that indicator, The World Bank (govindicators.org) provides data for Singapore from 1996 to 2014. The average value for Singapore during that period was 1.14 points with a minumum of 0.83 points in 1998 and a maximum of 1.34 points in 2012. Demerit good ( merit bads ) Generally regarded as demerit good, thus high excise taxes imposed in Singapore. For social...
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...Market research has proven to be a vital piece of successful business plans today. It has revolutionized the way companies go to business. This paper will reflect the importance of market research along with challenges it continues to face. There are a number of benefits that market research provide to companies doing business in todays very competitive market place. I have seen first hand in my company how they utilize market research to determine how we go to market with existing products as well as utilize it to develop new ones. The key is knowing the difference between market research and marketing research. Market research, as opposed to marketing research, is the systematic gathering, recording, and analyzing of data with respect to a particular market, where “market” refers to a specific customer group in a specific geographic area. We are able to do this by setting up research objectives, which simply put tell the researchers what they must do in order to be successful. Utilizing exploratory research is most common in this practice as it helps you to gain background information about the issue. Primary data collection I feel is more of the statistics and qualitative information. It allows us to figure out an overall picture of what is going on. In my company I feel that they are more likely to use secondary data analysis as our underlying issue most of the time is the same, what does the consumer want and what marketing program is going to make them jump...
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...Abstract This paper aims to evaluate the marketing planning process for the case of Smirnoff Ice as a top selling Diageo’s brand at the Serbian marketplace. After a brief Company profile description and its business environment, the article proceeds to discuss and evaluate steps for a full analysis of the strategic marketing planning process assessing its importance with all related assumptions. Using the material collected after comprehensive research of the Smirnoff Ice market place and assessing the Smirnoff Ice Marketing Plan, the writer of this article tried to provide answers to the questions like: why is the marketing planning process an important tissue, who makes the strategic marketing decisions, what information are used in the strategic planning process, who sets objectives and marketing mix strategies etc. Finally, the paper offers the conclusions and recommendations by summarizing the article findings, highlighting most important topics discussed. Key words: marketing plan, marketing planning process, Smirnoff Ice, marketing mix : 1. Introduction Planning is an important process which exceeds its basic role as the tool for the business decision making. According to Drucker (1955), planning is concerned with development of strategies based on an organization’s assessment of the marketplace and perceptions of managerial expectations and organizational capability. Marketing planning is an essential management process as it affects every aspect of organizational...
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...KAZIAN GLOBAL SCHOOL OF BUSINESS MANAGEMENT MARKS: 80 COURSE: GDM Sem-III SUBJECT: Marketing Management N.B: 1} Attempt all questions Name: Chellappan Pillai Radhakrishnan Mangalappallil Reference Number: KM-00312-30891 ____________________________________________________________________________________ Case 1 Marks-16 1997 saw the US$19 billion merger of Guinness and Grand Met to form Diageo, the world’s largest drinks company. Guinness was the group’s top- selling beverage after Smirnoff vodka, and the group’s third most profitable brand, with an estimated global value of US$ 1.2 billion. More than 10 million glasses of the world’s most popular stout were sold every day, predominantly in Guinness’ top markets: respectively, the UK, Ireland, Nigeria, the USA and Cameroon. However, the famous dark stout with the white, creamy head was causing some strategic concerns for Diageo. In 1999, for the first time in the 241-year history of Guinness, sales fell. In early 2002 Diageo CEO Paul Walsh announced to the group’s concerned shareholders that global volume growth of Guinness was down 4 per cent in the last six month of 2001 and, more alarmingly, sales were also down 4 per cent in its home markets, Ireland. How should Diageo address falling sales in the centuries- old brand shrouded in Irish mystique and tradition? The changing face of the Irish beer market The Irish were very fond of beer and even fonder of Guinness. With close to 200 liters per capita drunk each year- the...
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...1. Unternehmensprofil BE THERE SPRUCH * Smirnoff – urspr: Smirnow – Wodkabrennerei, Wodka (russ.: Wässerchen) * 1860 in Moskau von Pjotr Arsenjewitsch Smirnow gegründet * Ende der 30iger Jahre – europaweit exportiert * bekannt geworden durch erstes Vodka Mix getränk Moscow Mule (Ginger Bier,Angostura Bitter,Limettensaft) gemixt hat gravierte Kupferbecher * heute gehört Smirnoff zu Diageo (weltweitführender Anbieter von Premium Spirituosen – Spirituosen- Baileys, JohnnyWalker,Bier-Kilkenny-Guinness) – * gehört zu meist verkauften Wodkas weltweit * seit 2006: meistverkaufte Premium Spirituose weltweit (No. 21)- Weltmarktführer unter Vodkas Marke * größte Wodkaproduzent der Welt * Smirnoff Vodka BE THERE * Qualität, Reinheit, Milde * Logo: Smirnoff Schriftzug, 3 Medaillien zieren Logo: * 1.: Auszeichnung des Gründers als Hoflieferant des russischen Zaren * 2.: doppelköpfige Adlersymbol symbolisiert Wesen d Vodkas: Freiheit, Zuversicht, Stolz, Stärke * 3.: römischen Zahlen 3 & 10 Premiumqualität mit 3-facher Destillation, 10-fache Filtration über Holzkohle Markenwert * ca. $3,6 Milliarden Produktlinie * Spirituosen Vodka (Smirnoff No.21, Smirnoff Black) Cocktails * amoratisierte Vodkas (Smirnoff Vodka Twist) * Alkopop-Mixgetränk (Smirnoff Ice) * ideale Mix-Spirituose, ohne Geruch & Geschmack * Smirnoff steht für Premium Vodka * Flaschen auch in verschiedenen...
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...Executive Summary Focusing on the bottle design, Absolut Vodka launched their world famous advertising campaign, using the distinct differences combined with humor to reach out to their clients. Through joint direct sales activities in targeted bars and restaurants (strongly focussed on the “hot spots” within a city) Absolut quickly became renowned as hip brand in this community. Their sales force used high rotation in their sales visits with attractive promotional concepts and incentives, in order to tie in the bartender community into their image statement. Through time Absolut Vodka achieved the status of a lifestyle product, to the extent that it became a brand statement as such, with people ordering “Absolut and Tonic”. Originality combined with consistency in marketing were key elements in the achieved success, leading to repeated two-digit increases in sales, year after year and positioning Absolut as the 5th largest selling spirit brand in the world. In the past few years V&S Absolut Spirits has experienced a strong increase in demand from, among other places, the quickly growing Global Travel Retail market, which, combined, is the second biggest market for ABSOLUT VODKA. Background --: The name "Absolut" was introduced in 1879 by the entrepreneur Lars Olsson Smith. Smith introduced fractional distillation that produces liquor without fusel alcohol in Sweden. In 1917 the Swedish government monopolized the alcohol industry in Sweden. Vodka was then sold...
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...Sir Veza’s uses Smirnoff vodka. When behind the bar next to the ice satiation you will need to go to the other side of the bar, near the opening and other POS computer. As you are walking on the inside side of the full circle bar to the other end, there is a self below the beer well (the beer pouring station). When facing the shelf looking at all the alcohol bottles, the first three bottles are Smirnoff flavored vodka. The fourth bottle with the red label and top is the bottle you want. Grab that bottle carefully and take it to the drink making station. Near the 25oz glass, twist the top open and hold the bottle with your dominate hand. With your other hand take the stainless steel jigger, talked about earlier, and hold it over the glass with the larger part (2oz) of the jigger facing up. Begin to pour the vodka into the larger part of the jigger, stop pouring when the jigger is full. If the jigger overflows a little, don’t worry about it, no one should complain about too much alcohol if they order this drink! Once the jigger is full to the top, flip the jigger over into the glass over the ice. Put the jigger down on the black mat at the station, and close the Smirnoff bottle. Once the bottle is closed and put to the side proceed to the next...
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...the plot depends upon the development of character, humor of the type displayed in such works, foolish show; mockery; ridiculous sham; cookery, and finally forcemeat (Google Sites-Farce).” In the story, Smirnoff was being foolish, ridiculous, and using mockery towards Popova. Of course, Smirnoff didn’t know how to act towards women; he is just a “cookery, forcemeat sham (Dictionary.com- Farce).” As Smirnoff said mockingly, “ I don’t believe this. It’s been seven months today since my husband has passed on, and I’m in a sad mood… And this doesn’t have to do with your husband. I have a mortgage to pay. Your Husband is dead (Chekhov, Anton 762-763).” He wrote about two people fighting over a mortgage and one was talking about being sad over her husband that died. Farce is about humorous plays, ridiculous behaviors. Also farce is a form of low comedy. “The contrast is focused on the characters actions, and comedy of manners. Comedy of manners means a comedy that the behavior is being made fun of in a particular social group, especially the upper classes (Web.cn.edu-Lit term).” The events were a bit amusing and at the end it was romantic in a weird way. Also Popova and Smirnoff was in love with Popova because of her actions towards Smirnoff that’s what made Smirnoff like her. Work Cited Chekov, Anton. "Farce." Merriam-Webster. Players Pr, 1 Jan. 1888. Web. 13 Feb. 2015. . Chekhov, Anton. “Broad verbal humor such as puns.” Lit Term. Dr. L. Kip...
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...MARKET POSITIONING FOR ICEBERG VODKA EXECUTIVESUMMARY: In this report we seek to help the company, Iceberg find their market positioning for their foray into China, particularly entering the Beijing market. We conducted an assessment of the Beijing vodka market potential, the main competitors, distribution channels, relative price analysis and conducted our own market research by means of a survey. Our research revealed that Chinese consumers are generally brand conscious and have penchant for high end purchasing. We identified four main competitors: Absolut, Stolichnaya, Smirnoff and Finlandia where Absolut holds the lion portion of the market by positioning itself as “the choice” for young, urban professional. With that, we recommend positioning Iceberg as the ‘affordable premium’ and making ‘Iceberg’ the ‘Evian’ in the vodka market by charging the “right” price, to the “ideal” consumer, at the “right” time, the “right” place. TABLE OF CONTENTS: 1. Introduction : Background and Opportunity 1.1. Alcoholic Drinks in China - A Market Analysis 3 1.2. The Vodka Market in China 3 1.3. Iceberg - Company and Product Overview 4 2. Market Research Methodology 2.1. Overview 5 2.2. Survey 5 3. Analysis 3.1. Main Competitors in the Vodka Market in Beijing 6 3.2. Market Share Analysis 6 3.3. Distribution Channels Analysis 7 3.3.1. Supermarkets 7 3.3.2. Online Delivery 8 3.3.3. Retail Liquor Stores 8 3.3.4. Watering Holes 8 3.4....
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...Shovelhead’s, The Ultimate Biker Bar Shovelheads will be the ultimate biker bar. The name “Shovelhead” comes from a type of Harley-Davidson motor on a motorcycle. The shovelhead motor was made between the years 1966 to 1983. It is called a shovelhead because the rocker box (or the heads) looks like the top of a shovel, hints shovelhead. The name of my bar alone will help differentiate my bar from other bars and it will let my demographic group, more specific bikers, know what kind of bar it is just by seeing the name. Shovelheads will be located in Birmingham, Alabama around the 5-Points area. I chose this location because it’s a centralized location for a lot of biker. This is a heavily populated area with a lot of traffic, so a high quantity of people will be passing by and hopefully they will see us and come in for a drink. I just hate people driving and especially riding a motorcycle after they have been drinking. I want to limit the amount of riding for bikers. Hopefully I will be able to accomplish this for a large number of bikers who live in the suburbs surrounding the Birmingham area. After a while at the Birmingham location if Shovelhead’s is doing well, I would like to open one more out in the country around Columbiana. This will be in a more rural area, which will let the bikers be able to get rowdy and loud without bothering anyone around them. But that will come later. Now that I have told you where Shovelhead’s will be located, let’s see what Shovelhead’s...
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...Some of the company’s prominent alcoholic brands include Guinness, Johnnie Walker and Smirnoff (Bray, 2014). The corporation, which is listed in both the London Stock Exchange and the New York Stock Exchange, distributes its products to close to 200 countries across the globe. The company’s expansive distribution network and continued dominance of the global whisky industry has continued to position it as one of the world’s largest alcoholic beverage corporations (Bray, 2014). On the other hand, Jose Cuervo is a Mexican alcoholic beverage company that is owned by the famous Beckmann family (Lorenzetti, 2014). The family’s global reputation is secured on the important role it has played over the years in popularizing the commercialization of tequila production. Jose Cuervo’s flagship product is its eponymous tequila brand, Jose...
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...civilization (Bellis, 2015). Alcohol Beverage are made up of two process such as fermentation and distillation. There are various classification of alcohol beverages in around the world the most famous ones are wine, liqueur, beer, whiskey, vodka, Tequila, rum, champagne, sake and soju. It was predicted that global alcoholic beverage industry will be comprised of $1 trillion dollar in year 2014 which would be 10% increase in last 5 years with a consumption of 210 billion liters (Pearson, 2014). Considering classification beer is most consumed drink in the world after that spirit than wine. According to Wright (2011) the most top 3 consumed drink in the world in year is Jinro soju (676555000 cases), Ruang Kao Thailand (30000000 cases) and Smirnoff vodka (2441400 cases). Soju is said to be known or first distilled around 1300 AD during Mongol invasion in Korea....
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...Objective 1.Balance proportion to be unisex alchohol (20:70) within 10 yr. <ทำอย่างไรจึงจะทำให้ผู้ชายหันมาดื่ม wine cooler มากขึ้น> Key success 1.ต้องอาศัย Branding และ Communication ที่ชัดเจน พร้อม Innovation ใหม่ๆ ที่เข้ามาช่วยเพราะเป็นภาพประกอบของ Brand Communicationที่สมบูรณ์ รวมถึงเรื่อง Experience Marketing ณ จุดขายต่างๆ คือ ทุกอย่างยังเป็นเรื่องของ Category Perception อยู่ ที่พอวางขายก็จะถูก Pre-Judgment แล้วว่าเป็นผู้หญิง 2.การวาง Step ของ Brand Communication ไว้ 3 ระยะสำคัญ ตั้งแต่.. 1. Build Brand Awareness 2. Shaping Personality 3. Volume Gain 3.โอกาสสำหรับการขยายตัวของ RTD คงไม่ใช่ในฐานะของ Fashion Product อีกต่อไป หากแต่เป็นการมองจุดแข็งของ Benefit ให้ทะลุปรุโปร่ง โดย Turn ให้ “ความสะดวกสบาย” นั้นตอบสนอง ความต้องการที่เหนือกว่าเครื่องดื่มเดิมที่ผู้บริโภคมีอยู่ในมือ Product Wine cooler segment Spy Red – Made from a blend of classic local red grapes. (Alc. 6% Vol.) Spy Classic – Aromatic sparkling wine reminiscent of a great rose. (Alc. 5% Vol.) Spy White – Light, bright, and bubbly inherited from yeast and chilled fermentation. (Alc. 7% Vol.) Spy Black – Made from high quality red wine grapes with black ginseng and spring water which give it a distinct wild berry flavor. (Alc. 7% Vol.) Spy Gold – Fruity sparkling wine with fine bubbles and delicate aromas (Alc. 5% Vol.) Non-wine cooler segment Spy Cocktail Pricing 32 Baht for each flavor in off premise < retailer> 100 baht for each flavor in on premise <Pub, bar> Current...
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...Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market An Individual Case Study Prepared by Yanan MIAO under the Supervision of Pro. Hans MUHLBACHER for International Marketing Course T1-2011-2012 Background Russian Standard vodka, known as Russia’s number one premium vodka brand, was founded by Roustam Tariko and initially launched in 1998. Four years later the sales of this authentic Russian premium vodka surpassed all imported premium vodkas, achieving the number one position in the premium segment with a 27% market share in its domestic market. Brand Identity The first truly premium Russian vodka that “Embraced the past…and inspired progress”. Company’s Objective Equals to the founder (Tariko)’s vision: to make Russian Standard vodka the number one Russian vodka in the world. Assessment of the Current Market Success factors: 1. An evocative brand name. 2. Unmatched product quality. 3. Production Origin. 4. Distinctive premium packaging. 5. Strong distribution networks, commanding merchandising skills. 6. Premium pricing policy. 7. Smart promotional on-premise and off-premise strategy. 8. Strong financial support from brother company—Russian Standard Bank. Failure: Inaccurate domestic advertising compaign—conceived by its consumers as inconsistent with brand image. Issue Encouraged by its rapid success at home as well as driven by the vision of its founder, Tariko wondered whether Russian Standard vodka should be launched in...
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