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Whisky

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by

Bram Guldentops

on 26 November 2014

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Transcript of Whisky

Whisky
FONTS
Case
Market analysis
Beverage alcohol market share
Spirits industry market share
Variety of spirits
Trend: flavoured brands
Solution
Both are a necessity!
R&D
Product
innovation
Marketing:
Commercials
Collect
customer
needs
Research question
What serves the customer best?

Marketing or R&D?
Customer-orientated or product-orientated?


Agenda
Research question
Case
Market analysis
Solution
Additional case
Conclusion
Alcoholic beverage market share
Spirits industry market size
Varieties of spirits
Trend: flavoured brands
Additional case
"Microsoft discovered that after it eliminated the “Start” button in Windows 8. Consumers found the new technology so much more cumbersome that Microsoft restored the button in Windows 8.1"

Too much product orientation
Too little customer orientation
Solution:
Learn from customer
Adapt product
Conclusion
Both divisions are needed
Collaboration
Hard to achieve but:

A company without good collaboration between divisions, is like a bar without beer.
Glenmeadie

Whisky destiller
100 million turnover
Sells over 18 million litres a year
Product export to 180 countries
Half of the profit to marketing
Superior whisky
Solution
Based on research of Academy of Maketing Science
By Ruth Maria Stock & Ines Reiferscheid
Collaboration of Product program newness and Product program meaningfulness

Additional case
Full transcript