JS

Does anyone still remember the drink that was always appeared during traditional Chinese wedding dinner? Carbonated drink, tastes like Fido-dido drink added with lemon, children famous (pre-entry level to bear).

Do you get the answer?

Ya, Jolly Shandy! By Calsberg Malaysia.

I saw Jolly Shandy (JS) bus ads this morning. Few questions came into my mind.

1. What is JS market positioning?
Could it be?
- It prepares your kids for bear;

- Alcoholic drinks that never make kids mabuk (drunk);

- Make your baby sleep better at night ( but I think no parents in their right mind will feed their babies with Jolly Shandy, right?)

- Drinks for kids who want to act like an adult?!

2. JS target audience?
- I learn this “Jolly Shandy is the perfect drink for today's young and trendy who live a lifestyle by the adage 'Refreshingly Different” from its website. Tell me, what are the chances young and trendy who live a lifestyle will hold a can of JS during party time? Maybe tea -break? Maybe lunch time? Maybe…

- To me, JS is for kids.

3. If I were their sales/marketing/fello in charge of the business, how can I change JS?
- Identify new market segment/ target audience
o Yuppies (especially females)

- Re-position its market positioning
o ‘Stylish, Safe and Fun’ beverage at night spots
o SAFE - Do researches on how many cans of JS can make a driver fail traffic police ‘blow test’. I believe you definitely need more to achieve that; FUN - the recipe to make a drinks taste unique by mixing with other juices/alcoholic drinks in the market. STYLE – Drinking a can of JS is a stylish choice, not kiddo.

- Advertising
o Get a stylish logo.
o Cut all advertisement on TV, radio, newspaper, bus, car, bicycle…
o Sponsorship for sports events. Not those ball games ( Soccer, tennis, golf); but sea sports (wind surfing, sailing, power boating and etc). Reason: A little of alcohol make you feel relax but it will not make you lose control; Match the image -> Stylish, Safe and Fun.

That’s all. Of course, there are more things to do if you zoom in. But time to work…

Disclaimer: This is 100% my personal opinions. It may not applicable piratically/ commercially.