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.