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Client's

Needs and wants

These juices will of course be compatible with each other, offering (at least) four different options to consumers:

 

  1.  Tequila mixed with the first juice
     

  2. Tequila mixed with the second juice
     

  3. Tequila mixed with both juices
     

  4. Pure Tequila accompanied by one of the two juices on the side
     

  5. Let them be creative … 

 

We also remain coherent with our strategy since we offer different combinations of juices accompanying and adorning the taste of our tequila. The consumer will therefore vary the flavors and innovate while retaining the basic element of the bottle that is our tequila. In this way we will try to make potential customers consume repeatedly since they are experimenters and by definition want to try new things.

The product we offer is a premium reposado tequila, directly imported from Mexico. It is composed of 100% agave to maintain the authentic side of this tequila. Moreover, this handmade spirit will differentiate itself from our rivals by its authentic taste carried on from generation to generation thanks to the contribution of local tequila producers. 

 

After analysing the market and finding the target group, we found a product that meets their expectations and needs. The product that we will offer can be used in cocktails, is authentic (handcrafted and local) and with a unique packaging, corresponding to the preferences of our clients that we discovered thanks to our survey and market segmentation. It will be a product based on the taste of authentic tequila, distilled only with organic products.

 

The targeted segment is the experimenter’s one: they are consumers who like to diversify their drinks and like to try new things. It is thus essential that our product can renew itself so that the targeted segment does not get tired of our product.

 

When analysing the segment, they prefer to drink their alcohol in a cocktail (48%): our tequila must reflect this trend and be mixed into several cocktails. Yet, tequila is often drank as shots in Belgium: we must therefore educate the customer and offer a different way of drinking tequila. Part of the customer will still stay attached to pure alcohol consumption (22%) and others vary their consumption method, by drinking it either pure or mixed (25%). Our tequila must be extremely tasty for consumers who drink it pure but must be able to be mixed with other products to constitute good cocktails. In conclusion, our tequila must have the power of a classic tequila with the complexity of an aged whisky.  

The main compartment of our bottle is of course the one that includes the tequila.

 

Below this compartment, two other compartments include juices that accompany our tequila. The purpose of the packaging is to show consumers that a premium tequila must be consumed in a different way. By associating the juices with our tequila, the consumer will be inclined to follow the way of consumption we offer and recommend. 

The authenticity and the local aspect is also important when buying a drink or a bottle for the targeted segment. Indeed, our segment admitted that authenticity influences their consumption behaviour for 66% of them when buying a bottle and 62% for a drink. Our tequila has to write itself in an authentic point of view by surfing on the local and handcrafted megatrend.

 

Packaging does not seem to be an essential factor for the consumer when buying tequila, when answering the question directly. However, in the survey, when offering different tequila bottles, we observed that depending on the packaging, experimenters assign a higher value to a bottle with a better packaging. For two bottles with approximately the same tag, the targeted segment values a better designed bottle €15 more expensive than the neutral packaged bottle. Moreover, we realized that an authentic tequila, but without packaging, is not valued higher by the experimenters. Authenticity is thus nothing without a corresponding packaging that uses this authenticity and attracts the customers’ attention upon it. 

A second element also makes Quieta tequila unique and specifically unique is its packaging. As already explained, too many consumers associate tequila with salt and lime. It is an idea that our brand will strive to make disappear.

Tequila, as well as others spirits, is an alcohol that can be savored in cocktails or even pure. The difficulty lies in the education of consumers as we want to change the misconception that consumers have made about tequila. To get there and reach our objective, our brand has imagined an unusual and revolutionary packaging. Our bottle is composed of different "compartments" that can be assembled together. 

1. Understanding the client

2. Unique Selling Proposition

In addition to the packaging, we plan on revolutionizing the way people drink tequila. To make our customer base loyal, we plan on offering a free glass with the bottle. However, this glass is not your classic one: it is tall and divided into two parts. The fact that the glass is tall and thin changes the aspect of a shot because it is almost impossible to drink it all at once. It resembles a long drink so the consumer will want to take time when savouring the alcohol. Furthermore, the division inside the glass turns a simple shot into a cocktail. On one side, the consumer will put the tequila and on the other, his mixer (a natural fruit juice for example). When drinking, the two liquids will mix in his mouth and create a strong and tasty sensation.  

In conclusion, we want to offer a quality tequila, relying on a packaging that reinforces the authenticity of the product. A tag will also be attached to the bottle’s neck, where the fabrication method of our tequila will be explained from A to Z in addition to a peak into tequila’s history in general. There will also be a few cocktail ideas on the other small pages. This tag will be informative for the consumer on the general aspects of tequila and show our respect for the tequila distillation tradition in general. Finally, consumers will understand that tequila can be consumed in different ways than with shots.  

3. Coherence with our mission and strategy

When talking about positioning and the real image perceived by the customer, one must not mix these terms up. Our positioning is the role that our company would like to play on the market, whereas the image is the way our customers really perceive us. To be coherent, our positioning has to correspond with our image.

 

Therefore, it is important to be realist, our start up does not have the ambition or the capacity to compete with the spirits market leaders on mass volume alcohol sales. Indeed, we would have no chance to establish ourselves when considering such volumes and thus must focalize on the experimenter segment. Our start-up is a small company with a reasonable initial customer base in agreement with our ambition and our culture.  

3. Coherence with our mission and strategy

4. Branding

The name of our product will be “Quieta”. This Spanish word’s meaning corresponds to the image we want tequila to have. Quieta, meaning calm, will represent the experience associated with our product. Today, when people drink tequila, they will almost automatically buy lime and salt to consume it as a shot and will not savour the drink. However, we want our product to immerse the consumer into a completely new journey to another continent thanks to a combination of taste and uniqueness.  

 

We chose the word for several reasons. First of all, the Hispanic tone immediately reminds people of tequila’s unique origin, Mexico. This is the first step of the journey, as the consumer will feel he is almost in Mexico due to the blend of the spirit and the juices. Secondly, Quieta’s meaning will allow consumers to feel relaxed and not hurry when drinking the cocktail, as they are used to regularly doing when consuming tequila. This part of the journey makes sure the consumer is relaxed when drinking, and is submerged as if in Tequila, the city. Finally, the exotic name will most likely help catch people’s attention, as people tend to be interested in things they know very little about.    

 

Our slogan is “Taste it. Take off.” When drinking Quieta, the consumer is not simply getting drunk with shots. Drinking this spirit is associated with a journey, as the many different savours in the mouth are unknown to the consumer. This has been our end goal from the start: changing the way people drink tequila.

When it comes to the brand’s logo, a water drop perfectly impersonated our product. This simple but global symbol that represents nature and calmness. Water is associated with authenticity as it is collected from a natural source and every human being can identify himself in this symbol.

When drinking a premium product, the aim is to savour the taste and have a total experience that the product gives you. With our tequila, the packaging already submerges the consumer into a unique world: he will be drinking delicious tequila with exotic juices in a calm way that enables him to make the most of the moment.

5. SWOT of the product

Strengths

One of the main strengths is that the tequila market is growing. They have had a market growth of more than 37% in 5 years, which is huge compared to other spirits. Besides, there isn’t any well-known brand of premium tequila on the market for the moment. So, it would be easier for us to make the link between premium tequila and our brand in the mind of the consumer.

 

Weaknesses

In Belgium, people generally consume poor quality tequila in shots. Therefore we have to educate the consumer to change his habits and to begin to consume tequila of better quality in cocktail or pure and appreciate the experience.

 

Because we outsource the production of the product, we have to be verify the quality of the product and we have to control it.

 

Opportunities

The market is in expansion so we have opportunities to grow. If the product works, it would offer us the possibility to launch new product lines and diversify ourselves by proposing a large range of products with different prices. Because we currently have product that is premium, we could sell an ultra-premium product depending on the consumer’s perception.

 

Threats

Launching a relatively new product is always a risk, we can never know for certain if the people will buy it. But thanks to our surveys and analyses we are pretty confident it will work. However, we know that some actors in the spirits’ field already have their own tequila and will enter the market when premium tequila will emerge on the Belgian market.

 

Moreover, the Belgian government has already raised the tax on alcohol. Thus, we don’t know if the politics will do it again or not, and it may damage our company.

copyright2016,Lorenzo du sale
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