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THE GREAT GODFATHER TRANSITION

Author : Devans Breweries


Godfather Lite has unveiled a new brand proposition together with a spruced-up look for the summer. The new look & the communication will be visible across the country starting this May, supported by a range of new marketing initiatives.

Devans Modern Breweries Ltd. is one of the leading breweries of India. Its flagship brand Godfather is one of the fastest growing beer brands in India. Together with enjoying great popularity in India, Godfather is also gaining in demand in numerous countries to which it is exported including USA, Japan, UAE, Singapore, Malaysia, New Zealand, Suriname, British Guyana, Brazil and Trinidad & Tobago.

The new communication of Godfather Lite focuses on the new bottle. Godfather's proposition "Freshness reborn" brings out the message of a new look, while still retaining the extra fresh taste.

"At Godfather, our strategy is to always provide our consumers with the best value for their money. With a revolutionary brewing process, we ensure that quality is not compromised and this is what we communicate with our new positioning", says Mr. Uday Dewan, Vice President, Devans Modern Breweries.

But all this is not without reason. Though in the market for the last 25 years, Godfather's popularity has only grown in momentum over the last couple of years. This is because earlier, Godfather was not doing much brand building work. But now, with international brands making their way into Indian markets and psyche, the brand has recognized the need to connect with its audience.

"Though our beer is loved by many, people are still not familiar with the values it stands for", elaborates Ms. Ridhima Dewan, Marketing Manager, Devans Modern Breweries Ltd. "There is a rich history and a great significance which Godfather embodies. It is this dimension of Godfather that we want our consumers to relate to", she concludes.

INNOVATION IN PROCESS

With a brewing heritage of 50 years, Godfather is a brand which is always trying to bring something new to its consumers. Even with Godfather Beer, Devans makes sure that its customers get the full value for their money.

Godfather beer is brewed for a longer period of time as compared to the normal brewing process. This exercise imparts an extra fresh taste to the beer, which is loved by its consumers.

NEW MARKETING STRATEGIES

Together with launching a new brand communication, Godfather brand has also undertaken vigorous marketing strategies for the last two years. The brand has become increasingly visible at bars and retail shops owing to a number of new marketing initiatives. Promotions have included Godfather Hoopla cricket promotion, Godfather Money Back Challenge, Godfather Sip & Win offers, Godfather Predict & Win Offers, and Godfather Razz-ma-tazz parties in Delhi NCR's upscale bars.

With its new communication in place, Godfather brand seems to be all geared up for summer 2011. These offers combined with new promotions will definitely give Godfather beer sales a further boost.

"Once the complete new communication is in place, the promotions and associated marketing communications will change the way people perceive Godfather. Together with reflecting Godfather Lite's new positioning, it will give us an appealing look and increase Godfather's visibility across various markets", sums up Ms. Ridhima Dewan.
Contact details :
Devans Modern Breweries Ltd.
Talab Tillo, Bohri, Jammu – 180002
E-mail: dmbjammu@devans.co.in


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beer in India

Devans Modern Breweries Ltd. to be part of the first book on Indian Alcobev Industry.



Article Source:
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Tags:   Beer, Beer in India, Website, Beer Export, International Beer Brands, Best Beers in India, Beers of the World, Good Beer, Best Beers, Best Beers in the World

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Submitted : 2011-06-29    Word Count : 561    Times Viewed: 1074