Vintage Summer08 Stu2

8/2/2019 Vintage Summer08 Stu2

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Ganesh Iyer

Positioning: Why buy me?

Why Should the Consumer Buy McDowells Vintage?

1. Because it will offer a blend quality equal to a regular Scotch(Johnnie Walker Red, Vat 69) and distinctly superior to allIndian Premium Whiskies.

2. Because it will have an image/aura which will satisfy theaspirational needs which serving and drinking Scotch satisfies.

3. Because most Scotch whiskies available locally (from

bootleggers) are spurious.

Support for creative.


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Ganesh Iyer

Marketing Objectives

l To launch McDowells Vintage Premium Malt Whisky and sell

30,000 cases in the first year. (in 4 metros)

l To provide a direct alternative to Scotch whisky drinkers.

l To capture and upgrade drinkers of premium whisky segmentfrom competing brands.


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Ganesh Iyer

Iyers Framework for Marketing Analysis

Market

1. Customer Analysis2. Competitor

Analysis

Company AnalysisMarketing Myopia

3.Marketing Strategy

Product

Price

Promotion

Place

Marketing Orientation

Perceptual mapping

SegmentationPositioning

First mover advantages

Branding

Pricing process (ODI)Pricing and innovation

Going to marketGoodyear

Direct marketing

Traditional AdvertisingNon Traditional advertising and promotionsBMW Z3


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Ganesh Iyer

3. Marketing Strategy

Product Strategy

l Launch a blend distinctly superior to any PIW and a taste andappearance similar to Vat 69. The brand name connotes

something rare and precious to support the alternative to Scotchclaim

l The package design the like of which has not been seen in thecountry and of truly international class.

l Launch in Quart (750ml) and Pint (375ml) (and no Nip (180ml)).

l Why not launch the Nip(Exclusion)


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Ganesh Iyer

Pricing

l Price McDowells Vintage as the most expensive product in the

(PIW) market to complement its image.

l Need to achieve substantial distance from other premium Indianwhisky prices.

l Retail Price chosen is Rs. 550 - 560.


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Ganesh Iyer

Advertising and Promotional Strategy

l How do we develop brand image for this status product in an

environment where mass media communication is illegal?


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Ganesh Iyer

Direct Marketing Strategy

l A direct mail campaign, addressed to the old money and

establishment group as well as the nouveau riche as identifiedfrom: (200,000 mail ins)

gymkhana clubs

racing associations

lists of guests from 5-star hotels

automobile associations

l What was the rationale for using direct marketing in a massmarket consumer product category?

Direct marketing in the 1980s and 90s was rare in Indiaonlydone by a few industrial and durables sellers.


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Ganesh Iyer


l Tightly defined market in terms of geography

6 major metros (with population of around 55 mn) are the majormarkets.

l p.u. contribution very high

l Using DM for an image product. This is different from the U.S.experience.

The direct marketing campaign itself became a social thing


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l Use direct mail to:

create launch awareness and excitement. (because of socialdimensions of direct marketing in India)

build a core group of vintage consumers.

maintain a continuing dialogue with this group and tracktheir behavior

Focus on lifetime consumer value.


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Teaser MailersPre-Launch

l A sequence of 2 provocative teaser mailers to generate awarenessand interest 2 weeks before physical launch. teaser 1: take a walk johnnie

teaser 2: what an answer for 69

teaser 3: she was regal (not chosen)

l The mailers will introduce McDowells Vintage as an alternative to

Scotch.

l Teasers have a response device built in (coupons for free drinks at afive star hotel) to identify prospects from a suspects


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Launch Mailer

l McDowells Brings You a Rare Classic

l To all prospects:

Introduced McDowells vintage premium malt whisky as analternative to Scotch

Presented the total product package, together a response device.Response to a questionnaire earns privilege coupons for freeVintage drinks at 5 star hotels. (12% response obtained).


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Theme MailersPost launch

l 3 theme mailers.

l Build around antique/priceless/rare items and subjects and relate it toVintage.

the what is what of crystalware

distinguished decanters

vintage time pieces

l The mailers give prospects the expertise to talk about the fine things in

life and to contemplate purchases in exclusive and expensive productcategories. (making DM a social phenomenon...small companyexecutives solicitation)

l Communicated that this will be an ongoing relationship.


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Ganesh Iyer

Media Advertising

l McDowells Vintage page:

a regular & standard feature column in leading nationaldailies and newsmagazines . Feeds off the information onvintage subjects in the theme mailers.

to break 3 months after brand launch.

Note the coordination between direct mail and media

advertising


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Ganesh Iyer

Consumer Promotions

l To 350 selected opinion leaders:

a velvet wrapped bottle hand delivered to the individual.

tied to the direct mail campaign.

l Tie ups with all five-star bars for a special vintage weeks whenprivilege drinks can be served (sampling related to the

response device).

l Note the coordination between direct marketing and salesforceactivity.


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Ganesh Iyer

Trade Promotion

l Brand image window display

display in all Class A outlets to contain Vintage

l

In-shop activity: 300,000 coasters with the teaser campaign design given to barsand pubs for in-shop distribution.

In store merchandising materials which introduced the brand andalso linked to the launch mailers.


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Ganesh Iyer

Trade Promotion

l Dealer detailer:

dealer detailer developed to aid the salesmen during launchdistribution.

l Other giveaways:

playing cards

clocks

Other ActivitiesEvent Marketingl McDowells Vintage Car Rallies.

l McDowells Vintage Jazz.


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Ganesh Iyer

Key Learning

l Marketing strategy for the launch of an image product in adeveloping market from the perspective of a domestic firm.

l Launching an image product requires an integrated strategywith every element of the marketing mix should workingtogether.

l Tactics and execution matter a lot.


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Ganesh Iyer

Postscript

l Vintage created the super premium segment in India.

l The super premium market has exploded. Consumers wanted even more distance from the PIW and were even more

willing to pay for Scotch quality

l McDowell and other firms started pushing up this ladder and McDowelllaunched Signature and Single malt

l The presence of Vintage constraining the super premium brands andVintage phased out.

l The entire direct marketing database asset and the Vintage strategytransported to Signature. http://www.signature.indiatimes.com/ http://www.clubmcdowell.com/brands/signature_main.htm
http://www.signature.indiatimes.com/http://www.clubmcdowell.com/brands/signature_main.htmhttp://www.clubmcdowell.com/brands/signature_main.htmhttp://www.signature.indiatimes.com/

Vintage Summer08 Stu2

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