We have to launch a Whisky Brand in the Market.

Dear VBS,

We have to launch a Whisky Brand in the Market. Though we are promoting it through the outlets we believe it can take better market share if promoted properly. How can we go for it? Please advice.

 

Sir,

Your Product has got at least three established competitors including 8-PM and they are favorites of many regular customers. However, I wanted to find out something unique in your product to get grip in the market- so that I could position your Brand and run communication campaign within the permitted media. So, I had taken a Bottle of Whisky from you and decided to test its product features - something hidden and differentiate your product from that of the competitors.

 

Last week, I called up one of my friends who is a regular drinker and offered him a small party I told him it was because I had got a girl friend and I wanted to celebrate. The innocent human being had turned up as per his promise and I served him alcohol and for your surprise he had taken around tri-quarter of the whole bottle whisky himself and after that he took a little in a small bottle for a post dinner sip.  We had talked many things but I did not reveal anything about my product test to him because I wanted to keep the approach a secret and get genuine opinion about your product.

 

We finished around ten at night and he left for home.

 

In the next morning around ten I called him up and asked him “are you in the office or at home?” He said he was in the office and again asked him that - how was the hangover, because he had consumed around 600 Ml of whisky in one sitting.

His answer surprised me.

He said – “there is no hang over at all”. My curiosity increased and I asked him how the drink was hard or smooth?

He said it was very smooth Whisky.

 

Now, I got into action.

 

I would confess one thing that - First of all I had limitation of having just one bottle to test a product something insufficient.

 

Yet, I decided to position your product

AS-

 “Smooth whisky”  

Later on I decided to change into:

 “No Hangover whisky”

 

What about your weekday’s whisky party? 

Short message on every communication we send across the market to be added.

 

In the communication I decided to add Your Whisky as a week days drink than a week end drink because it has less hangover (Your product only).

 

Though every customer liked Whisky its hangover have driven them away from the whisky segment - on week days they have to work.

Now, the advantage is that, you can have a whisky party even in the week days, without having hangover. Something the customers want to hear and graduate to whisky both in the week end parties and week days as well.

 

Regards

 

V Bright Saigal – Brand Doctor & Creative Consultant PG- Advertising &PR- IIMC-Delhi)

C&MA Brand Cliniq

www.cmavoice.webnode.com

 

Bookstore: www.ivtbookstore.blogspot.com

 

 

 

 

 

--
C&MA Brand Consulting
www.cmavoice.webnode.com

Lullaby - A Collection of Poems &Stories

http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER

 

We want to create a campaign. In this cluttered market we want to stand out.

Dear V B S,

 

Our Management Institute is a new comer in the industry and our target groups are the students who failed to get admission in top management institutes . We want to create a campaign. In this cluttered market we want to stand out. Can you suggest a way out?

 

Sir,

 

I have read your brief and gone through your material and other collaterals. I also have seen your previous ads done by one of the major ad-agencies. The ad looked like a sale ad than an attempt to create a Brand for you to standout. Name of  the ad –agency is good but, when it comes to action plan for a small institution like yours big ad agencies are a professional liability for you- if I look into the financial burden they cause you and the result they give in return.

 

Research:

 

 I have conducted some interviews with many passed outs from different Management schools those aggressively advertising to get the crowd.

But, the students were not very happy. These institutions had offered them guaranteed placements too. But, when it came to action most of the guys ended up in Credit card sales job and girls got time share and Hotel room booking jobs something the reputed Institute’s students refused to bite.

The Institutes management justified their action saying that, they had promised campus placement and they kept their promise. The students who had lost around 18 lac rupees ended up in crisis both financially and career wise.

 

Now, I would like to plan your ad- campaign.

 

What is in the mind of a potential candidate who applies for admission in a management Institute?

 

A good placement in a reputed Corporate or an MNC with good salary and career prospective.

 

What does the Management Institutes give?

 

Hope and false promises those they can’t fulfill.

 

The negative news is the news of the day while positives news has to struggle to get attention.

 

I would like to focus on the comunication is the true placement in a reputed Corporate with career prospective. Or independent business set up to thrive.

 

Then I want to ask you to make sure that your placement department does proper home work before looking for potential corporate houses to place your students.

 

The job (they)- the students- are looking for demands a lot of skill level . So, make sure that your academic curriculum is designed accordingly.

Faculties should be qualitative and external faculties form the industry should be given proper weightage.

Make sure your students speak English well and they are fluent in presenting facts to the point, clear and precise.

 

Next is the Campaign.

 

Highlight what you promise.

 

You promise a good placement that suits their imagination and talent and expectation for career prospects with a good salary.

 

This is your USP.

 

In the communication I want to ask them what you want to be?

 

1.      An ordinary Fashion Designer works in an export House or a Designer who Exhibits his /her deings in Paris and Milan!

2.      A Management Graduate works in a Bank selling Credit Card or Management trainees in an Investment Bank!

 

Now we have clearly given them what we offer is - A good career opportunity with a reputed platform where they can grow or ability to run their own ventures. This is just a direction towards their dream. Rest of them they will explore and find their own way to establish themselves...

 

 

Regards

 

V Bright Saigal- Brand Doctor &Creative Consultant – (PG- Advertising &PR- from IIMC-Delhi)

C&MA Brand Cliniq

www.cmavoice.webnode.com

 

Bookstore:

www.ivtbookstore.blogspot.com

‘ 

--
C&MA Brand Consulting
www.cmavoice.webnode.com

Lullaby - A Collection of Poems &Stories

http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER

 

Traditional ads we carry every year but not getting enough students.

Dear VBS,

 

Our Management Institute wants to create an Ad campaign. Traditional ads we carry every year but not getting enough students. We are an animation institute. Our Competitors have enough students to sustain. What to do?

 

Sir,

Animation is one of the fields which students can rely on these days because of its job and career prospective are good.

The basic problem is to communicate them in such a way that they will be convinced to choose a career in this field. Moreover Animation is a field one should be very creative and it demands aesthetic sense. It is not everyone’s cup of tea. Having a graduation certificate is not enough to survive in this field and get established.

 

Let us take the communication part.

 

I would like to divide your campaign into two parts.

1.      Targeting the students who are artistic and creative.

2.      Convince them / communicate to them highlighting the career prospective in this field.

3.      Tell them your institute is Pioneer in this field-

 

Arrange free workshops for the school students and run art competitions every year. Give out materials and ask them to come with some Creative they want to express on a given theme.

 

Now, you have related or linked with them. Do it for different schools throughout the year until you have collected enough data.

 

Now, once the examination over send them messages about the career prospective in Animation field and offer them some discounts and counseling in case they have participated in your programs earlier- in any competition or in any workshops.

 

E-mail them more details and run pre-admission session.

 

Branding:

 

Ads –especially prints and Radio - on FM- to be created once the Board exams finished. Give the ads wherever students are available. Geographic boundary doesn’t matter.

 

You can also offer week end courses for the schools at an affordable rate: this will help you connect with them at an early age and once they complete the Board exam, in case they choose Animation as a career they will come to your institute.

  

Regular update on faceook and competition will do wonder. Your job is to help the students by doing this to create them as your future prospect.

 

SMS – them; in case you run a workshop for the students in your institute…charge a small/nominal fee. Actually these workshops are marketing tools.

 

Regularly MMS them the best Animation film or projects done by your students and also post them on YouTube and your fan pages.

Creating a base is a tedious job as your course is not for everyone. Some pre-qualification like

Talent and artistic sense are mandatory.

 

 

Do it though out the year.

 

Regards

V Bright Saigal – Brand Doctor and Creative Consultant (PG-Advertising &PR)

 

C&MA Brand Cliniq

www.cmavoice.webnode.com

91-9313004647

Bookstore: www.ivtbooks.blogspot.com

 

 

--
C&MA Brand Consulting
www.cmavoice.webnode.com

Lullaby - A Collection of Poems &Stories

http://www.amazon.com/gp/product/1257908715/ref=ox_sc_act_title_1?ie=UTF8&m=ATVPDKIKX0DER