Diageo Marketing Paper
[pic]Maintaining Market Leader Status in the AusTRALIAN
PRE-MIX market
PREPARED BY: Michael York Head oF Innovation and NPD
Prepared For: Executive Management
1.0 Executive Summary 3
1.1 Introduction to the Firm 3
2.0 Product Selection 4
2.1 Product Innovation Charter (PIC) 4
2.2 Phase 1-3: New Product Development Process 5
3.0 Market Analysis 7
4.0 Phase 4: Development 9
4.1 Full Product Protocol Statement 9
4.2 Design and Development 11
4.2.1 Technical Tasks 11
4.2.2 Marketing Tasks 11
4.3 Product and Market Testing 12
4.3.1 Recommendations 13
5.0 Phase 5: Launch and Commercialisation 14
6.0 Reference List 17
Alcopop tax increased drink sales: distillers 17
7.0 Appendices 18
7.1 Appendix A – Survey 18
7.2 Appendix B – Stage Gate Process 19
7.3 AppendiX C – Product Benefit Layers 20
Executive Summary
1.1 Introduction to the Firm
‘Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. These brands include: Smirnoff, Johnnie Walker, Captain Morgan, Baileys and José Cuervo.’[1]
Here at Diageo we hold an enviable position of market leader for a variety of spirits and ready-to-drink (RTD) beverages. This market leader status has been earned through our strong corporate values of:
- Passion for our consumers: This is in a truly global sense as we produce products for over 180 countries around the world.[2]
- Valuing each other: It has been vital to ensure strong loyalty’s and relationships amongst all stakeholders.
- Allowing ourselves the freedom to succeed: ‘We trust each other, we are open and seek challenge, and we respond quickly to the opportunities this creates.’[3]
- Pride in what
PRE-MIX market
PREPARED BY: Michael York Head oF Innovation and NPD
Prepared For: Executive Management
1.0 Executive Summary 3
1.1 Introduction to the Firm 3
2.0 Product Selection 4
2.1 Product Innovation Charter (PIC) 4
2.2 Phase 1-3: New Product Development Process 5
3.0 Market Analysis 7
4.0 Phase 4: Development 9
4.1 Full Product Protocol Statement 9
4.2 Design and Development 11
4.2.1 Technical Tasks 11
4.2.2 Marketing Tasks 11
4.3 Product and Market Testing 12
4.3.1 Recommendations 13
5.0 Phase 5: Launch and Commercialisation 14
6.0 Reference List 17
Alcopop tax increased drink sales: distillers 17
7.0 Appendices 18
7.1 Appendix A – Survey 18
7.2 Appendix B – Stage Gate Process 19
7.3 AppendiX C – Product Benefit Layers 20
Executive Summary
1.1 Introduction to the Firm
‘Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. These brands include: Smirnoff, Johnnie Walker, Captain Morgan, Baileys and José Cuervo.’[1]
Here at Diageo we hold an enviable position of market leader for a variety of spirits and ready-to-drink (RTD) beverages. This market leader status has been earned through our strong corporate values of:
- Passion for our consumers: This is in a truly global sense as we produce products for over 180 countries around the world.[2]
- Valuing each other: It has been vital to ensure strong loyalty’s and relationships amongst all stakeholders.
- Allowing ourselves the freedom to succeed: ‘We trust each other, we are open and seek challenge, and we respond quickly to the opportunities this creates.’[3]
- Pride in what