Compare and contrast KOIS with Svedka Vodka
1. KOIS Optics is an iconic company on the island of Syros, the first capital of Greece,
which is well-known for the quality of its products and services and its history of
excellence and beauty. Inspired by Absolut Vodka’s success, the founder of Spirits
Marquee One, Guillaume Cuvelier wanted to create a mid-priced vodka with
marketing efforts focused on distribution and positioning .
2. The KOIS team has started a project in the recent years, inspired by this painted
ceiling, that is composed of glasses (regular and sun glasses), jewelry, scarfs, and
other accessories. Svedka Vodka was manufactured inexpensively from many
raw ingredients and did not need to be aged like other alcoholic beverages.
Because of this, Cuvelier decided to invest more in complex distilling and
filtering methods. His goal was to create a high quality product with a soft silky
drinkability.
3. KIOS the company wishes to combine the personal, Greek island experience
with the big international brands they offer. As a result, all promotional
materials (models, pictures, videos) used in their campaigns are produced 100%
by the company, without relying on the often-impersonal materials provided of
the big houses. In both frames and glasses, there is a big selection to choose from,
as the company is continuously up to date with respect to the recent trends,
something that allows the customer. SVEDKA focused on having its distribution
with independent retailers on the off-premise (trade off) channels. This included
midtier liquor and retail stores. Cuvelier wanted his products to be sold in family
owned/midmarket retail outlets. These particular stores would be significant for
volume sales due to SVEDKA’s limited budget strategy of being mid-priced in the
market.
4. The main contact point with the world outside Syros, we would like the visitor of
our web site to have a similar experience as they would experience by visiting
our actual shop. This experience could combine, together with an elegant and
effective presentation of our products, a presentation of our history and of the
island of Syros, as well as a presentation of our accessories, keeping always in
mind the commercial aspects of our offerings. SVEDKA Cuvelier spent only
$350,000 on media, point of sale, trade shows, creative, and sampling. He wanted
to achieve distribution and brand awareness before going national. He bought a
few pages of trade ads, entered SVEDKA in contests, and had sponsored booths
at trade shows to help with the company’s brand recognition.