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Abstract

In the year 1975, two of the largest aniseed beverage supplying firms, namely Pernod and Ricard in France, merged together to form Pernod Ricard. The group expanded its business in various countries through continuous inorganic growth. In 2008-09, with consolidated sales of 7,203 million euros, Pernod Ricard was the world’s co-leader in Wines and Spirits. Entering India in 2001 by acquiring Seagram, the brand became number two in India as well with its total sales reaching 20 million cases. United Spirits dominated the category with sales of 110 million units in 2010. Players in the liquor industry in India witnessed several challenges in terms of government regulation and restrictions on liquor ads. Against this scenario, Pernod Ricard resorted to innovative ways to strengthen its hold in the Indian market. The company came up with a 90-minute film named after the blended whisky brand Seagram’s Imperial Blue with a tagline ‘Men Will Be Men’. Some of the experts believed that the ad was the logical extension of the Imperial Blue. But cinema medium offered undeterred visibility to liquor brands unlike the television medium. However, the industry experts also cautioned about the negative impact of the film on the brand. The case discusses the communication strategy of Pernod Ricard in India and the challenges thereof.
Location:
Industry:
Other setting(s):
2011

About

Abstract

In the year 1975, two of the largest aniseed beverage supplying firms, namely Pernod and Ricard in France, merged together to form Pernod Ricard. The group expanded its business in various countries through continuous inorganic growth. In 2008-09, with consolidated sales of 7,203 million euros, Pernod Ricard was the world’s co-leader in Wines and Spirits. Entering India in 2001 by acquiring Seagram, the brand became number two in India as well with its total sales reaching 20 million cases. United Spirits dominated the category with sales of 110 million units in 2010. Players in the liquor industry in India witnessed several challenges in terms of government regulation and restrictions on liquor ads. Against this scenario, Pernod Ricard resorted to innovative ways to strengthen its hold in the Indian market. The company came up with a 90-minute film named after the blended whisky brand Seagram’s Imperial Blue with a tagline ‘Men Will Be Men’. Some of the experts believed that the ad was the logical extension of the Imperial Blue. But cinema medium offered undeterred visibility to liquor brands unlike the television medium. However, the industry experts also cautioned about the negative impact of the film on the brand. The case discusses the communication strategy of Pernod Ricard in India and the challenges thereof.

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Location:
Industry:
Other setting(s):
2011

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