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
4. Consumer Insight
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
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
• Beer
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
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 long
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
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 customers
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
8. Alcohol Consumption Behavior
Variety of Competition Value Range of
Location Occurrence
Alcohol (Substitutes) Convenience Activities
Chill at Home
House
Party
Outdoor
Pubs
An opportunity to penetrate into the
‘chill at home’ segment, revolving various activities
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
9. Activities Done at home
Sporting Events / Chill & Relax Watch TV
Fashion Shows
Video Games Board Games /
Karaoke
Cards / Pool
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
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 personality
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
11. KATALYST
choose your element
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
12. Product Concept
KoAs 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 Cocktail
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
13. Product Concept
K
K
“CHOOSE YOUR
ELEMENT”
11
KATALYST
KATALYST
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
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
• Multiple
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
15. ? 13
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
18. 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 friends
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
19. Brand Concept
Boredom to sleep
&
Excitement to tiredness
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
20. 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
personality
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
21. 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 tipsy
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
22. 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 & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
24. 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 Going
Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
25. Category POP
Alcohol Mix
Can Easily be
Alcoholic Drinks Consumed at Home Made
Readily Available
Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
27. 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
Cheap
Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
28. R T D Alcoholic Drinks
Strength
• Easy drinking
• Convenient
Flavored Rum • Variety
• Cheap
• Readily available
Flavored Vodka Weakness
• Not adjustable
• Bad image: amateur
Flavored Wine
Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
29. 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 & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
30. Cocktail Mixer
Strength
Easy to make cocktail
Variety
Adjustable
Weakness
Low awareness
Required other alcohol
Expensive
Hard to find
Large size only
Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
31. Competitive POP
Soft drink + Wisky Provide customersMixer
RTD Flavored Alcohol
Beer Cocktail Katalyst
Less expensive
10 with the most
than cocktail mixer
9 variety
8
7
6
5
More adjustable
4 than RTD & Beer
3
2
1
0
Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
32. Competitive POP
Soft drink + Wisky RTD Flavored Alcohol Beer Cocktail Mixer Katalyst
10 As easy to find as
9 Beer & RTD &
8 soft drinksrequired
Easiest,
7
6
the least space to
5 be stored
4 Easiest to be
3 transported
2
1
0
Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
33. Point of Differentiation
Soft drink + Wisky RTD Flavored Alcohol Beer Cocktail Mixer Katalyst
10
9
8
7 Superior Image of Alcohol Consumption
6
5
4
3
2
1 Unique Form and Drinking Experience
0
Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
34. 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 friends
Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
35. SWOT Analysis
S No awareness
Requires more ingredients
W Required preparation time
It’s in between the category
O
T
Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
36. 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 & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
37. 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
T
Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan
39. 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 & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
40. Brand Elements
Home Relax/Chill
BRAND
Logo Socialize
ELEMENTS
Slogan Science
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
42. 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/chooseyourelemets
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
43. 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 & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
44. KATALYST choose your elements
The 4 clues : 4 mediums
Glass Ice Umbrella Cherry
Supermarket Shelves Magazine BTS Billboard
45. KATALYST choose your elements
Product Launch Plan
the Pre-launch Phrase - first two weeks
Billboards - expressway routes Magazine
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
46. KATALYST choose your elements
Product Launch Plan
the 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
47. KATALYST choose your elements
Product Launch Plan
Lightbox at toll booth
High exposure
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
48. KATALYST choose your elements
Timeline
Pre-launch
TWO WEEKS PERIOD
Magazine Ad
BTS
Billboards
[?] [K]
? Launch Event
Super Market
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
49. 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 : 100
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
50. 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 = TV
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
51. 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 radio
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
52. KATALYST choose your elements
Communication Strategy
Public Relation
Print Ads
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
53. 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 & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
54. 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 Katalyst
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
55. 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 image
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
56. Timeline
Prelaunch Jan Feb Mar May Jul Aug Sep Oct Nov Dec
April Jun
Magazine Ad.
BTS
GRAND OPENING
Gaining Brand Awareness
Billboards
Supermarket Maintain Differentiation
Facebook Widen Distribution Channels
Seasonal Flavor Brand Engagement
Enter 7/11
Brand Familiarity
Youtube
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
57. KATALYST choose your elements
Facebook Page
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
58. KATALYST choose your elements
KATALYST‟s Website
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
60. 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 Oriented
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
61. KATALYST
choose your element
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
62. 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
procedure
Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan
Editor's Notes
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.