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Campari Group-Analyzing Competitive Advantage

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Maria-Vanina Botezatu

on 7 November 2012

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Transcript of Campari Group-Analyzing Competitive Advantage

Campari Group
Analyzing Competitive
Advantage Ben Sanshie
Matthias Wiltschek
Maria-Vanina Botezatu
Raphaël Blanchard
Theodor Östlund The key to success...? ...A good strategy High quality
Emphasis on exclusive design
Emphasis on exclusiveness by using VIPs in advertisements
Design which is distinguishable from low-cost products
Recipe What makes the difference? Portfolio with over 45 brands
Acquisitions of other premium brands (SKYY Vodka)
Global network of distribution Industry-wide Why? Advantages and disadvantages of the strategy adopted 7.11.2012 Cons Pros Competitors' strategy Main competitors Campari's strategy Bibliography Any questions? Key Strategies Select strategic acquisitions with focus on highly profitable spirit brands

Brand building and constant growth

Advertising and Promotion that ensures the success of Campari´s business model (reputation)

Exploit untapped markets

Cost optimization and strong financial position Diageo

Pernot Ricard

Gruppo Campari Profit margin: 18.05%
Brands: 68

Profit margin: 13.49%
Brands: 36

Profit margin: 12.41%
Brands: 46 Campari: http://finance.yahoo.com/q/ks?s=CPR.MI
Annual report http://www.camparigroup.com/en/investors/financial-reports/index.shtml
Annual report http://www.diageo.com/en-row/investor/Pages/financialreports.aspx
Pernod Ricard: http://finance.yahoo.com/q/ks?s=RI.PA
Annual report http://pernod-ricard.com/670/investors/publications/annual-reports Profits of the industry
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