...VINCOR PROJECT TWIST Product Management Prof. Ramesh Venkateswaran Case Submission By: Group B2 Job K Joseph Shaileshkumar Goyal Gaurav Barman Amit Tyagi Hitesh Garg Karthik Swaminathan 2008027 2007053 2008081 2008074 2008085 2008088 Group B2 7/31/2010 7/31/2010 Contents Contents......................................................................................................................2 Introduction..................................................................................................................3 Background..................................................................................................................3 Analysis........................................................................................................................4 Refreshment Beverage Market in Canada.................................................................4 Should Vincor launch a new refreshment beverage?................................................4 Is Vincor well equipped to launch a new refreshment beverage?.............................5 What kind of a beverage should Vincor launch?........................................................6 RECOMMENDATIONS....................................................................................................8 Marketing Objective..................................................................................................8 Entry Strategy........................................................
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...Vincor: Project Twist Report Feb 13, 2014 Karen Stanley, Olivia Pratile, Alexandra Carlow, Caitlin Tizzard, Lorena Reyes Table of Contents Company History Case Background Key Issues and Decisions Market Characteristics Competitive Landscape Analyses SWOT Analysis PEST Analysis Porter’s Five Forces Challenges Case Synopsis Alternative Recommendations Final Recommendation Epilogue Company History Vincor’s history can be traced back to 1874 with the establishment of the Niagara Falls Wine Company, founded by Thomas Bright and Francis Shirriff. Over the years, a number of Ontariobased wineries were established, eventually amalgamating into three large companies. In 1993, these companies; Cartier, Inniskillin and T. J. Bright, merged together to form Vincor. As of 2004, Vincor was the world’s eighth largest producer and distributor of wine and wine-related products. Case Background Vincor: Project Twist details the decisions that Vincor’s marketing team had to make in order to create a new alcoholic beverage to bring to the market. This task was challenging due the fact that “what’s trendy today may not be trendy two years from now,” as stated by Vincor’s marketing manager Kelly Kretz. Key Issues and Decisions The key issue in this case was coming up with a concept for a new alcoholic beverage product. Decisions to be made in regard to the product included: product characteristics, positioning, target market, branding, packaging and distribution strategy, pricing...
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...Vincor: Project Twist Report Feb 13, 2014 Karen Stanley, Olivia Pratile, Alexandra Carlow, Caitlin Tizzard, Lorena Reyes Table of Contents Company History Case Background Key Issues and Decisions Market Characteristics Competitive Landscape Analyses SWOT Analysis PEST Analysis Porter’s Five Forces Challenges Case Synopsis Alternative Recommendations Final Recommendation Epilogue Company History Vincor’s history can be traced back to 1874 with the establishment of the Niagara Falls Wine Company, founded by Thomas Bright and Francis Shirriff. Over the years, a number of Ontariobased wineries were established, eventually amalgamating into three large companies. In 1993, these companies; Cartier, Inniskillin and T. J. Bright, merged together to form Vincor. As of 2004, Vincor was the world’s eighth largest producer and distributor of wine and wine-related products. Case Background Vincor: Project Twist details the decisions that Vincor’s marketing team had to make in order to create a new alcoholic beverage to bring to the market. This task was challenging due the fact that “what’s trendy today may not be trendy two years from now,” as stated by Vincor’s marketing manager Kelly Kretz. Key Issues and Decisions The key issue in this case was coming up with a concept for a new alcoholic beverage product. Decisions to be made in regard to the product included: product characteristics, positioning, target market, branding, packaging and distribution strategy, pricing...
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...Analysis…………………………………………………………………………... 2 Market and Segmentation Analysis……………….…………………………………. .. 3 Key Factors ………………………………….……………………………………………. 3 Alternative Analysis………………….…………………………………………………….. 3 Recommendations ………………………………………………………………….…….. 7 Action Plan…………………………………………………………..…………………..... 8 Problem Statement: Vincor must choose the best product characteristics, positioning, branding, packaging and distribution strategy to introduce their new alcoholic beverage product in the refreshment market. Situation Analysis • Objectives: • • Vincor’s objective is to have at least a 3-year lifespan in the market, since this would be considered ‘successful’ in the refreshment industry. Unsuccessful products were pulled from the shelves within their first year. 1 • • Background: In 2004, Vincor was the world’s eighth largest producer and distributor of wine and wine-related products. In Canada, Vincor was the market leader with 21% market share. The refreshment category was an important part of Vincor’s business in Canada, and was driven primarily by its Vex and Grower’s Cider brands, each of which sold nearly one million cases in 2005.1 In 2004, refreshments were a $230 million dollar industry in Canada. However, the refreshment category within the alcoholic beverage industry shrank by 6% year over year. Each province has one buyer and one primary source for distribution. The monopsonistic nature of the distribution channel added pressure...
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