Udv May Ally With Sites For Smirnoff Promos

The Indian arm of the $1.3-billion United Distillers & Vintners (UDV) is likely to form strategic alliances with key websites in the country for the promotion and marketing of Smirnoff vodka.

Yahoo.com is believed to be one of the `key websites' the company is in dialogue with.

"The tie-up will be much bigger than mere banner ads, contests and event sponsorship _ it will put us on a different platform altogether," said Mohita K Arora, marketing controller, UDV, adding, "the deals are likely be closed in the near future."

Though she refused to divulge further details, it is understood that UDV will be using the Internet and the partnership as one of its major promotion tools.

 

Meanwhile, UDV is launching a major promo for Smirnoff on the television. The company recently conducted a market research on Smirnoff.

"The results indicate that Smirnoff has an impressive product equity. On the basis of which, we have developed a new brand proposition and a marketing plan tailor-made for Indian consumers," Arora said. "Smirnoff is already the market leader in the nine-lakh litre premium white-spirit segment. We would like to see it emerging as the leader in the nine-million litre premium spirit segment,"

Arora added.UDV has so far been using its foreign TV

commercials for its international brands _ Smirnoff and

Johnie Walker whisky.

While the international commercials for Johnie Walker whisky will continue, the company is introducing an Indian commercial for Smirnoff.

Under the company's promotion plans for Smirnoff, it intends to air 15-20 spots per day of 40 seconds each, which, compared with the standard length, is double.

UDV is also promoting its other international brands like Johnie Walker and J&B whiskies.

"We will have to wait for the quantitative restrictions to be lifted for the products to be launched in the country. Till such time we will continue with distribution through the permissible channels," Arora said.