Katalyst

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This work was done by Awesome Possum group for Product and Brand Management course (MK321) at Thammasat Business School, Thailand.

BIg big thanks to Awesome Possum members! Panu, Nun, Pear, Tum :D

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  • People in this dynamic world search their way to the balanced life style. Whether it’s between their work life / love life, balanced diet, balanced their spending with income. Katalyst chooses this modern concept and adapt its nature to form a balanced product between a night in and a night out
  • Thai post .netoctober 2011
  • Looking at all the segments, we can confirm that there is indeed an opportunity to penerate into the home segment.
  • Missing elements from your life or can be seen as aditional elements for you and your friends.
  • This is the space we want to occupiede
  • Because were not able to clearly define our exact market, we must consider all the possible substitutes and competitors in this home situation, when analysing our potential market.
  • Core = brand elements1st layer = brand assocationas (not al)
  • Katalyst

    1. 1. KATALYST choose your elementSituationAnalysis Product & Brand concept Competitive Analysis Positioning & SWOT possum  awesome IMC Future Plan Associations & Elements
    2. 2. Alcoholic Beverage Market Market Size: 200 Billion Baht / year Wine 1% Special 13% Beer 48% Thai Rice White Spirit Market Size: 38% Billion Baht / year 200Situation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    3. 3. Alcoholic Beverage Market Market Size: 200 Billion Baht Growth 2009-201025% 20%20%15%10% 5% 5%5% 3% -2%0% Beer White Spirit Wisky RTD Wine-5%Situation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    4. 4. Consumer InsightSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    5. 5. Situation at home Re p et i t i ve Why? a l co h o l i c d r i n ks • Vodka / Whiskey mixed with soda • BeerSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    6. 6. Insights 1. Cocktail is ideal for an alcoholic drink at home but there are o b sta c l e s such as • Messiness in the making/cleaning process • Difficulties in flavoring • Require bundle purchases 2. People have the w i l l i n g n e s s to try new mixers because the products have been the same for longSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    7. 7. Current solutions 1. RTD such as Barcardi Breezer and Smirnoff Ice The image / function does not fit with the customer’s lifestyle 2. New flavors but they are in the same form 3. Little effect on the enthusiasm of customersSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    8. 8. Alcohol Consumption Behavior Variety of Competition Value Range of Location Occurrence Alcohol (Substitutes) Convenience ActivitiesChill at Home House Party Outdoor Pubs An opportunity to penetrate into the ‘chill at home’ segment, revolving various activitiesSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    9. 9. Activities Done at home Sporting Events / Chill & Relax Watch TV Fashion Shows Video Games Board Games / Karaoke Cards / PoolSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    10. 10. Key Concepts of Product Able to be p e rs o n a l i ze d You only need to “PICK YOUR ELEMENT” Avo i d obscure processes A d a p t the product to the • Activity at home • Relaxing environment • Customer’s easy -busy lifestyle U t i l i ze their curious personalitySituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    11. 11. KATALYST choose your elementSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    12. 12. Product ConceptKoAs e y A rLe lYmSn tT :ch o T ou e e s Instant Cocktail Element Thin sugar shell K Concentrated liquid + (Mixer) 11 = KATALYST 5 cm KATALYST Vodka CocktailSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    13. 13. Product Concept K K “CHOOSE YOUR ELEMENT” 11 KATALYST KATALYSTSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    14. 14. Product Concept K Step 1: Add desired amount of liquor and water for concentration 11 Ensures Step 2: Add Element KATALYST • Easy process • No mess Step 3: Enjoy flavors • MultipleSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    15. 15. ? 13Situation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    16. 16. BRANDCONCEPT
    17. 17. Brand Concept A d d i t i o n a l e l e m e nt s Serves as a s u p p o r te r for all home activities Ignites b o n d s and connections between friendsSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    18. 18. Brand Concept Boredom to sleep & Excitement to tirednessSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    19. 19. Brand Concept An ex p e r t l y d e s i g n e d brand to match the simple lifestyle A brand that allows you to p e rs o n a l i ze your drink and express your personalitySituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    20. 20. Brand Concept Science Consumer Catalyst speeds up the reaction Mix drinks quicker Elements have different properties Different personalities Chemical bonds Social interaction between friends Uncontrollable? Mental association with being tipsySituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    21. 21. Price and Channels Price 2 Element Box 70 Baht 6 Element Box 190 Baht 12 Element Box 360 Baht Distribution Channels Supermarket Convenient Store (Later)Situation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    22. 22. COMPETITIVE ANALYSIS
    23. 23. Targeting Living Area Urban Rural Age (Mental) Young adults Working People 40 up Income Low Income Middle Income High Income Gender Male Female Place to drink Pub&Restaurant Club House Psychographic : Those who are daring, exploratory, socialistic and who are seeking for new experiences in hanging out with friends Behavioral : Those who prefer convenience and simplicity; Easy GoingSituation Product & Brand Competitive SWOT & AssociationsAnalysis concept Analysis Positioning & Elements IMC Future Plan
    24. 24. Category POP Alcohol Mix Can Easily be Alcoholic Drinks Consumed at Home Made Readily AvailableSituation Product & Brand Competitive SWOT & AssociationsAnalysis concept Analysis Positioning & Elements IMC Future Plan
    25. 25. Competitors Whisky RTD Flavored Cocktail Beer Mixer Alcohol MixerSituation Product & Brand Competitive SWOT & AssociationsAnalysis concept Analysis Positioning & Elements IMC Future Plan
    26. 26. Soft Drink +Wisky Open happiness refresh your world Strength Weakness  Well-known image: FUN  Limited variety  Familiarity & acceptance  Repetitive  The most common mixer  No gimmick factor  Alcohol adjustable  CheapSituation Product & Brand Competitive SWOT & AssociationsAnalysis concept Analysis Positioning & Elements IMC Future Plan
    27. 27. R T D Alcoholic Drinks Strength • Easy drinking • Convenient Flavored Rum • Variety • Cheap • Readily available Flavored Vodka Weakness • Not adjustable • Bad image: amateur Flavored WineSituation Product & Brand Competitive SWOT & AssociationsAnalysis concept Analysis Positioning & Elements IMC Future Plan
    28. 28. Beer Strength Weakness  Readily available  High calories  Easy to drink  No gimmick  No preparation time  Not adjustable  For any situation  Low differentiation  Low price  Strong association with ‘alcohol’Situation Product & Brand Competitive SWOT & AssociationsAnalysis concept Analysis Positioning & Elements IMC Future Plan
    29. 29. Cocktail Mixer Strength  Easy to make cocktail  Variety  Adjustable Weakness  Low awareness  Required other alcohol  Expensive  Hard to find  Large size onlySituation Product & Brand Competitive SWOT & AssociationsAnalysis concept Analysis Positioning & Elements IMC Future Plan
    30. 30. Competitive POP Soft drink + Wisky Provide customersMixer RTD Flavored Alcohol Beer Cocktail Katalyst Less expensive10 with the most than cocktail mixer9 variety8765 More adjustable4 than RTD & Beer3210 Situation Product & Brand Competitive SWOT & Associations Analysis concept Analysis Positioning & Elements IMC Future Plan
    31. 31. Competitive POP Soft drink + Wisky RTD Flavored Alcohol Beer Cocktail Mixer Katalyst10 As easy to find as9 Beer & RTD &8 soft drinksrequired Easiest,76 the least space to5 be stored4 Easiest to be3 transported210 Situation Product & Brand Competitive SWOT & Associations Analysis concept Analysis Positioning & Elements IMC Future Plan
    32. 32. Point of Differentiation Soft drink + Wisky RTD Flavored Alcohol Beer Cocktail Mixer Katalyst10987 Superior Image of Alcohol Consumption654321 Unique Form and Drinking Experience0 Situation Product & Brand Competitive SWOT & Associations Analysis concept Analysis Positioning & Elements IMC Future Plan
    33. 33. SWOT Analysis S   Variety in flavors More authentic than RTD W    More convenient than cocktails Something new: form, experience Superior concept and image O  Flexible to changes in customer’s demand & trend  Supports all home activities and T bonds friendsSituation Product & Brand Competitive SWOT & AssociationsAnalysis concept Analysis Positioning & Elements IMC Future Plan
    34. 34. SWOT Analysis S  No awareness  Requires more ingredients W  Required preparation time  It’s in between the category O TSituation Product & Brand Competitive SWOT & AssociationsAnalysis concept Analysis Positioning & Elements IMC Future Plan
    35. 35. SWOT Analysis S  People are seeking for something new in drinking experience  Growth in white spirit W consumption  Target customers tend to value O friends over partying  Social network is highly used by target customers; easier to T communicate.Situation Product & Brand Competitive SWOT & AssociationsAnalysis concept Analysis Positioning & Elements IMC Future Plan
    36. 36. SWOT Analysis S   A lot of substitutes Copied by existing companies W   Danger of becoming a fad Danger of not becoming main O stream  Legal issue from government and stakeholders TSituation Product & Brand Competitive SWOT & AssociationsAnalysis concept Analysis Positioning & Elements IMC Future Plan
    37. 37. POSITIONING
    38. 38. Positioning statement Katalyst connects your m e n t a l elements with your p h y s i c a l elements, simply by u n i t i n g it with the perfect solution. By being m e l l o w enough to keep you c h i l l yet fun enough to not weight you down. Katalyst occupies a u n i q u e s p a c e for just you and your friend.Situation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    39. 39. Brand Elements Home Relax/Chill BRAND Logo Socialize ELEMENTS Slogan ScienceSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    40. 40. INTERGRATED MARKETINGCOMMUNICATION CAMPAIGN
    41. 41. KATALYST choose your elements Product Launch Plan the Pre-launch Phrase - first two weeks Two weeks of intense bombardment separated into week 1 and week 2 Draw Awareness and Attention to our brand All mediums are selected to maximize consumers’ exposure to KATALYST Leads to facebook.com/chooseyourelemetsSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    42. 42. KATALYST choose your elements Product Launch Plan the Pre-launch Phrase - first two weeks Online activities – facebook.com/chooseyourelements 1st week People define what our product is on our wall, judging from our ads Serves as a challenge where people can win tickets to our launch event 2nd week Take a picture of yourself with anything with letter „K‟. Emphasize the letter by putting a blacket [ K ]Situation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    43. 43. KATALYST choose your elements The 4 clues : 4 mediums Glass Ice Umbrella CherrySupermarket Shelves Magazine BTS Billboard
    44. 44. KATALYST choose your elements Product Launch Plan the Pre-launch Phrase - first two weeks Billboards - expressway routes MagazineSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    45. 45. KATALYST choose your elementsProduct Launch Planthe Pre-launch Phrase - first two weeks EMPTY Super market shelves BTS Situation Product & Brand Competitive Positioning & Associations Analysis concept Analysis SWOT & Elements IMC Future Plan
    46. 46. KATALYST choose your elementsProduct Launch Plan Lightbox at toll booth High exposureSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    47. 47. KATALYST choose your elements Timeline Pre-launch TWO WEEKS PERIOD Magazine Ad BTS Billboards [?] [K] ? Launch Event Super MarketSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    48. 48. KATALYST choose your elements Product Launch Plan Launching phrase – third week Product Launch Event at Fallabela Why event? Product launch, with unique twist, club becomes home Total Invitation 400 Celebrities and Press : 200 First activity : 100 Second activity : 100Situation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    49. 49. KATALYST choose your elements Product Launch Plan Launching phrase – third week “People will not associate Katalyst with a Why that theme club, but rather with a one time „home club’“ Bar = Kitchen Sitting Area = Living Room Stage = TVSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    50. 50. KATALYST choose your elements Communication Strategy Drive TRIAL and REPEATED PURCHASE Public Seasonal Social Relations Flavors Media Not advertisement through traditional media like television and radioSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    51. 51. KATALYST choose your elements Communication Strategy Public Relation Print AdsSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    52. 52. KATALYST choose your elements Communication Strategy Seasonal Flavors Valentine‟s day Songkran Loy Kratong “Love potion 14” “Summer Splash” “Eclipse” Halloween New year/Christmas “Spooky Spank” “Peppermint Chill”Situation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    53. 53. KATALYST choose your elements Communication Strategy Social Media Continue using and to stay connected to consumers Communicating information and activities K “What‟s your Element” YouTube Campaign Submit video entries detailing your favorite drink and Element the submissions with most “likes” will receive a special invitation from KatalystSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    54. 54. KATALYST choose your elements Enter 7-11 Why now • After acquiring brand equity • Need to be readily available Why not before • Image reflection • Seen as commodity • Does not match our imageSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    55. 55. Timeline Prelaunch Jan Feb Mar May Jul Aug Sep Oct Nov Dec April JunMagazine Ad. BTS GRAND OPENING Gaining Brand Awareness Billboards Supermarket Maintain Differentiation Facebook Widen Distribution ChannelsSeasonal Flavor Brand Engagement Enter 7/11 Brand Familiarity YoutubeSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    56. 56. KATALYST choose your elements Facebook PageSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    57. 57. KATALYST choose your elements KATALYST‟s WebsiteSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    58. 58. FUTURE EXPANSION
    59. 59. Extension Strategy Flagship Store Flavors for Beer Promote brand New Market Acqusition image/loyalty/lifestyle ------------------------------- ------------------------------- Store similar to the Small Katalyst to be launched event dropped into beer - Inside theme is a Tap a segment that house styled chill previously not directly lounge target. Brand Oriented If after X period Revenue OrientedSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    60. 60. KATALYST choose your elementSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan
    61. 61. Associations Brand associations v  Logo, yellow/blue  Social/fun  Home/house  Relax  Science  Chill  Elements  Games  Bonding  Fruits / flavors  Cocktail  Alcohol  Osmosis  Negative  Hexagon  Lazy  Girl next door  Simple cocktail complicated procedureSituation Product & Brand Competitive Positioning & AssociationsAnalysis concept Analysis SWOT & Elements IMC Future Plan

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