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Heindrick's And Martin Miller's Gin

Marketing Principles

An analytical investigation of the marketing principles of two gin brands

January 2006
Contents:

Executive summary p.3
Introduction p.6
Hendrick’s gin p.6
Martin Miller’s gin p.7
Situation Analysis p.8
Sociocultural p.8
Technological p.9
Economic and competitive p.9
Political and legal p.10
Competitor analysis p.10
Gordon’s gin p.12
Bombay Sapphire p.13
Plymouth Gin p.13
Tanqueray Gin p.14
Blackwoods Gin p.14
Market Segmentation p.16
SWOT analysis p.19
Hendricks p.19
Strengths p.19
Weaknesses p.19
Opportunities p.20
Threats p.20
Martin Miller’s p.20
Strengths p.20
Weaknesses p.20
Opportunities p.21
Threats p.21
Marketing objectives and strategy p.21
Hendricks p.23
Price p.23
Product p.23
Place p.23
Promotion p.23
Martin Miller’s p.25
Price p.25
Product p.25
Place p.25
Promotion p.26
Recommendations p.27
Hendrick’s p.27
Martin Miller’s p.28
Bibliography p.30

Executive summary:

This report investigates the marketing strategies of two super premium gin brands – Hendrick’s and Martin Millers
• Both gins relatively new onto the market with unique selling points
o Hendricks distilled in Scotland using unusual botanicals (rose petals and cucumber)
o Millers is transported to Iceland where it is mixed with pure Icelandic Spring Water

Situation analysis identifies key issues with direct impacts on both brands
• Sociocultural enviromment
o Fear of binge drinking having an impact on societal attitudes towards alcohol
o Increased home consumption leading to opportunities in the off-trade
• Economic and competitive...