Noir

2. Roadmap Introduction Company Overview Market Analysis SWOT Analysis Competitors Product Description STP Communications Image Source: vodka-and-co.com

3. Introduction Grey Goose was established in 1996 by Sidney Frank Bacardi bought Grey Goose in 2004 for $2.2 billion Grey Goose boasts an 80% value share in the super-premium vodka market Image Source: Flickr.com

4. Portfolio Grey Goose Original Vodka Grey Goose La Poire Grey Goose L’Orange Grey Goose Le Citron Image Source: Imageica.com

5. Market Analysis: Market Trends U.S. spirit market shows signs of deceleration Cause: consumers trading down during economic downturn Effect: competitors cut prices Source: Spirits in the United States Industry Profile

6. Market Analysis: Market Forecast Prediction: continued deceleration for the year, overall increase in growth for future In 2013: projected sales will increase by 11.1% from 2008, revenues will reach $49.9 billion Source: Spirits in the United States Industry Profile

7. Market Analysis: Industry Trends Consumer spending on nondurables increased by 6.2% in January 2010 (First Research) 1.4% growth in sales in 2009 is smallest margin of growth seen in a decade (U.S. Distilled Spirits Council) Increased popularity in mixed drinks shows opportunity for profit Faltering FMB market shows opportunity for stimulation

9. Manufacturing and distilling process

10. Brand perception and loyalty

11. Marketing and promotion

12. Limited product line

13. Price range

15. Economic downturn

16. Increase in grain pricing

18. Maintaining and creating new partnerships

19. Expansion into FMB marketExternal

21. Weaknesses: lack of global ownership in brands, inability to penetrate Indian markethttp://www.drinkhacker.com/wp-content/uploads/2008/11/smirnoff-vodka.jpg http://popsop.ru/wp-content/uploads/pernod_ricard_sales_absolut_vodka.jpg

23. Weakness: weak distribution in convenience stores, suffering market

24. Strengths: best-seller, wide variety

25. Weakness: misconception in alcohol content, female-dominated market

26. Strengths: leader in cooler market, wide variety

27. Weakness: suffering market, female-dominated markethttp://www.seeklogo.com/images/S/Smirnoff_Ice-logo-E69521FFE7-seeklogo.com.gif http://www.maletis.com/images/products/B&JLOGO.png http://www.brandsoftheworld.com/brands/0003/9690/brand.gif

28. Competitors: Perceptual Map

29. Product Description Name: Grey Goose Noir Slogan: Indulge.. Packaging: 4-pack with French Color Scheme Bottle Design: Revolutionary Bottle Design Price: $10.00 per 4-pack

32. Sophisticated Flavors of Noir Anjou Pear Menton Lemon “Wonderful” Pomegranate Image Sources: trade.usapears.com, carpetcleaninglondon.net, miorganicproducts.com

34. Nutritional Information:- 100% natural fruit juice- Fine French wheat- Spring mineral waterImage Sources: flickr.com, cityofwaterfalls.ca

35. Specific Features Original bottle design rises above competition Unique carrying case Sophisticated flavors cater to adult palette Higher alcohol content (7% Alcohol, 14 Proof)

37. Five-Step Distillation ProcessNoir is made with premium malt liquor infused with 100% natural fruit juice in smaller bottle. Image Source: greygoose.com

38. Segments of Distiller Industry Urban, young adults interested in partying and drinking Middle-aged adults who casually drink Sophisticated adult women who consume higher quality alcoholic beverages Sophisticated men who enjoy expensive, aged alcohols Young men attending college who drink beer Young women attending college who prefer to drink fruity malt beverages

39. Noir’s Target Market Grey Goose Noir is marketed towards: Sophisticated male adults Between the ages of 23 and 35 College educated and trendy Income of $60,000 or higher Image Souce: greygoose.com

40. Noir’s Strategic Positioning Separates itself as first premium malt beverage Incorporates a theme of sophistication and modernity Insures quality in every bottle Flavors cater to adult taste preferences Made with only the finest ingredients

41. CommunicationGoals Through our marketing, Grey Goose Noir will be widely recognized as a premium carbonated alcoholic beverage. Beer and flavored alcohol consumers will find Grey Goose Noir as a sophisticated alternative. Grey Goose Noir will separate itself among competitors as a unique product marketed towards males.

42. Communication Channels Image Source: Ads.com

43. Billboards 3d design used to stand out from other billboards Placed in urban cities in upscale districts Majority of billboards will be in cities with high population and cities with high per-capita income

45. Esquire “The Magazine For People Who Mean Business” 60% Male, 40% Female 61% of subscribers are between the ages of 20-34 Average household income of $87,500 64% of subscribers occupations are of senior management or specialists positions 700,000 Subscribers Image Source: textually.com

46. Gentlemen’s Quarterly (GQ) “Look sharp, live smart” 78% Male, 22% Female. 64% of subscribers are between the ages of 24-34 Average household income of $119,000 62% of readers hold management positions 765,000 Subscribers Image Source: textually.com

47. Robb Report “The Global Luxury Source” Targeted towards matured audience 77% of subscribers occupations are of top managerial positions Average household income if 1.2 million 71% of subscribers own 2+ homes 120,000 subscribers as of later 2008 Image Source: textually.com

48. Airports Best method of expanding internationally as product ages Implement ad campaigns to major international airports Partnerships with exclusive lounges to provide free samples of Noir Image Source: amex.com

49. The End

50. Works Cited 2010 Brand Keys Customer Loyalty Engagement Index.” Brand Keys Inc., 2010. 21 Apr. 2010. Web. 2010. < http://www.brandkeys.com/awards/>. A hard act to follow: Mike's Hard Lemonade takes the malt category to a new level.” Goliath. 1 Sep. 2006. Web. 20 Apr. 2010. < http://goliath.ecnext.com/coms2/gi_0199-5975055/A-hard-act-to-follow.html>. Bacardi Limited Annual Report 2009.” barcardilimited.com. 2009. Web. 16 Apr. 2010. <http://www.bacardilimited.com/view_file.aspx/f=bacardi_annual_report_2009.pdf>. Company spotlight: Bacardi.” MarketWatch: Global Round-up 8.5 (2009): 58-64. Business Source Complete. EBSCO. Web. 16 Apr. 2010. Dowd, Bill. “Wine coolers working their way back.” Timesunion.com. 26 Apr. 2007. Web. 20 Apr. 2010. < http://blog.timesunion.com/dowdondrinks/wine-coolers-working-their-way-back/76/>. Ernest, Wilson H. “Pomegranate.” California Rare Fruit Growers. California Fruit Growers Inc., 1997. Web. 12 Apr. 2010 <http://www.crfg.org/pubs/ff/pomegranate.html>. ranson, Paul. “Fast-Growing Malternatives Threaten Grape Expectations.” Wine Business Monthly.1 Nov. 2002. Web. 24 Apr. 2010. < http://www.winebusiness.com/wbm/?go=getArticle&dataId=20744>. “GQ Demographics.” newsspace.com. N.p., Mar. 2009. Web. 17 Apr. 2010. <http://www.newsspace.com.au/gq/demographics>. “Grey Goose: A Guide to the Extraordinary, the Delicious, and the Exquisite.” 2010. Web. 17 Apr. 2010. < http://www.greygoose.com/#/us/en-us/home/>.

51. Works Cited “Grey Goose Vodka.” The Hydra Group. Web. 17 Apr. 2010. < http://www.slideshare.net/marinatv/grey-goose-power-point-presentation>. “Grey Goose Vodka: Vegan Friendly.” Barnivore. 2008. Web. 17 Apr. 2010. <http://www.barnivore.com/liquor/181/Grey-Goose-Vodka>. Hein, Kenneth. “Ice, Ice Baby - Guinness Bass Import Co., marketing campaign - Brief Article.” Brandweek. 12 Feb. 2001. Web. <http://findarticles.com/p/articles/mi_m0BDW/is_7_42/ai_70460335/>. “How Much Does Grey Goose Cost?” Web. 23 Apr. 2010. < http://www.howmuchdoeseverythingcost.com/costs/how-much-does-grey-goose-cost-cost-of-grey-goose/>. “Industry Overviews.” firstresearch-learn.com. Apr. 2010. First Research. Web. 16 Apr. 2010. <http://dominican.firstresearch-learn.com.ezproxy.dominican. edu/industry.aspx?chapter=0&pid=354> Kesmodel, David. “Liquor Discounts Become Bad Habit for Spirits Makers.” Wall Street Journal 25 Feb. 2010, Eastern edition: ABI/INFORM Global, ProQuest. Web. 21 May 2010. Menton.com. Ed. Unzel Mathieu. 2009. Web. 15 Apr. 2010. <http://www.menton.com/pages-gb/citron-proprietes.html>. Mezzasalma, Nicole. “Success for Grey Goose promotion in Beirut.” DFNI Magazine. 5 Mar. 2010. Web. 20 Apr. 2010. <http://www.dfnionline.com/article/Success-for-Grey-Goose-promotion-in-Beirut-1859629.html>. “New Grey Goose Packaging.” The Dieline. 3 Apr. 2009. Web. 24 Apr. 2010. <http://www.thedieline.com/blog/2009/04/new-grey-goose-packaging.html>.

52. Works Cited “New Grey Goose Packaging.” The Dieline. 3 Apr. 2009. Web. 24 Apr. 2010. <http://www.thedieline.com/blog/2009/04/new-grey-goose-packaging.html>. Praveen. “Absolut Vodka - Marketing Plan.” Permalink. 6 Jul. 2008. Web. 22 Apr. 2010. < http://www.mysensex.com/marketing/10001-absolut-vodka-marketing-plan.html>. Redman, Chris. “Flying Sky High: Grey Goose Vodka.” FranceToday. 19 Mar. 2010. Web. 23 Apr. 2010. <http://www.francetoday.com/articles/2010/03/19/flying_sky_high_grey_goose_vodka.html>. “The Robb Report Collection.” robbreportcollection.com. N.p., 2008. Web. 17 Apr. 2 2010. <www.robbreportcollection.co m/PDFs/asset_upload_file48_2426.pdf >. Shahane, Deepa and Nandan. “Market Synopsis Vodka.” Scribd. Web. 20 Apr. 2010. < http://www.scribd.com/doc/26556768/VODKA-smirnoff>. “Spirits in the United States.” Datamonitor, Jun. 2009. Web. 21 Apr. 2010. <http://globalbb.onesource.com/Web/Reports/ReportMainIndustry.aspx?SicCodeID=220510&Report=DATAMONITORINDUSTRYPROFILE&Process=IP&Type=GetReport&FileFormat=PDF&ReportID=60247&FileName=0072-0801-2008.pdf&VendorName=Datamonitor> Stevenson, Seth. “The Cocktail Creationist.” nymag.com. 21 May 2005. Web. 16 Apr. 2010.http://nymag.com/nymetro/news/bizfinance/biz/features/10816/. “Who Reads Esquire.” esquire.com. N.p., 2009. Web. 17 Apr. 2010. <http://www.esquire.ru/advert/en/#3>. Wiggins, Jenny. “Grey Goose wings clipped in US. “ Financial Times, 3 Apr. 2009, ABI/INFORM Global, ProQuest. Web. 17 Apr. 2010.