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Malibu usp 3
 

Malibu usp 3

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Malibu, alcohol

Malibu, alcohol

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    Malibu usp 3 Malibu usp 3 Presentation Transcript

    • Seriously easy going…
    • Malibu Dance
    • Background• Rum with natural coconut extract• The Caribbean islands of Barbados• Originally use for making ‘Piña Coladas• Since 1982 (launch in the US)• Can be drunk neat / on the rock / fruit juice / soft drink• Owned by Pernode Richard, USA
    • Brand Wheel Attributes Values: Physical characteristic: How does it make me feel?: White/Plain/Clean/Fresh Wild, Chilled out, fun, /Fun/Tropical/ exotic flavor Refreshed, exotic . Functional: Alcoholic Drink How does it make others Socialise, Keeps you warm, feel about me? Gives your pleasure, Mix with dessert or soft drinks Crazy, Laid-back, Chilled Benefit Personality •Drunk/Tipsy One crazy boy •Connected with people Energetic •Good taste Easy going •Use for parties •Relaxes you Chilled-Out •Calm/Aggravate Attractive
    • Unique Selling Point (USP) as ‘flavoured rum’. 1) Price - Comparing to Bacardi, DonQ, Whistling Andy, Coruba & Jumbie. 2) Interaction with consumers - Apps, Games, Music and Events. 3) Marketing Strategy - Advertisement + Social Network Malibu > Whistling Andy.
    • Opportunities• To make MALIBU an "all-year round" drink and not just for the summers.• Increase the number of male drinkers.• To have various sources of advertising to promote it.
    • Problems• In 2010, Pernode dropped from 8.4 to a 7.6 %• Global sales of Malibu – lowest growth• Lack of interaction with consumers.
    • Our Approach for Malibu.• Social media – Facebook (Samples).• Mobile Applications – Events/Activities• Celebrity – through marketing.
    • Thank You