Executive Summary: Performance & Strategy
This report provides a concise overview of recent sales performance, key brand activations, and strategic growth trajectories for Smirnoff and Baileys. We analyse trends, evaluate product portfolio effectiveness, and present a recommended roadmap with expected outcomes to drive future success.
4 Baileys Activations In November
Added added as an upsell to hot drinks (coffee and hot chocolate) and sold separately as a miniature bottle with a "pick me". 3 Separate banners. 1st Sale November 7th
Smirnoff Miami Peach Activation (July)
Banner, header and "pick me", later moved to banner and Pick me only in October
Executive Summary: Performance & Strategy
  • Key Insights:
  • Baileys achieved market leadership (34.6% share) within 14 days of launch despite staggered rollout.
  • Bombay Sapphire is declining 36% from its peak (15.8 to 10.1 daily sales), indicating need for intervention.
  • Absolute & Sprite is being discontinued
  • New product launches are successful, with Smirnoff Cola growing 23% month-over-month.
  • Strategic Recommendations:
  • Invest in Baileys to attract repeat purchase. There is a risk that customers will not re-buy due to it being served alone without ice. Recommendation: Served chilled
  • Replace Absolut & Sprite with Captain Morgans Rum + Pepsi OR Guinness for the winter period to add variation.
  • Scale Smirnoff Cola is on an upward trend, add promotional banners / videos to accelerate growth
  • Expected Outcomes:
  • Full Baileys rollout with all trains fully stocked and a better serve (chilled) is projected to capture 40%+ market share (market leader)
Daily Sales Trends - Baileys Takes Number 1 Spot
Baileys exceptional launch vs established product trajectories means its is worth investing in (serve chilled) and improving visibility (physical ads)
Product Portfolio Strategy Matrix
Baileys: Exceptional Launch Performance
10.6
Daily Sales Rate
(Highest in portfolio)
34.6%
Market Share
(In 14 days)
329
Projected Monthly Units
(vs 313 for established leader)
The bar chart illustrates Baileys' impressive 14-day launch performance compared to other products' November daily sales rates.
Success Factors Analysis
Effective Positioning
Premium branding resonated well with target consumers.
Strong Demand
Confirmed robust consumer interest and adoption.
Stock On Trains
Stock was staggered on trains, as all trains are fully stocked, expected sales should increase
Projection: Full distribution rollout is expected to drive 40%+ market share with sustained promotion.
Growth Trajectory Analysis Smirnoff
Smirnoff Cola: Successful Launch Trajectory
Smirnoff Miami Peach: Seasonal Volatility
Key insight: Smirnoff Cola showing consistent growth momentum - scale distribution. Miami Peach requires seasonal strategy. Smirnoff Cola is likely taking some Smirnoff Miami Peach market share. This is why a Rum or Guinness is recommended to attract a different market
Recommended Roadmap & Expected Outcomes
90-Day Action Plan
1
0-30 Days: Immediate
  • Improve Baileys serve (chilled)
  • Add Baileys physical promotional signs near buffet car
  • Maintain premium promotion strategy
2
30-60 Days: Mid-term
  • Promote Smirnoff Cola with banner
  • Add Captain Morgans Rum OR Guinness
3
60-90 Days: Final Phase
  • Determine impact of Captain Morgans Or Guinness and drop underperforming drink
Appendix A: Raw Sales Data
Total Monthly Sales (Units):
Table showing actual sales figures by month for all products from July to November, with November data being partial (21 days) and Baileys launching November 7th (14 days of data).
Average Daily Sales (Units):
Table showing calculated daily sales rates for fair month-to-month comparison, accounting for different month lengths and launch dates.
*November data represents 21 days of collection. Baileys was first sold on November 7th (14 days of data).
Appendix B: Calculation Methodology
Data Collection Period:
  • July-October: Full month data (31, 31, 30, 31 days respectively)
  • November: Partial data (21 days collected)
  • Baileys: Launched November 7th (14 days of sales data)
Daily Sales Calculation:
Daily Sales = Total Monthly Sales ÷ Number of Days in Period
Projected Full Month Sales (November):
Projected Sales = Daily Sales Rate × 31 days
Market Share Calculation:
Market Share = Product Sales ÷ Total Market Sales × 100
Growth Rate Calculation:
Growth Rate = (Current Period - Previous Period) ÷ Previous Period × 100