Malibu, alcohol

1. Seriously easy going…

2. Malibu Dance

3. 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

4. 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

5. 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.

6. 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.

7. Problems
• In 2010, Pernode
dropped from 8.4 to a
7.6 %
• Global sales of Malibu –
lowest growth
• Lack of interaction with
consumers.

8. Our Approach for Malibu.
• Social media – Facebook (Samples).
• Mobile Applications – Events/Activities
• Celebrity – through marketing.

10. Thank You