SlideShare a Scribd company logo
Launching Strong Beer
Recap of the directions for the brand Brand name to be for maximum alcoholic percentage beer Emphasize on ‘8’ Emphasize that it is a strong beer Examine an option for ‘Jeetnekiaag’: Bring out the element of STRONG in the proposition  Create collaterals with Brand name Establish the Palone 8 surrogate Research
Connotation of the proposition ‘Strong’ The TG believes that a ‘strong’ beer is only for ‘strong people’ Strong touches the aspirational sensibilities of the strong beer drinker An aspect that enhances the ego of the TG Strong is a universal word which is understood by all in the segment that we  are looking at
Loyalty Club Advantages No seasonality Sale-linked Has a broad base: Can be extended to include events, gifts etc. Shortcomings Does not have immediacy  May not excite everyone Will require a lot of backing of explanation
Name options Action Group Mandal Circle Friends Dosti
Modus Operandi Communicate through outdoor and retail outlets Enroll through simple procedure: Buy 2 bottles an instantly get a card Benefits: Free T-shirt Free pass to events 10% discount at select Ahatas Collect coupons on purchase of bottles and redeem into gifts
Thank you

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Strong beer launch

  • 2. Recap of the directions for the brand Brand name to be for maximum alcoholic percentage beer Emphasize on ‘8’ Emphasize that it is a strong beer Examine an option for ‘Jeetnekiaag’: Bring out the element of STRONG in the proposition Create collaterals with Brand name Establish the Palone 8 surrogate Research
  • 3. Connotation of the proposition ‘Strong’ The TG believes that a ‘strong’ beer is only for ‘strong people’ Strong touches the aspirational sensibilities of the strong beer drinker An aspect that enhances the ego of the TG Strong is a universal word which is understood by all in the segment that we are looking at
  • 4. Loyalty Club Advantages No seasonality Sale-linked Has a broad base: Can be extended to include events, gifts etc. Shortcomings Does not have immediacy May not excite everyone Will require a lot of backing of explanation
  • 5. Name options Action Group Mandal Circle Friends Dosti
  • 6. Modus Operandi Communicate through outdoor and retail outlets Enroll through simple procedure: Buy 2 bottles an instantly get a card Benefits: Free T-shirt Free pass to events 10% discount at select Ahatas Collect coupons on purchase of bottles and redeem into gifts