This document summarizes Stoli's brand activities and performance in Thailand from 2015-2016. It discusses key events Stoli supported like fashion shows and parties. It also outlines strategies to increase market coverage, obtain new accounts, and focus on top-performing outlets. These included exclusive deals, training programs, social media growth and sponsorship of events. The summary re-evaluates the strategy for 2016 to focus more on high-volume accounts and pouring deals due to strong competition losing some major accounts.

1. Stoli Yearly Review 2015- 2016
[Thailand ]

2. • Stoli Brand Ambassador- K. Eddy
• Central Ambassy 1st Anniversary- Brand Awareness and we support
to VIP and celebs

3. • Stoli with Endem Fashion Show at Dusit Thani Hotel.

4. • 4; 1 deal to increase new outlets list in ,increased listed SKUs ,
increased market coverage – obtain new outlet about 130 new outlets
with several SKUs
• Pool Party at Double Tree by Hilton- small monthly event. ( throughout

5. • Pool Party at Double Tree by Hilton- small monthly event. ( throughout
2015)

6. • TGIF Party at Hilton Hotel- small monthly event ( 1 year).

7. • POSM distribution
• On trade sponsorship : outlet anniversary and staff party.

8. • Stoli Master Class Training 2015
• Stoli FB fanpage, before K. Edd joined it has about 200 likes now it
has 921 likes.

9. • Nigh at Party at Coca Group- Mango Tree Yodpiman new chic
restaurant with great cocktails on the river for 6 months

10. • 1 Major Big Event in 2015 – 2016 New Year eve and New Year

11. Stoli at Dracula-Blood is life
12 and 18 Feb 2016.
Bangkok
Siam Square One Theatre.
300 pax
Stoli supported the worldclass play for
the Gala and Press round to VIP,
celeb and Press.
Stoli Chocolat Razberi supported.
We supported Stoli Chocolat Razberi, 2
PGs, 1 back bartender.
Photos

12. Stoli at Major Cineplex Group
Work in process of this project as it is a
big project and invloved with many
department at Italasia.
Photos

13. Night Party season 2
20 Feb 2016.
Bangkok
Mango Tree Yodpiman on the river
250 pax
Night party season 2 to use Stoli
exclusively in the drink list.
Stoli full range of visibility
THB10,000/time for organization fee, 4
bottles of Wild Cherry & 4 bottles of
Blueberi

14. Stoli at The Oscars Award 2016
Stoli at Oscars The Celebrity Party on 25
Feb 2016.
Bangkok
Siam Paragon.
Stoli served at VIP and celeb guests
Full range of Stoli visibility
High brand awareness , good image,
visible to media and PR and
relationship w/ Major group.
Photos

15. 5. Stoli at The Oscars Award 2016
Stoli at Oscars The Celebrity Party on 25
Feb 2016.
Bangkok
Siam Paragon.
Stoli served at VIP and celeb guests
Full range of Stoli visibility
High brand awareness , good image,
visible to media and PR and
relationship w/ Major group.

16. 1st Exclusive deal at The Stranger Bar-LGBT ( 2016)
• On trade account sponsorship –
outlet Anniversary or staff party .
• get 3 bottles) Stoli Indulgent (
buy 6 bottles , get 1 bottle )
• 2 times of activities/year
• Outdoor Sign Co Branding for the
exclusive outlet ( Stoli and
The Stranger Bar).-THB8,000
• Incremental sale volume 60
bottles / month at least. Contract
for 2 years exclusively for Stoli.
Photos

17. Stoli at Major Cineplex Group ( 2016)
• Work in Process
• Bangkok
• The Emquatier, Paragon and
Central Ambassy.
• Exclusive Outlet Deal
• Stoli at VIP Lounge, VIP honey
moon seats in theaters and movie
gala in a year also we aim to link
with Elit too.
• Full range of Stoli visibility
• Not finalized and will be stated
later once finally agreed….
Photos

18. Stoli at Major Cineplex Group ( 2016)- contined
• Meeting Summary with Major Cineplex at Siam Paragon.1. Italasia will provide all training to Major
Cineplex Group for 4 venues.
• Italasia will provide 6 events at least per year to Major Cineplex Group and Major Cineplex Group will
provide us the event line up for event planning.
• Italasia will provide the bottom line price of purchased products to Major Cineplex Group.
• Italasia will assist in menu adjustment/creation to Major Cineplex Group.
• Italasia will provide all FOC of products that need to be displayed at the bar of each location (4
locations totally) to Major Cineplex Group.
• Italasia will provide THB 200,000 to Major Cineplex Group representing Visual Display Fee in return
of Italasia logo appearred on the screens in theater media
• The contract of Bowling and Karaoke with Pernod Ricard have expired for a while and hence they
want us to propose them with the best deal of our product mix: Monin, Spirit, Wine and Illy.
• The proposal of cinemas and bowling/karaoke should be presented to them separatedly with different
budget too.
• For cinema contract , if we have the budget about THB 1,000,000 we should be able to close the
deal. (internally informed by K. Noom to us) - 4 locations.
• 10. For bowling & karaoke contract , if we have the budget about THB 1,500,000 we should be able
to close the deal. (internally informed by K. Noom to us). - approximately 20+ locations.

19. Re-strategizing our brand plan 2016
• In year 2015 our plan to focus on distribution and increasing market coverage
on outlet type B & C . We obtained new list in 130 outlets and the objective
seems to be achieved.
• But there is more severely strong competition of the competitors in the market
ie. Exclusive Outlets, Pouring deal blockage and etc and we have lost our top
accounts such as Glow and Kudeta to Bacardi and as a resulted we lost big
number of volume. So in the year 2016, at first our plan is still focusing on the
same target which is numbers of outlets and coverage of B ( 5 cases / month)
and C account ( less than 5 cases/month) – we have to re strategize our
brand plan a few things . We will focus on B outlets more importantly we wont
ignore C account . For A outlet type ( 10 cases/month) , if it is possible this is
the add’l benefit.
• Dealing and discussing another pool party deal with Double Tree by Hilton
now. WIP
• Try to obtain more pouring account 3-5 accounts / months
• We obtained The Stanger Bar to be our 2 year exclsive outlet ( by kicking out
Sky Vodka )- appprox 720 bottles / year incremental.

20. Re-strategizing ( continued)
• Since 2nd sales is very important for on premise so we will focus on top 20
outlets and will activate this short list of potential clients that can impact our
2nd sales from the agent ( pull strategy)by giving them 4 : 1 deal we provided
to the agent.
• New Pouring Account in March 2016 (agreed to use Stoli as pouring) : Bas
Living Room, Smith , Marcel, The Stranger Bar, Quince , Sushi Mori .
• More list in of Elit- by new pricing 1 set to 1 outlet.

21. Top 42 outlets of Stoli ( need 4:1 activation plan )
• The Stranger Bar ( Stoli Exclusive Outlet)
• Coca Holding International ( 3 branches ) : Yodpiman,Charoen Krung and
Silom soi 6
• Viva Aviv, The River.
• Viva 21 Thong Lor.
• Viva 8 JJ Market.
• Viva 26 JJ Market.
• Oskar & Bistro.
• Babylon, Bangkok.
• Pintsman
• M’s Pub
• After Hour
• Fork & Cork.
• Peek A Boo.
• Hyde & Seek Gastro Bar.
• Scruffy Apron.
• Wine Bibber.

22. Top outlets of Stoli
• House 10
• Revolucion Cocktail Bangkok
• Sushi Mori
• Thep Bar
• Snobblish
• Mejico
• Siam Vintage Bar
• Double Tree by Hilton – Pool Party dealing WIP
• Hilton Hotel , Sukhumvit – Pool Party dealing WIP
• Quince
• Bas Living Room
• Tapas
• Smith
• Marcel
• Flan O’Brien ( 3 branches )- Impact, Silom, 8Thong Lor .
• Black Market.

23. Top outlets of Stoli
• Cosmos Patpong
• Derby’s King Group
• Black Pagoda
• The Strip
• Telephone Pub and Resturant.

24. THANK YOU