I prepared this document for a rum brand in 2012. Nothing ever came of the meeting, but I thought my followers might enjoy seeing a discussion document that highlights how to make a brand super premium. It was meant for a presentation-style meeting so some slides may not be 100% clear, but it should still be an enjoyable read.
Lancez-vous dans le programme CLEAN 9 pour retrouver un corps svelte et une meilleure forme. Ce programme efficace et facile à suivre vous apporte tous les conseils nécessaires pour commencer à transformer votre corps dès aujourd’hui.
www.monaloevera.be
Lancez-vous dans le programme CLEAN 9 pour retrouver un corps svelte et une meilleure forme. Ce programme efficace et facile à suivre vous apporte tous les conseils nécessaires pour commencer à transformer votre corps dès aujourd’hui.
www.monaloevera.be
A presentation on Cadbury India. It is one of the most successful companies in India under the fast moving consumer goods (FMCG) category.
I hope this presentation is helpful to you to get an overview of the company.
NESTLÉ India is a subsidiary of NESTLÉ S.A. of Switzerland. With eight factories and a large number of co-packers, Nestlé India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction.
The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'.
Rohit Surfactants Private Limited (RSPL) is 2000 crore diversified conglomerate, which is committed for value for money propositions & credited with several innovations over last 3 decades.
What Ails United Continental and How to Fix It (in 5 Slides)Dexter King, MBA
This is the next installment in my series of Business Strategy presentations. This time I diagnose what is ailing United Continental Airlines and begin to formulate plans on how to fix it. This is accomplished in only 5 slides!! Enjoy and please let me know your thoughts.
A presentation on Cadbury India. It is one of the most successful companies in India under the fast moving consumer goods (FMCG) category.
I hope this presentation is helpful to you to get an overview of the company.
NESTLÉ India is a subsidiary of NESTLÉ S.A. of Switzerland. With eight factories and a large number of co-packers, Nestlé India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction.
The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'.
Rohit Surfactants Private Limited (RSPL) is 2000 crore diversified conglomerate, which is committed for value for money propositions & credited with several innovations over last 3 decades.
What Ails United Continental and How to Fix It (in 5 Slides)Dexter King, MBA
This is the next installment in my series of Business Strategy presentations. This time I diagnose what is ailing United Continental Airlines and begin to formulate plans on how to fix it. This is accomplished in only 5 slides!! Enjoy and please let me know your thoughts.
Millward Brown and WPP have published the 2016 BrandZ™ Top 100 Most Valuable Global Brands ranking and report. The annual report, now in its 11th year, provides great insight on the value of global brands across 14 categories.
The 2016 report shows how brands that are leading in innovation have disrupted conventional ways of doing business. Some innovative brands have risen to the top of the ranking and others have just made the list. We also demonstrate how strong brand value helps brands stay in the Top 100 year after year.
This year we’ve taken a look at the B2B brands in the Global Top 100. See our analysis on how B2B brands differ from B2C brands and what they can learn to better promote their brands to drive growth and attract top talent.
NOT FOR SALEThe Coca-Cola Company Struggles with Eth.docxhenrymartin15260
NOT FO
R SALE
The Coca-Cola
Company Struggles
with Ethical Crises
Coca-Cola has the most valuable brand name in the world and, as one of themost visible companies worldwide, has a tremendous opportunity to excel inall dimensions of business performance. However, over the last ten years, the
firm has struggled to reach its financial objectives and has been associated with a num-
ber of ethical crises. Warren Buffet served as a member of the board of directors and
was a strong supporter and investor in Coca-Cola but resigned from the board in
2006 after several years of frustration with Coca-Cola’s failure to overcome many
challenges.
Many issues were facing Doug Ivester when he took over the reins at Coca-
Cola in 1997. Ivester was heralded for his ability to handle the financial flows and
details of the soft-drink giant. Former-CEO Roberto Goizueta had carefully
groomed Ivester for the top position that he assumed in October 1997 after
Goizueta’s untimely death. However, Ivester seemed to lack leadership in handling
a series of ethical crises, causing some to doubt “Big Red’s” reputation and its
prospects for the future. For a company with a rich history of marketing prowess
and financial performance, Ivester’s departure in 1999 represented a high-profile
glitch on a relatively clean record in one hundred years of business. In 2000 Doug
Daft, the company’s former president and chief operating officer, replaced Ivester
as the new CEO. Daft’s tenure was rocky, and the company continued to have a se-
ries of negative events in the early 2000s. For example, the company was allegedly
involved in racial discrimination, misrepresenting market tests, manipulating earn-
ings, and disrupting long-term contractual arrangements with distributors. By 2004
Daft was out and Neville Isdell had become president and worked to improve Coca-
Cola’s reputation.
C
A
S
E
2
We appreciate the work of Kevin Sample, who helped draft the previous edition of this case and Melanie
Drever, who assisted in this edition. This case was prepared for classroom discussion rather than to
illustrate either effective or ineffective handling of an administrative, ethical, or legal decision by
management. All sources used for this case were obtained through publicly available material and the
Coca-Cola website.
42810_02_cs02_p308-317.qxd 3/6/09 12:57 PM Page 308
NOT FO
R SALE
HISTORY OF THE COCA-COLA COMPANY
The Coca-Cola Company is the world’s largest beverage company, and markets four of
the world’s top five leading soft drinks: Coke, Diet Coke, Fanta, and Sprite. It also sells
other brands including Powerade, Minute Maid, and Dansani bottled water. The com-
pany operates the largest distribution system in the world, which enables it to serve cus-
tomers and businesses in more than two hundred countries. Coca-Cola estimates that
more than 1 billion servings of its products are consumed every day. For much of its
early history, Coca-Cola focused on cultivating ma.
BrandZ Top 100 Most Valuable Global Brands 2016 - By Millward Brown & WPPBea Fdez V
Every year, it´s a must! Not only a list, a very complete review, trends, insights, solutions, action points and much more...
- The Future of Brands
- B2B
- Regions & Countries
- Categories
Download here.
Megacast is more than a digital marketing agency. It’s a digital content factory that creates, produces and distributes high-level marketing materials while connecting your brand with celebrities and global thought leaders. Megacast’s powerful leadership navigates your business through the 21st century’s Digital Media, Branding, and Distribution landscape.
Similar to How to Make Mount Gay Rum Super Premium (20)
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
2. “We argue that moving away from
product to corporate branding means
moving from communications/
marketing driven activity towards
adapting a brand-based strategy for
managing the organization. Corporate
branding implies that the whole
organization serves as the foundation
for brand positioning...”
2 Source: R. Elliot & K. Wattanasuwan, International Journal of Advertising, 1998
3. AGENDA
WHO AM I?
GLOBAL RUM MARKET
SUPER PREMIUM BRAND STRATEGY
US RUM MARKET
SUPER PREMIUM BRAND IMPLEMENTATION STRATEGY
3
4. STRATEGIC MARKETER AND BRAND SPECIALIST
• Overall, Dexter has 12 years of branding experience in the beverage space and has built an
extensive network of contacts and has tremendous experience in managing and leveraging key
trade, distributor and retailer partners.
• In 2009 Dexter launched Morpheus Imports, Inc, an importer of wines and spirits from across
the globe. Dot Au vodka is the first product to be launched in the US.
• From 2007-2009, Dexter was a senior brand manager of Strategic Alliances and Luxury Gifting
in Diageo NA’s Reserve (Luxury) Brand Group.
• Prior to joining DIAGEO, he served as a senior brand manager at Moët Hennessy USA (LVMH)
where he led Hennessy’s Privilege VSOP and its luxury Prestige Range from 2003-2007.
• Prior to entering the alcoholic beverage industry, Dexter was a brand manager at The Coca-
Cola Company in Atlanta from 1999-2003 where he marketed many of their flagship products
like DASANI, diet Coke, Fruitopia, Cherry Coke and Minute Maid sodas.
• Dexter began his marketing career as a brand management intern working on the Head and
Shoulders brand at the Procter and Gamble Company in Cincinnati, OH.
Who am I?
Media Coverage
2005 BizBash Magazine
Event Planner of the year
Skills:
Brand Strategy & Mgmt
Corporate Strategy
Organizational Leadership
Innovation/New Product Dev
Internet/Social Media Strategy
Media Planning & Buying
5. Highlights: Global Rum Market
Rum is a fast growing, lucrative segment dominated
by big global players
• Five global giants control 65% of overall spirits globally and 4 have major
rum brands in their portfolios.
• The global rum market is 150MM 9L cases and 12% of global spirits [2009
IWSR]
• Rum’s CAGR = +7.4% from 2004-2009 and is projected to grow +3.4%
2010-2014 [IWSR & Euromonitor 2014 Rum Market Forecast (2009)]
Diageo Pernod Ricard Bacardi Fortune Brands
Captain Morgan Havana Club Bacardi Cruzan
Zacapa Rum Malibu Coconut Rum Bacardi Flavors Ronrico
Myer’s Rum Montilla CastilloRon Conch Republic
Ron Cacique Palmas
Pampero Ron Ron Estelar
Bundaberg Rum
* Diageo Annual Report 2010 & Impace Databank 2011
6. Key Global Rum Markets*
6
Key Market Global Market Share CAGR (2007-2009)
USA 28.9% 5%
India 10.4% 16%
Spain 7.0% 2%
Canada 6.5% 4%
UK 5.7% 8%
Germany 4.2% 3%
France 3.5% 7%
Venezuela 2.5% 50%
Dominican Republic 2.4% 15%
Australia 2.1% 12%
Top 10 Rum Markets Represent 73.2% of Volume
*Source: 2009 IWSR (Intl Wine & Spirits Research) Report
7. “The old brand model, which
advocated the creation of an external
brand image to influence consumers,
is a thing of the past... brands must be
better from the inside out. They must
embrace a cultural shift.”
7 Source: The Liquid Agency, Brand Culture White Paper, 2012
8. PURPOSE
THE REASON
YOU EXIST BEYOND
MAKING MONEY
(NEVER CHANGES)
GOALS
SHORT-TERM OBJECTIVES THAT SUPPORT YOUR MISSION AND VISION
(1-5 YEARS)
THE STRATEGIC PYRAMID
MISSION
A MASTER PLAN
FOR CREATING VALUE
(5-20 YEARS)
VISION
A SHARED PICTURE
OF MISSION SUCCESS
(5-20 YEARS)
LIQUID AGENCY
Strategic Pyramid: The “What” of Brand Strategy
8 Source: The Liquid Agency, 2012
Google:
To organize the world’s information
and make it universally accessible.
Coca-Cola:
To refresh the world
PURPOSE VISION
JFK Space Program:
Put a man on the moon by the end
of the 1960s
Mount Gay Rum:
Become a Top 5 rum brand in the
USA by 2018
9. Mount Gay Rum is the ONLY _____
that _____.
9 Source: R. Elliot & K. Wattanasuwan, International Journal of Advertising, 1998
Mount Gay Rum: What Makes It “The Only?”
ex - HARLEY DAVIDSON
WHAT: The only motorcycle manufacturer
HOW: that makes big, loud motorcycles
WHO: for macho guys
WHERE: mostly in the USA
WHY: who want to join a gang of cowboys
WHEN: in an era of decreasing personal freedom
10. THE CONVERSATION VALUE
GENERATED BY INVENTIVE
ACTIVITIES AND EXPERIENCES.
“THE REASON TO TALK”
CREATE
BRAND MYTHOLOGY
THE AUTHENTIC, AND UNIQUE
BRAND STORY THAT HAS THE
POWER TO EXCITE PEOPLE
AND MAKE THEM CURIOUS
Who do we TARGET with Mount Gay?
A NEW CLASS OF
INFLUENCERS,
INDEPENDENT THINKERS
AND DOERS THAT ARE NOT
AFRAID TO STAND OUT,
EMBRACE AUTHENTICITY
WHILE LEAVING CLASSLESS
LUXURY FOR DEAD
THE REBELLIOUS
ELITE™
ESTABLISH
CULTURAL RELEVANCE
11. Consumer Target: The Rebellious Elite™
The Rebellious Elite™ - A new class of influencers, independent
thinkers and doers that are not afraid to stand out and embrace
authenticity while leaving classless luxury for dead.
•Marketing Target: Age = 27 yrs
•Volume Target: Age = 25 - 35 yrs
•Psychographic: Global travelers who party
where the weather is best. They’re transitioning
to adulthood and deciding who they want to be
and what brands will represent that mindset.
12. “In consumer culture people no longer
consume for merely functional
satisfaction, but consumption
becomes meaning-based, and brands
are often used as symbolic resources
for the construction and maintenance
of identity”*
12 Source: R. Elliot & K. Wattanasuwan, International Journal of Advertising, 1998
14. Mount Gay volume has been flat in the USA
14
200
400
600
2005 2006 2007 2008 2009 2010
0 1 3 2 6 711 20 26 27 23 22
57
125
213
344
475
575
0 0
69 73
118
195190 190 197 207 195 193
Cases(000s)
Mount Gay Don Q Sailor Jerry 10 Cane
Oronoco
If Mount Gay increased its share of US rum market to 1% its volume would be 255K
cases and after a growth rate of +32%
15. 2010 Top Rum Markets in USA
15
State Volume CDI Growth Rate Mount Gay
Fair Share*
1
Florida 2.7MM 178 2.5% 20.4K
2
California 2.5MM 82 2.4% 18.9K
3
New York 2.1MM 127 2.0% 15.9K
4
Texas 1.3MM 69 2.2% 9.8K
5
Illinois 1.1MM 108 2.2% 8.3K
6
New Jersey 1.1MM 147 2.3% 8.3K
*Based on Mount Gay Rum US Market Share of 0.76%
(1) California and Texas are underdeveloped rum markets
(2) Mount Gay should be generating 81.6K cases and 42% of its volume in Top 6 markets*
16. Mount Gay Rum’s 5 Stage Repositioning Model
5
Full Portfolio
and
Continuous
360 Degree
Growth Driver
Activation
4
Expand and
Deepen
Distribution
Global Duty
Free Strategy
3
Tier 2 On-
Trade
Distribution
Tier 2 Off-
Trade
Distribution
Luxury 3rd
Party
Partnerships
2
Influencer
Adoration
Activation
(Guru/Key
Decision
Maker
Strategy)
Mentorship
Activation
(Events/
Training/
Education)
PR and Media
Visibility
Activation
Retail
Distribution
and Activation
(in the Top-
End Leader
Accounts)
Foundations for GrowthFoundations for GrowthFoundations for GrowthFoundations for GrowthFoundations for GrowthFoundations for GrowthFoundations for GrowthFoundations for Growth Commercial PlanningCommercial PlanningCommercial PlanningCommercial PlanningCommercial PlanningCommercial PlanningCommercial PlanningCommercial Planning
1
Top Tier Mgmt
and Sales
Organization
Portfolio of
Exceptional
Brands
Superior
Consumer
Understanding
Establish
Route-to-
Market
Define Top-
End Leader
Accounts
Develop
Influencer
Adoration
(Select Gurus,
Trade
Partners)
Strategy
Plan PR and
Media
Visibility
Years 1 - 2
Years 2 - 3
Years 3 - 4
Years 4+
First 3-6
Months
18. “A people’s ethos is the tone,
character and quality of their life, its
moral and aesthetic style and mood; it
is the underlying attitude toward
themselves and their world that life
reflects.”
18 Source: C. Gertz, The Interpretation of Culture, 1973
19. Brand Platform: Surf/Sailing Culture
Luxury manifested in living where and how you want while doing whatever you want
when YOU decide.
20. Mount Gay’s Digital Strategy:
Consumer Generated Ecosystem
Create a brand-equity-building Internet ecosystem utilizing social media
(Facebook, Twitter), blogs (Tumblr) and mobile (Instagram, Foursquare) to connect
with target consumers. Enable brand connection by requesting and posting
consumer-generated content via Internet ecosystem.
21. Brand Promotional Calendar
Mount Gay rum’s promotional calendar will be conducted in cities with satellite surf
culture towns, i.e. NYC + Montauk (Hamptons) and take place during their high
seasons.
Essentially, Mount Gay rum will be where the Rebellious Elite “plays” and vacations.
Spring/Summer:
NYC + Montauk; Boston +
Vineyard
Fall/Winter:
LA + SoCal Coast; Miami
22. Example - Brand Equity Partnership
Using principle of “borrowed equity” Mount Gay rum should partner with brands that
are already establish super premium/luxury players.
The strategic partners should also support Mount Gay’s brand positioning and platform.
Hinckley Yachts
Events for Hinckley
23. 23
Packaging Upgrade Case Study
BENEFITS
of
PACKAGING
UPGRADE*
•Provided
a
mechanism
for
consumers
to
re-‐consider
the
brand
•Generated
tons
of
PR
&
Press
due
to
it
being
“new
news”
•Increased
Smirnoff’s
“super
premium”
cues
at
a
premium
price
(increased
value)
•Combined
with
advertising
to
provide
enough
value
for
price
increases
•Helped
brand
to
increase
its
execution
of
retail
theater
resulting
in
higher
distribution
of
volume
driving
displays
•Enabled
brand
to
benefit
from
consumer
switch
to
off-‐premise
purchase
patterns
during
recession
Smirnoff has added 1.5MM cases since 2005
*Anecdotal analysis based on work experience
24. 24
Mount Gay Rum Cocktail Program
Cocktail Program: Should be developed by high end talent behind influential bars and cocktail culture
SHOTS/SHOOTERS
CLUB
COCKTAILS
HIGH
END
COCKTAILS
Mount Gay’s versatility, both in cocktails and drinking occasions, will drive
velocity.