REINVENTING OFFICER’S CHOICE

WHISKEY: Spoiled for Choice

GROUP 5
 ANALYSE THE COMPETITIVE ENVIRONMENT FACED BY OFFICERS CHOICE USING A  3C ANALYSIS

Competition Company Customer

• The title ‘Officer’ - status of recognition

 Demographic
• Operating in the most competitive segment • Brand was perceived to be more individualistic • Male aged between 21 to 35 targeted
– Regular Whisky • The brand was perceived as father’s and
 Geographic
• Chief competitors – Bagpiper (CAGR 12%) grandfather’s brand
• Cities targeted – Metros or Mini-
and Imperial Blue (CAGR 28%) • Too serious and mature perception
metros or A class towns
• The segment leader – Bagpiper focuses on • Lack of visibility and new communication  Psychographics of OCW users
social bonding channels by the brand
• A reserved hard working individual
• Imperial Blue attracts young males by • Low price-value perception
• Highly involved in work and family
focusing inherent nature and habits of men • Old Packaging & non-differentiating • Highly pessimistic
• High amount celebrity endorsement by the communications
• Lacks authority and slips into nostalgia
competitors of OCW  Psychographics of whisky consumers
• Attractive Packaging by the competitors • Associate whisky with fun, bonding,
togetherness, success, badge value
and confidence
• Desire high emotional connection

Based on 3C analysis OCW needs to reposition its brand by increasing the visibility, differentiating from competitors and connect with the
target segment emotionally. Also, the brand should resonate more with youth as done by the competitors
WHAT WAS THE MOTIVATION FOR REBRANDING OF OFFICERS CHOICE WHISKY ?

Need for Rebranding of OCW

Deepak Roy, the Executive Vice Chairman and CEO of ABD wanted to catapult
the company into the ”big league”. Since 99% of the value contribution of ABD
01
01 comes from OCW, he wanted to target OCW and ensure that it achieved market
leadership within a 3-year period

Though OCW has been a steady horse for the company it was showing signs of
stagnating. The current branding raised doubts as to whether OCW would be able to
02
02 attract new customers and sustain growth in the long run. OCW was unable to
connect with the consumers at an emotional level

The regular whisky market was getting competitive and the new players like
Imperial Blue were coming up with more relevant value propositions and attracting
03
03 the younger generation. Youths were not able to identify with OCW and the brand
was no longer salient and had no new communications

The brand was lacking vibrancy and dynamism and was looked upon as outdated,
staid and unexciting. Even the views of OCW’s core customers were changing
04
04 and brands like Imperial Blue were able to sway them in their direction leading to
loss in market share for OCW
PRIORITISE  THE KEY  CONSUMER BEHAVIOUR INSIGHTS GENERATED BY THE MARKET RESEARCH.

OFFICER’S CHOICE WHISKEY BAGPIPER IMPERIAL BLUE

PERSONALITY

A male from middle to old age, free- Metrosexual, upper class youth whoa re
A male within the age bracket (25-40) ,
care, takes things as they come. intellectual as well as well groomed.
self-made disciplined & courageous,
Enjoys life, cares about his outlook and Does show off.
army men like personality.
doesn’t show off.

PSYCHOLOGY

PERCEPTION - Perceived as a smooth

PERCEPTION - Friendly demeanor.
MOTIVATION - Good value for money.
LEARNING - The bottle is stylish and
gives better grip to hold.
BELIEFS - relates to army and navy
officers.
PERCEPTION - Perceived as a strong
whiskey.
MOTIVATION - Quite popular
LEARNING - Has goodwill among the
community.
BELIEFS - Easily visible if you have
been consuming liquor.
and premium whiskey.
MOTIVATION - Believed to have less
side effects.
LEARNING - Packaging standards :
International
BELIEFS - Used widely for social
interactions
 PRIORITISE  THE KEY  CONSUMER BEHAVIOUR INSIGHTS GENERATED BY THE MARKET RESEARCH.

• The blend has received rave reviews from

• The product is seen as smooth, affordable • It is perceived as a strong whisky consumers.
PRODUCT and offers good kick. • Offers good value for money • Known for its quality, IB is smooth and
premium

• Low visibility and is unable to connect with
consumers at an emotional level.
• The communication is not differentiated
CURRENT ADVERTISING enough and is relevant to OCW drinkers
but is not relevant and alienating to lapsed
users.
• Positioned on the platform of bonding, is • Current advertising of Seagram’s IB on
seen as an energetic, sociable and strong “Men will be men” connects to the youth
brand. and is attracting even core OCW
• Heavy celebrity endorsements has worked consumers.
well as it is seen as tough, and heroic • Seen as salient, stylish and premium.

• Packaging is seen as dull, staid, sober,
lacking vibrancy, dynamism and the
CURRENT PACKAGING
premium feel.
• However, consumers identify with the red
colour and the font on the bottle.
• Bagpiper’s consumers feel good while
holding it.
• The bottle is seen as slim and sexy.
• The colour black is also relevant to its
consumers
• Consumers view IB’s packaging as stylish
and different.
• The bottle gives them a feel of a royal
brand.

• Among Core OCW users, OCW brand is

seen as mature, purposeful, established and • Even among Non-BP users, BP is seen as
BRAND IMAGE serious. active, and energetic, though ageing but • IB is seen as an innovative brand that has
aggressive and tough. redefined masculinity
• But to non-OCW and young consumers, it
is seen as an aging brand, losing relevance • It is perceived as a popular brand fit for • It is alluring, stylish, exclusive and elite
in the contemporary world social bonding and enjoyment

BRAND • Stature although still high among its BP enjoys a stature which is difficult to • IB though a new entrant in the industry,
STATURE consumers, is showing signs of vulnerability • counter is gaining a lot of traction
 STRENGTHS AND WEAKNESSES OF OFFICER’S CHOICE WHISKY

STRENGTHS WEAKNESSES

• The brand is not able to connect with the consumers at

• OCW has a high stature among its users
an emotional level.

• The brand name Officer’s choice is integral to the • It is failing to fan the needs and aspirations of the
brand and conveys status, class and respectability consumers

• Consumers connect with the red colour of the brand.
• The communication is relevant to the OCW consumers
• It is perceived as too mature and serious- an aging
as it make them challenge their fears
• It is seen as a brand “for oneself” as opposed to the
desired “togetherness”
brand
• It is lacking in packaging and seen as stale, old, dull,
boring and stuck in a time warp.
• Though the officer’s image convey respect, it has lost
its aspirational value
• The “challenge yourself” campaign is seen as old-
fashioned and alienating
THANK YOU