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SKYY Spirits Interview June 2010 Assistant Brand Manager Portfolio
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SKYY Spirits - ABM Deck
1.
SKYY SPIRITS LLCAssistant
Brand ManagerAmerican Whiskey’s and Tequila Christopher Serio Marketing MBA
2.
3.
Company Overview, Competition,
SWOT
4.
Portfolio Brands
5.
Wild Turkey, American
Honey, Cabo, Espolon
6.
Assistant Brand Manager
7.
Mission, Objectives, Competencies
8.
Appendix
9.
10.
11.
2009 sales of
$1.4 billion, down 1.6% from 2008
12.
Sales up 22.9%
through first quarter 2010
13.
2000 employees, 190
nations, 40 portfolio brands
14.
Market leader in
Italy and Brazil
15.
Strong presence in
U.S. and Continental Europe
16.
Organic and external
growth strategy
17.
Fortifying presence within
emerging markets
18.
2009 acquisitions –
Wild Turkey and American Honey
19.
North American subsidiaries
20.
21.
2009 net sales
of $13.25 billion, up 13% from 2008
22.
Own 17 of
top 100 premium brands and eight of top 20 brands
23.
Johnny Walker, Crown
Royal, Smirnoff, Tanqueray, Captain Morgan
24.
PernodRicard
25.
2008/09 net sales
of $8.82 billion, up 9% from 2007/08
26.
15 key brands
represent over 50% of portfolio revenues
27.
Absolute, Chivas, Beefeater,
Jameson, Kahlua
28.
Bacardi
29.
2009 net sales
of $5.3 billion, down 4% from 2008
30.
Bacardi, Dewar’s, Bombay
Sapphire, Grey Goose
31.
Brown-Forman
32.
2009 net sales
of $3.2 billion, down 3% from 2008
33.
Smaller portfolio, dominated
by tequila and whiskey (Jack Daniels)
34.
Fortune Brands (Beam
Global)
35.
2009 net sales
of $2.5 billion, down 0.5% from 2008
36.
37.
Portfolio Brands
38.
39.
International – U.S,
Australia, Japan
40.
Distinct distillation, Kentucky
climate impacts aging and flavors similar to wine fermentation
41.
Brands – 80
Proof, 86.8 Proof, 101 Proof, 8 Year Old, 12 Year Old
42.
Brand involved online
through website and Facebook (11,500 fans)
43.
44.
Acquired by Campari
in 2009
45.
Local United States
marketplace
46.
Only bourbon-based honey
liquor within the United States
47.
Double digit growth
year-over-year
48.
Great after dinner
beverage
49.
50.
Annual estimated sales
of 28.3 million cases
51.
International sales growth
average 6% over past decade
52.
Jack & Jim
account for 50% market share
53.
Top six brands
- Jack Daniel’s, Jim Beam, Evan Williams, Early Times, Wild Turkey, and Maker's Mark
54.
Jack Daniels (Brown-Forman)
55.
Estimated 9.5 million
cases annually
56.
Largest selling single
whiskey brand worldwide
57.
Jim Beam (Fortune
Brands)
58.
59.
Regional markets Mexico,
U.S, Canada
60.
Tequila founded by
Sammy Hagar and named after a Van Halen single
61.
Brands – Blanco,
Reposado, Anejo, Uno
62.
Cantina located in
Cabo San Lucas
63.
Active site and
Facebook (10,000 fans)
64.
65.
Local marketplace in
U.S.
66.
Two brands –
Blanco and Reposado
67.
Brand repositioning for
2010 re-launch into U.S.
68.
Old labeling –
old fashioned Mexican saloons
69.
New labeling –
tribute to 19th century Mexican artists and Mexico’s campaign for independence
70.
Illustrations of independence
and remembrance through Guadalupe, Rosarita, and Ramon
71.
72.
Top markets are
Mexico and United States
73.
Over 900 brands
from 128 registered distillers
74.
Average growth of
8.6% each year since 2002
75.
Fastest growing segment
within spirits industry
76.
Estimated sales of
10 million cases annually
77.
Top Spirits Brands
78.
79.
80.
Effective communication throughout
Trade Marketing and Sales departments
81.
Thorough knowledge of
businesses within adult spirits and impacts to SKYY portfolio
82.
83.
Increase brand recognition,
loyalty, associations, and perceived quality through brand equity
84.
Detailed budget management
and forecasts to meet or exceed year-to-year brand growth
85.
Analyze and interpret
ROI of marketing initiatives and communicate findings
86.
87.
Organization & Planning
– able to focus on key priorities in an efficient and productive manor
88.
Flexibility & Adaptability
– to changing priorities and conditions, handle complexity and change with ease
89.
Work Ethic –
possesses willingness to work hard and settle for nothing short of A-quality deliverables
90.
Creativity & Innovation
– generate new and innovative approaches to problems
91.
92.
Honesty & Integrity
– ethical, maintaining trust and confidence with employees, consumers, and parent
93.
Proactive & Committed
– has the agility to move quickly and take a forceful stand without being abrasive
94.
Personnel Development
– employees learn, improve, and grow within their roles to better the company
95.
Passion & Enthusiasm
– energized and excited about products, approaching challenges with a can-do attitude
96.
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