Product and Brand Individual Investigation

pick a premium or prestigious liquor brand.. investigate at least 5 brands that are of interest to you. Brands to consider include

Macallan Scotch, Don Julio Tequila, Grey Goose Vodka, Hendrick's Gin, Hibiki Whisky.

You may also consider other high-end spirits if you like. Compare and contrast their similarities and differences. You will use much of this research in your final project.

Use

the 4 Ps as a guide:

Product:

What is the product? What makes it special? Is it more or less premium than

other products in the market? Why?

Place:

Where is it sold? Think about this question on a global scale (i.e. countries it is

sold in) AND from

a distribution perspective (i.e. stores and outlets where it can

be purchased)

Promotion:

Think about the brand of this product. What are three words that come to mind when you think about this brand? How would you explain the product and brand to someone else? Is that what you think the marketing department wants you to say? Why? How do you know?

What does the packaging look like? What does the packaging say about this product?

Price:

How much does this product cost (you can use USDs)? Are there different sizes,

packs or product ranges available? How do those differ in price?