Heindrick's and Martin Miller's Gin

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  • Topic: Gin, Marketing, Gins
  • Pages : 25 (5075 words )
  • Download(s) : 234
  • Published : November 23, 2008
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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 ginp.6
Martin Miller’s ginp.7
Situation Analysisp.8
Socioculturalp.8
Technologicalp.9
Economic and competitivep.9
Political and legalp.10
Competitor analysisp.10
Gordon’s ginp.12
Bombay Sapphirep.13
Plymouth Ginp.13
Tanqueray Ginp.14
Blackwoods Ginp.14
Market Segmentationp.16
SWOT analysisp.19
Hendricksp.19
Strengthsp.19
Weaknessesp.19
Opportunitiesp.20
Threatsp.20
Martin Miller’sp.20
Strengthsp.20
Weaknessesp.20
Opportunitiesp.21
Threatsp.21
Marketing objectives and strategyp.21
Hendricksp.23
Pricep.23
Productp.23
Placep.23
Promotionp.23
Martin Miller’sp.25
Pricep.25
Productp.25
Placep.25
Promotionp.26
Recommendationsp.27
Hendrick’sp.27
Martin Miller’sp.28
Bibliographyp.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 environment:

o Supermarket price wars leading to devaluation of premium spirit brands • Political and legal environment:
o Fears of introduction of duty stamp scheme

Competitor analysis with the following brands:
• Gordon’s
• Bombay Sapphire
• Plymouth
• Tanqueray
• Blackwoods

Market segmentation identifies five types of gin drinkers:
• Gin traditionalists
• Cocktail connoisseurs
• Style seekers
• Seasonal Susan’s
• Downbeat Dave’s

SWOT analysis for each brand identifies:
• Hendrick’s

|Strengths: |Weaknesses: | | | | |Unusual taste and bottle |Lack of promotion | |Opportunities: |Threats: | | | | |Broadening market appeal |Other unique brands | | |(e.g. blackwoods) |

• Martin Miller’s:

|Strengths: |Weaknesses: | | | | |Icelandic spring water |Predominant London distribution | |Opportunities: |Threats: | | | | |Increased sales opportunities riding the gin wave |Poor marketing destroying brand |

Marketing objectives...
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