royal challenge brand

Brand Communication

Facts

• Market leader in premium whiskey in India

• Holds 36% of the market share• Launched in 80’s• Shaw Wallace Distilleries Ltd was the

brand owner• In 2005, UBL group acquired SWG• Blenders Pride from Seagram's is the

nearest competitor SYMBIOSIS INSTITUTE OF BUSINESS

MANAGEMENT

Current Indian Market

• The per capita consumption in India is only 0.07 litre/person/year as against 60-70 liters in France and Italy, 25 liters in US and 20 litres in Australia

• About half of the Indian population meets the minimum drinking age of 21 years; however, that number is greatly increasing as the Indian population matures

• The gross national income (GNI) for India has risen

• Those 24 million who have attained college level degrees making up the majority of potential consumers SYMBIOSIS INSTITUTE OF BUSINESS

MANAGEMENT

Branding by Enforced Innovation

• Alcohol: subjectively evaluated and hence branding is essential

• Highly regulated Environment: Ban on advertising

• Brand extension

SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT

Responsibilities of Brand Manager

• Meet the objective of 10* 10 programme

• Analyze the Market potential• Communication should meet the

standards and conditions of the CIABC( Confederation of Indian Alcoholic Beverages Companies) code

• Dominate the consumer mindspace by increasing visibility through strategic placement: posters, danglers and other point of sale material.

• Innovative techniques of Communication

• Keep a check on Imitation Brands


• Product– Packaging :Plays a very important role in liquor

business– Brand Extension: launched Royal Challenge

Packaged Drinking Water– Consistency

• Price: Premium priced at Rs 500-Rs 600 for 750 ml. • Place– Specific state laws and regulations– Strategic placement in Hotels and Trend Bars– Can focus on Rural markets

• Promotion– Communication should meet the standards and

conditions of the CIABC( Confederation of Indian Alcoholic Beverages Companies) code

– Innovative Brand promotion techniquesSYMBIOSIS INSTITUTE OF BUSINESS

MANAGEMENT

Packaging

•New packaging: a contemporary and youthful international look.•The new RC bottle is short, squat and broad, with a slight taper that gives it an international and premium look.•The mono carton has also been redesigned to compliment the premium feel of the bottle, in red and classy black colour combination•Red captures energy and leadership, while the rays in the mono carton represent reaching out to the horizon•The new RC pack depicts real winners who relish real challenges


Communication by the Brand

• Ready to take challenges of life – “ Game for Life”

• Brand image, highlighted through association with relevant events and sponsorships, has been identified as the most important factor in fuelling consumers' demand

• Surrogate advertisement banned in India but the IPL Bangalore team – Royal Challengers are a classic case of surrogate advertisement

• The logo of the team is same as the Royal Challenge whiskey


• The brand echoes the values of winning, rising upto overcome all challenges in life

• This aids in highest brand recall as many cricket enthusiast go to sports bar or pubs for watching matches

• Presents an aspirational value


Promotion TechniquesSponsorship of Events

•Royal Challenge Golf Tournament: association with golf helps impart an aura of sophistication and premiumness, the attributes that Royal Challenge stands for

•Brings Roger Waters to Mumbai: "Royal Challenge and Roger Waters are two names that can effortlessly unify different generations in one single spell.”


• Internet advertising‡ Website launched to focus on brand's association with the

Indian Open Golf and the launch of a range of golf and club accessories under the Royal Challenge brand.

‡ Communication through Internet is playing a very imp role - Royal Challenge All 4 Golf Contest— by joining hands with leading contesting Website ‘Contests2win’- this represents sophistication and premiumness, the attributes that Royal Challenge stands for

• Print Ad Campaigns: – Ads featuring some of the biggest heroes in European history –

Alexander the Great, Napoleon Bonaparte and Julius Caesar. – campaign seeks to build a stronger bond between consumers

and the brand by instilling a renewed sense of pride with the association.


Way Ahead …

• Continuously in limelight with help of various events and PR initiatives

• Brand extension can be helpful for example we can come up with “Royal Challenger” sports kit for a sport like golf

Thank You

royal challenge brand

Documents