Marketing91

  • HOME
  • Categories
    • Marketing Management
      • Marketing basics
      • Marketing Articles
      • Careers in Marketing
      • Market Research
      • Retail Marketing
      • Services Marketing
    • Strategy
      • Marketing Strategies
    • Management
    • Branding
    • Small Business
    • Sales & Selling
    • Advertising
  • Online Marketing
    • Blogging
    • Social Media Marketing
    • Search Engine Optimization
    • Internet Marketing
    • Ecommerce
  • Brands
    • Marketing Mix of all Brands
    • SWOT of Brands
    • Brand Competitors
    • Marketing Strategy of Brands
    • Business Models of Brands
  • Videos
Home » Marketing mix articles » Marketing Mix Of Imperial Blue – Imperial Blue Marketing Mix

Marketing Mix Of Imperial Blue – Imperial Blue Marketing Mix

December 31, 2018 By Hitesh Bhasin Tagged With: Marketing mix articles

Imperial Blue is associated with the beverage industry and deals in manufacturing and marketing of whisky. It is of Indian origins and is owned and distributed by its parent company Pernod Ricard. The brand was launched by Seagram in the year 1997 but was later purchased by Pernod Ricard in the year 2002. Imperial Blue is ranked at the third position in the best-selling category for premium whisky. Some of its main competitors are as follows-

  • Officer’s Choice
  • McDowell’s Reserve
  • Bagpiper
  • Original Choice
  • Haywards Fine

Table of Contents

  • Product in the Marketing Mix Of Imperial Blue:
  • Place in the Marketing Mix Of Imperial Blue:
  • Price in the Marketing Mix Of Imperial Blue:
  • Promotions in the Marketing Mix Of Imperial Blue:
    • Related posts:

Product in the Marketing Mix Of Imperial Blue:

Imperial Blue is one of the most popular whisky brands in India. It is a blend of Scotch malts imported from Scotland and grain spirits from India intended for rounded flavour and smooth palate.  It is available in bottles of several sizes like 90ml, 180ml, 375ml and 750ml with a net alcohol content of 42.8% by volume.  

Marketing Mix Of Imperial Blue

Imperial Blue is mainly served straight with required club soda or chilled water together with ice. It can be mixed up in coke, fruit juices or even in cocktails. Some people even prefer it neat without any add-on. It is available in one variant Imperial Blue Superior Grain Whisk. Sizes vary so that a person can buy according to his personal requirement.

Marketing Mix Of Imperial Blue

Place in the Marketing Mix Of Imperial Blue:

Imperial Blue is one of the greatest and prime brands related to deluxe whiskies and has formed a large market base spread over most parts of India. Pernod Ricard acquired a bottling facility at Kolhapur in Maharashtra and another company UAL. It later overtook Indian operations of Seagram’s and merged it with UAL to become a single entity.

Also Read  Marketing mix of 7Up

Imperial Blue has a strong and wide-spread distribution network because of its merger of Seagram’s resources with UAL Company. Its distribution Channel includes services of dealers so that its products are easily available to its customers. Imperial Blue has engaged top logistic service provider for timely and safe transportation of its products to warehouses and from there to various outlets. One can easily find a bottle of Imperial Blue in places like restaurants, hotel, bars or pubs, bottle shops, liquor stores and supermarkets.

Price in the Marketing Mix Of Imperial Blue:

Imperial Blue is a superior quality whisky brand that has sales worth 3.5 million units annually. Its owner company Pernod Ricard has adopted a mid-premium pricing policy for its product so that it is easy to purchase by consumers because of it’s reasonable and pocket-friendly price range. The brand has maintained its quality because it realises that at the end of a day taste matters.

A person who acquires a taste for a particular brand and product will definitely try to buy it the next time also irrespective of its prices. Imperial Blue has also adopted a penetration strategy to capture a large part of market share. It faces competition from several rival brands and hence has to maintain competitive pricing so that it can deal with prices of its competitors.

Promotions in the Marketing Mix Of Imperial Blue:

Marketing Mix Of Imperial Blue 2

Imperial Blue has a strong marketing policy in place to promote its products on a large scale. It believes in aggressive marketing and has launched several advertisement campaigns to create brand visibility.  The company has taken help of several advertising mediums and tools like television, magazines, billboards and social media platforms. It has given special attention to its packaging with modern and advanced technology to provide it with ample protection in terms of maintaining quality and taste.

Imperial Blue has targeted the male section of society belonging to age-group 25-35 as its primary customer with an apt tagline “Men will be Men”. As advertising of beverages with alcoholic content is banned in India, the brand has adopted the surrogate advertising strategy. It commissioned a feature film with same name Men will be Men in the year 2011 with stars like Rohit Khurana, Gaurav Chopra and Rajesh Kumar. Imperial Blue has been a part of several promotional events like musical concerts and sponsorship deals. It became an official sponsor in the year 2012 of World Series Hockey.

Also Read  Marketing mix of Amway - Amway marketing mix

Related posts:

Marketing Mix of FacebookMarketing Mix of Facebook – Facebook Marketing Mix Marketing Mix of BentleyMarketing Mix of Bentley – Bentley Marketing Mix marketing mix of honda motorsMarketing Mix Honda Motors Marketing Mix Of CheeriosMarketing Mix Of Cheerios – Cheerios Marketing Mix Marketing Mix of OracleMarketing Mix of Oracle – Oracle Marketing Mix Marketing Mix of SoftBankMarketing Mix of SoftBank – SoftBank Marketing Mix Marketing Mix of BPCLMarketing Mix of BPCL – BPCL Marketing Mix Marketing Mix of CostcoMarketing Mix Of Costco – Costco Marketing Mix Marketing Mix Of GuinnessMarketing Mix Of Guinness – Guinness Marketing Mix Marketing Mix of BoseMarketing Mix of Bose – Bose Marketing Mix
Also Read  Marketing Mix of Nike

All Knowledge Banks (Hub Pages)

  1. Marketing Hub
  2. Management Hub
  3. Marketing Strategy
  4. Advertising Hub
  5. Branding Hub
  6. Market Research
  7. Small Business Marketing
  8. Sales and Selling
  9. Marketing Careers
  10. Customer Management
  11. Top 10 Lists
  1. Internet Marketing
  2. Blogging
  3. Search Engine optimization
  4. E-commerce
  5. Facebook Marketing
  6. Social Media Marketing
  7. Business Model of Brands
  8. Marketing Mix of Brands
  9. Brand Competitors
  10. Strategy of Brands
  11. SWOT of Brands
GET DAILY MARKETING UPDATES

About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. You can follow me on Facebook. Let's stay in touch :)

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recent Posts
  • What is Benefits Administration? Definition and Steps
  • What is coaching? Different coaching styles
  • What is Corporate Training? Types and benefits
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Advertise
  • Contact us
  • Sitemap
  • ISO 9001:2015 Certified

LEARN WITH US

  • Course on Market Segmentation
  • Course on Marketing Strategory Models

WE WRITE ON

  • Marketing
  • Small Business
  • Management
  • Internet Marketing
[email protected]

Copyright © 2020 Marketing91 All Rights Reserved