All Partying and No Work Kills a Brand
I speak regularly about how Mendis coconut brandy is a unique product within itself. However, being a unique product is not just a matter of having something different, it’s about having something different that no one else is doing, nor can do soon.
All too often you see a new product come out and it’s copied or already being produced by several, if not hundreds of other manufacturers. One of the greatest things about Mendis coconut brandy is that the global market for the product is confined to within the Sri Lankan market place currently.
Although as a company with a new category we had to spend tens of thousands on getting category approval, we see the money well spent as it has given us a unique product in what is otherwise a cluttered alcohol market place. Being the first to market on a new category is a big deal, though what is more important is providing an unparallel ultra-luxury product in a dormant marketplace.
We have read in reports and articles lately on new alcohol companies spending millions on marketing, yet to only have their brands end up in the brand graveyard, which is full of has-been alcohol products. You will see it get fuller as the vodka market enters a period of consolidation after record growth. The alcohol market is not about achieving mass distribution quickly (i.e. “Let’s distribute our product in all 50 states in four months!”), nor hitting all the top bars for promo nights with celebrities. Many new alcohol companies will spend $150,000 for the privilege of serving free drinks at a celebrity event. Afterwards, they will say the money was well spent because some celebrity was mentioned drinking their product. They don’t mention that the celebrity is drinking some other company’s free product at the next event. While I feel that promo nights do have their place, a company doing those events only invites false hope that the product is moving because the “in” people are drinking it on that particular night.
It takes hard work to make a brand work in this industry, that’s why you more than likely will not see me as President running around trying to make best mates with bar owners and celebrities. I am very down to earth and focused on cutting costs to make a business survive, pulling the long hours in the office to plan for the company’s success, I will even drive our promotion van around to help out. The true fact of the truth is, in this industry, the glamorous life is short lived and hard dedicated and researched work pays off. There is no easy way to success and sitting around in a bar for your products promo night trying to make buddies with the latest “in” people does nothing to help your brand.
In the end, successful brand building is developed through hard work involving; research and development, planning, logistics, marketing and advertising and last but not least selecting the best people to surround you as the head of a business to plan and implement all these factors. I value the people on my board and like to think my business and ethical morals are portrayed in them and how Mendis is run.
All too often you see a new product come out and it’s copied or already being produced by several, if not hundreds of other manufacturers. One of the greatest things about Mendis coconut brandy is that the global market for the product is confined to within the Sri Lankan market place currently.
Although as a company with a new category we had to spend tens of thousands on getting category approval, we see the money well spent as it has given us a unique product in what is otherwise a cluttered alcohol market place. Being the first to market on a new category is a big deal, though what is more important is providing an unparallel ultra-luxury product in a dormant marketplace.
We have read in reports and articles lately on new alcohol companies spending millions on marketing, yet to only have their brands end up in the brand graveyard, which is full of has-been alcohol products. You will see it get fuller as the vodka market enters a period of consolidation after record growth. The alcohol market is not about achieving mass distribution quickly (i.e. “Let’s distribute our product in all 50 states in four months!”), nor hitting all the top bars for promo nights with celebrities. Many new alcohol companies will spend $150,000 for the privilege of serving free drinks at a celebrity event. Afterwards, they will say the money was well spent because some celebrity was mentioned drinking their product. They don’t mention that the celebrity is drinking some other company’s free product at the next event. While I feel that promo nights do have their place, a company doing those events only invites false hope that the product is moving because the “in” people are drinking it on that particular night.
It takes hard work to make a brand work in this industry, that’s why you more than likely will not see me as President running around trying to make best mates with bar owners and celebrities. I am very down to earth and focused on cutting costs to make a business survive, pulling the long hours in the office to plan for the company’s success, I will even drive our promotion van around to help out. The true fact of the truth is, in this industry, the glamorous life is short lived and hard dedicated and researched work pays off. There is no easy way to success and sitting around in a bar for your products promo night trying to make buddies with the latest “in” people does nothing to help your brand.
In the end, successful brand building is developed through hard work involving; research and development, planning, logistics, marketing and advertising and last but not least selecting the best people to surround you as the head of a business to plan and implement all these factors. I value the people on my board and like to think my business and ethical morals are portrayed in them and how Mendis is run.
posted by MENDIS BRANDY at
8:43 PM
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