Group 8

• Part of Edrington Group

• Founded in 1824 by Alexnder Reid
• From 1950-1975 extended from Six
to Twenty one
• Edington owns Macallan since 1999
• Produces 15-million-liter Annually
• Available through
• Duty-Free shops
• High-end liquor store
 KEY PLAYERS

Industry Overview

Source: Statista
 The product
• Curiously small stills
Performance • Exceptional Oak casks
• Natural colours
• Peerless spirit
 The experience
• Macallan Boutiques
(Gateways to the world of
Performance Macallan)
• Classy and modern online
experience
 • The Rich legacy Maghellan
• The mastery of wood and
spirit
Pedigree
• Color from the woods
• The journey of time, distance
and know how
 Natural Tactical-Driven
• High demand for old malt whiskey • Limited Edition
• Exhaustive range of rare offerings: • Discontinuation
Paucity • Fine & Rare • Package labels
 Lalique Crystal
 Select Reserve
 Macallan 1926
 Projection Communication
• 'Finest things of life’ • Word-of-mouth promotions
Persona • Exclusive and Quality • Invitation-only events
• Craft, Artistry, Beauty • E-Boutique and Social Media
• VR and AR advertising
 • No celebrity endorsements
• Product placements in popular
entertainment franchises
Public Figure • Notable appearances:
Skyfall (2012)
The Boys (Amazon Series)
Suits (TV Series)
 Social media presence and
experiential events targeting the
Public Relations modern Macallan drinker
• Partnering with artists and
organizations
• Experiential events
CSR activities
• Lalique Legacy Collection – Charities across HK
and Asia
• The Red Collection – City Harvest (London)
• The Macallan 64 year old – Charity : Water
 Right balance between exclusivity and availability
Communicate brand quality, heritage and exclusivity
• Speyside Whiskey
Pricing • Highest quality casks
• Reputation
The most expensive whiskeys in the world, often
with price $100,000+ for a bottle.
 Interview Insights - Macallan
Target Segment
• Main Focus- HNIs and above
• Entry Level- Henrys
Impact of COVID-19
• Footfall in Duty-Free channels.
• Restructuring and job cuts in the Duty-Free channel.

Marketing • Entry Level SKUs has Suffered

• WOM, Email marketing
• No impact on High End or loyal customers
• Exclusive tasting night for new launches
• Luxury brand tie ins for events • Optimistic, expecting a Boost as soon as Economy Open Up

Collaborations
• Crystal maker- High end bottles made by hand Adapting to COVID-19

• The Concept Range- Artists of certain Eras • A shift from limited E-commerce in China to Global focus.

• Even Duty-Free retailers are expanding their ecommerce team.

Indian Market
• Moving towards Digitalization.
• China and India travelling the most.
• Indian mindset
• A COVID-19 Pause on plans
• Pricing challenge- Taxes
 Interview Insights- David Yurman
Target segment
Translating Luxury Experience Online
 Young person 25-30
 Facetime with clients
 Just entering luxury, just got the spending capacity
 Adding a small note with Champagne
 Cash them young, keep them loyal
 No charge Delivery
 Got a taste for something different than France
 Interactive Website, Can take Virtual experience
Designs

COVID-19 Impact
 France more affected than US
India Plans Fighting Counterfeit
 Sales Fig not even 50% as last year
 COVID-19 Pause  Certificates
• biggest clients – tourists
 Third party boutique  Instagram Police
• Not a prominent brand like in US
 Had office in Mumbai  Not big issue
 Instagram- more clients convert through online
 Rise of Personal Shoppers

The Future
Adapting to COVID-19
 Creating a Luxury experience online
 Integrated Us and France Website
 Need to be more reactive and quicker now
 Ecommerce has been integrated
 More dependent on the shipping services
Marketing Strategy
• Macallan Luxury Lounge - Delhi Airport
• Fine and Rare Series
• Macallan 1920s
• Macallan 1940s
• Global Strategy
• Tasting sessions
• Social media campaigns
• VR/AR experience
• Hi - profile events like IPL auction
• Concept range in collaboration with Indian artists
• Tie up with luxury retail store such as La Cave
Thank You

Group 8
Aravind Krishnan 190201018
Jeevan R 190201045
Mohamed Sharookh M H 190201059
Roshan R Verma 190201083
Thomas Tom 190201116
Vasu Chaurey 190201121
Vipul Jain 190201124