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Transcript of vodkaa
Carisse Antonas 15488905
Ericca Fernandez 15073754
Jasmin Bernhagen 14990124
Krista McGrath 14852758 Research As students, designers or being any part of the design industry; we initially need to understand the market for our product by doing many means of research. By doing this we are able to recognize key selling points . And thus, develop the most effective company-communication objectives and branding strategy to combat a competitive marketplace What is it? The product itself A vodka raspberry/ vodka passion fruit premixed ready to drink beverage available in glass bottles or cans and are available for consumption off premise through bottle shops. Ingredients
and raw materials Vodka is an ethyl alcohol liquor from the fermentation of either grain or potato
There is also added sugar, coloring, fruit flavoring, and a percentage of actual fruit juice added
Vodka is made by the process of distillation of a fermented substance , often potatoes and rye or wheat grain and less often, sugar beet molasses. Most vodka was traditionally made from potatoes and corn, but in recent years, most high-quality brands of vodka has been distilled from cereal grains History of Vodka The name "vodka" is a diminutive form of the Slavic word voda (water), interpreted as little water:
Northern, Central and Eastern Europe are the historic homes of vodka, and also have the highest vodka consumption in the world
Vodka usually contains at least 37-38% alcohol volume, which is frequently regulated.
Vodka can be made out of many different things There are different types of drinking games Some of the popular ones include circle of death & I never
Vodka is the national drink of countries like Russia, Poland, Finland, and others Cultural association The Market OPINIONS – In terms of the risk and damaging effects of alcohol, it seems ignorance or naivety is the point of view on alcohol for the majority of drinkers.
VALUES – To be socially accepted, a means of escaping from something, and generally the need to ‘have a good time’. Alcohol in all forms connote ideas of enjoyment and relaxation.
NEEDS – The means of being socially accepted also fall under the category of needs to many. This notion is a pressing impact on many decisions made in young adults, including the weather to consume alcohol or not. PSYCHOGRAPHICS DEMOGRAPHICS AGE – 18 to 25 year old
GENDER – Female
OCCUPATION – Full time work, part time work combined with education
EDUCATION – Tertiary Education
HOUSEHOLD – Out of home, shared house or student housing “2.6 Social benefits of alcohol consumption
It is widely recognised that alcohol makes a positive contribution to individual and social wellbeing. Alcohol is accepted as an important part of Australian life and culture. (NEACA 2001).”
Population Health Monitoring and Surveillance:
Alcohol Consumption in Australia Paper Product Specific MARKET SHARE IN GENERAL
The ease of availability and cost effective options, they are seen as a successful introduction to the Alcoholic options
Availability to all products is significantly easy, most bottle shops tend to sell the same products and brands, however some specific companies do have more of restricted amount availability
The locations of bottle shops, and age are the few factors they may limit means of accessibility, however are rarely an influencing factor, and can still be avoided DIRECT COMPETITION INDIRECT COMPETITION PROMINENT AND SUCCESSFUL BRANDS
Primary competition is specifically vodka drinks of the similar substance, appearance, and withing the price range
Secondary competition includes all light-sprited pre mixed drinks of similar price, including such like Bacardi Breezers, and Gordans Gin and Tonics
The range of premixed vodka based drinks vary slightly in terms of packaging – the majority either being a 4 pack of bottles, or 6 pack of cans. This is quite a contrast between quality and quantity, supported by the price of each product ANY COMPETITOR FOR THE CUSTOMERS MONEY
This category encompasses all types of alcoholic drinks. These influencing factors can include price, taste, availability, aesthetics and also such things as phases and popularities SUGGESTIONS HOW TO STAY WITHIN RANGE
In terms of packaging, the options are quite limited and standard, being mostly 4 packs of bottles or 6 pack of cans, this is mostly due to reasons of suitability OPPORTUNITIES TO STAND OUT
Direct opportunities are those of aesthetics, this may be in the areas of packaging and labeling, and the look of the actual product
The taste may also be a possible difference, new flavours can be introduced creating a wider option for the consumer POTENTIAL RISKS
Matters of taste, such as making the newly introduced flavour too different and specific, therefor limiting the amount of potential consumers
In terms of looks – if you were to introduce a blackcurrant drinks that was really quite dark in colour it may perhaps be off putting, and also could have other influential factors such as lip and teeth staining and may deter customers SWOT Strengths – Already a successful amount of product ranges, recognizable and relatable to other products. The fact that the product is new and exciting: the notion of trying new things, and being the first to try and introduce the product to others, this is significant especially due to the age group of the target market.
Opportunities – The product is unknown and new, there are many initial opportunities involving a new product as there is no basis for the product to be already judged, or any negative attachments. Weaknesses – The initial promotion of the product, no one knows about it so would require a larger amount of money spent on the advertising campaign to get the product into the consumers market. The large amount of competition within the other products and varying ranger. There is not a large opportunity of unique products as many have tried new strategic ways and have explored many of the areas already.
Threats – all other existing product rages, and also the influence of them bringing out new products as well: they are already well recognized brands so have a leading edge in terms of the consumers ability to recognize the product. The fact also that a different company can start up and potentially aim to do the exact same thing, creating more of a competition, and also eliminating the uniqueness of the new brand. Design Theory The Deliverables Advertising Promotion + Packaging Logo and Bottle The Environment and Application Point of Sale Liquor Store
Pre mixed vodka beverages are placed in the fridge whilst pure vodka is placed on the shelf. (This is because the pre mixed drinks generally expire within 2 years of manufacture)
Pre mixed drinks are located in one section only and all different brands are placed together
Alcohol is stored in allocated ‘drink types’
Vodka is placed with vodka, wine is placed with other wine brands, beer is placed with beer etc.
Promotional display includes discounts or buy one get one free tags Legal Requirements Legal Requirements
It is mandatory to have a label that says:
The approximate number of standard drinks
Directions for use and storage
Declaration of alcohol by volume percentage
Date marketing (if shelf life is less than two years) Legibility and Labeling:
All information on a label must be written legibly and prominently such as to afford a
distinct contrast to the background
a statement on the package that identifies where it was made or produced
Ingredients must not be false, misleading or deceptive.
Type must be legible
Alcoholic beverages in the categories beer, wine, fruit wine, and spirits are not subject to include nutritional information panels, ingredient lists, and percentage labeling of ingredients. (Unlike most foods found in stores)
Barcodes on the packaging must be readable and the numbers must be large enough to be seen with the human eye
Beverages may provide health warnings if necessary (E.g for pregnant women) however, it is not a legal requirement. Nutritional Alcoholic beverages have been enjoyed for thousands of years and have been appreciated for their taste and pleasing effects. However, pre mixed vodka beverages contain many different ingredients which can have displeasing affects on the body if consumed in high quantities. So like everything else we consume, drinking in moderation is the key. Caloric value of alcohol is high-A single shot of hard liquor contains between 100 and 200 calories
Sugary pre mixed drinks can range from 300 to 800 calories
Alcohol itself has no vitamins or minerals. The only nutritional value that may be gained with alcohol is mixers containing juice or milk. There is no legal requirements for alcoholic beverages to display a recycle symbol on the label. Recycle Branding theory Point-of-sale theory Semiotics Semiotics are used as a branding strategy- it’s found in the way that fonts are chosen, icons and logos are made, the packaging design itself and its appeal- this all relevant to the vodka brand. Semiotics refers to signs and how signs are read thus signified. Utilising semiotics our brand can to appeal to our demographic in a fun but unique way- and thus be successful. Colour can be used as a branding strategy in both the brand and tangible packaging / the good itself. Colour can be used in a consumer product to in this case, raise the appetite of a consumer or evoke a feel or an idea about the product. “Psychologists Stephen Palmer and Karen Schloss of UC Berkeley, tested the colour theory that human colour preference is adaptive; that is, people are more likely to survive and reproduce successfully if they are attracted to objects with colours that "look good" to them, and they will avoid objects with colours that "look bad" to them. “ POS deals with the very act of buying something. Consistency + Continuity + Cooperation = Brand John R. Graham 2012 If there's no brand, there's no business
Branding is about certain customers, not all customers. What you and I want to sell doesn’t count; all that’s important is what someone wants to buy.
Branding has to do with what customers think about when they think of a company, product or service.
Branding is about everything a company does.It involves everything from the way the telephone is answered to the design of the logo” Conclusion Australian Institute of Health and Welfare Canberra, Drinking patterns in. Australia, 2001–2007. December 2010 Australian Institute of Health and Welfare Canberra, Drinking patterns in Australia, 2001–2007. December 2010 Australian Institute of Health and Welfare Canberra, Drinking patterns in Australia, 2001–2007. December 2010 Legal Requirements
Alcoholic beverages must include a name or description sufficient to indicate the true nature of the beverage. (If it contains alcohol it must state it)
They must include the name and business address of the supplier
Information must be provided about certain substances in the form of mandatory declarations, warning statements or advisory statements. (In case the consumer has allergies) Other labelling requirements:
The label on a package of a beverage containing more than 0.5% alcohol by volume must not include the words ‘non intoxicating’ or words of similar meaning
An alcoholic beverage containing more than 1.15% alcohol by volume must not be represented as a low alcohol beverage
Alcoholic beverages must not be represented in a form which expressly or by implication suggests that the beverage is non-alcoholic SEVEN DEADLY SINS: ENVY
Envy Saturdays at Metro City are about;
Our beverage interpretation of Envy a luminescent green colour tasting distinctly of an after-dinner mint for the price of $6.
Or taste the full SDS beverage package for just $50! (7). Point of Sale Many bars and clubs use a variety of promotional material and methods to promote their club/bar and special events they hold.
Some of these include:
Posters that announce special deals
Discounts off beverages and entry
Flyers and many other point of sale methods
Beverages are promoted/advertised on coasters and glass ware Through all our research, we have established a strong understanding of our product. We have realized our demographics, which will be males and females between the ages of 18-25 although we have realized our customers would predominantly be females. This was determined based on accessibility of our product; it’s price and matter of taste. The product will reflect unique typography and color, which will be included in the labeling. Our advertising, which would encompass all of these aspects, will create a strong brand voice References The Theory of Brand Culture. 2009. http://www.slideshare.net/ANAPresents/the-theory-of-brand-culture-101(accessed August 2012)
R. Douglas Fields. Why We Prefer Certain Colours. 2012. http://www.psychologytoday.com/blog/the-new-brain/201104/why-we-prefer-certain-colors(accessed August 2012)
Brand Theory. 2012. http://www.candescence-strategy.com/premise/brand-theory(accessed August 2012)
Point of Sales Theory. 2010. http://www.ehow.com/info_8258860_point-sales-theory.html(accessed August 2012)
Branding. 2009. http://www.media3pub.com/usbank/articles/nobrand.html(accessed August 2012)
Branding Definition. 2011. http://www.investorwords.com/cgi-bin/getword.cgi?568 (accessed August 2012)
The Vodka Museum, http://www.vodkamuseum.ru/english/home/. ( accessed August 12 2012)
History of vodka, 2012. http://www.vodkarocks.com/the-drink/vodka-history ( accessed August 16 2012)
Food and Beverage Underground. 2011. http://www.foodandbeverageunderground.com/history-of-vodka.html. ( accessed August 12 2012)
Doing business with LCBO.2012. http://www.doingbusinesswithlcbo.com/tro/Packaging-Quality/Label-Standards/Barcodes.shtml
Matthew Thomas.Alcohol Warning Labels. 2012. http://www.aph.gov.au/About_Parliament/Parliamentary_Departments/Parliamentary_Library/pubs/BN/2011-2012/AlcoholLabels#_Toc324314961
Alcohol Labeling Requirements by Country. 2011. http://www.icap.org/table/alcoholbeveragelabeling
All drinks – Alcoholic and Non-Alcoholic. 2012. http://www.recyclingdestruction.co.uk/all-drinks-alcoholic-non-c33.html Colour theory The product must;
Be easily accessible and practicable to carry
Stand out from competitors on shelves or display fridges, in a unique manner
Have a convenient yet attractive design
To appeal to consumers Customers are approaching check out
The moment when money and goods change hands.