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Brand Management-Alcohol Final
Transcript of Brand Management-Alcohol Final
What Canadians Drink!
And How Much!
35 Year Old, Investment Banker, Annual Income >$150,000
Meet Sally & Harry
Alcohol Is About Celebration, Togetherness and Fun!!
Why Should Buying Alcohol Be Boring???
I envy Harry’s taste and knowledge in premium alcohol
46 Year Old, C-Level Executive, Annual Income >$500,000
Hmmm!! The bar needs to be re-filled with some rare collectibles
“To those who appreciate finer things in life (Target), Ambrosia will provide a wide range of premium alcohol from across the world (POD) and the knowledge to help you choose the most suitable bottle of alcohol (POD) through industry trained service staff (RTB)”
We drink: for different reasons,
for different occasions
• Dollar value shows improvement but overall volume remains slow
Where Do Canadian Buy Their Alcohol (Ontario)
Wide variety of premium and good tasting liquor
The knowledge gained from employees who are industry experts.
The on-line exlusive club where super premium and rare brands are open for bidding
Home-delivery of successful bid items
From $75 for Jameson 18 years to $1499
for Glenlivet 1980 Reserve
From $50 for Grey Goose to $225 for
Kauffman Luxury vintage vodka
From $20 for Pinot Noir 2009 Peller to
$75 for 2010 Le Grand Clos Chardonnay
From $8 for Fuller’s Beer to $18 for
Bloor Street & Avenue Road
King & Spadina
Queen & Younge
Courteous and Friendly Sommeliers
$1 million in sales
Break-even, 5% market share
~30% profit margins,
15% market share
What If It Doesn't Go As Planned
• Customers switching to premium beers & wines
• Weak Consumer Loyalty
How can they expect me to pay so much when I don’t even know how it tastes?
ARE YOU ONE OF THESE?
Is good service too much to ask for? Why won’t anyone help me make a choice – all bottles look the same to me?
Focused on Beer; accounts for
79.2% of the beer market
341 beer brands
"Ambrosia" Brand Identity
Functional: Access, quality, value
Emotional: Customer experience, great relationship,
Self Expressive: Pride, Esteem, Brand Selection
Helping you embrace finer
things in life
Largest player with 50% market share in Ontario
$4.7 Bn in annual revenue, houses 2500 brands
Inaugurate stores in
"To redefine the alcohol consumption landscape in Canada by growing the
premium alcohol market by 50% and leading this segment in sales"
What Gets Measured Gets Managed?