By Shane T Williams in Kuala Lumpur
Independent hotel banner and marketing group, Liquor Marketing Group (LMG), is to increase its investment in the independent space by acquiring a 50 percent stake in banner group, Liquor Legends.
Speaking to about 180 delegates attending a business session at LMG’s Kuala Lumpur conference yesterday (Jun 8), LMG CEO Doug Misener said the company was performing well despite all markets and categories being under pressure.
“LMG is performing well in what has been a tough year,” he said. “We need to play to our strengths and convenience is our game. The competitive landscape has changed and we need to be innovative and have a go.”
Misener outlined a number of marketing initiatives and strategies around their three core marketing objectives: drive consumer traffic; convert traffic into sales and convert one-off shoppers into loyal customers.
With 938 branded outlets nationally under Bottlemart, Western Cellars, Harry Brown, Down Under Cellars and Sip’ n Save banners, Misener said strong store branding, signage and pricing were important to consolidate and revitalise stores.
“Clearer layouts with strong branding allow for an uncluttered brand experience,” he said.
Misener told delegates that while LMG is a market leader when it comes to RTD and beer, this dominance is under threat in the current economic climate, and innovation is increasingly important.
“LMG sales data has identified that members embrace new products,” he said. “Engaging with suppliers with new product development and having a positive attitude is an area in which LMG performs well.”
Further marketing initiatives announced by Misener included a new consumer advertising layout. Print advertisement will have less SKU’s and will showcase a hero brand.
A revision of LMG’s strategy on private label brands is also being undertaken with Misener commenting that the group needed to “get it right or get out of that space”.
