Appollo Alchobev kicks off aggressive marketing plans for ‘Old Secret’

rusftpsearch.net: "Spirits major Appollo Alchobev today announced a host of major marketing and brand initiatives to reinforce their leadership in the southern markets. The company has kicked off an aggressive brand building and marketing campaign for ‘Old Secret’.

Spirits major Appollo Alchobev today announced a host of major marketing and brand initiatives to reinforce their leadership in the southern markets. The company has kicked off an aggressive brand building and marketing campaign for ‘Old Secret’. The company will also be looking at entering the Whiskey, white spirits, adventure spirits, Rum and Brandy flavours catering to various segments and price points.

Sat Pal Chaudhry, CEO, Appollo Alchobev Limited said,”The Karnataka spirits market has grown tremendously in the recent past and has helped consolidate our leadership in select categories. We have also gained significantly in the South. Old Secret has become a clear no.2 in the rum segment in just one and half years. This is a record of sorts for any brand. In the current year, our brands are expected to sell over 8 lakh cases in the southern markets. We hope to repeat this success in Orissa and West Bengal and roll out nationally by the end of 2005.”

The ‘Old Secret’ campaign has been planned using a combination of above the line (ATL) & below the line (BTL) including outdoor. The company is looking at cross - promotional and marketing activities on the silver screen. The company has tested the waters by entering into a sponsorship arrangement for the recent release of a movie in Tamil Nadu. The company is considering such initiatives in the leisure and entertainment industries across the nation to give greater visibility to their brands. The company is also expanding its distribution set up aggressively in Karnataka. Appollo Alchobev’s brands currently enjoy a 90% penetration in Karnataka. The company is also planning to roll out an adventure spirits brand by February 2005.

The company has currently its own units for its bottling brands in Karnataka and strategic alliances for bottling in Tamil Nadu, Kerala, Pondicherry, Orissa, Andhra Pradesh and West Bengal for its IMFL brands. The company has started work on a green field IMFL and wine manufacturing facility in Goa to cater to the western markets. It is also proposing to set up a Brewery in Rajasthan for which a license has been obtained.

Appollo introduced few Beer brands in the eastern markets of Orissa, West Bengal, Bihar, Jharkhand and NESA. These brands ‘Horse Power’, ‘Max 7000’, ‘Max Kool’ and ‘Diet.com’ are doing well in these markets.

About Appollo Alchobev

Appollo Alchobev Limited was started in 2003 to fill the need gaps that exist in the IMFL market. They currently market prestigious brands like ‘Old Secret’ ,‘Club Royal’, ‘Club Polo Dry Gin’ and ‘Napoleon’ and is also present in ordinary segments through its brands ‘Power’ and ‘Mazdoor’. The company currently has its own manufacturing units in the state of Karnataka and bottling tie-ups in the states of Tamil Nadu, Kerala, Pondicherry, Orissa, Andhra Pradesh, West Bengal and Bihar. The company has a strong distribution network in the south and has 90% penetration.

The promoters have invested Rs. 10 crores towards taking over and modernizing an IMFL bottling plant in Karnataka. The company has already started the setting up a state up art winery and distillery in Goa at a cost of Rs. 3.5 crores. The company has also acquired distillery and brewery license in the state of Rajasthan. Company envisages commissioning the same by the next financial year.

The company has definite plans to stride to other states. The company has already entered into market of West Bengal Orissa, Bihar and other north eastern states. The company will strategically enter into the market. In the first stage the company has entered into with tie up arrangement with the local manufacturers and will thereafter acquire its own manufacturing facility, wherever feasible. The company is similarly vigorously studying the northern India markets like Punjab, Madhya Pradesh, Haryana, Uttaranchal and has plans to get into the market soon. "