Page 43 - Chase Distillery Teaching Note Flip 2022
P. 43
However, he also recognised that customers were the same
the world over and as such could be attracted to Chase
Distillery Single Estate Spirits without great marketing
adjustment for country cultural norms.
2: Analyse the Market
Chase carried out extensive market research which to all
intents manifested in rapid growth. He recognised that the
customer wanted a quality product and were willing to pay a
premier price in exchange for it e.g., the Russian market
3. Analyse the Competition
The general market for vodka and gin crisps was increasing
so Chase pursued the premier product segment as this was
neglected by the main industry players.
Chase’s strategy was partly based on entering foreign
markets.
4: Research distribution
Chase sought high end independent outlets. After his
experiences with some supermarkets whilst at Tyrrells
Chips, he tried to tightly control the supply chain. He
recognised the value of exports and the international
market and rapidly moved to exploit these.
5: Define Marketing Mix
Understanding the Marketing Mix
Price: premium pricing
Product: Natural, single estate and ethical.
