MARKETING CAMPAIGN ON IOWA LIQUOR SALES
By Tenzin Wangdu
DATA STATS
Products
• Total Vendors: 271
• Total Categories: 69
• Total Products: 9977
Sales• More than 3 million transactions
• Highest single sale: 94590.72
• Lowest single sale: 1.46
• Average sale: 43.006
• Average bottle price: 14.3
• Total sales: 392,293,023.61
Stores• Total Stores: 1973
• Active: 1425
• Inactive: 548
Counties
• 99 counties
• Most populated: Polk(430640)
• Least populated : Adams(4029)
DATA EXPLORATION AND VISUALIZATION
TOP PROFIT PRODUCTS
0 1 2 3 4 5 6
Black Velvet
Captain Morgan Spiced Rum
Jack Daniels Old #7 Black
Lbl
Fireball Cinnamon Whiskey
Crown Royal Canadian
Whisky
Hawkeye Vodka
Absolut Swedish Vodka 80
Prf
Grey Goose Vodka
Jagermeister Liqueur
Jim Beam
MillionsTotal Profit
TOP PROFIT CATEGORIES
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
$0.00
$2,000,000.00
$4,000,000.00
$6,000,000.00
$8,000,000.00
$10,000,000.00
$12,000,000.00
$14,000,000.00
$16,000,000.00
$18,000,000.00
CANADIAN
WHISKIES
80 PROOF
VODKA
SPICED RUM IMPORTED
VODKA
TEQUILA STRAIGHT
BOURBON
WHISKIES
WHISKEY
LIQUEUR
TENNESSEE
WHISKIES
PUERTO RICO &
VIRGIN ISLANDS
RUM
BLENDED
WHISKIES
Catgeory_name
Profit Quantity Sold
TOP PERFORMING VENDORS
$0.00 $5,000,000.00 $10,000,000.00 $15,000,000.00 $20,000,000.00 $25,000,000.00 $30,000,000.00
Diageo Americas
Jim Beam Brands
Pernod Ricard USA/Austin Nichols
Brown-Forman Corporation
Luxco-St Louis
Constellation Wine Company Inc.
Sazerac Co. Inc.
Bacardi U.S.A. Inc.
Sazerac North America
Phillips Beverage Company
TOP 10 COUNTIES
193 Stores
97 Stores
60 Stores
47 Stores 74 Stores
46 Stores36 Stores
37 Stores 36 Stores
20 Stores
$0.00
$5,000,000.00
$10,000,000.00
$15,000,000.00
$20,000,000.00
$25,000,000.00
$30,000,000.00
$35,000,000.00
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
Polk Linn Scott Johnson Black Hawk Pottawattamie Woodbury Story Dubuque Cerro Gordo
Pro
fit
Po
pu
lati
on
POPULATION PROFIT
MARKETING CAMPAIGN
• Target County: Polk
• Target Stores: Profit from 90-100K
• Target Liquor: Not Whiskey(Whiskies) And Vodka
MARKETING QUESTION
• What types of liquor markets are doing well?
• What types of bottle size is making more profit?
• How are top stores in Polk are doing different than the other stores?
• What products performs the best in Polk?
• Bottle prices when it is sold on small(<6), medium(6-12), large quantity(>12)
WHISK, VODKA AND OTHERS IN POLK
(32 %)
(27%)
40%
$0.00
$2,000,000.00
$4,000,000.00
$6,000,000.00
$8,000,000.00
$10,000,000.00
$12,000,000.00
Whisk Vodka Other
Profit
BOTTLE SIZE(ML)
$11,900,607.60
$8,260,491.15
$5,863,151.55
$2,850,566.73
35601968.12
24769637.03
17477163.3
8548693.34
0
5000000
10000000
15000000
20000000
25000000
30000000
35000000
40000000
750 1000 1750 OTHER
Bottle Size Profit and Quantity sold in Polk
Profit Quantity
BEST PERFORMING PRODUCT
$1,032,505.07
$915,809.32 $887,891.60
$750,565.87 $712,452.49
$557,313.65
$493,288.33
187691
112223154184
91110
231821
85054 75716
$0.00
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
Fireball Cinnamon
Whiskey
Jack Daniels Old #7
Black Lbl
Captain Morgan Spiced
Rum
Crown Royal Canadian
Whisky
Black Velvet Absolut Swedish Vodka
80 Prf
Jagermeister Liqueur
BEST Performing Products in Polk
BEST PERFORMING CATEGORY
$0.00
$500,000.00
$1,000,000.00
$1,500,000.00
$2,000,000.00
$2,500,000.00
$3,000,000.00
$3,500,000.00
$4,000,000.00
80 PROOF VODKA CANADIAN WHISKIES IMPORTED VODKA TEQUILA SPICED RUM WHISKEY LIQUEUR STRAIGHT BOURBON
WHISKIES
Best Performing Category in Polk
Profit Quantity
TOP STORE V.S TARGETED STORE
• Top stores sales from whiskies and vodka are 50% percent of their profit, while targeted stores range from 60-70% in
whiskies and vodka
• Top stores is more diversified in their sales as they have more option and targeted store only sells the popular items
limiting their sales to just that.
• 22% of their sales is Canadian Whiskies and 80 Proof Vodka, while the top store is only 14% of their sales
32
29
38
Targeted Stores
vodka whisk Other
25.26
25.78
48.96
Top Stores
vodka whisk Other
DIFFERENCE BETWEEN TOP AND BOTTOM STORES IN POLK
0
20
40
60
80
100
120
$0.00 $100,000.00 $200,000.00 $300,000.00 $400,000.00 $500,000.00 $600,000.00 $700,000.00
# o
f n
um
be
r o
f c
ate
go
ry a
nd
ve
nd
or
PROFIT
Profit per category and vendor in Polk
number_of category
number_of_vendor
PROFIT PER BOTTLE
6.24
7.62
10.4
3.55
5.17
6.75
0 2 4 6 8 10 12
big purchase
med purchase
low purchase
Price Difference between Store
Target Store Top Store
RECOMMENDATION
• To diversify your alcohol with more products and category along with more vendors to give you
more option as more customers will come
• Spiced Rum, Whiskey Liquors and Tennessee Whiskey are best category along with 80 proof and
Canadian whiskies
• Stocking the store with more bottle size of 750, 1000, 1750 will give you an advantage as it
represents 90% of the sales
• Setting the Price a little higher in low and medium purchases can have huge different in profit
DATA THROUGH THE MONTH ARE INCONSISTENT
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
$0.00
$2,000,000.00
$4,000,000.00
$6,000,000.00
$8,000,000.00
$10,000,000.00
$12,000,000.00
$14,000,000.00
$16,000,000.00
$18,000,000.00
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB
Qu
an
tity
Pro
fit
Months
Profit and Quantity per Month
PROFIT QUANTITY
LIMITATION
• The limitation of this inconsistency of the profit throughout the months
• The data doesn’t give the age group, gender and income of the population
• County are big places that include both wealthy and poverty side of the town
• A Follow up and a Future question would be: What type of products do better
depending on the age group and income group of a county?
THANK YOU