MARKETING CAMPAIGN ON IOWA LIQUOR SALES

By Tenzin Wangdu

DATA STATS

Products

• Total Vendors: 271

• Total Categories: 69

• Total Products: 9977

Sales• More than 3 million transactions

• Highest single sale: 94590.72

• Lowest single sale: 1.46

• Average sale: 43.006

• Average bottle price: 14.3

• Total sales: 392,293,023.61

Stores• Total Stores: 1973

• Active: 1425

• Inactive: 548

Counties

• 99 counties

• Most populated: Polk(430640)

• Least populated : Adams(4029)

DATA EXPLORATION AND VISUALIZATION

TOP PROFIT PRODUCTS

0 1 2 3 4 5 6

Black Velvet

Captain Morgan Spiced Rum

Jack Daniels Old #7 Black

Lbl

Fireball Cinnamon Whiskey

Crown Royal Canadian

Whisky

Hawkeye Vodka

Absolut Swedish Vodka 80

Prf

Grey Goose Vodka

Jagermeister Liqueur

Jim Beam

MillionsTotal Profit

TOP PROFIT CATEGORIES

0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

$0.00

$2,000,000.00

$4,000,000.00

$6,000,000.00

$8,000,000.00

$10,000,000.00

$12,000,000.00

$14,000,000.00

$16,000,000.00

$18,000,000.00

CANADIAN

WHISKIES

80 PROOF

VODKA

SPICED RUM IMPORTED

VODKA

TEQUILA STRAIGHT

BOURBON

WHISKIES

WHISKEY

LIQUEUR

TENNESSEE

WHISKIES

PUERTO RICO &

VIRGIN ISLANDS

RUM

BLENDED

WHISKIES

Catgeory_name

Profit Quantity Sold

TOP PERFORMING VENDORS

$0.00 $5,000,000.00 $10,000,000.00 $15,000,000.00 $20,000,000.00 $25,000,000.00 $30,000,000.00

Diageo Americas

Jim Beam Brands

Pernod Ricard USA/Austin Nichols

Brown-Forman Corporation

Luxco-St Louis

Constellation Wine Company Inc.

Sazerac Co. Inc.

Bacardi U.S.A. Inc.

Sazerac North America

Phillips Beverage Company

TOP 10 COUNTIES

193 Stores

97 Stores

60 Stores

47 Stores 74 Stores

46 Stores36 Stores

37 Stores 36 Stores

20 Stores

$0.00

$5,000,000.00

$10,000,000.00

$15,000,000.00

$20,000,000.00

$25,000,000.00

$30,000,000.00

$35,000,000.00

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

500000

Polk Linn Scott Johnson Black Hawk Pottawattamie Woodbury Story Dubuque Cerro Gordo

Pro

fit

Po

pu

lati

on

POPULATION PROFIT

MARKETING CAMPAIGN

• Target County: Polk

• Target Stores: Profit from 90-100K

• Target Liquor: Not Whiskey(Whiskies) And Vodka

MARKETING QUESTION

• What types of liquor markets are doing well?

• What types of bottle size is making more profit?

• How are top stores in Polk are doing different than the other stores?

• What products performs the best in Polk?

• Bottle prices when it is sold on small(<6), medium(6-12), large quantity(>12)

WHISK, VODKA AND OTHERS IN POLK

(32 %)

(27%)

40%

$0.00

$2,000,000.00

$4,000,000.00

$6,000,000.00

$8,000,000.00

$10,000,000.00

$12,000,000.00

Whisk Vodka Other

Profit

BOTTLE SIZE(ML)

$11,900,607.60

$8,260,491.15

$5,863,151.55

$2,850,566.73

35601968.12

24769637.03

17477163.3

8548693.34

0

5000000

10000000

15000000

20000000

25000000

30000000

35000000

40000000

750 1000 1750 OTHER

Bottle Size Profit and Quantity sold in Polk

Profit Quantity

BEST PERFORMING PRODUCT

$1,032,505.07

$915,809.32 $887,891.60

$750,565.87 $712,452.49

$557,313.65

$493,288.33

187691

112223154184

91110

231821

85054 75716

$0.00

$200,000.00

$400,000.00

$600,000.00

$800,000.00

$1,000,000.00

$1,200,000.00

Fireball Cinnamon

Whiskey

Jack Daniels Old #7

Black Lbl

Captain Morgan Spiced

Rum

Crown Royal Canadian

Whisky

Black Velvet Absolut Swedish Vodka

80 Prf

Jagermeister Liqueur

BEST Performing Products in Polk

BEST PERFORMING CATEGORY

$0.00

$500,000.00

$1,000,000.00

$1,500,000.00

$2,000,000.00

$2,500,000.00

$3,000,000.00

$3,500,000.00

$4,000,000.00

80 PROOF VODKA CANADIAN WHISKIES IMPORTED VODKA TEQUILA SPICED RUM WHISKEY LIQUEUR STRAIGHT BOURBON

WHISKIES

Best Performing Category in Polk

Profit Quantity

TOP STORE V.S TARGETED STORE

• Top stores sales from whiskies and vodka are 50% percent of their profit, while targeted stores range from 60-70% in

whiskies and vodka

• Top stores is more diversified in their sales as they have more option and targeted store only sells the popular items

limiting their sales to just that.

• 22% of their sales is Canadian Whiskies and 80 Proof Vodka, while the top store is only 14% of their sales

32

29

38

Targeted Stores

vodka whisk Other

25.26

25.78

48.96

Top Stores

vodka whisk Other

DIFFERENCE BETWEEN TOP AND BOTTOM STORES IN POLK

0

20

40

60

80

100

120

$0.00 $100,000.00 $200,000.00 $300,000.00 $400,000.00 $500,000.00 $600,000.00 $700,000.00

# o

f n

um

be

r o

f c

ate

go

ry a

nd

ve

nd

or

PROFIT

Profit per category and vendor in Polk

number_of category

number_of_vendor

PROFIT PER BOTTLE

6.24

7.62

10.4

3.55

5.17

6.75

0 2 4 6 8 10 12

big purchase

med purchase

low purchase

Price Difference between Store

Target Store Top Store

RECOMMENDATION

• To diversify your alcohol with more products and category along with more vendors to give you

more option as more customers will come

• Spiced Rum, Whiskey Liquors and Tennessee Whiskey are best category along with 80 proof and

Canadian whiskies

• Stocking the store with more bottle size of 750, 1000, 1750 will give you an advantage as it

represents 90% of the sales

• Setting the Price a little higher in low and medium purchases can have huge different in profit

DATA THROUGH THE MONTH ARE INCONSISTENT

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

$0.00

$2,000,000.00

$4,000,000.00

$6,000,000.00

$8,000,000.00

$10,000,000.00

$12,000,000.00

$14,000,000.00

$16,000,000.00

$18,000,000.00

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB

Qu

an

tity

Pro

fit

Months

Profit and Quantity per Month

PROFIT QUANTITY

LIMITATION

• The limitation of this inconsistency of the profit throughout the months

• The data doesn’t give the age group, gender and income of the population

• County are big places that include both wealthy and poverty side of the town

• A Follow up and a Future question would be: What type of products do better

depending on the age group and income group of a county?

THANK YOU