Seriously easy going…

Malibu Dance

Background

• Rum with natural coconut extract • The Caribbean islands of Barbados • Originally use for making ‘Piña

Coladas• Since 1982 (launch in the US)• Can be drunk neat / on the rock /

fruit juice / soft drink• Owned by Pernode Richard, USA

Brand WheelValues:

How does it make me feel?: Wild, Chilled out, fun, Refreshed, exotic .

How does it make others feel about me?

Crazy, Laid-back, Chilled

Personality

One crazy boy

Energetic

Easy going

Chilled-Out

Attractive

Attributes

Physical characteristic: White/Plain/Clean/Fresh/Fun/Tropical/ exotic flavor

Functional: Alcoholic Drink Socialise, Keeps you warm, Gives your pleasure, Mix with dessert or soft drinks

Benefit•Drunk/Tipsy•Connected with people•Good taste•Use for parties•Relaxes you•Calm/Aggravate

Unique Selling Point (USP)as ‘flavoured rum’.

1) Price- Comparing to Bacardi, DonQ,

Whistling Andy, Coruba & Jumbie.

2) Interaction with consumers- Apps, Games, Music and Events.

3) Marketing Strategy- Advertisement + Social Network

Malibu > Whistling Andy.

Opportunities

• To make MALIBU an "all-year round" drink and not just for the summers.

• Increase the number of male drinkers.• To have various sources of advertising to

promote it.

Problems

• In 2010, Pernode dropped from 8.4 to a 7.6 %

• Global sales of Malibu – lowest growth

• Lack of interaction with consumers.

Our Approach for Malibu.

• Social media – Facebook (Samples).

• Mobile Applications – Events/Activities

• Celebrity – through marketing.

Thank You