Real Indian Rum

pre mixed with

Real Indian Cola

Tough Man’s Strong Drink

Sahil Avi KapoorMICA, Ahmedabad

PGDM (C)sahil14@micamail.in

09871817334

Indian at Heart

Cold?No

problem.

Cult Level:Rajnikan

tYe’ Tuff

‘merican’s

Loyal Bud’

Why?

Ask 10 Indians to name a brand of rum, and 9 would call out ‘OLD MONK.’ Such is the Indian – ness of the brand that many refer it to as the ‘National Spirit of India’

Adding to the mix is another Indian cult, the Thums Up. Before Sprite narrowly overtook it in 2013, Thums Up has ruled the Indian market as the top selling cola for years

Without any sort of advertising, Old Monk has made its place in the International Top 100 Brands at Retail Value. So massive is its cult and following that its loyalists have actually gone ahead and established COMRADE – The Council of Old Monk Rum Addicted Drinkers and Eccentrics

Thums Up has seen a similar cult status in the soft drink category

Gulp down a peg and you wouldn’t need a blanket at sub 0 degree celcius. So smooth is the spirit, and such warmth it emanates that the Indian Army especially sends batches of Old Monk every week to its troops at the Siachen.

The Old Monk would be a super boon in the harsh, snowy American winter

The Old Monk is a natural brand fit for the tough, self made, independent and expressive image that an average American male has of himself.

Loyalty, camaraderie and respect are values that Americans treasure and these are also the values that the Old Monk exudes

We like our drink

HARDWe drink for

the

THRILL

Who?

SMOOTH

drink for a good night

STRONG

drink after a long day

Who?

The Hard Working Country Man

Could be a farmer, a shepherd or a cowboy. He drinks for a good night’s sleep after a hard day’s work.

Wants his drink hard, smooth and cheap.

Drink everyday with friends at the bar.

The Adventurous. The Passionate.

Could be a fan of heavy bikes, metal music, American football, NBA or the Superbowl.

Loves to drink strong, smooth alcohol

Drinks on the weekends with friends at a pub

The Party Animal

College student who loves to party till the wee hours of the night

Wants a reasonably priced drink that gives the maximum high

Parties every weekend with his college gang

The Hard Working City Worker

Could be construction workers, taxi drivers, waiters or delivery boys who work hard through the day

Want their drink hard, smooth and cheap

Drink frequently with friends at cheap, city bars

Pre MixEXTRA STRONG

Pre MixREGULAR

25 % rum; 600 ml SKU

$ 6 only

15 % rum; 600 ml SKU

$ 4.50 only

PackagingPricing

STORM

the market strateg

y

• Identify state college clusters• Target the most happening student

bars• Sponsor university parties• Special student offers• Identify the work man’s watering

holes• Keep it cheap• Offers with big meat steaks, burgers• Target the countryside• One bar per county• Offers on meals and drinks• Keep it cheap

• Target the cult groups• Bikers, Metal Music fans, Sports Fans • Special offers for niche groups

TOUGH GUY VENDING MACHINESBeat the machine in an arm

wrestling bout, collect FREE Old Monk

TOUGH GUY BAR NIGHTS

Beat the bartender in an arm wrestling bout, collect

FREE Old Monk