IVT GLOBAL NEWS AGENCY: 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

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