Competitors

“The marketing concept states that to be successful, a company must provide greater customer value and satisfaction than its competitors do. Thus, marketers must do more than simply adapt to the needs of the target consumers. They also must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers. (Armstrong & Kotler – Marketing 9e Ch.3 pg.67)”

Charbay Green Tea Vodka

Smirnoff

Absolut

Charbay, Absolut and Smirnoff are Kettle V. biggest competitors. Charbay is the only company to produce green tea vodka, but has very little awareness of the product and is also cheap at $35 dollars a bottle. Smirnoff is Kettle V. main competitor because we both are targeting the same type of audience. What makes us difference from Smirnoff is the fact that Kettle V. is a tea flavor vodka and Smirnoff specialize in fruit flavor vodkas. From that distinction, hopefully Kettle V. can capitalize on audience looking for a different type of vodka and steal away market share the Smirnoff has. Absolut is also a great competitor since its brand is the type of brand Kettle V. is looking for. A luxury vodka for the sexy and sophisticated.