Strategy and Positioning for Luxury Alcohol Brand
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
Please draw your structure.
My organisation is Magnum, and we are charged with bringing a brand named Magnum Cream Liqueur to the United States. We',ve been in being since 2014 and are responsible for positioning and sales – virtually seething kindred to bringing Magnum to the United States.
What is your position?
I am the brand ruler.
Desired goal
What business challenge were you trying to address with The O Group?
Magnum was a well-known brand in the rest of the globe precedently it came to America. We honestly were not prompt for prime time, not prompt for the American consumer. The American consumer is probably the most sophisticated in the globe, specially in the area of alcohol and, specifically, effeminacy alcohol. Given the sophistication of the American consumer, any brand that wants to invade the US market faces a sole set of challenges. I needed help in positioning and presenting the Magnum statement in a way that would be both compelling and appropriate to the American consumer.
Provided solution
Please draw the aim of their involvement in detail.
I',m looking for what I call look and feel – what the brand looks like, what it feels like. I',m not sure if ",positioning", is the best term, but when I see a brand, it should have a true je ne sais quoi almost it. That is something I get – and I ponder the consumer, whether or not they',re conscious of it – will get as well. I would say that the aim of the work was an overall positioning of the brand, almost an aesthetic challenge.
It is significant to note that while the target was the US, and The O Group needed to propel the brand successfully in the United States, the work that they did for me would contact the brand globally. The global website and the global look and feel now return the work that The O Group did, even though the centre was only on the U.S.
Did their work prolong into packaging, labeling, advertising, and so forth?
The packaging and labeling alprompt existed. The O Group just needed to burnish and present the existing packaging and labeling. They, of order, handled advertising, even though that',s not necessarily a major push of mine. But, having some print ads useful was key to getting some events behind the brand.
How did you come to work with The O Group?
I',ve been in the wine and spirits business for 20 years. My longest stop during that time was many years ago when I was working for a organisation named Schieffelin &, Somerset, a articulation venture between Diageo and Moet Hennessy. That',s where I was introduced to The O Group owing they had done work with both the Moet Hennessy and Diageo brands. That was my leading induction to them. It',s befit a relationship that I',ve kept up in time as I worked on other projects for other companies.
Could you prepare a perception of the size of this start in financial provisions?
I',d say we',ve spent somewhere between $50,000 and $100,000 working with The O Group.
What was the timeline of this promisement?
My running relationship with The O Group began in 2014 and is ongoing. As the brand continues to swell, I have programs to promise with them in other aspects of my marketing. I',m surely committed to continuing working with them.
Results achieved
Could you share any statistics, metrics or other feedback from your work with The O Group?
It',s a bit hard to measure at this point in the brand',s life owing it',s quiet so new. I would say the last goal at this time is establishing Magnum in America. From that standpoint, their work has served Magnum well.
What distinguishes The O Group from other preparers?
It',s surely their holistic access. No substance what the assignment is that they tend to look at a brand holistically. That resources how the brand exists not only on an advertising page, but also how it exists in the trade, all the different outlets that Magnum would be in – places where brands that I',ve worked in the past have been. Actually, it',s an access that considers not just the aim of the particular project but goes over that, that looks at the overall branding.
The O Group created a brand that could accost to see stakeholder in the process, whether that is a liquor storeowner, a distributor, or the last client. I appreciated their holistic posture.
Is there anything The O Group could have improved or done differently?
They are one of the better agencies I',ve worked with – that',s why I continued to work with them. I don',t see much that I would change. If I had to change anything, I',d change my power to work with them more frequently. I wouldn',t say there is anything they need to change.
