OPPapers.com

Qqqq

IMC Plan: Three Olives Vodka
Team Happy Hour
Amber Dodge, Curtis Engel, Drew Lipson, Susy Rendon, Tomas Valladares, Elizabeth Vesci

1. Environment Analysis
Industry Review

Three Olives brand vodka is located in the alcoholic beverages industry. This industry has some main identifying factors. It is an elastic industry due to vodka being considered a luxury to most. If the price goes up there will always be another brand in the eye of the consumer to take the place of the more expensive one. It is also an industry where image is more important then actual taste. Most people don't realize that in a taste test middle shelf brands, such as Smirnoff, taste almost identical to top shelf brands like Grey Goose. This proves that although taste is a factor in the industry, that image is an even bigger factor. Our industry has certain trends at this time. The vodka industry is in a growth stage. More and more companies are joining into the fray. This seems to be due to the popularity of vodka (the number 1 sold liquor) and the generally good economy. Vodka as a whole has moved towards a certain type of marketing plan. This plan focuses on the early to mid 20's college student and single worker. These plans are focusing on making that age group feel as though vodka is a sophisticated liquor that will bring them the same image if they imbibe the liquor. The alcoholic beverage market as a whole is comprised of 56.4 billion dollars. The majority of the market share goes to beer; vodka is a close second with rum and wine right behind.
Competitor Review

The main competition for Three Olives brand vodka is the upper echelon of vodka products. Grey Goose, Belvedere, Chopin, Stolichnaya, Absolut, Ketel One, Van Gogh and Ciroc are the main top shelf vodka competitors to Three Olives.

Brand Name Grey Goose

Market Share 30%

Absolut

20%

Stolichnaya

12%

Campaign "The worlds Best tasting vodka" "Classic Moments in History" "Frozen Neighborhoods"
"PGA...