Vincor Project Twist
Vincor: Project Twist
Table of Contents Problem statement 3 Situation analysis 3 Objectives and goals: 3 Background and forecast: 3 S.W.O.T. analysis: 3 Strengths: 3 Weaknesses: 4 Opportunities: 4 Threats: 4 Market analysis: 4 Segmentation analysis: 5 Competition analysis: 5 Case Keys 6 Key success factors: 6 Key uncertainties: 6 Analysis of alternative solutions 7 Recommendation(s) 9 Action plan 10 Exhibits 12 Exhibit 1: Perceptual Map 12 Exhibit 2: Packaging 13 Exhibit 3: Pricing and discounting 15 Exhibit 4: Market segmentation chart 16
Problem statement
Kelly Kretz, Vincor’s Marketing Manager, must decide what type of cooler to launch for the upcoming spring and summer season. Kelly must also consider positioning and other marketing mix strategies to achieve a successful product introduction into the fast-paced and fickle refreshment category.
Situation analysis
Objectives and goals:
Kelly‘s goal is to develop a new brand of alcoholic beverage for Vincor that will be innovative and “truly Canadian” with the objectives of: * Introducing a cooler product that will help to maintain and grow Vincor’s position in the refreshment category and * Achieve a successful launch, 50,000 to 75,000 cases, in market where 80% of new products don’t make it past their first year.
Background and forecast:
Vincor’s refreshment portfolio has been driven mostly by sales of its Vex and Growers Cider brands, which make Vincor the 2nd largest supplier of refreshment products in Canada. Canada Cooler and Tabu brands have not provided significant sources of revenue or growth for the company. Despite the existence of strong brands, the refreshment category itself has been shrinking by six per cent year over year. An innovative new product is needed in this category to help curtail this decline.
S.W.O.T. analysis:
Strengths:
* Conducted extensive market research. * Success of Vex and Growers Cider and company as a whole. * Established
Table of Contents Problem statement 3 Situation analysis 3 Objectives and goals: 3 Background and forecast: 3 S.W.O.T. analysis: 3 Strengths: 3 Weaknesses: 4 Opportunities: 4 Threats: 4 Market analysis: 4 Segmentation analysis: 5 Competition analysis: 5 Case Keys 6 Key success factors: 6 Key uncertainties: 6 Analysis of alternative solutions 7 Recommendation(s) 9 Action plan 10 Exhibits 12 Exhibit 1: Perceptual Map 12 Exhibit 2: Packaging 13 Exhibit 3: Pricing and discounting 15 Exhibit 4: Market segmentation chart 16
Problem statement
Kelly Kretz, Vincor’s Marketing Manager, must decide what type of cooler to launch for the upcoming spring and summer season. Kelly must also consider positioning and other marketing mix strategies to achieve a successful product introduction into the fast-paced and fickle refreshment category.
Situation analysis
Objectives and goals:
Kelly‘s goal is to develop a new brand of alcoholic beverage for Vincor that will be innovative and “truly Canadian” with the objectives of: * Introducing a cooler product that will help to maintain and grow Vincor’s position in the refreshment category and * Achieve a successful launch, 50,000 to 75,000 cases, in market where 80% of new products don’t make it past their first year.
Background and forecast:
Vincor’s refreshment portfolio has been driven mostly by sales of its Vex and Growers Cider brands, which make Vincor the 2nd largest supplier of refreshment products in Canada. Canada Cooler and Tabu brands have not provided significant sources of revenue or growth for the company. Despite the existence of strong brands, the refreshment category itself has been shrinking by six per cent year over year. An innovative new product is needed in this category to help curtail this decline.
S.W.O.T. analysis:
Strengths:
* Conducted extensive market research. * Success of Vex and Growers Cider and company as a whole. * Established