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