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Strategic Design Management
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vaibhavbhardwaj@gmail.com |
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EUROWINEGATE-Brand Positioning and Promotional Strategy for An Ultra Premium Gin
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Guide Krishnesh Mehta |
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Sponsonr EUROWINEGATE, Cognac, France
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Luxury living has always been of interest to me and within that the world of wine has intrigued me because of the unique combination of traditional and popular pleasures it represents. My project was an exciting experiential opportunity in a real operating spirits and wine industry environment. My sponsor Eurowinegate, France specializes in the creation, innovation and distribution of contemporary world class wine and spirits. Its products are designed to embody the essence of modern luxury.
I undertook two assignments
The first was a Research study of the International premium Gin market and the positioning of the product G’vine – Gin Du France and its development. I conceptualized and developed strategic design of multipurpose luxury packaging for G-Vine.
The second project was to research market trends of spirit product promoters like bar tools, print campaign and special promotional gifts. The final product resulting from this product was a series of brand promotional tools such as stirrers and martini sprays. My entire focus was on the creation of consumer delight experiences.
The key challenge I faced was the evolving nature of the brief which underwent successive iterations after feedback meetings and product development. Through this process, I learned to change direction very effectively and adapt myself to new circumstances. I am delighted that Eurowinegate gave me complete freedom to experiment. . This was a brilliant opportunity to not only enhance my design management skills but also to establish contacts and global networks with different manufacturers from China, India, Italy and Spain. |
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