2. Project 2 Conduct an in-depth analysis of Gallo Spirit
Brands versus competitive brands (top 3) in the following
categories: Tequila, Vodka, Rum, and Gin Create ways to build Gallo
spirit business in various business aspects: Pricing, Ads,
Promotion, P.O.S., store support, etc.
3. Agenda New Amsterdam Vodka and Competition Competitive
Analysis Growth Strategies New Amsterdam Gin and Competition
Competitive Analysis Growth Strategies Shellback Rum and
Competition Competitive Analysis Growth Strategies Camarena Tequila
and Competition Competitive Analysis Growth Strategies
4. New Amsterdam Vodka In comparison to the competition: #2
Retail Vodka Brand in New Jersey #3 Spirit brand in terms of growth
Only other Vodka ahead is Titos Less of a direct competitor Top 10
Vodka Growth Brands: #1 Titos Dollar Change $30,172,506 - % Change
84.3 #2 NAV Dollar Change $19,822,916 - % Change 53.6 #4 Svedka
Dollar Change $5,222,497 - % Change 5.8 *Note* Smirnoff and
Pinnacle both absent from Top 10 Sources: Gallo Provided 2015
Holiday Focus New Amsterdam PowerPoint
5. New Amsterdam Vodka In 2014, New Amsterdam Flavors were the
most efficient on a Sales/SKU basis 31% of NAV volume is coming
from consumers switching from other Vodkas 1 of 3 NAV consumers new
to Vodka 1 of 5 NAV consumers new to Spirits Signifies the
approachability NAVs marketing has achieved Source: Gallo Provided
2015 Holiday Focus PowerPoint
6. Growth Strategies Relevance of Social Media (Instagram) 26%
of online adults use Instagram, up from 17% in late 2013 Represents
largest major social media growth last year The group of 18-29 year
olds grew from 37% to 53% in the same time 49% of the total adult
Instagram users check at least daily Advantages centered around
brand mentions or re-postings on personal networks Potentially
large network sizes Ease of sharing within and across social
networks Credibility of peer-to-peer information Source: Pew
Research Center Social Media Update 2014 Demographics Pew Research
Center Social Media Update 2014 Frequency of Social Media Use
Psychology & Marketing Creative Strategies in Social Media
Marketing (ECU)
7. How Is New Amsterdam Doing? Numbers for Instagram accounts
obtained 7/8/15
8. Smirnoff Instagram Page
9. Gain Followers, Generate Content, Benefit from Exposure
Provoke Organic Posts Tagging us & using our hashtags
#shareyourtown social media campaign Spinoff of the YouTube channel
#ItsYourTown series Authenticity When marketers talk about
Millennials, the buzzword authenticity is never far behind.
Millenials, researchers are convinced, crave authentic products and
experiences. Jeff Cioletti Vodka The Beverage Journal
10. Updated Prizes???
11. Sample Post
12. Scratch and Sniff Neckers Pleasant aromatics of New
Amsterdam flavors Scratch and Sniff neckers placed on bottles
corresponding to provided recipes Physical interaction with
consumers 51% of consumers looking for more on-package cocktail
recipes or product ideas. Source: Mintel Oxygen White Spirits US
November 2014 Issues and Insights
13. New Amsterdam Gin Competition Direct Seagrams Big category
players Bombay Tanqueray
14. New Amsterdam Gin Top 5 Gin brand in total volume Driving
category growth (+3.3%) Volume Change against Last year New
Amsterdam +3.3% Seagrams -2.8% Tanqueray+2.9% Bombay +2.0% Gin
Category -2.1% Source: New Amsterdam Gin: Driving Category Growth
to The Category
15. Growth Strategies Gin was meant to be mixed, and consumers
likely would respond to the addition of cucumber, citrus, herbal
flavors, apple and pear, just for a few examples. Positioned to be
mixed #MixItUp Accompanied with new drink recipes Support consumer
submissions Source: Mintel Oxygen White Spirits US November 2014
Issues and Insights
16. New Amsterdam Gin Greater emphasis at a distributor level
Reinforce brand standards to sales force Incentives for sales reps
$10 for every core four specific display in their relative markets
-OR- $500, $400, $300 for the 3 largest Gin displays
17. Shell Back Rum Competition Captain Morgan Bacardi
Malibu
18. Shellback Rum #1 Rum Growth Brand 2014 Rum represents the
3rd largest spirit category Summer represents a pivotal time for
rum sales Summer 2014 saw a +51% dollar sales lift Source:
Shellback National Focus Summer 2015 Repeat Buyers: Spiced has a
higher percentage of repeat buyers than the category leader, Silver
has the same as the category leader
19. Growth Strategies Incentives for tastings Additional amount
for reps Specifically during summer Additional POD & Case
focuses throughout the calendar year
20. Shellback Rum What Gallo has already done Disposed of the
RIP, implemented a QD Drives competitive shelf retails
21. Camarena Tequila Competitors: Direct Jose Cuervo Big
Category Players Patrn Hornitos
22. Camarena Tequila 100% Blue Agave This category was +23% in
2014 #2 100% Agave brand #SAVECINCO campaign was extremely
successful 86 million consumer impressions Half of all 2014 volume
lift credited to the campaign Crafted by 6th Generation Tequila
Family Source: Camarena Tequila Gallo Provided (IRI)
23. Growth Strategies Research shows men ages 22-34 are
interested in knowing more about the craftsmanship used by
particular white spirits Concept sales force can utilize Interests:
Distillation process Country of Origin Promote: Ingredients
Production process Unique qualities (aromas, etc.) Source: Mintel
Oxygen White Spirits US November 2014
24. Camarena Tequila Musical motion censored shelf-talker
Inspired by New Amsterdam light-up Song taken from Website Content
Shelf-talker reinforces the generational element and the 100% Blue
Agave aspect
25. Takeaways New Amsterdam Vodka Social Media campaign Scratch
and Sniff neckers New Amsterdam Gin #MixItUp with recipes
Incentives for reps (displays) Shellback Rum Incentive for reps
(tastings) RIP structure adjustment (done by Gallo) Camarena
Tequila Musical shelf-talker Heritage and 100% Agave focus
