Katalyst

KATALYST
choose your element

Situation
Analysis
Product & Brand
concept
Competitive
Analysis
Positioning &
SWOT
possum 
awesome IMC Future Plan
Associations
& Elements

Alcoholic Beverage Market
Market Size: 200 Billion Baht / year

Wine
1%
Special
13%

Beer
48%
Thai Rice
White
Spirit
Market Size: 38% Billion Baht / year
200

Situation Product & Brand Competitive Positioning & Associations
Analysis concept Analysis SWOT & Elements IMC Future Plan

Alcoholic Beverage Market
Market Size: 200 Billion Baht
Growth 2009-2010
25%

20%
20%

15%

10%

5% 5%
5%
3%
-2%
0%
Beer White Spirit Wisky RTD Wine

-5%

Consumer Insight


Situation at home

Re p et i t i ve Why?
a l co h o l i c d r i n ks

• Vodka / Whiskey mixed with soda
• Beer


Insights

1. Cocktail is ideal for an alcoholic drink at
home but there are o b sta c l e s such as

• Messiness in the making/cleaning process
• Difficulties in flavoring
• Require bundle purchases

2. People have the w i l l i n g n e s s to
try new mixers because the products have
been the same for long


Current solutions

1. RTD such as Barcardi Breezer
and Smirnoff Ice

The image / function does not fit
with the customer’s lifestyle

2. New flavors but they are in the
same form

3. Little effect on the
enthusiasm of customers


Alcohol Consumption Behavior

Variety of Competition Value Range of
Location Occurrence
Alcohol (Substitutes) Convenience Activities
Chill at Home
House
Party
Outdoor
Pubs
An opportunity to penetrate into the
‘chill at home’ segment, revolving various activities


Activities Done at home

Sporting Events / Chill & Relax Watch TV
Fashion Shows

Video Games Board Games /
Karaoke
Cards / Pool

Key Concepts of Product
Able to be p e rs o n a l i ze d You only need to
“PICK YOUR ELEMENT”
Avo i d obscure processes

A d a p t the product to the
• Activity at home

• Relaxing environment

• Customer’s easy -busy lifestyle

U t i l i ze their curious personality


KATALYST
choose your element


Product Concept

KoAs e y A rLe lYmSn tT :
ch o
T ou e e s Instant Cocktail Element

Thin sugar shell

K
Concentrated liquid

+
(Mixer)

11
=
KATALYST
5 cm
KATALYST Vodka Cocktail


Product Concept

K
K
“CHOOSE YOUR
ELEMENT”
11
KATALYST
KATALYST


Product Concept

K
Step 1: Add desired amount
of liquor and water
for concentration

11 Ensures
Step 2: Add Element
KATALYST • Easy process
• No mess
Step 3: Enjoy flavors
• Multiple


? 13


Brand Concept

A d d i t i o n a l e l e m e nt s

Serves as a s u p p o r te r
for all home activities

Ignites b o n d s and
connections between friends


Brand Concept

Boredom to sleep
&
Excitement to tiredness


Brand Concept

An ex p e r t l y
d e s i g n e d brand to
match the simple lifestyle

A brand that allows you to
p e rs o n a l i ze your
drink and express your
personality


Brand Concept
Science Consumer

Catalyst speeds up the reaction Mix drinks quicker

Elements have different properties Different personalities

Chemical bonds Social interaction between friends

Uncontrollable? Mental association with being tipsy


Price and Channels

Price 2 Element Box 70 Baht
6 Element Box 190 Baht
12 Element Box 360 Baht

Distribution
Channels Supermarket
Convenient Store (Later)


Targeting

Living Area Urban Rural

Age (Mental) Young adults Working People 40 up

Income Low Income Middle Income High Income

Gender Male Female

Place to drink Pub&Restaurant Club House

Psychographic : Those who are daring, exploratory, socialistic and who are
seeking for new experiences in hanging out with friends

Behavioral : Those who prefer convenience and simplicity; Easy Going

Situation Product & Brand Competitive SWOT & Associations
Analysis concept Analysis Positioning & Elements IMC Future Plan

Category POP

Alcohol Mix

Can Easily be
Alcoholic Drinks Consumed at Home Made

Readily Available


Competitors
Whisky RTD Flavored Cocktail
Beer
Mixer Alcohol Mixer


Soft Drink +Wisky

Open happiness refresh your world

Strength Weakness
 Well-known image: FUN  Limited variety
 Familiarity & acceptance  Repetitive
 The most common mixer  No gimmick factor
 Alcohol adjustable
 Cheap


R T D Alcoholic Drinks
Strength
• Easy drinking
• Convenient
Flavored Rum • Variety
• Cheap
• Readily available

Flavored Vodka Weakness
• Not adjustable
• Bad image: amateur

Flavored Wine


Beer

Strength Weakness
 Readily available  High calories
 Easy to drink  No gimmick
 No preparation time  Not adjustable
 For any situation  Low differentiation
 Low price
 Strong association with
‘alcohol’


Cocktail Mixer
Strength
 Easy to make cocktail
 Variety
 Adjustable

Weakness
 Low awareness
 Required other alcohol
 Expensive
 Hard to find
 Large size only


Competitive POP
Soft drink + Wisky Provide customersMixer
RTD Flavored Alcohol
Beer Cocktail Katalyst
Less expensive
10 with the most
than cocktail mixer
9 variety
8
7
6
5
More adjustable
4 than RTD & Beer
3
2
1
0


Competitive POP
Soft drink + Wisky RTD Flavored Alcohol Beer Cocktail Mixer Katalyst
10 As easy to find as
9 Beer & RTD &
8 soft drinksrequired
Easiest,
7
6
the least space to
5 be stored
4 Easiest to be
3 transported
2
1
0


Point of Differentiation
Soft drink + Wisky RTD Flavored Alcohol Beer Cocktail Mixer Katalyst
10
9
8
7 Superior Image of Alcohol Consumption
6
5
4
3
2
1 Unique Form and Drinking Experience
0


SWOT Analysis

S 

Variety in flavors
More authentic than RTD

W 


More convenient than cocktails
Something new: form, experience
Superior concept and image

O  Flexible to changes in customer’s
demand & trend
 Supports all home activities and

T bonds friends


SWOT Analysis

S  No awareness
 Requires more ingredients

W  Required preparation time
 It’s in between the category

O
T

SWOT Analysis

S  People are seeking for something
new in drinking experience
 Growth in white spirit
W consumption
 Target customers tend to value

O friends over partying
 Social network is highly used by
target customers; easier to

T communicate.


SWOT Analysis

S 

A lot of substitutes
Copied by existing companies

W 

Danger of becoming a fad
Danger of not becoming main

O stream
 Legal issue from government
and stakeholders

T

Positioning statement

Katalyst connects your m e n t a l elements with your p h y s i c a l
elements, simply by u n i t i n g it with the perfect solution.

By being m e l l o w enough to keep you c h i l l
yet fun enough to not weight you down.

Katalyst occupies a u n i q u e s p a c e for just you and your friend.

Brand Elements

Home Relax/Chill

BRAND
Logo Socialize
ELEMENTS

Slogan Science


INTERGRATED
MARKETING
COMMUNICATION
CAMPAIGN

KATALYST choose your elements

Product Launch Plan

the Pre-launch Phrase - first two weeks

Two weeks of intense bombardment
separated into week 1 and week 2

Draw Awareness and Attention to our brand

All mediums are selected to maximize
consumers’ exposure to KATALYST

Leads to facebook.com/chooseyourelemets



Product Launch Plan

Online activities – facebook.com/chooseyourelements

1st week
People define what our product is
on our wall, judging from our ads
Serves as a challenge where
people can win tickets to our
launch event
2nd week
Take a picture of yourself with anything
with letter „K‟. Emphasize the letter by
putting a blacket [ K ]



The 4 clues : 4 mediums

Glass Ice Umbrella Cherry

Supermarket Shelves Magazine BTS Billboard


Product Launch Plan

Billboards - expressway routes Magazine



Product Launch Plan

EMPTY Super market shelves BTS


Product Launch Plan

Lightbox at toll booth

High exposure



Timeline
Pre-launch
TWO WEEKS PERIOD

Magazine Ad

BTS

Billboards
[?] [K]
? Launch Event

Super Market



Product Launch Plan
Launching phrase – third week

Product Launch Event at Fallabela
Why event?
Product launch, with unique
twist, club becomes home

Total Invitation 400
Celebrities and Press : 200
First activity : 100
Second activity : 100



Product Launch Plan
Launching phrase – third week

“People will not associate Katalyst with a
Why that theme club, but rather with a one time „home club’“

Bar = Kitchen Sitting Area = Living Room Stage = TV



Communication Strategy

Drive TRIAL and REPEATED PURCHASE

Public Seasonal Social
Relations Flavors Media

Not advertisement through traditional media
like television and radio




Public Relation

Print Ads




Seasonal Flavors

Valentine‟s day Songkran Loy Kratong
“Love potion 14” “Summer Splash” “Eclipse”

Halloween New year/Christmas
“Spooky Spank” “Peppermint Chill”



Social Media

Continue using and to stay connected to consumers
Communicating information and activities

K “What‟s your Element”
YouTube Campaign

Submit video entries detailing your favorite drink and Element the submissions
with most “likes” will receive a special invitation from Katalyst



Enter 7-11
Why now

• After acquiring brand equity
• Need to be readily available

Why not before

• Image reflection
• Seen as commodity
• Does not match our image


Timeline
Prelaunch Jan Feb Mar May Jul Aug Sep Oct Nov Dec
April Jun
Magazine Ad.

BTS

GRAND OPENING
Gaining Brand Awareness
Billboards

Supermarket Maintain Differentiation
Facebook Widen Distribution Channels
Seasonal Flavor Brand Engagement
Enter 7/11
Brand Familiarity
Youtube



Facebook Page



KATALYST‟s Website


Extension Strategy

Flagship Store Flavors for Beer
Promote brand New Market Acqusition
image/loyalty/lifestyle
------------------------------- -------------------------------
Store similar to the Small Katalyst to be
launched event dropped into beer
- Inside theme is a Tap a segment that
house styled chill previously not directly
lounge target.

Brand Oriented If after X period Revenue Oriented


Associations
Brand associations
v

 Logo, yellow/blue  Social/fun
 Home/house  Relax
 Science  Chill
 Elements  Games
 Bonding  Fruits / flavors
 Cocktail  Alcohol
 Osmosis  Negative
 Hexagon  Lazy
 Girl next door  Simple cocktail
complicated
procedure


Katalyst

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