Layna Ai
Download
1 / 21

Layna Ai Ora Chen Ashwin Kapadiya Gavin McMurray Sarah Polan Kavita Valarmathi - PowerPoint PPT Presentation


  • 117 Views
  • Uploaded on

Layna Ai Ora Chen Ashwin Kapadiya Gavin McMurray Sarah Polan Kavita Valarmathi. MGT252 Intro to Marketing. Who are we? What is our product? Why this product?. Executive Summary. PEST Analysis. Political Regulations for alcohol sales in Ontario Manufacturer’s license

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Layna Ai Ora Chen Ashwin Kapadiya Gavin McMurray Sarah Polan Kavita Valarmathi' - jennis


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Layna ai ora chen ashwin kapadiya gavin mcmurray sarah polan kavita valarmathi

Layna Ai

Ora Chen

Ashwin Kapadiya

Gavin McMurray

Sarah Polan

Kavita Valarmathi

MGT252

Intro to Marketing


Who are we what is our product why this product

Who are we?

What is our product?

Why this product?

Executive Summary


Pest analysis
PEST Analysis

  • Political

    • Regulations for alcohol sales in Ontario

    • Manufacturer’s license

    • Government monopoly on alcohol sales

    • Advertising in Ontario

    • Manufacturing alcohol in Ontario


Pest analysis cont d
PEST Analysis (cont'd)

  • Economic

    • Smirnoff’s (Diageo’s) shares have increased over the past few years, and continue to show an upward trend

    • The overall market has rebounded, indicating that


Pest analysis cont d1
PEST Analysis (cont'd)

  • Social

    • People are drinking more and more socially, with continuous increase in alcohol sales

    • The club-goers are always trying to follow the latest trends, and because of this they will be attracted to a new and differentiated product


Pest analysis cont d2
PEST Analysis (cont'd)

  • Technological

    • Mainly to do with the production of vodka

    • Production has remained the same for many hundreds of years


Swot analysis
SWOT Analysis

Strengths

Fact that we’re a brand new company means we have an easier time positioning ourselves as a differentiated product

Weaknesses

Since we are a new company, we have a lack of experience in the manufacturing of our product


Swot analysis cont d
SWOT Analysis (cont'd)

  • Opportunities

    • The market expansion in vodka sales is an excellent opportunity to enter the market and be successful

    • Being able to sell through the LCBO means that we will always have the best possible venue for sales

Threats

Since we are a new company, we have a lack of experience in the manufacturing of our product


Customer analysis

Our target market segment is any individuals 19-30 years of age

This segment consumes the largest amount of alcohol, and tend to go to clubs, bars, lounges, etc.

Targeting people who are willing to pay slightly more for better quality beverage, i.e. who have more spending money

Customer Analysis


Competitor analysis

Main competitors; Smirnoff, Absolut, SKYY and Grey Goose age

All of these companies have developed products with infused flavours

This is because consumers are increasingly interested in a wider variety of flavours

Competitor Analysis


Company market analysis

` age

“To become the number one seller of infused vodka in the next 10 years”

We are a new company and will require a large initial investment in marketing expenditures to reach our target consumer

Market trends show that tastes for

Company/Market Analysis


Brand positioning

Brand name: ageIced Vea

Provide customers with high quality beverage that will suit any occasion

Build brand image on memorable get-togethers and all around good times

Brand development into other product lines

Brand Positioning


Product price

Trademark “Cube” eye-catching 750mL bottle age

Minimum price for LCBO sales is $24.95

In order to show that our product is premium, set the price slightly higher at $30.95

This shows high quality, and yet remains affordable

Product & Price


Promotion place

Promotion to consumers as well as business age

Use of sales people to speak with business managers

Magazine, television and billboard advertisements

Distribution through the LCBO

Required for every alcoholic beverage in Ontario

Promotion & Place


Timetable

Nov 2010 – Submit product to LCBO for approval age

April 2011 – Begin marketing campaign

June 2011 – Product available for sale

December 2011 – Evaluate sales and marketing efficiency for the year

June 2012 – Prepare new marketing campaign, “party” promotions, etc.

Timetable


Evaluations

Success to be gauged in two key areas: age

1. Product Awareness

Survey (33% Toronto, GTA; 18% Ontario)

Interview Managers/Staff from LCBO and corporate buyers

Expect positive feedback

2. Sales

Obtain sales figures from LCBO and licensed establishments

6 mo. Goal: $400,000 retail, $350,000 licensed establishments

Evaluations


Financials

Assets age

Distillery $1 000 000

Equipment $4 000 000

Liscensing $100 000

Inventory $500 000

Liabilities

Bank Loan $6 000 000

Expenses

Labour wages (@ $15/hr) $700 000

Marketing expenses $1 000 000

Selling and administrative expenses $200 000

Revenues

Sales revenues $1 000 000

As we can see from our overview of our financial report, we will need to take a significant bank loan as a start up company in order to cover some of our initial costs. The bulk of these consist of the distillery and the equipment needed for it. Our marketing expenses are set at $1 000 000 because we intend to do a lot of marketing initially in order to penetrate the market. However, given our current financial status we could not provide more resources than that. We are hoping that the marketing will pay for itself at the end of one year and provide us with approximately $1 000 000 in revenues, at which point we may begin to host our promotion “parties” in order to ensure share of voice in our market segment.

Financials