Malibu usp 3
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Transcript of Malibu usp 3
Seriously easy going…
Malibu Dance
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
Brand WheelValues:
How does it make me feel?: Wild, Chilled out, fun, Refreshed, exotic .
How does it make others feel about me?
Crazy, Laid-back, Chilled
Personality
One crazy boy
Energetic
Easy going
Chilled-Out
Attractive
Attributes
Physical characteristic: White/Plain/Clean/Fresh/Fun/Tropical/ exotic flavor
Functional: Alcoholic Drink Socialise, Keeps you warm, Gives your pleasure, Mix with dessert or soft drinks
Benefit•Drunk/Tipsy•Connected with people•Good taste•Use for parties•Relaxes you•Calm/Aggravate
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.
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.
Problems
• In 2010, Pernode dropped from 8.4 to a 7.6 %
• Global sales of Malibu – lowest growth
• Lack of interaction with consumers.
Our Approach for Malibu.
• Social media – Facebook (Samples).
• Mobile Applications – Events/Activities
• Celebrity – through marketing.
Thank You