CASE STUDies
CASE STUDY 4/5
TEACHER'S
Allied Domecq Spirits & Wine (ADSW) (Now Pernod Ricard India) had an amazing portfolio of Scotch offerings like Teacher’s Highland Cream (THC) various aged offerings along with Ballantine’s 12-Year-Old and other aged Scotch SKU’s. It also had a bouquet of brands ranging from single Malt whiskeys to Beefeater Dry Gin, Laphroaig, a malt whisky from Islay, Courvoisier cognac, Canadian Club whisky, Kahlúa coffee liqueur, Malibu, a coconut-flavoured rum-based spirit & Famous Sauza Tequila. It entered the India market as a 100 % Subsidiary with the objective of serving the Scotch Market with its Flagship brand: TEACHER’S
CHALLENGE
Scotch as a category was seen as “my father’s drink and not for me” for the younger set of audiences, seen as fuddy duddy & drink for 45+ years old. For us at ADSW, the challenge was even more complex, besides addressing category perception, we also wanted to relaunch a lesser-known Scotch Brand – Teacher’s Highland Cream at a VFM Price point.
During our market study, we also realized that certain large value and potential markets, felt a need for Scotch brand specifically for the India palate, one which is heavier malted whiskey. Thus, our task was cut out: Launch a Scotch Whiskey for India palate as well leverage, the new launch under Teacher’s Franchise to gain traction amongst the younger and get larger market share of the scotch market in India
With this 2-pronged approach, we decided to aggressive position TEACHER’S as Flag ship offering from ADSW
APPROACH
Our Scotch Insights: “Bring Global, Adapt Local” became our Marketing Strategy. Basis our Insight studies on consumer and markets, we decided to introduce a malted scotch whiskey with 50 different malts and call it TEACHER’S 50.
First time ever for India a Scotch brand (I worked with the artists in Scotland) to bring an Indian palate Scotch and building the brand from scratch, stayed in Scotland for 18 months as part of the process from inception to execution. (First time ever a country specific Scotch brand launched outside of Scotland)
Extensive Blind taste testing with prospects in top 10 cities, gave us the ultimate flavor that we were looking for Teacher’50. With a flavor most suited for Indian Palate, a rich gold and black packaging and a robust positioning and communication “Genuine Quality Speaks for itself”, we launched the new Brand of Scotch whiskey – TEACHER’S 50 in India. We also reimaged Teacher’s Highland cream (THC) and relaunched the same under the Teacher’s Flagship umbrella at a very attractive Value for money price point.
Brand and product value proposition articulation thru Multimedia biome.
Executing surrogate marketing even before the term existed!
OUTCOME
Identifying blue Oceans in highly combative markets, registering 21% organic growth for Teacher’s Franchise.
First time successful launch of country specific Teacher’s 50 outside Scotland, resulting in 3X scotch market share within 12 months of launch.
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