Heindrick's and Martin Miller's Gin
Marketing Principles
An analytical investigation of the marketing principles of two gin brands
January 2006
Contents:
Executive summary p.3
Introduction p.6 Hendrick’s gin p.6 Martin Miller’s gin p.7
Situation Analysis p.8 Sociocultural p.8 Technological p.9 Economic and competitive p.9 Political and legal p.10
Competitor analysis p.10 Gordon’s gin p.12 Bombay Sapphire p.13 Plymouth Gin p.13 Tanqueray Gin p.14 Blackwoods Gin p.14
Market Segmentation p.16
SWOT analysis p.19 Hendricks p.19 Strengths p.19 Weaknesses p.19 Opportunities p.20 Threats p.20 Martin Miller’s p.20 Strengths p.20 Weaknesses p.20 Opportunities p.21 Threats p.21
Marketing objectives and strategy p.21 Hendricks p.23 Price p.23 Product p.23 Place p.23 Promotion p.23 Martin Miller’s p.25 Price p.25 Product p.25 Place p.25 Promotion p.26
Recommendations p.27 Hendrick’s p.27 Martin Miller’s p.28
Bibliography p.30
Executive summary:
This report investigates the marketing strategies of two super premium gin brands – Hendrick’s and Martin Millers • Both gins relatively new onto the market with unique selling points o Hendricks distilled in Scotland using unusual botanicals (rose petals and cucumber) o Millers is transported to Iceland where it is mixed with pure Icelandic Spring Water
Situation analysis identifies key issues with direct impacts on both brands • Sociocultural enviromment o Fear of binge drinking having an impact on societal attitudes towards alcohol o Increased home consumption leading to opportunities in the off-trade • Economic and competitive
An analytical investigation of the marketing principles of two gin brands
January 2006
Contents:
Executive summary p.3
Introduction p.6 Hendrick’s gin p.6 Martin Miller’s gin p.7
Situation Analysis p.8 Sociocultural p.8 Technological p.9 Economic and competitive p.9 Political and legal p.10
Competitor analysis p.10 Gordon’s gin p.12 Bombay Sapphire p.13 Plymouth Gin p.13 Tanqueray Gin p.14 Blackwoods Gin p.14
Market Segmentation p.16
SWOT analysis p.19 Hendricks p.19 Strengths p.19 Weaknesses p.19 Opportunities p.20 Threats p.20 Martin Miller’s p.20 Strengths p.20 Weaknesses p.20 Opportunities p.21 Threats p.21
Marketing objectives and strategy p.21 Hendricks p.23 Price p.23 Product p.23 Place p.23 Promotion p.23 Martin Miller’s p.25 Price p.25 Product p.25 Place p.25 Promotion p.26
Recommendations p.27 Hendrick’s p.27 Martin Miller’s p.28
Bibliography p.30
Executive summary:
This report investigates the marketing strategies of two super premium gin brands – Hendrick’s and Martin Millers • Both gins relatively new onto the market with unique selling points o Hendricks distilled in Scotland using unusual botanicals (rose petals and cucumber) o Millers is transported to Iceland where it is mixed with pure Icelandic Spring Water
Situation analysis identifies key issues with direct impacts on both brands • Sociocultural enviromment o Fear of binge drinking having an impact on societal attitudes towards alcohol o Increased home consumption leading to opportunities in the off-trade • Economic and competitive
Bibliography: www.blackwoodsdistillers.com - accessed on 24th December 2004) www.bombaysapphire.com - accessed on 19th December 2005 Hare, S (2005) Is gin the new vodka? www.insidenorthside.com - accessed on 12th November 2005 www.Hendrick’sgin.com - accessed on 30th November 2005 HMRC (2005) HM Revenue and Customs Duty Stamp Scheme, Leaflet 1, p.4 Kolter, P Repell, A (2003) The Marketing Mix: 4Ps, 7Ps or What?. The Privacy Marketing Review (online), accessed on 27th December 2005 - www.reppel.co.uk/marketing-theory www.shetlandwhisky.com/2products/gin.html - accessed on 30th November 2005 Wisniewski, Ian (2004) The botanicals in your glass, www.waitrose.com - accessed on 12th November 2005 -----------------------