E M E R G E N C Y S E C U R I T Y C O U N C I L B R I E F I N G This presentation was conducted by Robert Fossil; senior security analyst with the United Nations and Liaison to the CDBB (Central Delicious Beverage Bureau) in the absence of Charles Cunningham. The panel were provided with a copy of this document along with diplomatic credentials. A sample is provided below however their identities have been suppressed. P E A C E A N D S E C U R I T Y : C O N F L I C T R E S O L U T I O N
E M E R G E N C Y S E C U R I T Y C O U N C I L B R I E F I N G PEACE AND SECURITY: CONFLICT RESOLUTION P E A C E A N D S E C U R I T Y : C O N F L I C T R E S O L U T I O N
E M E R G E N C Y S E C U R I T Y C O U N C I L B R I E F I N G Peace and Security: Conflict Resolution Sequence of Events National Delegation Preparation Read Situation Brief Discuss National Interest Peace and Security Orientation Read the Introduction, Scenario and All Background Information Develop a Position I.National Interest discussion Discus Country’s National Interest Regarding the Crisis Draft Position Statements II.Proposal Draft a resolution III. Security Council Meeting P E A C E A N D S E C U R I T Y : C O N F L I C T R E S O L U T I O N
E M E R G E N C Y S E C U R I T Y C O U N C I L B R I E F I N G Crisis Situation: Drambuie Consumer Perception TOP SECRET Date: 01 Sep 2010 TO: UN SECRETARY GENERAL FROM: LESLEY CHOW SITUATION REPORT: DRAMBUIE THE SITUATION IN REGARDS TO THE PERCEPTION OF DRAMBUIE AS A BRAND TO CONSUMERS IN AUSTRALIA IS OF GREAT CONCERN TO LESLEY CHOW. THE ABILITY OF THE BRAND TO ESTABLISH ITSELF AS A WIDELY VERSATILE BEVERAGE IS UNDER THREAT FROM THIS MISCONCEPTION. FOLLOWING ARE THE LATEST INTELLIGENCE INFORMATION AND ASSESSMENTS AS WE CONTINUE TO MONITOR DEVELOPMENTS CLOSELY: 1. CONSUMERS BELIEVE DRAMBUIE IS A DRINK FOR THE ELDERLY AND DO NOT CONSIDER IT A PART OF MODERN SOCIETY 2. MOST CONSUMERS ARE UNAWARE OF THE VERSATILITY OF THE BEVERAGE COVERING A RANGE OF USES 3. MOST CONSUMERS DO NOT KNOW THE HERITAGE OF DRAMBUIE. 4. DRAMBUIE IS FACED WITH HEAVY COMPETITION IN THE ALCOHOLIC BEVERAGE MARKET. 5. BRAND AWARENESS IS RELATIVELY LOW AMONGST YOUNGER GENERATIONS 6. THE ASSESMENTS OF LESLEY CHOW CENTRAL COORDINATION UNIT IN BRUSSELS AS OF 01 SEPTEMBER ARE: VERY HIGH OPPORTUNITY TO CAPTURE MARKETSHARE; HIGH LIKELIHOOD OF REVIVAL OF THE BRAND; LIKELIHOOD OF PREMIUM BEVERAGE REVOLUTION; SOME POSSIBILITY OF CONSUMER POLARISATION; SOME POSIBLITY OF UKRANIAN GROUND FORCES DEPLOYMENT TO THE TDR AND SUPPORT OF TDR MILITARY UNITS. P E A C E A N D S E C U R I T Y : C O N F L I C T R E S O L U T I O N
E M E R G E N C Y S E C U R I T Y C O U N C I L B R I E F I N G Introduction This security report outlines the clear and present danger that consumer perception poses to the national security of Drambuie. The resolution of this misconception and the development of a proposal to bring the brand into the 21 st century and enlighten both young and mature drinkers is imperative to the survival and growth of the Brand. The final decision will be made by the security council with each permanent member reserving its right to Veto. Background Drambuie Origin Scotland Established 1746 Alcohol by volume 40% Main languages English, Gaelic Main ethnic groups Scots Government Revolutionary Monarchy Head of state Bonnie Prince Charlie Stuart (exiled presumed deceased) Currency 30ml units GDP (Gross Delicious Product per package) 700ml Major Trading Partners McWilliams Wines. The Role of the United Nations The United Nations Security Council as outlined in the United Nations Charter is responsible for the maintenance of international peace and security. In light of the current situation the Security Council has been tasked with jurisdiction and will be solely responsible for the development of a resolution. However given the gravity of the circumstances a sixth permanent member of the security council will be installed to the council to provide further insight and an “on the ground” perspective, they will also be given Veto power(under article 27) and have been provided with diplomatic papers. P E A C E A N D S E C U R I T Y : C O N F L I C T R E S O L U T I O N
E M E R G E N C Y S E C U R I T Y C O U N C I L B R I E F I N G Security Council Possible Actions Under guidance from an independent think tank, the Security Council has proposed resolution 2037. Resolution 2037 The Security Council proposes to develop a Bar in the Sydney Central Business District to achieve 4 things 1. Promote the Drambuie Brand 2. Build a relationship with consumers 3. Showcase Drambuie as more than a drink for nanna. 4. Modernize the perception of the brand and thus build brand equity in Australia. The Security Council propose a cautious approach to the development of the bar and urges vigilance when deciding on a format as the concept must remain relevant, original, rebellious and refined. The Security Council calls for the establishment of Embassy Bar as a way of reinvigorating the brand and avoiding the clear and present danger posed currently, this can be achieved through the Premise competition which is being run by Drambuie. Embassy bar is a premise that firstly harnesses the clichés of a diplomatic Embassy. Classy Refined Tasteful Culturally rich Prestigious These attributes correlate directly to Drambuie; it is a highly refined and tasteful product that to date has been enjoyed by powerbrokers and people of worth. This perception is something that we cannot afford to lose as we endeavour to retain the brands Premium status. However it is not the position of the council to base the concept on a particular nation, rather suggesting the notion of a global embassy that can draw on various cultures from around the globe; much like the United Nations does. Nevertheless the council believes that the rugged and rebellious history of the Brand should complement its sophisticated perception in a way that the Embassy component of the concept is not take too seriously. This will inevitably appeal to younger generations. P E A C E A N D S E C U R I T Y : C O N F L I C T R E S O L U T I O N
E M E R G E N C Y S E C U R I T Y C O U N C I L B R I E F I N G Interior The interior of Embassy’s are notoriously warm places, rich with mahogany or other fine woods and home to native artefacts and art thus the interior design possibilities are endless and not constrained to one particular culture. The interior can be matched to the location of the bar and use complementing cultural items, paintings and themes. Beverages The 5 permanent members have discussed the beverages available at Embassy Bar and have confirmed that Drambuie should be the Spirit of choice as it signifies a century of diplomatic interaction and is a prestigious brand that matches the vibe of the Bar. In keeping with the Rebellious yet refined theme Drambuie will not simply be served neat, blended with scotch or with dry Ginger; rather it will be transformed into the basis of the world’s finest and diverse cocktail menu harnessing the flavours of the Orient, Europe and the Middle East to name a few. Staff The council believes that Staff should adopt an alternative dress code incorporating clichéd items such as waist coats, silk bow ties and Uniforms. It would also be appropriate for staff to ask patrons not for their photo ID, but for their “papers”. Atmosphere It is important that the premise does not fall into the trap of being either too formal and stuffy or too alternative.. A fine balance between class and ruggedness is imperative for the success of the concept. Collateral The marketing and premise collateral for the Embassy will be official looking but fake enough to negate suspicion. Items such as phony passports for drink menus or invasion plans as location maps. The purpose of the Embassy bar concept is to Capture the rugged and rich history of Drambuie and the story of Bonnie Prince Charlie Stuart coupled with the grandeur that Drambuie has enjoyed over the past century A place that has all the earmarks of the realm of the political elite without losing touch with its humble roots. A bar that encompasses cultures from around the globe whilst not taking itself too seriously. P E A C E A N D S E C U R I T Y : C O N F L I C T R E S O L U T I O N
E M E R G E N C Y S E C U R I T Y C O U N C I L B R I E F I N G Voting Voting has been held at the United Nations headquarters in New York at the 6547 th meeting of the Security Council. All 15 Member states including the 5 permanent members have passed resolution 2037 and have endorsed it fully. However in the current climate the approval of the 6 th permanent member is required at its regional meeting in Sydney on the 11 th of September 2010. Without the vote of the 6 th member, the resolution cannot be passed. P E A C E A N D S E C U R I T Y : C O N F L I C T R E S O L U T I O N
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