Real Indian Rum
pre mixed with
Real Indian Cola
Tough Man’s Strong Drink
Sahil Avi KapoorMICA, Ahmedabad
PGDM (C)[email protected]
09871817334
Indian at Heart
Cold?No
problem.
Cult Level:Rajnikan
tYe’ Tuff
‘merican’s
Loyal Bud’
Why?
Ask 10 Indians to name a brand of rum, and 9 would call out ‘OLD MONK.’ Such is the Indian – ness of the brand that many refer it to as the ‘National Spirit of India’
Adding to the mix is another Indian cult, the Thums Up. Before Sprite narrowly overtook it in 2013, Thums Up has ruled the Indian market as the top selling cola for years
Without any sort of advertising, Old Monk has made its place in the International Top 100 Brands at Retail Value. So massive is its cult and following that its loyalists have actually gone ahead and established COMRADE – The Council of Old Monk Rum Addicted Drinkers and Eccentrics
Thums Up has seen a similar cult status in the soft drink category
Gulp down a peg and you wouldn’t need a blanket at sub 0 degree celcius. So smooth is the spirit, and such warmth it emanates that the Indian Army especially sends batches of Old Monk every week to its troops at the Siachen.
The Old Monk would be a super boon in the harsh, snowy American winter
The Old Monk is a natural brand fit for the tough, self made, independent and expressive image that an average American male has of himself.
Loyalty, camaraderie and respect are values that Americans treasure and these are also the values that the Old Monk exudes
We like our drink
HARDWe drink for
the
THRILL
Who?
SMOOTH
drink for a good night
STRONG
drink after a long day
Who?
The Hard Working Country Man
Could be a farmer, a shepherd or a cowboy. He drinks for a good night’s sleep after a hard day’s work.
Wants his drink hard, smooth and cheap.
Drink everyday with friends at the bar.
The Adventurous. The Passionate.
Could be a fan of heavy bikes, metal music, American football, NBA or the Superbowl.
Loves to drink strong, smooth alcohol
Drinks on the weekends with friends at a pub
The Party Animal
College student who loves to party till the wee hours of the night
Wants a reasonably priced drink that gives the maximum high
Parties every weekend with his college gang
The Hard Working City Worker
Could be construction workers, taxi drivers, waiters or delivery boys who work hard through the day
Want their drink hard, smooth and cheap
Drink frequently with friends at cheap, city bars
Pre MixEXTRA STRONG
Pre MixREGULAR
25 % rum; 600 ml SKU
$ 6 only
15 % rum; 600 ml SKU
$ 4.50 only
PackagingPricing
STORM
the market strateg
y
• Identify state college clusters• Target the most happening student
bars• Sponsor university parties• Special student offers• Identify the work man’s watering
holes• Keep it cheap• Offers with big meat steaks, burgers• Target the countryside• One bar per county• Offers on meals and drinks• Keep it cheap
• Target the cult groups• Bikers, Metal Music fans, Sports Fans • Special offers for niche groups
TOUGH GUY VENDING MACHINESBeat the machine in an arm
wrestling bout, collect FREE Old Monk
TOUGH GUY BAR NIGHTS
Beat the bartender in an arm wrestling bout, collect
FREE Old Monk