WHISKEY LULLABY

A marketing plan presentation

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,

Living in a metro, Tier I or Tier II city Graduate/Master

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.

WHY DO YOU LIKE YOUR FAVORITE BRAND OF WHISKEY?

Strong Aroma Taste Smoky

Smooth

Doesn't give me a hangover

Center of attraction

CONSUMER’S CRITERIA FOR CHOOSING A PARTICULAR BRAND
Aroma and taste Brand image Price Packaging Alcohol

%

KEY INFLUENCERS
Events 1

Advertisements

0

Product Quality

9

Friends and Peers

9

OCCASIONS
Weddings Birthdays Break-ups Casual Gettogether Welcomes Work Achievements

Christmas/ New Year

Holi/
Diwali Re-unions Weekends

Farewells

HAVE YOU EVER GIFTED A BOTTLE OF
WHISKEY OR RECEIVED ONE AS A GIFT?

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

Blender’s Pride
Seagrams Fashion events Music events Brand extension: Music CDS

Antiquity Rare
United Spirits limited

Brand Identity

young, stylish, a sign of discernment Blend: Indian malts with scotch 3

Vibrant, sporty and youthful Sweet malt spirits blend in oak wood casks 4

Connoisseur of music, fashion and arts Smooth

Super premium, elite

Product Description Survey Ranking

Blended with imported malt spirit from Scotland. 1

2

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

S

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

BTL activities Marketing Communication Strategy

MARKETING COMMUNICATION MIX
Brand personality:  A friend among a group of friends  Is remembered on occasions, festivals and celebrations  Strong but smooth  Reminds us of all the good things in life and happy moments

BRAND NAME:

SURROGATE PRINT ADVERTISEMENTS IN LIFESTYLE MAGAZINES
Christmas
Diwali Holi

Nailed that job
Got the corner office… Celebrate it with

Celebrate it with

She said YES!

Birthdays
Break-ups Weekends
Celebrate it with

PAN- INDIA LAUNCH EVENT

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?’

*Event will be rotational and ongoing for 1 month

KEY CITIES FOR EVENT:

Chandigarh Delhi Jaipur Udaipur Kolkata

Bombay Pune Hyderabad Bangalore Pondicherry Chennai

Nasik

Bhubneshwar

HOLIDAY DESTINATIONS

Shimla

Mt. Abu

Diu, Daman

Vizag Goa Coorg Munnur Thekkady

IDENTITY MARKETING
  

Give-away glass cases Can openers Handkerchiefs

….during

WHISKEY TASTING EVENT

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

THE FIFTH –P: STELLAR
PACKAGING STRATEGIES

 

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

SOCIAL MEDIA AND ONLINE MARKETING

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

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