Grey Goose Grey Goose VodkaVodkaHydra Marketing Group

Agenda

1.Company Overview

2. Review Situation• Grey Goose

Customer• Distribution Channels• The Competition• SWOT

3.Grey Goose Needs + Solutions

4. Conclusion

• Established in 1997

• Sidney Frank – Creator

• Produced in France

Company Overview

• 5 step distillation process

• First Premium Vodka Brand

• Sold to Bacardi in 2004

Company Overview

• Indirect

– All Alcoholic Beverages

– Liqueurs, Whiskey, Gin, Cognac, rum, Tequila

– Grey Goose Vs. Bartending Favorites

Situation Overview: Competitive Analysis

• Direct

– BCL – 28 Vodka Brands

– Range $22.00 - $68.39/bottle

– Competitors: Belvedere, Level, Effen, U’Luvka

Situation Overview: CompetitiveSituation Overview: Competitive AnalysisAnalysis

• Strict Government Regulation• Liquor Stores• Licensed Establishments

– Restaurants– Clubs / Pubs– Hotels

• Internet

Situation Overview: Channel Situation Overview: Channel AnalysisAnalysis

• Strengths

– First mover advantage

– Brand perception

– Unique manufacturing process

– High productivity

SWOT Analysis: Internal SWOT Analysis: Internal EnvironmentEnvironment

• Weaknesses

– Too narrow a product line

– Low market share outside North America because it was made for the US market

– Loss of company vision

SWOT Analysis: Internal SWOT Analysis: Internal EnvironmentEnvironment

• Opportunities

– Enter new markets

– Event sponsorship

– New technology

SWOT Analysis: External SWOT Analysis: External EnvironmentEnvironment

• Threats

– Increased competition

– Changing buyer tastes

– Increasing costs

SWOT Analysis: External SWOT Analysis: External EnvironmentEnvironment

• Competitive Advertising

• Build Selective Demand

• Product

Television AdTelevision Ad

• Integrated Marketing Communications

• Remind Consumers that Grey Goose is “The Best”

High End Magazine High End Magazine AdvertisementsAdvertisements

• Complementary Grey Goose drinks

• Create greater exposure for the porduct

• Bottles of Grey Goose used as décor– Can entice guest to try the

less known flavors

• Majority of drinks mixed are cocktails

- Target more of the female segment- Move away from a classic martini image

Grey Goose Exclusive PartiesGrey Goose Exclusive Parties

• An ultra-smooth vodka in luxurious packaging appealing to the elite vodka drinkers

• In response to the competition of other super-premium vodkas like U’Luvka (our main competitor) and Belvedere

• Bottles are in a clear glass bottle with crystal glass cork

• Packaging will include a ravishingly designed box• Bottles will be priced at $69.00 per 750 mL.

New Product Line: Grey Goose New Product Line: Grey Goose DiamondDiamond

• Create a collector’s edition of Grey Goose Diamond• bottle includes single Swarovski crystal on the cork• packaged in a royal blue velvet pouch with a silver tie• production limited to 100,000 bottles

• Sponsor charitable, sporting and celebrity events

Grey Goose Diamond: Marketing Grey Goose Diamond: Marketing CampaignCampaign

• Liquor Store Displays– Placed near entrance– Draw attention away from

competitors’ products

• Internet Promotion– First on list has same effect as eye-level on shelves– Banner Ad

DistributionDistribution

• Luxury Hotels / Cruises– Placed in each room

for convenience– Increase awareness among

the wealthy

• Smaller Bottle– Attracts the curious consumer– Exposure to more markets

• Past spending: 2 to 5 million dollars for advertising each distinct products

- four different vodka products (Original, La Poire, L’Orange, Le

Citron), new Grey Goose Diamond product and “the World’s

Best Tasting Vodka” campaign

BudgetBudget

$35 million dollars for 2008- each

product $5 million dollars-

company logo campaign $10

million dollars

• Monitor the sales data• Measuring sales

– Study price sensitivity• Measure the traffic on the Grey Goose website• Optional survey prompts after entering the website

– Determine who is visiting the website• Use collected data to improve

Monitors and ControlsMonitors and Controls