Know-How Exchange : Strategy

Freddie,

Does your competition aim at precisely same target group as you do? As I understand you have successfully positioned your brand so the aggressive price-setting policy of your competition is not such a grave problem as very strict regulations. Is it correct?
What are you allowed to do under the regulations? Can you communicate directly with your consumers? Is any kind of sponsorship possible or is it off limits?
Are you allowed to sponsor pubs,events,concerts, etc.?
Have you tried any loyalty program for you consumers?
How do you foster relationships with distributors and retail outlets?
Answers to these questions could shed some light on the problem making it easier to help you out.

Adam

hi Fred

i can share some ideas from my experience in tobacco industry operating in dark markets.

since you have the brand positioned as a premium brand but your low segment competitor is eating your youth segment customers. so first identify the influencing factors of the young segment in choosing the liquor brand. this will help you to come up solutions.

anyway, one way for you is to go for Branded Outlet concept. you identify places (or category of places i.e. shops, pubs, music stores etc.) where your young segment hangs around most and brand those places with your brand colors and theme. in this regard you can select Music Stores, Cyber Cafes, Pubs, Clothing Stores etc. Two things you will have to ensure in the branded outlets.

1. you have to have a selling mechanism of your brand. For this you have to tie-up with the outlets and place some selling dispensers.
2. you will decorate the outlet with your brand colors and theme. you can put signage outside of the Branded Outlet and use various media inside to communicate your brand.

one note of caution, since you are priced high, the communication in the branded outlet must convey some benefits to the target segment (usually intangible, aspirational benefits like you mentioned Manly, Stylish etc.) so that target segment consumers are inclined to buy your brand leaving the cheap brand.

other ideas include, Dial-a-Liquor, number for your brand and communicate that to the potential customers. Under this you will provide a toll-free number (or a website even), so that people when they are hanging out and in need of beer will make a call and you will deliver the products at the doorstep.

you can also develop some branded Memorabilia and Merchandise for distributing with products in certain of Branded Outlets. In a long-shot, you can even develop a a complete fashion-wear Line.

hope this helps although some are wild and long-shot ideas.

cheers!!