The Business of Marketing Craft Distilling Workshop ...

1 Marketing Craft DistilleriesThe Business ofDistillingWorkshopSeptember 6, 2008 DistilleriesWorkshopid10083828 pdfMachine by Broadgun Software - a great PDF writer! - a great PDF creator! - Key Elements for Success Vision. Marketing Strategy. Appropriate 6, 2008 Success Appropriate Tactics. Analysis Demographic Trends. Consumer Trends. Dining/Food 6, 2008 Dining/Food Trends. Economic Trends. Competitive Review. to Consider Demographic ethnic Health and 6, 2008 Health and wellness. Local products. Environment: sustainability. Food/beverage super-premium. Internet e-commerce. Psychographics-Dual income Vs Marketing A selling orientation focuses on production. A Marketing orientation September 6, 2008 MarketingOrientation A Marketing orientation focuses on the customer.

2 The aim of Marketing is to make selling superfluous. Peter DruckerBranding Your Distillery Why Brand? Brand Strategy:-Awareness-AssociationsSeptembe r 6, 2008 Distillery-Associations-Perceived Quality-Customer Loyalty-Brand Assets Trade Dress. What is Your Brand Promise?Market Segmentation Finding a market. Identifying a niche. Defining and targeting September 6, 2008 Defining and targeting the Segments for Distilled Spirits Consumer preference for white spirits whiskies usedto be the powerhouses of the spirits market no case. White spirits now driving market for theirReview the TrendsSeptember 6, 2008 Distilled Spiritsthe case. White spirits now driving market for theirversatility and easy drinkability. Vodka is the number one spirit with over 26% of themarket.

3 Return of the cocktail with fanfare using a broaderrange of spirits, juices, mixers etc. Product innovation has been key to the growth of thespirits market. Premium/high end products driving growth. More pairing of food with spirits also driving growth(especially Latin and Mexican cuisine). Imported spirits driving growth imports now Market Segments for Distilled SpiritsSeptember 6, 2008 Distilled SpiritsFour Ps of Marketing Connecting Product Price PlaceSeptember 6, 2008 Connecting with Your Customer Place PromotionDeveloping a Positioning the market: what is mycustomer profile? 2. Identify competitors: primary Determine how consumers Check ListSeptember 6, 2008 Strategy3. Determine how consumers evaluate Learn how competitors are Identify gaps in positions Plan and carry out the positioning strategy through Marketing Monitor the Product attributes: local ingredients, type of distillation, sustainable practices, organic.

4 Benefits, problem solutions: low calorie, lower alcohol, anti-oxidants, great for mixing unique cocktails. Price and quality: price as a signal of high September 6, 2008 Price and quality: price as a signal of high quality ---super-premium. Image: unique bottle, interesting label, unusual or irreverent name. Specific use: pairing with foods, for special occasions, ingredient in popular cocktail or dish. Product user: endorsed by celebrity chef. Against a valued competitor. Positioned in relation to other kinds of product: vodkas, gins, ProductHigh priceC1C2C3 GapSeptember 6, 2008 ProductLow priceHighqualityLowqualityC4C5 Price Cost analysis. Competitor surveys. Product 6, 2008 Product positioning. Pricing Traditional distribution of 6, 2008-Cost of distribution/restrictions.

5 Direct Marketing liquor of Mix Communicating with Your Advertising Sales Promotion Public RelationsSeptember 6, 2008with Your Target Customer Public Relations Selling Strategy Direct Marketing MediaAdvertising Bottle and label. Story behind the product and ingredients. Brochures. Collateral 6, 2008 Collateral materials. Print ads. Web site, blogs, newsletter. Viral Marketing . Videos. Apparel and give Promotion Tasting events. Contests. Special 6, 2008 Fairs, events and trade shows. Tours. Cross promotions. Relations Press kit. Press releases. Media relations/events September 6, 2008and new releases. Community relations. Networking. Trade Strategy Sales presentations. Sales meetings. Sales 6, 2008 Sales incentives.

6 Tastings/Demonstrations. Strategic selling ---large Marketing Media Catalogs. Mailings or E-Mailings. E-Commerce on web site. Customer relationship September 6, 2008 Media Customer relationship management (CRM).-Lifetime customer your customer data Marketing ProcessAnnual Strategy andPlanSeptember 6, 2008 ProcessTacticalPlan ExecutionNew MarketOpportunities& Changes,TrendsResults& MeasurementQuestions?September 6, 2008 Questions?