INDIAN SPIRIT FOR THE INTERNATIONAL MARKETS

Transcription

1 INDIAN SPIRIT FOR THE INTERNATIONAL MARKETS

2 PRODUCT has been the most popular spirit in North India for ages traditionally home-made from gurd (sugar can), herbs and other ingredients by local villagers now legally produced on large-scale for the international markets spirit esp. appealing to the large number of Indians living abroad as it is part of the true Indian tradition which they would not like to miss characterized by its distinct mellowing taste and aroma makes you feel well right from the first sip

3 HISTORY has been the traditional, home-made spirit of North India for centuries used to be produced clandestinely in desolated places e.g. farm houses, hills, isolated cottages. therefore government can t raise excise tax on the production of this spirit against that background and according to the law has been produced illegally in India. that is why it s impossible to import it from India. for the first time in 2005 has been produced on an industrial base for the international markets in 2010 full-scale launch of in the international markets based on a integrated marketing campaign

4 MARKET destined for the on- and off-trade in the international markets focusing on the Indian community world-wide very attractive spirit to the local non-indian population in Europe and North America as well growing Indian population in many European countries: 8 Millions Indians are living in Europe, more than Indian inhabitants in London alone. large Surinami population (by race Indians) in the Netherlands on-going infiltration of the Indian way of life into the broader European society: growing number of Bollywood fans all over Europe; crazy for Indian songs, dresses, food and drinks

5 INTERNATIONAL ROLL-OUT first produced in 2005 in limited quantities for some selected European test markets very encouraging response from customers and the markets ever since large-scale launch of the newly designed bottle and appealing label in the beginning of 2010 focus markets: First stage: UK, Germany, The Netherlands, France, Denmark, Italy, Spain, Greece Second stage: other European countries, Canada, USA enters the markets as a high quality unique, Indian rooted spirit brand at an affordable price over time due to intelligent marketing activities will be established as the unique Indian-International spirit

6 BRAND POSITIONING unique Indian spirit for the international markets combines true Indian spirit tradition with German up to date production standards high class spirit made from pure natural ingredients according to the original Indian recipe represents outstanding quality and purity unique selling point: An Indian masterpiece of spirit for the world

7 PRODUCT DESCRIPTION AND PACKAGING ENJOY LIFE, BE HAPPY AND DANCE LIKE A PUNJABI famous traditional liquor from punjab, india ENJOY LIFE, BE HAPPY AND DANCE LIKE A PUNJABI ENJOY LIFE, BE HAPPY AND DANCE LIKE A PUNJABI IS POPULAR LIQUOR IS POPULAR LIQUOR IS POPULAR LIQUOR IN NORTH INDIA. MADE FROM GURD (SUGERCANE) AND HERBS. DISTILLED WITH BEST RECIPES. DISTILLED WITH BEST RECIPES. Enjoy but drink, drive IN NORTH INDIA. MADE FROM IN NORTH INDIA. MADE FROM GURD (SUGERCANE) AND HERBS. GURD (SUGERCANE) AND HERBS. DISTILLED WITH BEST RECIPES. DISTILLED WITH BEST RECIPES. Enjoy but drink, drive famous traditional liquor from punjab, india IS POPULAR LIQUOR IN NORTH INDIA. MADE FROM GURD (SUGERCANE) AND HERBS. ENJOY LIFE, BE HAPPY AND DANCE LIKE A PUNJABI Enjoy but drink, drive famous traditional liquor from punjab, india famous traditional liquor from punjab, india Enjoy but drink, drive Customer: Shivalik Import Customer contact: Drinks & Food, Frau K. Schankweiler Graphic design: Norbert J.M. Lambriex Customer: Shivalik Import Customer contact: Drinks & Food, Frau K. Schankweiler Graphic design: Norbert J.M. Lambriex Customer: Shivalik Import Customer contact: Drinks & Food, Frau K. Schankweiler Graphic design: Norbert J.M. Lambriex Customer: Shivalik Import Customer contact: Drinks & Food, Frau K. Schankweiler Graphic design: Norbert J.M. Lambriex Date: 3 December 2009 Date: 3 December 2009 Date: 3 December 2009 Date: 3 December 2009 unique Indian spirit for the international markets Premium and unique exotic label allows great on shelf stand out alcohol content: 45 Vol. % well-designed 0,70 liter clear bottle and appealing high class labeling which stands out in the shelf packaging: 6 x 0,70 liter bottles per case T HE R E A L I D E N T I T Y

8 MARKETING Ap\Vp \ Op^ h}ey K aiming at the established target markets with aggressive advertising and promotional campaigns c Yr fcp^ h}ey ENJOY LIFE, BE HAPPY AND DANCE LIKE A PUNJABI ENJOY LIFE, BE SHAR famous traditional liquor from punjab, india IS POPULAR LIQUOR IN NORTH INDIA. MADE FROM GURD (SUGERCANE) AND HERBS. DISTILLED WITH BEST RECIPES. HAPPY AND DANCE LIKE A PUNJABI Enjoy but drink, drive SHAR famous traditional liquor from punjab, india IS POPULAR LIQUOR IN NORTH INDIA. MADE FROM GURD (SUGERCANE) AND HERBS. DISTILLED WITH BEST RECIPES. Enjoy but drink, drive Customer: Shivalik Import Customer contact: Drinks & Food, Frau Graphic design: Norbert J.M. Lambriex K. Schankweiler Date: 3 December 2009 use of a range of POS-items incl. posters,etc. marketing partnership with Indian Magazines Customer: Shivalik Import Customer contact: Drinks & Food, Frau Graphic design: Norbert J.M. Lambriex K. Schankweiler Date: 3 December 2009 TRADITION AL SPIRIT FRO THE REAL ID le availab HERE M PUNJAB, IND IA ENTITY ng.c om advertising in Indian TV Channels in Europe sponsoring Indian festivals and sporting events cross-promotional activities T HE R E A L I D E N T I T Y

9 MARKETING POS ITEMS

10 DISTRIBUTION AND MARKTING BY Shivalik GmbH Switzerland: Rurkee Trading / UK: Contact: info@desi-sharab.com