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Brand

Communication
Facts

• Market leader in premium whiskey in India
• Holds 36% of the market share
• Launched in 80’s
• Shaw Wallace Distilleries Ltd was the brand owner
• In 2005, UBL group acquired SWG
• Blenders Pride from Seagram's is the nearest competitor
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Current Indian Market

• The per capita consumption in India is only 0.07 litre/person/year as
against 60-70 liters in France and Italy, 25 liters in US and 20 litres in
Australia
• About half of the Indian population meets the minimum drinking age
of 21 years; however, that number is greatly increasing as the Indian
population matures
• The gross national income (GNI) for India has risen
• Those 24 million who have attained college level degrees making up
the majority of potential consumers
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Branding by Enforced
Innovation
• Alcohol: subjectively evaluated and hence branding is essential
• Highly regulated Environment: Ban on advertising
• Brand extension

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Responsibilities of Brand
Manager
• Meet the objective of 10* 10 programme
• Analyze the Market potential
• Communication should meet the standards and conditions of the
CIABC( Confederation of Indian Alcoholic Beverages Companies)
code
• Dominate the consumer mindspace by increasing visibility through
strategic placement: posters, danglers and other point of sale material.
• Innovative techniques of Communication
• Keep a check on SYMBIOSIS
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• Product
– Packaging :Plays a very important role in liquor business
– Brand Extension: launched Royal Challenge Packaged Drinking Water
– Consistency
• Price: Premium priced at Rs 500-Rs 600 for 750 ml.
• Place
– Specific state laws and regulations
– Strategic placement in Hotels and Trend Bars
– Can focus on Rural markets
• Promotion
– Communication should meet the standards and conditions of the CIABC(
Confederation of Indian Alcoholic Beverages Companies) code
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Packaging
•New packaging: a contemporary and youthful international
look.
•The new RC bottle is short, squat and broad, with a slight
taper that gives it an international and premium look.
•The mono carton has also been redesigned to compliment the
premium feel of the bottle, in red and classy black colour
combination
•Red captures energy and leadership, while the rays in the
mono carton represent reaching out to the horizon
•The new RC pack depicts real winners who relish real

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Communication by the
Brand
• Ready to take challenges of life – “ Game for Life”
• Brand image, highlighted through association with relevant
events and sponsorships, has been identified as the most
important factor in fuelling consumers' demand
• Surrogate advertisement banned in India but the IPL Bangalore
team – Royal Challengers are a classic case of surrogate
advertisement
• The logo of the team is same as the Royal Challenge whiskey
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• The brand echoes the values of winning, rising upto overcome
all challenges in life
• This aids in highest brand recall as many cricket enthusiast go
to sports bar or pubs for watching matches
• Presents an aspirational value

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Promotion Techniques
Sponsorship of
Events

•Royal Challenge Golf
Tournament: association with golf
helps impart an aura of sophistication
and premiumness, the attributes that
Royal Challenge stands for

•Brings Roger Waters to Mumbai:
"Royal Challenge and Roger Waters
are two names that can effortlessly
unify different generations in one
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• Internet advertising
‡ Website launched to focus on brand's association with the Indian Open Golf and
the launch of a range of golf and club accessories under the Royal Challenge
brand.
‡ Communication through Internet is playing a very imp role - Royal Challenge All
4 Golf Contest— by joining hands with leading contesting Website
‘Contests2win’- this represents sophistication and premiumness, the attributes that
Royal Challenge stands for
• Print Ad Campaigns:
– Ads featuring some of the biggest heroes in European history – Alexander the Great,
Napoleon Bonaparte and Julius Caesar.
– campaign seeks to build a stronger bond between consumers and the brand by instilling a
renewed sense of pride with the association.

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Way Ahead …

• Continuously in limelight with help of various events and PR initiatives
• Brand extension can be helpful for example we can come up with
“Royal Challenger” sports kit for a sport like golf
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