Marketing Plan for Grey Goose Company - Case Study Example

Marketing plan for Grey Goose Company Phase II Market-product Focus The marketing and product objectives of Grey Goose Company are presented below. Improvement of the sales growth within six months Improvement of the total range of customers with six months Improvement of the total market share by 7.5 percent as compared to its rival players such as Smirnoff, Skyy and many others. Improvement of the customer base by about 15 percent as compared to previous financial years by the next six months. Improvement of the brand image of products of Vodka by next 2 months, so that it might be preferred by the customers either neat or mixed with other drinks Target markets The target customers of the product of Vodka of Grey Goose mainly fall under the age group of 21 to 65 years. Along with this, the demand and preference for Grey Goose Vodka is mainly high among those individuals who stay away from their homes. This is mainly due to the striking taste that may be enjoyed at any time of the day so as to attain a refreshing feeling. Other than this, the demand for Grey Goose Vodka is extremely popular among both men and women of middle income groups and social class mainly due to its competitive price. Thus, due to its competitive price and extra ordinary taste, its level of preference is extremely high among the middle class of the society and so its brand value and market share is also quite high as compared to many other rival players such as Smirnoff, Skyy etc in the market of America. Points of difference In spite of extreme aggressiveness, the demand and preference of Grey Goose Vodka is extremely high in the market of America as compared to other rivals. This is mainly due to the utilization of the special customized technology, which mixes potatoes in a unique way so as to present a unique quality and taste. Thus, due to this unique feature, the level of preference of Grey Goose Vodka is extremely high in the market. Moreover, as the vodka of Grey Goose might be consumed in both neat as well as in mixed way, so its level of demand is extremely high as compared to others. Thus, due to these above mentioned features, the sustainability and position of the organization of Grey Goose increased to a significant extent in this age of competitiveness. Positioning Positioning is the process of locating a specific product within the minds of the customers among many other rival brands in order to improve its total sale and market position. The organization of Grey Goose might try to re-position itself as a premium brand offering a wide range of superior and healthy malt spirits such as Grey Goose La Poire, Grey Goose L’Orange, Grey Goose Le Citron and many others. However, in order to improve its demand and customer base, it promoted itself as a healthier drink with superior quality, sophistication as well as modernity. Furthermore, in order to improve the sustainability and market share, all the products of Grey Goose are prepared from finest quality of ingredients that increased its level of preference among the adult section of the society. Hence, in spite of being a premium brand, its market share and total sale is quite high, due to its healthier taste as compared to others as presented below. (Source: Huffingtonpost, 2012) Thus, from the above mentioned figure, it might be clearly revealed that introduction of the above mentioned product lines, might surely prove extremely effective for the organization so as to amplify its brand image and profitability in the market among others. Social media plan: Social media marketing is one of the most effective modes of promotion today. Social networking websites act as the platform where the products can be promoted. Grey Goose can take this initiative to promote their new or existing products through social media platform and this would effectively increase the access of the brand towards large number of potential consumers. Marketing and media program Product: in order to improve the market share and competitiveness in the market of United States, the organization of Grey Goose might try to introduce, green-apple flavor as well as lemon flavor. Introduction of these flavors might prove effective in attracting the customers desiring for drinks with changed taste. Along with this, the organization of Grey Goose might introduce these above mentioned flavors so as to present a better and refreshing taste to its target customers in order to retain them for longer period of time as compared to others. Moreover, in order to attract the customers, the product line might be promoted by the brand name, ‘Green Apple Revolution and Lemon Evolution’. Apart from this, the bottles of ‘Green Apple Revolution and Lemon Evolution’ need to be packaged with apple or lemon logo along with very attractive colorings such as green and yellow with 12 months warranty. This type of packaging might prove effective for the organization of Grey Goose to increase its market demand and loyalty. Price: the prices of these above mentioned products ‘Green Apple Revolution and Lemon Evolution’ need to be medium in nature as compared to others so as to attract a huge range of customers as compared to other brands. Only then, it might be consumed by a wide range of customers of varying age groups, income groups and social status rather than other brands. Other than this, in special occasions such as in Easter day or in weekends, 1 peg of vodka might be presented entirely free with 2 pegs of vodka so as to enhance its demand and market share among others. Thus, if the above mentioned strategies and policies might be maintained, then the total sales and profitability of the organization of Grey Goose might surely be enhanced to a considerable extent as compared to many other rival players. Place: the product lines of ‘Green Apple Revolution and Lemon Evolution’ need to be placed in both off-shop and on-shops so as to attract the attention of the customers. Along with this, it might also be placed in bars and disco floors so as to increase its total sales and profitability in the market among others. The distribution system of the products can be done through the experienced suppliers who are well informed about the tastes and preferences of the market and they will supply the products to the shops from where they can expect highest sales. However, such type of distribution might be used for the products of Grey Goose and then it would surely prove effective in amplifying its total sales and demand in the market of United States as compared to many other existing rival players. Promotion: Grey Goose might promote the products of ‘Green Apple Revolution and Lemon Evolution’ in the market with the help of music cd’s. Along with this, the organization might promote its products with the help of glow sign boards in front of wine shops, bill boards, vinyl boards in tourist’s spots etc. Apart from this, in order to attract the customers towards the brand, the organization might promote the products by presenting mercury cut glasses, ties, after shaving lotions etc. If the organization implements these strategies, then the organization of Grey Goose might surely amplify its profit margin and productivity in the market of United States. In addition to these above mentioned points, the organization might present table –top-dispensers, mercury cut glasses in bars and disco floors, so as to promote the products of ‘Green Apple Revolution and Lemon Evolution’ among other brands. However, due to the utilization of these above mentioned ideas, the total sale and brand value of the product lines and the organization of Grey Goose might get enhanced as compared to many others. Task Time Status To enhance the total sale of the products of Grey Goose With next 6 months Might prove effective, if promoted efficiently Work Cited Huffingtonpost, “ Top Vodka Brands: Grey Goose, Absolute rank high in customer survey”, 2012. Web, 2014 Read More