New media assignment

Old Monk

Done by

Nikhil Kurian – 009

Ajay Hatti - 073

Introduction Honoured the world over, Old Monk had been awarded gold medals at Monde

World Selections since 1982.   Its a classic 7 yr blended dark rum. With the first drop of Old Monk Rum, the sheer aroma of distilled cane sugar grown in lush green fields of India, stirs up the age old legend.  Old Monk Rum is a form of the legendary 'Some-ras' of India's centuries old scriptures--The Drink of Gods and Lords of India.

Consumer Group

• Being a poor man’s drink, it is without a doubt a college student’s favorite.

• They say it may start as a new year, but its same Old Monk – a drink that bonds friendships.

• Those who cherish it, know their drink and simultaneously cant get enough off it.

• It’s the small bottle of larger experiences. The consumers feel a benign loyalty towards the brand over any other rum.

• Rum as an alcohol may certainly not be a hit, but Old Monk as a brand is certainly right up there compared to the finest liquors available.

Repositioning & Relaunching• We are planning to reposition the brand as a drink that

would appeal not only to youngsters and elders but also to those that are in the age group of 30-50 years.

• There will be extensive use of new media as a promotional tool that will help boost the image of the brand.

• 2 new varients of Old Monk will be launched that would compete against Bacardi Breezer. This would increase the market share.

Promotional Strategies

The promotion of the brand will be done in 2 ways:

• Online Promotions• On Ground Promotions

Online Promotions

Current Situation– 3 fan pages with over a thousand fans– Close to 450 groups with a total membership of over

5000 people

Looking Ahead– We aim to create a single platform on Facebook that

would allow all the members of these various groups to come together. What this would enable is to have a common meeting point to the consumers and fans of the brand. Information and offers can be passed on from here.

– We would create an official fan page and community.

The Wise Old Monk Speaks

– We would have a Twitter account with regular twits from the ‘Wise Old Monk’.

– Twits would include new recipes using Old Monk, wise sayings, quotes, etc.

• A special and wacky viral video that would involve all facets of Old Monk and which people can easily relate to.

• A series of videos that would show different kind of drinks and cocktails that can be prepared using Old Monk.

Current Situation– Close to 500 groups with a total membership of over

10,000 people

Looking Ahead– We aim to create a single platform on Orkut that would

allow all the members of these various groups to come together. What this would enable is to have a common meeting point to the consumers and fans of the brand. Information and offers can be passed on from here.

– We would create an official Old Monk community.

Website We aim at creating a official Old Monk website that creates for us a

virtual space to connect and communicate to the younger generation of Old Monkers. The website would include:

• The Monk Hotspots (this will feature review of various bars across different cities)

• Different type of contests that would have discount coupons and merchandise as prizes

• Recipes of various mixes and cocktails using Old Monk • A special section for music that would have songs that would fit the

genre of Old Monk• The Shop Zone which would sell exclusive and limited Old Monk

merchandise

On Ground Promotions

Activations

• These activations would happen in selected bars that have been featured in the Monk Hotspot section of the website.

• There would be contests and games which would revolve around Old Monk.

• Allows people to interact more closely with the brand and gives them a chance to win exclusive Old Monk prizes.

In-store Promotions & Branding

There would be in-store and branding promotions that would take place to boost the awareness and sales of the brand. These would include:

• Danglers• Counter top & shelf stickers• Special offers if a customers purchases more than

a specific number of bottles• Scratch card contests

New Variants

We would also be launching two new variants of Old Monk that would be in direct competition with Bacardi Breezer. This would be pre-bottled, ready to drink mixes that contains Old Monk. The two new variants are:

• Old Monk Regular (Old Monk + Coke)• Old Monk Twist (Old Monk + Coke + Lime)

Creatives

rumandcokemix.