Adelaide Hills Distillery презентация

Background of the company
Located in Chambers road , Adelaide Hills SA.
AHD is a spirit distillery founded by Sacha La Forgia in 2014 (Adelaide Hills Distillery, 2017).
In 2015 Sacha launched his first product, 78˚ Gin, a London Dry style gin that has been awarded the world’s best gin in 2017 (Knight, 2017).
The average price of gin in Singapore is $51.73 AUD (Global Alcohol Prices, 2017) and each bottle of 78˚ Gin costs $80 AUD (premium price).
Between their products they have; gin, virgin apple spirit, bitter orange and white rum (Adelaide Hills Distillery, 2017).
The prices of these products range between $60 - $97.50 AUD (Adelaide Hills Distillery, 2017).

International Qualification:
According to David & Guillaume, International qualification for SME’s can be charted using six dimensions:
Competencies
Heritage
Relationships
Offering
Means
Engagement
-(David and Guillaume, 2014)

International Qualification:
Adelaide Hills Distillery (AHD) scores, out of 5, the following on a CHROME SME model.
The management of the firm scores highly in its competencies and engagement. Sacha La Forgia’s extensive experience working abroad creates value for the firm by his first hand knowledge of the global spirit and distilling trade.
However, the foreign relationships of AHD are still lacking. The company has yet to start offering its products first hand overseas. Nonetheless, the company has started competing in tasting competitions which are proving to be successful.

Segments for Target Market
Segmentation: The process of dividing a customer base into homogeneous clusters so as to allow management to develop unique marketing strategies for each cluster
Target market: Older crowd in Singapore
Measurable: Growing foreign population as well as larger older crowd at bars
Accessible: Physical distribution is easy with the number of bars aimed at older crowds
Profitable: Large population in that age range means easier to separate it as a specific target market
Actionable: Marketing programmes easily developed and implementable for the target crowd

1. Culture: 18% of Singapore is Islam which is not allowed to drink, but most of them don’t mind others to drink.
2. Legal: There was a law passed in 2015 banning the consumption of liquor in public from 10pm-7am (Wheeler, R. (2017))
3. Economic: Singapore is a high-income economy with a gross national income of $52090 per capital (atlas method),as of 2015 (Worldbank.org. (2017))
4. Competitor: most popular gin in Singapore Bombay sapphire gin (Bombay Sapphire. (2017))
Considerations for target market

To create a luxury brand in Singapore
Corporate with gin bar in Singapore
Focus on high-end customers
Sell gin alcohol in private or high-end club