TONIC

RE- BRANDING & RE-POSITIONING

THE

CLIENT

Tonic is a re-branding strategy of Auriga restaurant and bar, which was established in 2013. The problem Auriga faced was insufficient return on investment. With Mumbai’s nightlife and food industry at its peak, the reason for unsatisfactory crowd pull was difficult to understand. Auriga had good social media reach via its Facebook page which was maintained regularly. But it wasn’t effective. On closer look at the social media history, the problem was clear. The brand positioning of Auriga was obscure. They were a mix between a fine dine restaurant, a lounge and a night club. Traction was low because people didn’t know what they were approaching at Auriga.

AURIGA

Auriga was a two level restaurant and bar. It was decided to limit the restaurant to the second level and make the ground level a bar and lounge. Thus began the repositioning and Tonic emerged. The first task at hand was to determine a target market for Tonic. With a concentration on the young generation aged 20 to 35, Tonic would be positioned as the bar to be at.. every night.

RECONSTRUCTION

THE

CLIENT

To build the brand Tonic as a trending bar in South Mumbai.

- A separate Facebook page was created in order to completely disassociate Tonic from Auriga.

- Over 2 weeks before its official launch, Tonic was introduced as Mumbai latest bar.

- Media influencers were approached to increase awareness; print articles of the launch were published.

- Facebook posts with a concentrated target towards the ‘eager to be where everyone is’ young generation were published.

The target market was understood to the T from the very start with Tonic. And there is no better way of explaining this than the strategies adopted since the very beginning.

FIRST PHASE

THE

CLIENT

1. Concentration on Drinks. All drinks:

Tonic positioning was narrowed down to an out-going restless TG, but Tonic was not going to restrict itself where alcohol was concerned. A special focus was given to the joys of drinking and all drinks were promoted; be it beer, cocktails, shots or the latest in town molecular drinks!

TARGETING

ALCOHOL

PHASE 1

ALCOHOL

PHASE 2

2. #TonicDoses@99

Tonic doses at 99/- started as a promotion offer on a single day to increase awareness, intrigue and crowd pull. It was an overnight success and soon Tonic doses became a standard drink at Tonic. For the first time such a peppy concept was introduced to South Mumbai and we saw a lot of people flocking in for after office drinks.

TARGETING

ALCOHOL

PHASE 3

3. Longest Happy Hours: March 16th 2015 Tonic was the first bar in South Mumbai to introduce extended happy hours. Monday – Thursday : 4pm – 1am Friday – Sunday : 4pm – 9pm And with such happy hour timings there is literally no need to explain why this would be the most effective strategy executed till date.

TARGETING

TARGETING

FRIENDS

DJ Selection The DJs which Tonic approached were young and upcoming. They were able to pull a crowd based on their music tracks. This strategy worked well as the djs roped in were the Tonic TG as well. Their friends came and spread the word and as such the crowd grew substantially.

Music: Deep House

Techno Progressive House

Commercial

TARGETING

FRIENDS Targeted Facebook

Marketing

If you’re there, I want to be there: Album upload Starting with its launch on 13th Feb, pictures of Tonic packed with friends of friends of friends was published on Facebook. It was pictorial ‘in your face’ spamming.

Statistics show that the highest organic reach on Facebook was from photograph posts.

LAUNCH Organic Reach: 14.3k Views: 21.3k Interaction: 187

#99BARnight at Tonic Organic Reach:4.6k Views: 7.2k Interaction: 88

#TonicSession Organic Reach: 6.3k Views:8.9k Interactions: 212

Facebook Album statistics

TARGETING

PRESENTATION

The 3 B’s of Alcohol: Combining the two defining factors of it’s target market – Drinks and friends, Tonic introduced the 3 B’s of Alcohol. An enlightened way of serving alcohol to the target market. The aim - to be quirky and catchy. While maintaining its focus on alcohol, and drink with friends, the promotions shifted to presentation of alcohol.

TARGETING

PRINT MEDIA

It was essential for Tonic to be everywhere. For Tonic to be seen as a serious player in the nightlife arena print media channels were utilized. Regular features in prominent newspapers established Tonic as the place to be at. Tonic featured in Mid-day, Afternoon DC, Mumbai Mirror, DNA and Asian Age to gain exposure and loyalty among the South Mumbai working and partying youngsters.

Afternoon DC: 20 March, 2015

Mumbai Mirror: 31 July, 2015

TARGETING

PRINT MEDIA

Mid-day: 13 Feb, 2015

Mumbai Mirror: 9 May, 2015 Asian Age: 29 May, 2015

Afternoon DC: 29 May, 2015

TARGETING

MEDIA

CHANNELS

FACEBOOK 27 event pages Weekly sales promotions INSTAGRAM __ contests Response

FACEBOOK 188 Posts 1771 Page Likes INSTAGRAM 155 POSTS 1300+ FOLLOWERS TWITTER 298 Followers

PRINT MEDIA __ features __ newspapers Approximate reach through Print media (overall reach of each newspaper – area)

SUCCESS

TRADEMARK

Daaru on sale – A Tonic Trademark TonicDoses@99, was a new attraction strategy conceptualized for Tonic. Tonic was the first bar to have had such a concept executed. It gained wide popularity and worked wonders for Tonic Sales. Initially only targeted towards woman, it grew in popularity and was almost immediately made into a Monday through Thursday weekdays offer. Like any brilliant strategy, Daaru on sale caught on quick with the target market, and hence with the competition. To maintain its position in the ‘me too’ market, Tonic doses at 99, and Daaru on sale were Trademarked by Tonic.

Insight What the market likes? Alcohol.

How does it like it? – Discounted!

BRAND

PERSONALITY

WHO WE ARE

Tonic has stayed true to its target market. In thought process and execution the brand personality of Tonic has been one of its target market. In a span of 7 months most new trends have been incorporated in its social media strategy. Tonic has been restless, current, fun, and forward thinking and most of all hard to ignore.

HASHTAGS

#TimetoTonic #TonicDoses #TonicSessions #GoTonic

#DaaroOnSale #RageStage

TONIC APP

To keep people updated on the Tonics latest events & offers

RESULTS

TONIC

Increase in Overall Sales

Increase in Footfall

Increase in Alcohol Sales

Increase in Food Sales

Increase in Happy Hour Sales – Weekdays

Increase in Happy Hour Sales – Weekends

Feb – July 2015 333% 600% 3200% 580% 700% 400%

TONIC

INCREASE IN

SALES

TONIC

JUST THE

BEGINNING

TONIC

Brand Name: Tonic Agency Name: Chrome Communications