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Marketing Plan

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 :

Vodka sales have recorded encouraging


growth over the past 12 months after years
of flat or negative returns (Starke, 2008)

Growth in the vodka category is being


driven by the premium and super-premium
categories (Rutherfoord, 2008)

We turned our backs on bling as the global


recession bit and conspicuous consumption
went out while cutbacks came in. But super-
and ultra-premium vodkas are once again
finding favour (Lodge, 2009)

The combination of fashion, knowledge and a


growing need for experimentation among
consumers is fuelling the rise of luxury
vodka (Moe, 2009)
Economic & Business
Conditions 4 00
In f latio n (C P I) % y r
S o u th A fric a n e c o n o m ic in d ic a to rs

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

Growth in key urban areas ↑ 313% ↑ 41%

↑ 115%
Significant growth in WC –
115%
313% ↑ Dance venue sales

142% ↑ House consumption

95% ↑ Dining sales

Positive growth in all


segments
Wholesale figures low @
7%
Customer Base
Gauteng Western Cape

Moloko Bar (22%) Karma Lounge – bar/nightclub(46%)


Taboo – night club(13%) Wakame Restaurant (8%)
Inc the Club (12%) CTICC (7%)
Latinova - bar/nightclub (9% Chavelle- nightclub (3%)
Hotels – 6%
Caveau – bar/restuarant

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

Competitive Rivalry within industry

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?

Global Brand Credentials Establishished luxury brand

Iconic Bottle International brand & brand ambassadors

Mixable Broad market appeal

Aspirational Aspirational & status reinforcement

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”

Strategic Ensure visibility and luxury positioning in


Objectives Trendy Nightclubs

Increase Distribution and Stimulate


purchase in Off and On Trade

§
Sales/Depletions targets: 10,000 cases

Tactical Objective Retail pricing  Min price parity with


Grey Goose

Distribution account sold  Double


distribution
Innovation  Launch Belvedere IX
§
Marketing Strategy
Growth Strategy - Market Penetration

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

GOAL ( s ) Grow brand awareness, visibility and


positioning by penetrating existing target
market

Entrants in photography, painting/drawing, graphic


design & film
Target professionals as well as students

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

COVERAGE CT & Gauteng

TIMING •December
Marketing Tactic 2:
Visibility & Service Items
OBJECTIVE ( s )
Stimulate purchase in off- and on-trade

GOAL ( s ) Grow brand awareness, visibility and


positioning by penetrating existing target
market

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

GOAL ( s ) Introduce more drinkers into super premium


vodka

Develop luxury brand activations in stylish,


trendy entertainment venues geared towards
the professional, gay, fashion and music
STRATEGIES target market
Expand within existing markets by employing
strategic luxury visuals and experiences

COVERAGE CT & Gauteng

TIMING December
Marketing Tactic2:
Visibility & Service Items
OBJECTIVE ( s )
Increase distribution

GOAL ( s ) Grow brand awareness, visibility and


positioning by penetrating existing target
market

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

GOAL ( s ) Grow brand awareness, visibility and


positioning by penetrating existing target
market

Host Unique Belvedere parties at key On Trade


outlets
Belvedere Beautiful Night
STRAT EGIES Belvedere 69 Models
Belvedere White Party
Belvedere Down Town
Venues
WC : Chavelle, Karma Lounge, Caveau
Gauteng: Moloko, Taboo

COVERAGE
CT & Gauteng

TIMING Nov, Dec, Jan, Feb


Marketing Tactic 2:
Visibility & Service Items
OBJECTIVE ( s )
Stimulate purchase in off- and on-trade

GOAL ( s ) Introduce more drinkers into super premium


vodka

Ice Tower Activation


Investigate ways to replicate in a cheaper way
Visibility and Service items
Roll out glassware, dummy bottles, flashing ice
STRATEGIES cubes, glorifiers and stands at key outlets
Expand cocktail menu drive
Larger formats
Introduce 1l format to Tier 1 outlets
Bring in 3l and 6l bottles at Belvedere events
where free stock is supplied

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