PROJECT TWIST

World’s 8th largest producer and distributor of wine & wine related products

Plans to launch a new alcoholic beverage into the Canadian market

TO SUCCESSFULLY INTRODUCE A NEW ALCOHOLIC BEVERAGE INTO THE CANADIAN REFRESHMENT MARKETGOAL:

● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ●

Gin Tequila

Water

Energy

Fruit

TO SUCCESSFULLY INTRODUCE A NEW ALCOHOLIC BEVERAGE INTO THE CANADIAN REFRESHMENT MARKETGOAL:

● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ● OPTIONS ●

Gin Tequila

Water

Energy

Fruit

WATER-BASED COOLER

You don’t have to live in the Arctic to enjoy natural glacial water. Vincor introduces a new WATER-BASED COOLER to keep you hydrated (so you wake up remembering what happened last night)

REALFRUITJUICE?

Vincor has NO IN-HOUSE CAPABILITIES

It’s NOT UNIQUE

It’s an occasional drink

….FOR GIRLS

GIN?

Ithas a

smallmarket

with nota lot of

interest

TEQUILA

Small Market

Little Interest

Tequila could be too

strong

?

ENERGY-DRINK?Health

ConcernsLittle Interest

COOLER

WATER-BASED

It’s UNIQUE

There’s HEALTH APPEALAdditional EQUIPMENT NOT NEEDED

Potentially STRONG MARKET

THE FOUR P’s PRODUCT

square-shaped bottle with no label

packaged in a full, closed, 4-pack

box

Squareshaped

bottle with

no label

THE FOUR P’s PRODUCT

PRODUCT THE FOUR P’s

Vs

.

Target Sales Range: 50 000 – 75 000 CasesExceptional Sales: < or = 100 000 Cases

THE FOUR P’s PRICE$9.45

Just below market leader price

Smirnoff Ice $9.65

THE FOUR P’s

PROMOTIONSampling and Taste Testing

Limited Time Offers

Distribution in bars andrestaurants

Sponsorship of summer sports

THE FOUR P’s

PROMOTIONWATER-

BASED COOLERYou don’t have to live in the Arctic to enjoy natural glacial water. Vincor introduces a new WATER-BASED COOLER to keep you hydrated (so you wake up remembering what happened last night)

$2.00 OFFof a four-pack

THE FOUR P’s PLAC

E QUÉBEC

ONTARIO

Market Share: 25%

Market Share: 38%

Canada cooler market share: $230,000,000

B.C.Market Share: 14%

THE FOUR P’s PLAC

E QUÉBEC

ONTARIO

65% interested

80% interested

Canada cooler market share: $230,000,000

B.C.77% interested

THE FOUR P’s PLAC

E QUÉBEC

ONTARIO

Target Margin: 30%

Target Margin: 50%

Canada cooler market share: $230,000,000

B.C.Target Margin: 20%

Quebec30%

Ontario50%

B.C.20%

TARGET MARKET

58% 38%

WE’LL NEED TO SEE SOME IDENTIFICATION, PLEASE

Aged 44 and Under:

Aged 34 and Under:

We want to target:A YOUNGER

GENERATIONPOPULATION AGES:

19 – 45 yrs.

We want to target:THE UPPER CLASS AND

HEALTH CONSCIOUS

Extensive Market Research

Successful Previous launches

Established National Sales

Force

Strong Retailer Relationship

VINCOR’S STRENGTHS

STEVE BOLLIGERValuable Human Capital

VINCOR’S

Previous Failures

Association is limited to the

WINE INDUSTRYVINCOR’S

WEAKNESSES

VVincor’s

Large Presence in BC & ON

Adventurous consumers

Potential for high sales

volume

opening in the market

VINCOR’S OPPORTUNITIES

Time Sensitive

Liquor board approval needed

New products have a short

life-span

Quotas must be met

VINCOR’S THREATS

Cost per Case = (Pack Price * # of Packs in Case) = (9.45 * 6)

= $56.7/Case 40000*56.7= $ 2 268 000 0.98 % Market Share62500*56.7 = $ 3 543 750 1.54 % Market Share100000*56.7 = $ 5 670 000 1.77% Market Share

ANALYSIS MARKET SHARE

WATER-BASED COOLER

SO, WHAT WE’RE TRYING TO SAY IS...

Distribution will be concentrated in ONTARIO, QUEBEC, AND BC

Our water-based cooler will be a trendsetting for “Healthy Alcohol”

Promotions will begin with sports-sponsorships, limited-time offerings, and sampling and taste-testing

...AMEN TO THAT