entrevouz kingfisher ultra

8/10/2019 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.

1

2

3

4


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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.

entrevouz kingfisher ultra

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