Professional Documents
Culture Documents
Company
Medium sized brewery Brands across categories like whiskey, vodka, rum and gin Prestige segment
Product
New launch, pan India Light Aroma Strong blend Earthy character
Market
2.5 million cases a year competition with well established brands with deep pockets.
Target Market
Urban male regular whisky drinker 25-35 years of age SEC A, B
Signature, Premium Whisky segment Priced at Rs. 625 to 700 Royal Challenge,
Priced at Rs.200-400)
Blenders Pride Antiquity Rare Middle or lower level mgt. or having own small business Drinks to unwind and relax Enjoys his drink Has a taste for the good things in life Relatively successful at the moment Yet ambitious and hungry for more
INDUSTRY
OVERVIEW
IMFL market
Whiskey Brandy Rum White spirits
5%
27%
54% 14%
The IMFL industry in India is estimated at nearly 100 million cases and is growing at 9 per cent per annum. Consumption is largely skewed towards whisky, which accounts for over 54 per cent of the market. Brandy accounts for 14 per cent, rum for 27 per cent and whites (Gin, Vodka, others) for 5 per cent.
Smooth
Center of attraction
KEY INFLUENCERS
Events 1
Advertisements
Product Quality
OCCASIONS
Weddings Birthdays Break-ups Casual Gettogether Welcomes Work Achievements
Holi/
Diwali Re-unions Weekends
Farewells
No 30%
Yes 70%
COMPETITION ANALYSIS
Signature Rare
Company Marketing activities United Spirits limited Indian Derby horse race Saddle up a cocktail launched by Mr. Vijay Mallya served at the Derby Magic show, dance show, world music Prizes like sweepstakes, Mercedes, 1.25 crores for the winner Fashion events
Royal Challenge
United Spirits limited IPL Sponsorship Corporate Clash-athon Brand extension: Packaged drinking water, Sports accessories Golf tournament, Roger Waters concert Online contests
Blenders Pride
Seagrams Fashion events Music events Brand extension: Music CDS
Antiquity Rare
United Spirits limited
Brand Identity
Vibrant, sporty and youthful Sweet malt spirits blend in oak wood casks 4
LEGAL ENVIRONMENT
Cable Television Network (Regulation) Amendment Bill, 2000, completely prohibits cigarette and alcohol advertisements, which directly and indirectly promote sale of these products (enacted from September 8, 2000) How to get around this act: Brand extensions and event sponsorships, BTL activities Allan Colaco of ASCI, a self-regulatory voluntary organisation of the advertising industry, said, Advertising of products that are brand extensions is allowed as far as the product is available in the market.
SOCIO-CULTURAL
ENVIRONMENT
class-specific;
Elite: lifestyle, unwinding, relaxation middle-class: relaxation, for a kick backward class: an antidote to obviate the thoughts of social and economic deprivations and to wallow in utopian euphoria.
Easy money, easy availability of imported brands and more spending power Yet there is a long way to go till whiskey becomes a prominent parts of Indian culture, hospitality
Strengths
Weaknesses
As we have a number of brands across categories such as whisky, vodka, rum and ITUATIONAL ANALYSIS gin already in the market, our logistical, supply chain and distribution is largely in place for a pan India launch. Loyal users of our prestige products can be upgraded to try our new brand Strong blend
Medium size brewery with no deep pockets for large marketing spends Perceived as a brand that caters to prestige segment and not the discerning buyer
Opportunities All Competitive brands have a similar positioning. Lack of a differentiated product that is unique in terms of brand image and packaging Untapped markets. Provides an avenue to focus on cities other than Delhi, Bombay, Hyderabad, Chennai, Bangalore Highest consumption of liquor is in Kerala followed by Punjab. To focus on tier 2 cities like Nagpur, Agra, Jaipur, Pune, Indore, Kochi and travel destinations
Threats Well established brands like McDowell's Signature, Royal Challenge, Blenders Pride and Antiquity Rare Brands with comparatively deep pockets Laws against advertising of Alcohol Brands
MARKETING OBJECTIVE
To launch a new brand in the premium whiskey segment among competition with deep pockets To create differentiation of product through brand image and packaging To design a comprehensive 360 degree marketing plan that understands industry scenario and alcohol advertising norms in the country
MARKETING PLAN
ATL activities
BRAND NAME:
Celebrate it with
Birthdays
Break-ups Weekends
Celebrate it with
Continuous on-going event during launch at key pubs/restobars Friday night events across 4 key pubs of each city 4 fridays of each month
Live band music Stand up comedy Karoake Night Short film screening
For instance, in Bombay: Event Live Band Stand up comedy Karaoke Night Short film Screening Location Hard rock cafe HQ Jazz by the Bay Blue Frog
Rotating entertainers across 4 pubs Identify a troupe for key cities of India The host asks audiences What are you celebrating tonight?
Nasik
Bhubneshwar
HOLIDAY DESTINATIONS
Shimla
Mt. Abu
Diu, Daman
IDENTITY MARKETING
.during
Reach the ardent users of our existing prestige segment products Orient them about whiskey through the whiskey tasting wheel Upgrade them to our premium product Influence the prestige segment consumers to buy our premium product on special occasions
EXPERIENTIAL MARKETING
Creating experiences at the Retail Point of Purchase Shop in Shop of Ambrosio at large liquor stores Permanent fixtures of Velvetino at smaller stores The shop-in-shops or permanent fixtures to have Juke box, or fooze ball table
Design the bottle from NID or an international designer Create Celebration packs No blacks or golds in packaging, rather a different shape, color, size Bottle lid doubles up as a key chain Identity marketing products in the bottle pack like a can opener
Gift packs Since 70% of TG has gifted a whiskey bottle or received one as a gift It is important to create gift boxes, or packs so that they only pick up our whiskey bottle when it comes to gifting
Facebook page of Ambrosio Nights Upload your Velvetino celebration moment What are you celebrating tonight Facebook games and applications Website and facebook page to have a short film an adventure story of Friends drinking together (Refer: Hangover)
INSTITUTIONAL TIE-UPS
Direct Mailers to below to have a mutually beneficial bulk deal, or shop in shops at these locations: Corporates 5 star hotels Holiday homes Art galleries Film clubs Indian habitat centre Prithvi theatre Navy club Army cantt./Air force club
THANK
YOU