Ginebra San Miguel Incorporation celebrates its 25th year of existence.

With the theme ONE NATION, ONE MUSIC, ONE DRINK,

GSMI invites YOU to join the

Battle of the Bands

NOVEMBER 2012

(for more information visit www.gsmblue.com)

GSM Party Flavors

Heat of the summer still hasn't kicked in. Just the perfect weather to drink to the newest product of Ginebra San Miguel Inc. (GSMI), the Ginebra San Miguel Flavors. Packed in a classy transparent long neck bottle and metallized label, this low-alcohol party drink is most suited for partying and hanging out with your barkada. The GSM Flavors comes in two variants - Lychee and Apple

Ginebra San Miguel invited us bloggers to experience the GSM Flavors by throwing a barkada party in one of the nice apartments in Makati. We ate great food and played silly games as we partied the night away. We gulped down different cocktail mixes that used GSM Flavors.

Product:  GSM (Ginebra San Miguel) Blue Flavors

Components of Integrated Marketing Campaign

1. Foundation

                Ginebra is known for offering hard drinks in the market ever since, which limited us to particular types of consumers. But with the launching of new light gin products, this would enable us to reach the young market, whose preferences in drinks have evolved.

                Ginebra San Miguel, the largest maker of gin in the world is giving us another reason to celebrate life via the launch of its GSM Flavors. Ginebra San Miguel Flavors is a flavored low-alcohol proof party drink that is set to become a staple at parties everywhere, it is also dubbed as the new “flavorite drink of the barkada!” 

2. Corporate Culture:

                The stiff competition in the Philippines’ gin and hard liquor business has pushed the San Miguel Group’s hard liquor unit Ginebra San Miguel Inc., (GSMI) to invest in making wider choices of products to meet the fast changing consumer preference.

                In this connection, GSMI recently introduced its light version of flagship product GSM Blue, to satisfy the changing market tastes, as well as attract the younger generation, who is observed to be adventurous in their social drinking lifestyle.

3. Brand Focus:

                Tagline:

                                “The lightest flavored drink.”

                                “Lychee or Apple?”

                                “Flavorite ng barkada”

                                “ Who needs The Bar, when you already got GSM Flavors?! “

                        “Flavorful yet moderately light for an overall 'easy-drinking' character.”

                Colors:

·         red

·         green

                 

4. Consumer Experience:

                G.S.M. Blue Flavors is a perfect mix of clear spirit and flavors with an "extra light" alcohol content, that offers exciting flavors to the market. It can be drank straight, neat or chilled for having only 17.5% of the alcohol, making it a fun and easy drink for the barkada. Enjoy it in Apple and Lychee variants.

                “Drinking is a time that strengthens ties with your barkada, enjoying good company and conversation, as well as a time to simply enjoy the mere act of drinking, mixing drinks and ingredients to achieve a fiesta of flavors in your mouth.” said Jamby Caldo, the Brand Manager of GSM Flavors.

Processes:

1.      1.  Situational Analysis

            In a disclosure to the Philippine Stock Exchange (PSE) yesterday, San Miguel Corp. revealed that GSMI had a “difficult year in 2011, brought about by aggressive competition, cost increases and customer shift to lower alcohol proof products.”

                GSMI’s net sales in 2011 dropped by 33 percent to P15,113 million from P 22,688 million in 2010.

                GSMI said that with the launch of its lighter-proof products and intense marketing efforts, it foresees recovery this year.

                GSMI has recently acquired Pasig-based beverage firm East Pacific Star Bottlers Philippines Inc. (EPSBP) for P200 million.

                 New flavors are a product of the company’s research and development efforts.

                “Since drinkers now are fond of mixing drinks, this has prompted the company to embark on this development”

                GSM might launch a new variant, margarita, as soon as the four flavors take-off.

                Compared with other flavored gins, GSM Blue Flavors come in clear form.

                Aside from its flagship product Ginebra San Miguel, GSMI’s other products include GSM Blue, Gran Matador Brandy, Solera, Magnolia Fruit Drink, and Big M.

2. 2. Marketing objective

·         -To launch GSM light gin line to keep up with market demand 

·         -To keep up with the active move of its rival brands to capture the huge younger generation market, special those ages 18 to 24 years old.

·         -To launch GSM Blue flavors with choices of brown coffee, mojito, apple and lychee.

·         -To re-excite the Gin market in the Philippines.

3.      3.  Marketing Budget

GSM Flavors comes with an alcohol proof of 35 and has a suggested retail price of only P60.00 Available at selected mini-Stop, 7-11, Andoks, South Supermarket and Puregold stores in Metro Manila.

4.   

http://www.gsmbluegin.com/