42 Below Vodka which is the universe ‘s most awarded vodka harmonizing to its web site is one of New Zealands most recognized intoxicant exports to the universe. 42 BELOW Limited, is a drinks fabrication company based in downtownA Auckland, A New Zealand. Their first merchandise is theA vodkaA 42 BELOW, theA ginA South Gin, every bit good asA 420 spring waterA ( which is scintillating mineral H2O ) and the cheaper brandA of Stil Vodka ( Wikipedia, 2012 ) .
A 42 Below is made fromA familial engineering-free wheat. The name besides refers to the southern latitude where the merchandise is manufactured merely north ofA WellingtonA on New Zealand ‘s 42nd analogue and it is besides a mention to the 42 % intoxicant content of the drink.
The specific merchandise that will be the focal point of this assignment is the 42 Below Feijoa Vodka which is made with the feijoa, a nativeA New ZealandA fruit, and has 42 % intoxicant content. It besides has the intimation of Psidium littorale and Ananas comosus every bit good and is a comparatively new merchandise for the company.
Vodkas are considered to be liquors that are chiefly impersonal that is, “ without typical character, olfactory property, gustatory sensation or coloring material ” ( MediaWiki, 2012 ) . Nevertheless, purchasers do separate between them harmonizing to gustatory sensation, intoxicant content, and most notably, monetary value.
The mark market for this merchandise: 42 Below Feijoa ( referred to in this study as Feijoa ) will be the young person and this merchandise will particularly be marketed with a ‘kiwi-culture ‘ construct to those with a loyal run. A monetary value of around $ 37.99- $ 42.99 puts this vodka in the mid-price scope which will besides be a asset.
42 Below undertook a preliminary public stamp of portions and warrants in 2003. On 27 September 2006 the house received a coup d’etat offer of $ 0.77/share fromA Bacardi LtdA , which expanded the value of the concern to NZ $ 138 million. Bacardi looked at 42Below as a fledgeling company but with much long-run growing potency in the international market. The coup d’etat was winning and 42 BELOW Limited is now wholly owned by the Bacardi group.
Market of involvement, tendencies and size
Market of involvement: The New Zealand vodka market is presently saturated with a assortment of merchandises but 42 Below Vodka is a trade name that has huge local trade name consciousness. In the linguistic communication of Kiwidom, 42 Below is universe celebrated in New Zealand. To capture market allotment, 42 Below Vodka has had to set up and cultivate a strong brand-name. This study discusses the debut of Feijoa to Kiwis ( here and abroad ) and the best ways to accomplish profitable gross revenues. Feijoa is out to recapture Kiwis who are loyal and ever crave for a gustatory sensation of New Zealand get downing with those who are in the state and go oning abroad.
Tendencies and size of the market: Statistics New Zealand records that the volume of liquors ( incorporating more than 23 percent intoxicant ) increased 217,000 liters ( 1.7percent ) to 13 million liters in 2011 and harmonizing to them vodka gross revenues were up 9 % in popularity. This shows that the market size for Vodka in New Zealand is significant and that the tendency of the spirit market, particularly that of vodka, is that it has continually increased in size. This besides reiterates that the demand for vodka and vodka based merchandises is traveling from strength to strength in New Zealand.
External environment impacts
Analyzing the environmental facets is advantageous for groking how the present tendencies and developments could act upon the promotional program of our merchandise. It is really of import to maintain up with the tendencies in the market to derive a competitory border over our rival companies. Some of the current tendencies in the external environment and how these could impact out selling program are listed below.
Social Networking
One of the cardinal tendencies in society today is the usage of societal networking. It is critical for our company to make and pull off a Twitter Account every bit good as a Facebook page, which will allow current and possible consumers of our merchandises to maintain in touch with the company, ask inquiries and maintain up-to-date on all our company and merchandise publicities. A run that uses publicities, competitions and other originative thoughts on Facebook will let Feijoa to hold a higher degree of input from and better communicating with the consumer. These channels can besides be used to keep a high criterion of our merchandise with the consumers.
Online Web sites
Online Web sites are besides great topographic point for purchasers to garner information sing merchandises on sale. It is hence indispensable that our company has a technologically advanced and informational web site about our merchandises and the company. Consumers should be able to question about our merchandise, locate information and bargain said points utilizing our web site. We will look at upgrading our current web site to this degree: hypertext transfer protocol: //www.42below.com/
Corporate Social Responsibility
“ Corporate Social Responsibility ( CSR ) is the duty of an organisation for the impacts of its determinations and activities on society, the environment and its ain prosperity. ” ( MPI, 2012 ) it is seen as voguish for alcohol-based companies to incorporate CSR into its advertisement. At present, companies try to pass on messages like: “ Drink responsibly ” and “ You do n’t desire to botch a great party ” . A company “ sees it as its duty to inform consumers about responsible intoxicant ingestion ” . ( ECMAM, 2009 ) . Feijoa has programs to integrate CSR into our publicities activity because it is of import for any intoxicant merchandising company to advise clients that it is cardinal to imbibe responsibly.
Green Image
The thought of ‘going green ‘ is really popular in today ‘s society. The ‘buzz ‘ today is to seek and protect our planet and her resources. Integrating the thought of ‘being green ‘ in our selling can be really advantageous in acquiring clients to purchase our merchandise. For our company to work this tendency, we will publicize about the green facets of our fabrication and bottling procedure. Our company can besides donate financess to green causes for every bottle of Feijoa bought.
Competition Analysis
An analysis of the current competition for 42 Below Feijoa Vodka, centered on the 3 most popular vodkas sold in New Zealand today, is presented. Using SWOT analyses, the identifiable failings and strengths of Feijoa in the visible radiation of this competition has been examined. Key menaces and cardinal chances have besides been identified.
Current Situation
42 Below Vodka is a good known trade name in New Zealand. It is, as they say, ‘world celebrated ‘ in New Zealand. Made in the Wellington utilizing the pure softness of New Zealand twinkle H2O, 42 Below Vodka has fashioned itself as a popular trade name of vodka in New Zealand and abroad. 42 Below Vodka ‘s current end is to spread out its vodka scope and offering clients first-rate feijoa based vodka at an low-cost monetary value.
Feijoa plans to aim the higher category young person market dwelling of high-end cabarets, hotels, and eating houses plus the demographic that frequents these endeavors: vernal professionals, younger professional people, and others with an comfortable criterion of life.
Problem Designation
The cardinal job that Feijoa faces is come ining into an already overcrowded New Zealand market with perfectly no gustatory sensation consciousness for a feijoa based alcoholic drink. A strategic program for geting considerable market portion is important.
Opportunity
Because 42 Below Feijoa is come ining an wholly advanced niche in the market, it has the chance of constructing everything from square one including: image, a name for the merchandise, and schemes to market the merchandise.
The first thing we need to make is make a trade name image for Feijoa whereby it will get down to set up a connexion with its mark audience. The stigmatization purpose is to place Feijoa foremost in the heads of its mark consumers whenever they think of purchasing highest quality pure vodka for their concerns, particular events, parties and pickups.
Feijoa will besides necessitate to develop an exceeding and go oning image of this vodka for targeted consumers. For illustration, another vodka distributed in New Zealand, Absolut Vodka, has a web site that can pull and grip the attending of even a teetotaller, because the imagination and list of possibilities on their web site are so compelling. Feijoa needs to develop an image that will hike our merchandise ‘s position value and feeling and enthralls its mark market.
Feijoa will hold to implement cagey selling schemes in order to trip and propagate such a hypnotic image for its merchandise,
Situation Analysis
42 Below Feijoa Vodka is come ining into a wholly new market section under flavored vodkas where the targeted consumers already have penchants when it comes to purchasing vodka. Therefore, it is necessary to transport out a SWOT analysis of both 42 Below Feijoa and the competition so that the company can obtain a limpid position of this new environment. An industry analysis will assist Feijoa to make the precise trade name consciousness for its ain vodka and to understand the nature of its viing merchandises.
There are presently many trade names of flavoured vodka in New Zealand spirits shops. Its popularity can be attributed chiefly to its impersonal spirit and adaptability as a sociable. Many vodkas are moderately priced and are intended to be mixed with other drinks like orange juice or apple cyder or assorted in Bloody Marys, martinis and other cocktails. Other trade names of vodka are dearer and intoxicated ice-cold, either straight-up ( orderly ) or on-the-rocks ( on ice ) . Flavoured vodkas are good liked. 42 Below Feijoa Vodka has impending competition from a broad scope of pre-existing flavoured vodka merchandises in its selected environment. Feijoa will understand how to outdo perforate its new market after transporting out a full scrutiny of its rivals.
Rival Analysis
Vodka is normally distilled from rye and wheat grains or from Beta vulgariss or murphies. After distillment, wood coal is normally used to filtrate the vodka. The more one distils and filters vodka, the clearer and purer its gustatory sensation becomes. Therefore, the expensive vodkas are normally those that have been distilled and filtered legion times. Vodka needs to be diluted before it is packaged as it has a really high per centum of ethyl alcohol, normally 95-96 % ( Wikipedia, 2012 ) .
Vodkas are considered to be liquors that are chiefly impersonal that is, “ without typical character, olfactory property, gustatory sensation or coloring material ” ( MediaWiki, 2012 ) . Nevertheless, purchasers do separate between them harmonizing to gustatory sensation, intoxicant content, and most notably, monetary value. There are three wide classs of flavoured vodka in relation to cost and it is utile to 42 Below Vodka to see where its merchandise is positioned.
Feijoa has completed an environmental scan of three monetary value scopes of flavoured vodka in Auckland – lower scope, mid scope and premium priced. To best understand the competitory environment, three of the most popular flavoured vodkas from different monetary value classs have been identified for SWOT analysis.
Lower cost scope: Vodka Cruiser
Mid cost scope: Absolut
Premium cost scope: Grey Goose
The subsequent treatment and charts discuss the consequences of this analysis for Cruiser, Absolut and Grey Goose.
Lower Priced Vodka
There are really many inexpensive vodkas in the market with a 750ml bottle bing every bit low as $ 20. Cruiser flavoured vodkas are really popular in this lesser monetary value group. Made in New Zealand and Australia, Cruiser is a dual distilled flavoured vodka available in 4 spirits: Electric Blue, Lime Frenzy, Electric Pink and Original. It comes in a 750ml bottle with 37.2 % intoxicant content.
Cruiser is better known amongst the young person market for its ready-to-drinks or alco-pops.
SWOT for Cruiser
KEY Strengths
KEY Failings
Cheap
Competitively priced
Younger demographic shows cases of high trade name trueness
Most popular vodka supplier amongst NZ young person
Many different types of flavoured vodkas and alco-pops available for sale
Lower quality vodka
Lower monetary value could be seen as a lower quality
Missing options of different Chinese gooseberry spirit
KEY Opportunities
KEY Threats
Expansion ( more spirits )
Can be seen as inexpensive vodka amongst all other inexpensive vodkas.
Mid Priced Vodka
The asking monetary value for vodkas in this monetary value scope is from the mid $ 30.00 up to a high $ 40.00 for a 750ml bottle. Absolut ‘s flavoured vodkas, priced at $ 43.00, areA owned by Gallic group Pernod Ricard who bought Absolut for 5.63 billion Euros in 2008 from the Swedish province of Scania ( Wikipedia, 2012 ) .A
Harmonizing to Wikipedia ( 2012 ) , ‘since its launch, Absolut has grown from 90,000 litres to 96.6 million litres in 2008. It has become the largest international spirit and is available in 126 states ‘ .
SWOT for Absolut
KEY Strengths
KEY Failings
Good quality
Brand recognisance: bottle
Brand trueness
In concern for a figure of old ages, since 1879
Recognizable selling run, ‘absolut flawlessness ‘ etc.
Can be seen as center of the route as monetary value is mid-range
Missing options of different Chinese gooseberry spirit
KEY Opportunities
KEY Threats
The in-between scope vodka class does n’t hold that many rivals and so one in this scope could take over this section.
Vodka trade names that are higher priced.
New trade names may desire to establish in this section as competition here is lower.
Higher Priced Vodka
The market is less crowded when we look at the more esteemed trade names priced from $ 50.00. Premium vodkas are put through the distillment procedure at least 5 times. The most identifiable trade name name in this class is Grey Goose Vodka, which is valued at $ 75.99 for 750ml.
Owned by 42Below ‘s parent company, Bacardi, Grey Goose is made in Cognac, France, and uses a five measure distillment process and is created from Gallic winter wheat and alpine spring H2O which is filtered through “ bubbly limestone ” . It is priced at a higher scope due to its perceptual experience of high quality and position.
SWOT for Grey Goose
KEY Strengths
KEY Failings
Very good quality
Brand trueness from flush purchasers
Claims to be best savoring vodka in the universe
Competitive selling run
Expensive to purchase
Not the highest quality of vodka in the high-status market
Very few different options of vodka ( different spirits )
KEY Opportunities
KEY Threats
Can spread out into many other spirits in the esteemed market
New and better quality vodka can take over the market
42 Below Vodka
The primary competition for 42 Below Feijoa Vodka is most likely Absolut Vodka since the two trade names have similar merchandises in the same class of mid-priced vodkas and priced in the same scope with 42 Below Vodka at $ 48.00 and Absolut at $ 43.00. 42 Below Feijoa Vodka fortuitously has some exceeding qualities that differentiate it from Absolut. Feijoa is made from familial engineering-free wheat and the company ‘s 420 spring waterA ( still and scintillating mineral H2O ) sourced locally.
And, because 42Below is genuinely haunted with making a great
vodka, it uses a “ high impregnation ” distillment procedure with the
vodka distilled 4 times and filtered through 35 separate filters
( Bacardi, 2012 ) .
SWOT for 42 Below Vodka
KEY Strengths
KEY Failings
High quality merchandise
Unique – distilled 4 times and filtered through 35 separate filters
Competitively priced
Competitive border
Fresh, green, exciting and posh
Established mark market in NZ
Existing distribution market
New Feijoa vodka has perfectly no trade name consciousness
This trade name is non established in the vodka market yet
KEY Opportunities
KEY Threats
Niche market of high quality at a lower monetary value
Creation of a alone gustatory sensation
Feijoa is a well-loved local fruit ; marketing run can play on this fact
Feijoa has ne’er been used for flavoured vodka
Monetary values lower than premium trade name may be seen as cheaper quality merchandise
Other vodka merchandises may demand trade name trueness
Trouble in perforating the crowded flavoured vodka market
Target market sections profile
After measuring chances, we ‘ve found two market sections which have a demand for our merchandise. These two sections should both be the focal point of our company ‘s selling attempts.
1 ) Young person groups from ages 21 to 26 are a good market for Feijoa Vodka. This age is the clip when possible purchasers reach the legal imbibing age and are imbibing, clubbing and partying. Most of these clients are normally analyzing at a university or engineering school and are largely gaining from portion clip occupations. A bulk of whatever is left from hebdomadal net incomes in this age group is spent on purchasing spirits on the weekends. This mark market needs low-cost but quality and tasty intoxicant.
Urban young persons prosecuting third instruction will be targeted by the company and selling will be focused on university and polytechnic bars plus cabarets and saloons situated near third instruction suppliers.
2 ) Professional people between the ages of 25 to 35 are besides a great market for Feijoa Vodka. The members of this group are most likely settled in their occupations, and have fixed net incomes. Harmonizing to mysensex, ( 2008 ) this group likes to imbibe for leisure and pleasance plus they are easy accessible although they are seen as really difficult to convert. Brand trueness is strongest amid this group and they are normally moderate to high drinkers. This group is likely to lodge to its pick of intoxicant once it has tried and liked it. They want a merchandise that can suit their demands and trade name trueness is large amongst members of this group. This mark section needs quality and low-cost alcoholic drink that can be taken directly, on-the-rocks or as a sociable. Therefore, one time this section is lured to seek the new Feijoa vodka, they will likely prefer to lodge to this trade name over all others.
Urban professional people between the ages of 25 to 35 will be targeted by the company and selling will be focused on cabarets, saloons and parties organised for this age group in the major metropoliss of the state ( Auckland, Wellington, Christchurch and Dunedin: refer to map below ) .
Dunedin
Christchurch
Wellington
Aucklandhttp: //www.backpack-newzealand.com/images/new-zealand-map.gif
Internal environment impacts
Fiscal Analysis
In 2003 42 Below vodka was being distilled in a garage in Wellington. Now the liquors house is New Zealand ‘s most exponentially turning listed company and has merely been taken over by U.S. alcoholic drink giants, Bacardi who paid NZ $ 138m ( US $ 91m ) for it.
“ Merely every bit impressive as the growing in gross, which increased
by 2,116 % over the last two old ages, is where 42 Below vodka
is being sold. The company ‘s markets are the US, the UK,
Australia, and New Zealand – in that order. ( iStart, 2007 ) .
Internal Organisation and Structure
Bacardi Limited is the company that has bought out 42 Below in 2006 and has made 42 Below its irreverent wholly out at that place vodka for those who want to make things otherwise. The board of Bacardi Limited consists of 14 members of the Bacardi kin and four independent managers. Bacardi Limited runs its imperium with the presence of an International Leadership Team that looks after the chief determinations of all its trade names, 42 Below being one of these.
The Leadership squad is made up of the main executives based all over the universe:
The Chairman of the Board of Bacardi Limited since 2005 is Facundo L. Bacardi who is besides the great-great grandson of Company laminitis Don Facundo Bacardi Masso and a 5th coevals household member.
President and Chief Executive Officer of the company is Ed Shirley who was elected a Director by the Board in March 2012.
Ron Anderson is the Senior Vice President and Chief Commercial Officer and is responsible for “ commercial capablenesss of the internationally known portfolio of premium liquors with focal point on heightening gross revenues force capablenesss, commercial effectivity and implementing robust go-to-market plans ” ( Bacardi, 2012 ) .
Scott M Northcutt is Senior Vice President of Human Resources of Bacardi Limited and is responsible for all everything to make with employee calling betterment, employee wage strategies, patterned advance planning, every bit good as direction and administration promotion.
Silvia Lagnado, Jacques Croisetiere, Stefan Bomhard, Caroline Basyn, Robert Furniss-Roe, Jon Grey, Paolo Perego, Eduardo Sanchez, Siddik Tetik and Atul Vora make up the remainder of the members of Bacardi ‘s Leadership Team.
42 Below has acquired its ain Managing Director, Paul Dibbayawan, who was headhunted by Bacardi to pull off 42 Below and joined this iconic NZ trade name last twelvemonth.
Fabrication Procedures
42 Below Feijoa Vodka is made from familial engineering-free wheat from the Canterbury Plains and pure New Zealand still and scintillating mineral H2O. And, because 42Below is genuinely haunted with making great vodka, it uses a “ high impregnation ” distillment procedure with the vodka distilled 4 times and filtered through 35 separate filters ( Bacardi, 2012 ) .
The consequence is distilled twice, prior to being ‘rinsed ‘ in spring H2O, accomplishing a impregnation point that brings a high degree of pureness and freshness to the vodka. 42 Below so faces distillment a 3rd clip. It is so ‘charged ‘ with wood coal to extinguish any concluding taints before being filtered. It is so diluted with local scintillating spring H2O ( DrinkSupermarket, 2012 ) . 42 Below is diluted with H2O from the mineral springs from deep underneath the volcanic upland in the bosom of New Zealand ‘s North Island. This spring has been graded ‘AA ‘ by World Health Organisation bespeaking H2O of supreme ‘cleanliness and pureness ‘ ( DrinkSupermarket, 2012 ) .
Human Resources
The individual in-charge of Bacardi Limited ‘s HR activities is Scott M Northcutt but 42 Below is a Kiwi company with its ain Managing Director Paul Dibbayawan. When Bacardi Limited took over 42 Below, the full staff was retained and the production remained in New Zealand to maintain the individuality of this iconic Kiwi trade name. 42 Below has a really relaxed HR direction manner. The company ‘s central office has been celebrated for denoting ( on their walls ) that they cull their staff one time every six hebdomads so that their ‘vodka secrets ‘ do non leak out.
Management
As discussed above Bacardi Limited has its ain Leadership Team that functions as its International Management system every bit good but 42Below is besides a Kiwi company with its ain Managing Director Paul Dibbayawan who is now settled in Takapuna. 42Below is run like a publically listed company.
“ Whilst we are non a publically listed company, the Bacardi CEO is truly puting the way for us to be governed in the same manner. We are seting a batch of the systems in topographic point as if we were. It merely makes perfect sense. The ordinances and transparence are at that place for a ground so it is merely reasonable to follow that best pattern. ” Stated Dibbayawan in an interview ( The Director, 2008 ) .
Research and Development
42 Below has hired “ the vodka professor ” and his occupation involves traveling around the universe running Sessionss called “ vodka university ” ( The Director, 2008 ) . They mix and match all vodkas and sociables from all over the universe with bar-people and this procedure is what they classify as research.
Selling Function
When it comes to 42Below, they do n’t sell a merchandise ; they sell an thought, an experience even. 42Below does n’t hold gross revenues reps, it has “ embassadors ” . Cipher has rubrics, except for “ sort of moniker rubrics ” . The Godhead and ‘boss ‘ of 42Below had the rubric of Chief Vodka Bloke. The selling and publicities end product from 42Below is distributed under the rubric of propaganda ( 42Below, 2012 ) . When 1 goes through each of the propaganda stuff, you ‘d detect that none of the 12 current selling postings sell 42Below as a merchandise ; they all sell the experience of pureness, kiwiness, uniqueness, flawlessness, irreverence, everything that 42Below is celebrated for.
An advanced orientation for the intuitive detection of what the market needs involves an enterpriser who can come up with a new thought foremost and so believe about how and where he will sell the merchandise ( Stokes, 2000 ) . This opportunity-focused position was adopted by 42Below and allowed schemes to emerge over clip ( Rahoi-Gilchrest, 2007 ) . Alternatively of selling vodka, they sold narratives and experiences that are alone from branding to production ; a placement that gave them an exceeding competitory advantage ( MorrishA et al. , 2010 ) .
Location
42 Below vodka is headquartered in the Britomart country where a big posting announces that “ We have to kill all our staff every six hebdomads ” . A The company late had to travel into bigger premises from its Penrose location, and has taken over a edifice in the Britomart composite in the Auckland CBD.
External Relationships
As a company that believes in marketing dreams, visions and experiences in contrast to merchandises, 42Below has created and nurtured many external relationships to assist it accomplish its purposes.
42Below has long supported Hollywood by back uping our ain Wellywood greats like Peter Jackson and aspirants like Mark Albiston and Louis Sutherland. The Lord of the Rings Oscar party included dainty bags to the VIP ‘s that included 42Below merchandises amongst other things. Albiston and Sutherland ‘s engagement and win at the Aspen Shortfest was made possible by 42BELOW ‘s sponsorship.
42BELOW has besides been one of the chief patrons at the New York Film Society ‘s event honouring Michael Douglas in 2010.
42BELOW has besides supported NZ Music Month. ’42 At The Zoo ‘ was seen as a jubilation of New Zealand Music Month ‘s success for a decennary.
42BELOW besides hosts aA Cocktail World Cup in New Zealand every twelvemonth since 2004. Vodka cocktail devising or mixology, as 42Below calls it has become a universe renowned accomplishment for saloon directors everyplace. 42Below flies in the proven mixology squad from all over the universe to New Zealand yearly to take part in this competition.
42Below has besides co-sponsored events like Hilarity For Charity 2012 in support of the Alzeimers Association in Los Angeles in January this twelvemonth. 42Below has many other external relationships that helps it market dreams, visions and experiences.
High QualityCompetitive Positioning42below Logo
greygoose_logo
Perceptual Map
absolut_logobelvedere
High Monetary value
Low Price stoli_logo
Low Qualityhttp: //www.topshelfliquor.co.nz/user/images/2772.jpgsmirnoff_logo
Ethical standing
For Paul Dibbayawan the four elements of societal duty for imbibing is a really of import factor when it comes to marketing the drink. He has strict guidelines that stop the company from take parting in any selling propaganda that could affect bush leagues, drink driving, orgy imbibing or being sexually broad.
“ We do n’t desire to be appealing to bush leagues – we do n’t desire bush leagues to imbibe. We do n’t desire imbibe driving – that ‘s a large job in New Zealand. We do n’t desire inordinate orgy imbibing. And we do n’t desire people to believe that if they drink the trade name, they ‘ll instantly be sexually successful. ” ( The Director, 2008 )
Another of import thing about the socially responsible selling schemes of 42Below is that they do non take part in mass selling like hoardings, newspapers or magazines as these harmonizing to Dibbayawan make non really make the mark audience and may take to bush leagues purchasing the merchandise alternatively.
Other ( A Culture of Excellence )
42Below has a civilization of excellence when it comes to its merchandises and this is illustrated by the list of awards that the different spirits and the original vodka have won over the old ages. The original vodka has won gold for 7 old ages directly and silver the twelvemonth it was introduced to the universe competitions. 42Below presently has the repute of winning more vodka awards than any other trade name in the universe.
This civilization of excellence is a immense selling advantage for 42Below particularly when establishing a new merchandise like Feijoa Vodka since this excellence can be used to catapult Feijoa above its rivals.
Situational Analysis Summary
42Below Feijoa Vodka ‘s environmental scan has determined that Feijoa has a figure of competitory advantages over trade names in the NZ flavoured vodka market. As a quality trade name, it surpasses vodka in the lower and mid monetary value scopes. Its major competition in the mid monetary value class is Absolut but Feijoa has a alone filtering procedure with typical and pure NZ ingredients and it has 2 % more intoxicant content than Absolut.
Based on the SWOT analysis ( delight refer to plot ) of other well-known vodka trade names in NZ plus 42Below, we are able to make a perceptual/positioning map ( delight refer to plot ) that indicates the market places of miscellaneous vodka rivals and how competitory Feijoa can be. Furthermore, this analysis will give me leeway to appropriately accommodate the trade name and its selling run.
Harmonizing to the placement map, Feijoa holds a topographic point at the top terminal of high quality nevertheless is positioned with an out of the blue sensible monetary value that does non match with its first-class quality. In other words, compared to its competition, 42Below Feijoa Vodka is a high quality merchandise at a comparatively low monetary value.