E L E C T R I C

BY GREY GOOSE

A G E N D APHASE I

• COMPANY BACKGROUND• NEW PRODUCT

PHASE II• SEGMENTATION CRITERIA• TARGET MARKET• ORGANIZATIONAL BUYERS & CONSUMERS• INFLUENTIAL FACTORS• COMPETITORS & COMPETITIVE LANDSCAPE

PHASE III• POSITIONING AND DIFFERENTIATION

STRATEGIES • UNIQUE SELLING PROPOSITION• BENEFITS & FEATURES• PRICE STRATEGY• COMPARATIVE PRICING

PHASE IV• PLACEMENT STRATEGY• PROMOTIONAL STRATEGY• QUANTIFIABLE FACTORS

COMPANY OVERVIEW•Established in

1997 by Sidney Frank.

•Grey Goose is produced in France using a 5 step distillation process.

•In 2004, Bacardi bought Grey Goose for $2.2 billion.

COMPANY OVERVIEW

•FIRST PREMIUM VODKA BRAND

•GREY GOOSE BOASTS AN 80% VALUE SHARE IN THE PREMIUM

VODKA MARKET.

NEW PRODUCT DESCRIPTION

NAME: GREY GOOSE ELECTRIC

SLOGAN: “DON’T LET LIFE SLOW YOU DOWN….PARTY IT UP!”

COLOR SCHEME: ELECTRIC BLUE & SLIVER/WHITE

DESIGN: REVOLUTIONARY BOTTLE DESIGN

ELE

CTRIC BY GG

POSITIONING STATEMENT

GREY GOOSE ELECTRIC IS THE FIRST PREMIUM VODKA THAT NOT ONLY DELIVERS GREAT TASTE, BUT COMES WITH THE ADDED BENEFIT OF AN ADDITIVE MADE FROM ALL NATURAL INGREDIENTS THAT ALLEVIATES THE DREADED SIDE EFFECTS OF A HANGOVER.

SEGMENTATION CRITERIA

Demographics

Geographic Considerations

Use Situation

Product Benefits

GG ELECTRICS TARGET MARKET

Young Adults

Middle-Aged

Sophisticated/Trendy Adults

College Students

ORGANIZATIONAL BUYERS

LICENSED ESTABLISHMENTS

•RESTAURANTS

•CLUBS

•BARS

•HOTELS/RESORTS

INFLUENTIAL FACTORS

Organizational Buying Decisions

Consumer Buying Decisions

Influence on Marketing Strategy

TOP SHELF VODKA

COMPETITORS SAME

DRINKING EXPERIENCE WITH NO SIDE EFFECTS.

COMPETITORS & COMPETITIVE LANDSCAPE

POSITIONING & DIFFERENTIATION STRATEGIES

•Product Positioning Strategy

First of its kindAll Natural IngredientsBenefits of Product

•Guaranteed Quality & Results

•Differentiation StrategyReputation

BrandingImage

UNIQUE SELLING PROPOSITION

“LIGHTENING IN A BOTTLE”

“DON’T LET LIFE SLOW YOU DOWN….PARTY IT UP!”

ELECTRIC BY GG

BENEFITS AND FEATURES

ELE

CTRIC BY GG

Origin Of Perceived Value:

Premium All Natural Ingredients

Five-step Distillation Process

• Infused With A Natural Remedy For Hangovers

•Bottle Design Rises Above Competition

•Unique Color And Design•Key Ingredient For Drinks•Accessible• Income Friendly

PRICING STRATEGIES

CUSTOMER BASED STRATEGY

•VALUES & BENEFITS

COST BASED STRATEGY

•OVERALL COST

PRICE COMPARISON

GREY GOOSE ELECTRIC 1.75L

COMPETITORS 1.75L

$59.99

$39.97

ORIGINAL $40-$55

NEW PRODUCT $45-$65

INDIRECT CHANNELS

•LIQUOR STORES

•BARS/CLUBS

•HOTELS/RESORTSDISTRIBUTION COSTS

•PROMOTION

•SALES TEAMS

PRODUCT LAUNCH

•LOCATION

DISTRIBUTION CHANNELS

•OFFICIAL RELEASE DATE

DECEMBER 2014

•ADVERTISING POSTERS AND

ADS IN OCTOBER

•MIXERS AND TASTING

EVENTS IN NOVEMBER

TELEVISION & RADIO AD

COMPETITIVE ADVERTISING

BUILD SELECTIVE DEMAND

PRODUCT

Grey Goose Electric

Don’t Let Life Slow You Down……….Party It UP!!!!

INTEGRATED MARKETING

COMMUNICATIONS

ONLINE ADVERTISING

REMIND CONSUMERS THAT

GREY GOOSE IS “THE BEST”

HIGH END MAGAZINE , BILLBOARD & INTERNET ADS

•COMPLEMENTARY GREY GOOSE DRINKS CAN ENTICE GUEST TO TRY OUR NEW PRODUCT

•CREATES GREATER EXPOSURE FOR THE BRAND

•BOTTLES OF GREY GOOSE USED AS DÉCOR TO DRAW ATTENTION

GREY GOOSE EXCLUSIVE PARTIES

CELEBRITY ENDORSEMENTS

PUBLIC RELATIONS OPPORTUNITIES

“DRINK RESPONSIBLY”

THE CHAMPIONS DRINK

RESPONSIBLY CAMPAIGN

“DON’T DRINK AND DRIVE”

DIGITAL MARKETINGFACE BOOK- POST THE

COOLEST CLUBS AND BARS IN TOWN THAT SERVE OUR PRODUCT WILL CREATE BUZZ AND AWARENESS

YOUTUBE- ADVERTISE TO SELECTED AUDIENCE BASED ON THEIR SEARCH RESULTS

OUR WEBSITE- A COOL AND FUN PLACE TO SHARE ON OUR WALL “GOOD TIMES”.

TRACKING EFFECTIVENESS

•YOUTUBE & FACEBOOK ANALYTICS

•WEBSITE TRAFFICS

•LAYERING MARKETING

•COMPARE VERSUS OUR

OTHER LINEUP

CONCLUSION