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 A 70cl bottle of Hendrick’s gin retails at £19.99.
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Hendrick’s is available in selected stores, such as Waitrose (the only UK supermarket to stock Hendrick’s), Selfridges and independent retailers, along with selected style bars, all of which cater to the high-end super premium gin consumers. It is also available online through a number of retailers and the Hendrick’s website.
The gin is quadruple distilled with a number of unusual botanicals (particularly rose petals and cucumber), giving it a distinctive taste, and has an ABV (alcohol by volume) of 41.2%.
Along with Hendrick’s William Grant & Sons own the following brands: Glenfiddich, Grant’s, The Balvenie, Clan MacGregor, Reyka Vodka, Sailor Jerry, Monkey Shoulder, Gibson’s Finest, Innis and Gunn, OVD rum, Taboo, Vat 19 and Woods Old Navy Rum (www.williamgrant.com).
Martin Millers Gin:
Martin Millers Gin is owned by the Reformed Spirits Company, which was founded in 1999 (www.millersgin.com). In 2000 RSC acquired Pölstar Icelandic vodka and re-launched the brand in London the same year, selling Pölstar to William Grant and Sons in 2002. A test launch of Martin Miller’s Gin was completed in London during 2002, with the full scale London launch in 2003. By 2004 Martin Millers Gin had distribution in the UK and US, and is also launched in Russia, Ireland and
