A brief presentation on the Product Launch of 'Old Monk Rum pre mixed with Thums Up' in USA

1. Real Indian Rum
pre mixed with
Real Indian Cola
Tough Man’s
Strong Drink
Sahil Avi Kapoor
MICA, Ahmedabad
PGDM (C)
sahil14@micamail.in
09871817334

2. Indian at
Heart
Cold?
No
problem.
Cult Level:
Rajnikant
Ye’ Tuff
‘merican’s
Loyal Bud’
Why?

3. 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

4. We like our drink
HARD
We drink for the
THRILL
Who?

5. SMOOTH
drink for a good night
STRONG
drink after a long day
Who?

6. 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

7. Pre Mix
EXTRA STRONG
Pre Mix
REGULAR
25 % rum; 600 ml SKU
$ 6 only
15 % rum; 600 ml SKU
$ 4.50 only
Packaging
Pricing

8. STORM
the market
strategy
• 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

9. TOUGH GUY VENDING
MACHINES
Beat 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