The Marketing mix of Imperial Blue analyses the 4Ps of Imperial Blue, which includes the Product, Price, Place, and Promotion of Imperial Blue. Imperial Blue is associated with the beverage industry and deals in the 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 1997 but was later purchased by Pernod Ricard in 2002. Imperial Blue is ranked third in the world for 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
About Imperial Blue
- Type: Whisky
- Industry: Beverage
- Founded: 1997
- Founders: Pernod Ricard
- Headquarters: Gurgaon, India
- Area served: India
- Current CEO: Alok Srivastava
- Number of employees: 1,000+
- Major products: Imperial Blue Whisky
Table of Contents
Imperial Blue Product Strategy
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 a rounded floral and smooth palate. It is available in bottles of several sizes like 90ml, 180ml, 375ml, and 750ml w, with a net alcohol content of 42.8% by volume.
Imperial Blue is served straight with the required club soda or chilled water. It can be mixed up in Coke, fruit juices, or cocktails. Some people even prefer it neat without any add-ons. It is available in one variant, Imperial Blue Superior Grain Whisk. Sizes vary so that a person can buy according to his requirements.
Imperial Blue, also known as Seagram’s Imperial Blue, is a Canadian whiskey brand in the Pernod Ricard beverage portfolio. The product and marketing mix of Imperial Blue typically revolves around its range of whisky offerings.
The new Product Mix of Imperial Blue in 2023 is as follows (Source)
- Imperial Blue Superior Grain Whisky: This is the flagship product of the Imperial Blue line. It is a blend of Indian grain spirits and imported Scotch malts, known for its smooth taste and affordability. It targets consumers looking for a quality whisky experience at a reasonable price point.
- Imperial Blue Superior Grain Whisky – Various Sizes: The whisky is available in various sizes to cater to different consumer needs and occasions. This includes full-size bottles (like 750ml or 1 liter), smaller bottles for individual consumption, and miniature bottles, which are popular for trial purposes or as part of gift sets.
- Limited Editions and Special Releases: Occasionally, Imperial Blue may introduce limited edition products or special releases. These are typically aimed at whisky enthusiasts and collectors, often featuring unique blends or packaging.
- Imperial Blue Music CDs: Although not a beverage, Imperial Blue is known for its ‘Men Will Be Men’ advertising campaigns and associated music CDs. These music CDs, featuring a mix of popular tracks, have been part of promotional campaigns and add to the brand’s lifestyle appeal.
- Imperial Blue Merchandise: The brand sometimes offers branded merchandise as part of promotional campaigns or in association with events. This can include items like glasses, bar accessories, and apparel, enhancing brand visibility and engagement.
Imperial Blue Place Strategy
Imperial Blue is one of the greatest and prime brands related to deluxe whiskies and has formed a significant market base spread over most parts of India. Pernod Ricard acquired a bottling and manufacturing facility at Kolhapur in Maharashtra and another company, UAL. It later overtook the Indian operations of Seagram and merged it with UAL to become a single entity.
Imperial Blue, a famous whisky brand in India, employs a strategic approach to its distribution and placement to ensure broad accessibility and visibility in the market. Here’s an overview of their place strategy:
- Extensive Retail Distribution: Imperial Blue is available across various liquor stores and retail outlets in India. This extensive distribution ensures that the product is easily accessible to consumers in both urban and rural areas.
- Presence in Bars and Restaurants: The brand is strategically placed in bars, restaurants, and clubs. This not only caters to on-premise consumption but also helps in brand visibility and allows consumers to experience the product in a social setting.
- Collaborations with Duty-Free Shops: Imperial Blue is available in duty-free shops at major airports for international exposure. This targets international travelers and introduces the brand to a global audience.
- Online Sales Platforms: Understanding the growing trend of online shopping, Imperial Blue is available on various online liquor delivery platforms where legal. This strategy caters to the convenience of home delivery and reaches tech-savvy consumers.
- Targeted Marketing and Promotions: The brand engages in targeted marketing campaigns in areas with a higher concentration of its target demographic. Promotional events, tastings, and sponsorships are part of this strategy to increase brand presence and consumer engagement.
Imperial Blue Pricing Strategy
Imperial Blue is a superior-quality whisky brand with annual sales worth 3.5 million units. Its owner company, Pernod Ricard, has adopted a mid-premium pricing policy for marketing its product so that it is easy for consumers to purchase because of its reasonable and pocket-friendly price range. The brand has maintained its quality because it realizes that taste matters at the end of the day.
Imperial Blue, a company known for its presence in the Indian whisky market, employs a well-orchestrated pricing strategy that aligns with its brand positioning and market dynamics. Here’s how they approach pricing:
- Competitive Pricing Strategy: Imperial Blue is positioned as a value-for-money whisky brand. The pricing is competitive, aimed at attracting the vast segment of middle-income consumers who desire quality whisky without a hefty price tag.
- Market Penetration Pricing: Imperial Blue may adopt a market penetration pricing strategy in new markets or segments. This involves setting lower price points initially to attract customers and establish a strong market presence before gradually adjusting prices to the average level.
- Segmented Pricing Based on Market: The brand adjusts its prices based on regional market conditions, taxation policies, and purchasing power. This localized pricing strategy ensures competitiveness and relevance in different states and regions within India.
- Volume-Based Pricing: Imperial Blue offers its products in various sizes, with pricing encouraging larger volumes of purchases. This strategy meets diverse consumer needs and promotes increased consumption and brand loyalty.
- Dynamic Pricing for Special Editions: Imperial Blue might adopt dynamic pricing for limited edition releases or unique blends. These products are priced higher, targeting connoisseurs and enthusiasts willing to pay a premium for exclusive offerings.
- Promotional Discounts and Offers: The brand occasionally engages in promotional pricing, offering discounts, combo packs, or added value in the form of merchandise or tie-ins with events. These promotions boost sales, especially during festive seasons or special occasions.
Imperial Blue Promotion Strategy
Imperial Blue has a firm marketing policy to promote its products on a large scale. It believes in aggressive marketing and has launched several advertisement campaigns to promote and create brand visibility. The company has taken the help of several advertising mediums and tools like television, magazines, billboards, and social media platforms. It has given special attention to its packaging, which is modern and has advanced technology to provide ample protection in terms of maintaining quality and taste.
Imperial Blue has targeted the male section of society belonging to the 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 also launched and commissioned a feature film, Men Will Be Men, 2011, with stars like Rohit Khurana, Gaurav Chopra, and Rajesh Kumar. Imperial Blue has participated in promotional events like musical concerts and sponsorship deals. It became an official sponsor of the 2012 World Series Hockey.
Some Recent Video ads and Print ads of Imperial Blue are:
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