Reinventing

Officer’s Choice Whisky:

Spoiled for Choice

Group 3, Section B

PGP/23/031 Mohit Garg

PGP/23/045 Ritika Sharma
PGP/23/082 Gautam
PGP/23/222 Puja Kumari
PGP/23/349 Raghav Sarda
PGP/23/437 Deepu Tiwari
 Customer and Company: The customer
Consumers had a low brand connect with OCW. Price
associated brand to status, class
value perception for the brand was low compared to the
respectability and sense of control. The
competitors. The brand lacked in customer
customer here are individual drinkers. The
communication too. The packaging was giving a staid,
packaging is dull, old and boring.
dull, sober and less vibrant impression and hence
customers, typically the young generation was not able
to resonate with the brand
Company: The brand positioning is
very less differentiated. The brand
Customer and Competition: Customer in this has less visibility also appealing to
class look out for a brand which is youthful CUSTOMER the older age groups having low to
and seductive, having a vibrant brand image medium price to value perception
which can help them bond in groups. They
prefer a vibrant branding which appeal to
the younger generation Customer, Competition and
Company
• Masculinity
COMPETITION: OCW was competition with
COMPETITION COMPANY • Success
• Achievement
Bagpiper and Imperial Blue, these brands have
a heavy connect with their consumers. They
have unique proposition. The competitors
spend heavy on advertisements. These brands
have great visibility, apple to the youth and
have a price to value perception
 Need for rebranding Officer’s choice whisky
 The brand was low on salience and was unable to connect with consumers at an emotional level

 There were new entrants like Imperial Blue in the market which connected better with the younger customers
and thus were a threat to OCW

 OCW had a rich customer base but were failing to add new customers while competitor brands were better
positioned to attract new customers

 Indian Whisky market was growing at a rate of 20% and OCW could not afford to lose on new customers

 Brands like bagpiper were promoting their brands through big Bollywood celebs which had a major impact on
Consumers

 Imperial Blue was able to launch a hit advertising series “Man will be man” where consumers were able to
connect to the brand

 OCW was still trying to be a drink for only adventures and officer calibre people
 Key Consumer Insights
1. BRAND PERCEPTION: OCW’s static image and lack of visibility is causing dwindling market share and
switching of existing customer base to competitors. Thus new entrants like IB are eating there market
share by exploiting there vulnerabilities

2. PACKAGING: OCW’s packaging was giving a staid, dull, sober and less vibrant impression and hence
customers, typically the young generation was not able to resonate with the brand

3. POSITIONING: Lack of differentiation in communication (“challenge yourself”)was making it hard to occupy

the right mind space in consumer’s mind. Moreover the values that OCW was focussing on were becoming
outdated

4. COMMUNICATION: While repositioning retaining certain previous brand attributes was critical which
included: “Officer Choice” word because of its positive association with customers adapting
communication to consumer desires

5. PRICE-VALUE PERCEPTION: Price value perception of OCW is medium compared to two major competitors
Bagpipers and Imperial Blue. Consequently the tag of a cheap brand was associated with OCW