It’s not just the colas where summers, this year is going to see action, the big boys of alcohol too are gearing up for a showdown. Seagrams is going on an overdrive to take on the number one brand McDowells and for this it has chosen two of its brands-- Imperial Blue and Royal Stag.
Royal stag, which is an established brand from Seagrams, currently enjoys a 70% market share in the eastern part of the country.
The company now plans to focus on its other brand, Imperial Blue. After the successful launch of Imperial Blue in the south, mainly in Andhra Pradesh, it was launched in the East in the markets- West Bengal, Arunachal Pradesh & Orissa, in the month of march. Now the company plans to take the brand national. Imperial Blue was also launched in Goa, Pondichery (in west) and Delhi & U.P. in northern phases.
To achieve the objective the company is working on a well crafted strategy. Imperial Blue is launching a new campaign in mid-April, which will utilize Television heavily. According to company officials, print would be used more for announcement ads. The campaign will take place in two phases: The first phase starts mid of April and goes till last week of May and the second phase will start in the month of July/August.
Though figures are hard to come by, sources say the company has earmarked an advertising budget for Rs 12 crores for the exercise. This also includes advertising for Blender’s Pride, which is Seagrams another brand which has been advertising recently.
The campaign is being developed by O&M Delhi, which is the company’s agency.