For you to make sense of it, I believe I must share my experience with the brand. I cleared campus in 2012, those were my hay days, I thought that was it, the gate way to the best day of my professional life, I had big plans, get my dream job, Move out to some fancy apartment, buy one of those expensive Samsung phones, the one with the rubber ear plugs not the Ideos plastic rip offs, Get sleek i3 laptop. I had thought of it all while sipping my BM (Blue Moon vodka), life was destined to be great.
2012 was a good year for Bluemoon probably the best, most liquor seller agree on this, most distributor I have recently talked to said that the quantities they move these days is a fraction maybe an 1/8 of what they used to back in 2012, the same is echoed across various distributors.
Blue Moon primarily targets to the middle class female and male aged between 25-35years. LSM 5 -11 or class C1 and C2, living in both rural and urban areas but the reality is it is popular among younger demographics, because of its affordable price and lack of hangovers compared to the other brands, hence its popularity. However with popularity comes opportunist from ‘Kariobangi’ with their Kanyari level chemistry skill who wants to also eat on your lunch. Hence counterfeits spring up and before you know it your brand is on the news having killed several guys and that’s the turning point.
Your growth curve takes a sudden plunge and there is little you can do expect hope and pray that it doesn’t bankrupt your company. Blue Moon Vodka has been through it all and it’s now trying to re-establish itself as a dominant brand among all its competitors by exploring unique ways of marketing and brand awareness. Being in the event industry it’s something new, something out of the normal and very simple. Working with a Digital marketing/ advertising agency, Ikrowd LTD they are approaching a minimalist approach, instead of doing a big expensive sensitization campaign , why don’t we change a one person at a time, one group to the next , One party to the next.
On their Facebook campaigns they are calling to their fans with upcoming parties to submit the details for their party for sponsorship and the fans are responding, sources from Bluemoon told us from in December 2014 they have done 3 successful parties in Kahawa, Buru Buru and Thika road. It is very interesting how the parties are conceived on social media and actualized offline harmoniously. There is no enough data to support the strategy yet but the general perception is very inviting. There are lesser troll about the company online and more positive sentiments compared to how things were a few months ago.
We are keen to know how effective this strategy is over time. We plan to attend one of the parties and give you the in-depth analysis and reaction from the participants