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Essay Details:
Essay text:
blackwoods) |
• Martin Miller’s:
|Strengths: |Weaknesses: |
| | |
|Icelandic spring water |Predominant London distribution |
|Opportunities: |Threats: |
| | |
|Increased sales opportunities riding the gin wave |Poor marketing destroying brand |
Marketing objectives for both brands similar:
• Promote premiumness
• Increase brand awareness
• Increase brand loyalty
• Increase consumption
• Increase uptake from other premium and super premium gin brands
Both brands achieve to varying degrees with similar methods:
• High price points – circa ?19.99 for both
• Exclusivity – only available in selected bars and specialist stores
• Promotional events – involving both bartenders and consumers
• Website
Recommendations:
• Hendrick’s – increase distribution through carefully selected bars and stores into other UK cities, increase advertising in Scotland to increase awareness
• Miller’s – increase appeal to cocktail culture through production of signature cocktails for style bars and linking with cocktail information for in-home consumers...
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