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Brand Management-Alcohol Final

Launching A New Alcohol Retail Concept
by

Ankit Agarwal

on 7 October 2013

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Transcript of Brand Management-Alcohol Final

It's Time For Change
What Canadians Drink!
And How Much!
Sally
Harry
35 Year Old, Investment Banker, Annual Income >$150,000
Meet Sally & Harry
"Ambrosia" Positioning
Product
Price
Place
Alcohol Is About Celebration, Togetherness and Fun!!
Why Should Buying Alcohol Be Boring???
27%
24%
7%
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)”
Coochi-Cooers
Penny-Pinchers
Connoisseurs
Family-Bonders
Upscale Experimenters
We drink: for different reasons,
for different occasions
$37 Billion
• 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
Whisky (750ml)

From $75 for Jameson 18 years to $1499
for Glenlivet 1980 Reserve
Vodka (750ml)
From $50 for Grey Goose to $225 for
Kauffman Luxury vintage vodka
Wine (750ml)
From $20 for Pinot Noir 2009 Peller to
$75 for 2010 Le Grand Clos Chardonnay
Beer (450-500ml)
From $8 for Fuller’s Beer to $18 for
Samuel-Smith's-Yorkshire-Stingo
Bloor Street & Avenue Road
King & Spadina
Queen & Younge
Promotion
People
Courteous and Friendly Sommeliers
Short-term Goals
Timeline
2014
2015
2016
$1 million in sales
Break-even, 5% market share
~30% profit margins,
15% market share
B.H.A.G
What If It Doesn't Go As Planned
Q&A
Ankit Agarwal
Competition
• Customers switching to premium beers & wines
• Weak Consumer Loyalty
43%
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?
Brand
Management
Alcohol

Focused on Beer; accounts for
79.2% of the beer market
341 beer brands
"Ambrosia" Brand Identity
Brand Essence
Value Proposition
Core Associations
High Quality
Variety
Loyalty
Alcohol Experts
Customer Satisfaction
Functional: Access, quality, value
Emotional: Customer experience, great relationship,
loyalty
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
2017
Inaugurate stores in
Montreal, Vancouver
"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?
Footfall &
Conversion
Rate
New v/s
Repeat
Purchases
Brand Recognition
Employee Satisfaction
Full transcript