THE IDEA

For my project i have chosen to work with Dsqaured2 and to launch a private label Vodka. The brand is all about having fun and enjoying life, therefore the customers and the owners are fans of partying and celebrating! 


The business plan proposes to extend the Dsqaured2 brand to offer a Vodka which would be aimed at the brands existing target market segment 18- 40 year old singles and couples, as part of a program of brand extension. The launch of a new innovative and potentially profitable branded vodka has been well researched and confirmed as a viable product to enter in the vodka market. All related business activities concerned with Dsquared2 vodka from conception to realisation and discusses and how the brand will satisfy the identified consumer need.

Vodka is becoming increasingly popular and this is attracting new comers to the market with a range of home brand and branded vodkas.  According to Keynote (2011) Spirits such as vodka command a sizable market share.  The expendable income of the target market has been noticed by several companies who have begin to modify their advertising campaigns and marketing activities to target the eighteen to forty age group. Smirnoff Have focussed their substantial marketing budget on the younger market with its ‘nightlife exchange’ campaign and more recently its dance with Madonna campaign (Wilson, 2009).  Grey Goose in another premium vodka that is looking to focus on the eighteen to forty target segments (Jefkins, 2000).  Grey Goose is a premium vodka that was originally targeted for the older drinkers and outside the target market segment (Miller, 2006).