A reader wrote an interesting comment on one of the Crown Royal postings. The question was:
Why do you think Crown launched Crown Royal Black? I’ve seen a lot of consumer comments comparing Black to Special Reserve (as opposed to the cheaper versions of the brand). Would they be risking cannibalization of their higher end product?
Got me thinking. As some of you know I’m a wannabe playwright and I imagined this totally fictitious scene whereby the decision to introduce the line extension took place.
Messing with the Jewels
Characters:
Boss, Marketing Maven and Planner
The Boss enters the room and joins the others at a conference table.
BOSS
OK, what have you got for me?
MARKETING MAVEN
We’ve got a good idea to help the brand.
BOSS
Good? Not great?
MARKETING MAVEN
Just want to manage your expectations, chief.
BOSS
Look… the brand is slipping. Line extensions haven’t helped. So let’s go back to basics; why are we losing sales? (Pause) How do you intend to fix it?
PLANNER
Well, there are two factors at play among consumers.
MARKETING MAVEN
And a sales issue.
BOSS
What kind of sales issue?
MARKETING MAVEN
Our guys are the best in the business but they don’t understand the brand and what makes it tick…
BOSS
(Interrupting) Because of those damn line extensions. I don’t get it either.
MARKETING MAVEN
I’ll get to that in a minute. The other sales problem is that the brand doesn’t get enough focus. There are too many other priorities.
BOSS
That’s nonsense. Aw, all you marketing guys just want to blame sales. When I want an opinion about sales, I’ll give it to you. I repeat, what’s the problem and how are you going to fix it?
PLANNER
Consumers are drinking more whiskey but it’s Bourbon and flavored Whiskey.
BOSS
Okay, what else.
PLANNER
Consumers are confused about all the variations. In focus groups they tell us that they don’t understand the differences and we’re pissing them off. It used to be simple — better and best. Now we have original, best original, different betters, best better, saved recipe, and so on. Some believe it’s all marketing hype.
BOSS
Okay Maven, you created this mess. What are you going to do about it?
MARKETING MAVEN
Borrow a page from our Scotch brothers.
BOSS
Are you nuts? Don’t tell me you’re thinking of a Scotch line extension?
MARKETING MAVEN
No, no … Our Scotch line extensions are easy to understand. The price and quality vary by color… red, black, gold, and blue. We don’t talk age we talk color. Easy choice for consumers.
BOSS
So…?
MARKETING MAVEN
We’ll introduce Black as a line extension then gradually change the names of the other extensions to other colors. Wait until you see Purple.
BOSS
All right. Start with Black and show me a plan for the rest of the line.
The Boss leaves.
PLANNER
You got to be joking.
MARKETING MAVEN
Why?
PLANNER
That’s just going to add to the confusion.
MARKETING MAVEN
Nah, it will work. Besides, in a year, I’ll be off the brand and working on that Vodka.
PLANNER
Listen my friend, if it doesn’t work, a year from now you’ll be lucky to be handling the Tequila brand.
1 comment
This was freakin’ priceless!!! :o)