entrevouz kingfisher ultra
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Kingfisher Ultra
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Background
Ultra Launch Plan
Key Objectives TG
Ultra Communication Strategy
Integrated Launch Plan Integrated Launch Template
Content / Ingredients
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Background / Distillery
Competitive frame work
Challenges
Brand Pillar
Positioning
TG Insights
Creative Idea
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DUH Competition
In a 150 million case industry growing at a growth rate of 9%, the mild
beer segment only constitutes about 34% of the entire segment.
Within this 34%, the share is divided into sub categories. Super Premium
Premium
Regular
Opportunity
Amongst this, the super premium segment is completely ruled by theimported/smuggled international brands like: Heineken
Carlsberg Budweiser
Corona
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DUH Competition
International brands offering top-of-the line productsand experiences leading to an enriched and enhancedconsumer outlook and lifestyle.
International brands expected to launch products,reduce costs, change the dynamics and thereby growthe market.
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Challenges / Contaminants
Add an edge to the mother brandKINGFISHER - and raise it toaspirational heights for the TG.
To compete with the current set of international brands available inthe market.
Enforce key RTBs of Ultra.
To be in the consideration set of the TG by constantly stimulatingthem.
Convert the existing premium brands as HAS BEEN!!
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Premium Shots
SPEED
Synonymous with speed
Bringing F1 to India
On the expressway to
excellence
FUN
Makes you EXPERIENCEfun.
Truly, The king of good
times
STYLE
Iconic style quotientDr. Mallya sets the
standards
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Positioning / The Flavour
As a brand truth / brand positioning, what Kingfisher has to offer is a wholelot of CREDEBILITY to whatever they associate with.
BUT
With KINGFISHER ULTRA, we had no BRAND TRUTH to associate with.
WHAT DID WE DO???
Well, we just caught the bull by the horns and arrived at a PRODUCTTRUTH!!
THAT IS
Having premium beer makes me a cut above the rest. Infact, it makeseveryone aspire to be me.
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Hence Consumer Insight / The Mug
If you have it
FLAUNT IT!
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Creative Idea / Barley Water
FLAUNT IT!
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Key Objectives
Primary Objectives
Create awareness & Interest at the Launch
Increase Purchase Consideration
Establish youth connect
Secondary Objectives
Create a sense of passion & pride among the TG
Make it the most desirable beer brand for the young, affluentIndia within 3 years of its launch
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TG
Young (2235 years), SEC A1+, affluent, well-informed urban malewho is exposed to the world at large.
A true globizen.
Has a penchant for the good things in life and uses brands as asymbol of self expression.
Buys into brands not for what they are (functional utility), but ratherfor what they represent.
Labels matter to him and he is willing to spend that extra to beassociated with them.
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India Communication Strategy
Maharajas Wedding Approach
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The approach
In an Indian Royal wedding every piece of communication frominvitation to each and every event, is crafted to flaunt royalty
People who are from the same league are only invited to witnessthe exploitation of royalty
Thus a brand connect by taking this approach across communication
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Integrated Launch Plan
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Ultra Stands Beer O MeterCSR
Kingfisher Ultra
Flaunt It!
Events
Innovation BTL
Activation
Internet
ATL TV
A
mbient
Ocean
Page 3Stores
Loo
Launch Template
PR
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Innovative Ultra Packaging with
aluminium
GlassCan
Works as a coaster also
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Im a guy.What could possibly thrill the bazooks outta
me?
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This is mera Bharat mahan! We dont
drink beer!
What we do brilliantly though is NOT MINDOUR OWN BUSINESS.
Reality T.V. zindabad!
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Consumer is KingMake him feel like one!
How?
Give him the remote/ the mouseand leave the
rest to his imagination.
Once youve given him what he wantslet him
FLAUNT IT!
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Website
www.kingfisherultra.com
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Transform
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Wanna date your
dream woman!
Log on to
www.ultralife.com NOW!
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If youre IT, you need your toys.
So what if you think an iron is something thatmakes your shirts look good?
If a tolaof gold isnt much these days, whats afew grams of plastic?
What can I pull out of my pants and flaunt?
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The Brew is calling, where are you?
Lets tell everyone weve met the perfectwomanand make a big song and dance aboutit!
While were at it, lets sell some really great beer.
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The boys worked hard, slap a smile on hisface.
If I was in heaven with a goddess I custom built,what colour of green would everyone else be?
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Im a good guy at the end of the dayso Illlet the world in on my secret!
American Idol Australian Idol UK Idol blahblah blah Indian Idol blah blah blah makes Simon Cowell a very rich man!
Even he likes to flaunt it!
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CSR Messaging
FLAUNT your patriotismon August 15th
REVERSE GLOBAL WARMING
Say no to ACs.
CHILL With an Ultra!!!
TV INNOVATION
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TV INNOVATION
Block a 30min slot on AXN / Star world /Zee Caf and just show the followingmessage*:
You are unable toview this special
program because you
are not an KingfisherUltra user
You are unable to view
this special program
because you are not anKingfisher Ultra user
*We still have commercial breaks at theregular slots though
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Ultra zones at various key hangout areas where we just lock zones
(parking lots, line counters, etc) and mark them as Ultra zones
The basic idea behind this is to create a buzz about UltraWhat is ultra
RESERVED ULTRA ZONE
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Flaunt IT !! Have this message on the urinals of the mens
rooms at all pubs and bars selling KINGFISHERUltra
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Ultra FlauntYour very own all access card
Have an Ultraget your ultra code.
Log onto the website
Get your very own Ultra Flauntan exclusive membership card that
allows you to be a part of the whos who of the city/country
Membership Discountsderby, sailing clubs
Personalized 2008 calendar signed by Dr. Ultra
Mobile Flaunts - updates
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Ultra Nights- Twice a month
Exclusive theme parties organised for Ultra club members
Once every fortnight
We hit top 5 hangouts in the city
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Solar powered Billboards
Here the idea is simple yet effective.
We recognize one key hangout zone in each city and place thisbillboard there.
During the day all we see is KINGFISHER ULTRAwritten. (this
is done with the help of solar cell panels marked to spell it out)
At night, the conserved solar energy in this billboard converts it
into a lit billboard that now reads ULTRA FLAUNT ZONE. Plus
we can keep the street lights of that zone blazing with the same
energy.
KINGFISHER
ULTRA
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GOD is Flaunting
Have lasers transform the sea into the colour ofour lovely fluid. Theres readymade froth.. Havean ULTRA SHOW!!
Maybe this is a c lue for US!
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Serve Ultra in the Executive class in all KingfisherInternational flights
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Beerometer
For every Ultra that you order, thebeer-o-meter rises and once itreaches the brim you win freeUltra memorabilia
For every regular Kingfisher beeryou order the Ultra Beer-o-meterlevel increases and once itoverflows you get a discountedUltra.
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Flaunt zones at Pubsonly for people who have bought Ultra at the counter
A few tables reserved for Ultra drinkers
Collectivelythis constitutes to a Flaunt Zone
FLAUNT ZONE
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Ultra standsin Aus, Eng, WI , etc during matches
The idea is to seed Ultra in the
international market and also gain free
media coverage creating further hype
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Shelf placements of ultra in exclusive stores alongsideprecious items
Ultra is precious. So we store it where it shouldbe. Showcase Ultra where we showcase theexpensive stuff like diamonds, collector items,etc. We believe that Ultra is an accessory
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Ultra memorabilia
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Launch Programme
Key Objective To unveil the newest member of the UB family
Strategy Make it memorable by making a royal wedding launch
What do we want to achieve Make the TG feel flaunted so that they spread the positive WOM and
also feel this is the one that adds to their identity
Venue Goa
Budget 1.5 crs
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A Public Relations Approach
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Communication strategy Pre launch:
- Invite in a beer shaped bottle- Beer tasting ceremony
Launch:
- Press conference
- Photo shoot
- Introducing the face of Kingfisher Ultra
Post launch:
- Stories revolving around the launch- Trend and industry stories
- Sporty association: launch of Formula Racing 2 with the brand
- Media to be invited for Kingfisher sponsored events
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Objective of PR
Creating hype around the brand
Inform about the launch of the brand Create awareness about the brand
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Target Audience
MEDIA:
Mainlines
Business
Lifestyle Magazines
Business Magazines Electronic Channels
CELEBRITIES:
Models
Fashion Designers
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The launch
Press Conference: The Kingfisher Ultra Beer will beunveiled by Vijay Mallya. He will speak on the new brandand its further business plans
A Press Kit with a press release, branded pen, pad,folder and a gift will be handed over to the media
This will be followed by lunch and a beer drinkingsession
One on one interviews will be conducted by the press,followed by photo opportunities
The new face of Kingfisher Ultra will be unveiled in theevening and a party will follow
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White Paper
A white paper is an important PR and marketing tool. Itrelates to a special issue which has been examined
According to a survey, International Beer brands-Heineken and Budweiser- are not easily available on theshelves. People have to depend on smuggled beers
Solution: Issue a white paper to the media based on thereport
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Result
Extensive media coverage for the brand
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Please bow your heads in Prayer
Our lager which art in barrels, hallowed be thydrink. I will be drunk at home, as in the tavern.Give us this day our foamy head, and forgive us
our spillages as we forgive those who spillagainst us. Lead us not into incarceration, forthine is the beer, the bitter and the lager,forever and ever. Barmen.