1. Vincor: Twist Project By Kritapong Phasuvorapong Gnov09GLM065

5. Consumers Analysis

6. Consumers Analysis

13. Financial Analysis Sold cases $50,000 $75,000 Cost per cases $9.45 $9.45 Income $472,500 $708,750 direct cost 30% $141,750 $212,625 direct cost 50% $236,250 $354,375 Sold 50,000 cases 30% 50% Media 37% $52,447.50 $87,412.50 Creative 9% $12,757.50 $21,262.50 LTOs 4% $5,670.00 $9,450.00 Packaing Development 9% $12,757.50 $21,262.50 Image/display/Sale promotion 6% $8,505.00 $14,175.00 Marketing promotion/out-of store trial 31% $43,942.50 $73,237.50 in-store tasting 4% $5,670.00 $9,450.00 Sold 75,000 cases 30% 50% Media 37% $78,671.25 $131,118.75 Creative 9% $19,136.25 $31,893.75 LTOs 4% $8,505.00 $14,175.00 Packaing Development 9% $19,136.25 $31,893.75 Image/display/Sale promotion 6% $12,757.50 $21,262.50 Marketing promotion/out-of store trial 31% $65,913.75 $109,856.25 in-store tasting 4% $8,505.00 $14,175.00

14. Evaluation Since the Spring Water Based has highest scored, then we recommend Vincor to launch a new product as Spring water based with Vodka 7%. However We also we re- commend to add more fruit juice ratio in the product , to capture consumers that afraid the water based will reduce the taste of beverage Healthy Easy to drink Sweetness In-house capability Competitors Summary Fruit juice based 7 8 5 4 6 30 Gin Based 4 3 6 6 9 28 Spring water based 6 7 7 7 7 34 Tequila based 4 4 6 6 9 29 Energy based 6 5 5 6 6 28