Launching Strong Beer

Recap of the directions for the brand

• Brand name to be for maximum alcoholic percentage beer

– Emphasize on ‘8’

– Emphasize that it is a strong beer

• Examine an option for ‘Jeetne ki aag’: Bring out the element of STRONG in the proposition

• Create collaterals with Brand name

• Establish the Palone 8 surrogate

• Research

Connotation of the proposition ‘Strong’

• The TG believes that a ‘strong’ beer is only for ‘strong people’

• Strong touches the aspirational sensibilities of the strong beer drinker

– An aspect that enhances the ego of the TG

– Strong is a universal word which is understood by all in the segment that we are looking at

Loyalty Club

Advantages

• No seasonality

• Sale-linked

• Has a broad base: Can be extended to include events, gifts etc.

Shortcomings

• Does not have immediacy

• May not excite everyone

• Will require a lot of backing of explanation

Name options

• Action Group

• Mandal

• Circle

• Friends

• Dosti

Modus Operandi

• Communicate through outdoor and retail outlets

• Enroll through simple procedure: Buy 2 bottles an instantly get a card

• Benefits:

– Free T-shirt

– Free pass to events

– 10% discount at select Ahatas

– Collect coupons on purchase of bottles and redeem into gifts

Thank you