Post on 19-Feb-2015
WHISKEY LULLABYA marketing plan presentation
Company
Product Market Target Market
Medium sized brewery
Brands across categories like whiskey, vodka, rum and gin
Prestige segment
Priced at Rs.200-400)
New launch, pan India
Light Aroma
Strong blend
Earthy character
Premium Whisky segment
Priced at Rs. 625 to 700
2.5 million cases a year
competition with well established brands with deep pockets.
Signature,
Royal Challenge,
Blenders Pride
Antiquity Rare
Urban male
regular whisky drinker 25-35 years of age
SEC A, B
Living in a metro, Tier I or Tier II city
Graduate/Master 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
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.
54%
14%
27%
5%
IMFL market
Whiskey BrandyRum White spirits
TasteAromaSmoothStrongSmoky
Center of
attraction
Doesn't give me a
hangover
WHY DO YOU LIKE YOUR FAVORITE BRAND OF WHISKEY?
Consumer Survey
CONSUMER’S CRITERIA FOR CHOOSING A PARTICULAR BRAND
Aroma and taste
Brand image
Price
Packaging
Alcohol %
Consumer Survey
KEY INFLUENCERS
Consumer Survey
Friends and Peers
Product Quality
Advertisements
Events
9
9
0
1
Break-ups
Birthdays
Re-unionsCasual
Get-together
Work Achieve-
mentsFarewell
sWelcom
es
OCCASIONSWeddings
Christmas/
New Year
Holi/Diwali
Consumer Survey
Weekends
HAVE YOU EVER GIFTED A BOTTLE OF WHISKEY OR RECEIVED ONE AS A GIFT?
Yes70%
No30%
Consumer Survey
COMPETITION ANALYSIS
Signature Rare Royal Challenge Blender’s Pride Antiquity Rare
Company United Spirits limited United Spirits limited Seagrams United Spirits limited
Marketing activities
Indian Derby horse race‘Saddle up’ – a cocktail launched by Mr. Vijay Mallya served at the DerbyMagic show, dance show, world musicPrizes like sweepstakes, Mercedes, 1.25 crores for the winnerFashion events
IPL Sponsorship
Corporate Clash-a-thon
Brand extension: Packaged drinking water, Sports accessories
Golf tournament, Roger Waters concert
Online contests
Fashion eventsMusic events
Brand extension: Music CDS
Brand Identity young, stylish, a sign of discernment
Vibrant, sporty and youthful
Connoisseur of music, fashion and arts
Super premium, elite
Product Description
Blend: Indian malts with scotch
Sweet malt spirits blend in oak wood casks
Smooth Blended with imported malt spirit from Scotland.
Survey Ranking 3 4 2 1
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
SITUATIONAL ANALYSIS
Strengths
As we have a number of brands across categories such as whisky, vodka, rum and 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 brandStrong blend
Weaknesses
Medium size brewery with no deep pockets for large marketing spendsPerceived as a brand that caters to ‘prestige’ segment and not the discerning buyer
OpportunitiesAll 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, BangaloreHighest 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
ThreatsWell established brands like McDowell's Signature, Royal Challenge, Blenders Pride and Antiquity Rare Brands with comparatively deep pocketsLaws 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
Marketing Communication Strategy
BTL activiti
es
ATL activitie
s
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:
Ambrosio
SURROGATE PRINT ADVERTISEMENTS IN LIFESTYLE MAGAZINES
Nailed that jobShe said YES!
Got the corner office…
Celebrate it with
Ambrosio NightsWhat are you Celebrating Tonight?
BirthdaysBreak-upsWeekends
ChristmasDiwaliHoli
Ambrosio
Celebrate it withAmbrosio
Celebrate it withAmbrosio
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
Rotating entertainers across 4 pubs
Identify a troupe for key cities of India
The host asks audiences ‘What are you celebrating tonight?’
Event LocationLive Band Hard rock cafe
Stand up comedy HQ
Karaoke Night Jazz by the Bay
Short film Screening Blue Frog
For instance, in Bombay:
*Event will be rotational and ongoing for 1 month
Ambrosio Nights
What are you Celebrating Tonight?
Ambrosio Nights
What are you Celebrating Tonight?
KEY CITIES FOR EVENT:
Bombay
Delhi
Bangalore
Pune
Nasik
Chennai
JaipurUdaipur
Pondicherry
Hyderabad
Kolkata
Bhubneshwar
Chandigarh
HOLIDAY DESTINATIONS
Goa
Diu, Daman
ThekkadyMunnur
Mt. Abu
Coorg
Vizag
Shimla
Ambrosio Nights
What are you Celebrating Tonight?
IDENTITY MARKETING Give-away glass cases Can openers Handkerchiefs
….during Ambrosio nights
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