INTRODUCTION Whiskey or Whiskey is a kind of distilled alcoholic drink made out of fermented grain mash.

Various grains are used for many varieties comprising rye, malted rye, barley, malted barley, corn, and wheat. Whiskey is classically aged in wooden barrels, made up of charred white oak. Whiskey is a strictly delimited spirit worldwide with a number of classes and types. The usual unifying physiognomies of the various classes and types are : fermentation of grains, distillation and finally aging in wooden barrels. The first records of the distillation process are from the 13th century in Italy, where alcohol was distiled from wine. Description of the practice was given by Ramon Llull. It was used throughout ancient monasteries, mainly for medicinal purpose, like the treatment of smallpox and colic. The art of the distillation process spread to Ireland and Scotland in the 15th century. The first confirmed written record of whiskey comes from 1405 in Ireland and 1494 in Scotland. In America, whiskey was used as a currency during the American Revolution. It was also a highly desirable sundry and when added excise tax was imposed on it, the Whiskey Rebellion exploded in 1791. By 1880, the French brandy industry was shattered by a pest called phylloxera that ruined most of the grape crop, consequently, whiskey became the chief liquor in most of the markets. During Prohibition era in the United States from 1920-1933, all alcohol sales were barred in the nation. The federal govt. made an exception for whiskey prescribed by doctors and sold it through licensed pharmacies. It was during this time that the Walgreens pharmacy chain raised its number of retail stores from 20 to almost 400. Whiskey or whiskey-like products are made in most of the grain-growing areas though they do differ in base product, quality and alcoholic content. Malt whiskey is made mainly from malted barley. Grain whiskey is made from any sort of grains.

Most of the whiskies are sold at an alcoholic strength of about 40% ABV (Alcohol by Volume), which is the legal minimum in some nations although the strength may vary, and cask-strength whiskey may have twice that alcohol percentage. There are many whiskies that are even classified on the basis of their origin and nationality. American, Australian, Canadian, Danish, English, Finnish, German, Indian, Irish, Japanese, Scotch, Welsh and some others as well.

JOHNNIE WALKER Johnnie Walker is a Scotch Whiskey brand owned by the firm Diageo and was originated in Kilmarnock, Scotland. It is one of the most, in fact, the most broadly dispersed blended Scotch whiskey brand in the world; it is sold in nearly every country, with annual sales 130 million bottles and over. In 2011, the brand sold over a million cases in the United States, Thailand and Brazil. Johnnie Walker sold above 500,000 cases in Australia & Mexico. Originally it was called Walker's Kilmarnock Whiskey. The brand Johnnie Walker is a bequest left by a man John "Johnnie" Walker, after he started selling whiskey in his grocery shop in Ayrshire, Scotland. The brand became prevalent, but in 1857 after the death of John Walker, his son Alexander Walker and his grandson Alexander Walker II that were essentially accountable for making the whiskey a popular brand. Under John Walker, the sales of whiskey signified almost 8% of the companys income and while Alexander was ready to pass on the firm to his sons, that figure had improved to 90-95 percent. Alexander Walker introduced the infamous square bottle in 1870. This meant less broken bottles and additional bottles fitting the same space. The label is another pinpointing feature of the bottle, which is angled at 24 degrees. The angled label was meant for the writing on the label to be made bigger and more visible. The company in 1925 linked Distillers Company. In 1986, Distillers were taken over by Guinness, and Guinness was merged with Grand Metropolitan to become Diageo in 1997. Johnnie Walker not blended in Kilmarnock now, and have not been for several years. On 1st of July 2009, Bryan Donaghey, Managing Director Diageo for Global Supply Scotland, announced that Diageo planned to stop production at the plant in Kilmarnock. News of the intended closure had broadly spread into media attention and censure. Succeeding the decision, a public campaign was conducted to try to convince Diageo to take back this decision. Though on 9 September 2009 Diageo stated that they planned to go ahead with the transfer away from Kilmarnock and that the problem was "shut". The Johnnie Walker plant, biggest employer in the township of Kilmarnock, shut its doors in March 2012. At 2007 San Francisco the World Spirits Competition, Johnnie Walker Blue Label Anniversary Pack was created to honour the 200th birthday of the founder and the original blender John Johnnie Walker was acclaimed The Best Blended Scotch and the Green Label was awarded The Best Blended Malt Scotch. Every second over 4 bottle of Johnnie Walker are being consumed in the world, and over 120 million bottles are being sold in over 200 countries annually. The product line has an extensive range of occasion for the whiskey consumer from every moment to special moments. The 5 premium brands exemplify a range of rates and taste that share an astonishing 180 year history and an obligation to quality. Johnnie Walker is possessed by Diageo, the world's largest premium drinks business with an exceptional collection of alcohol brands across wines, spirits and beer categories.

JOHNNIE WALKER COMPANY PROFILE Johnnie Walker has the history of categorizing its whiskies on colours since 1909. The figure below shows it all.

2013 BRAND PERFORMANCE Brand value --- $4,372m Brand rating -- AAA (As on 31st December 2012) 2012 BRAND PERFORMANCE Brand value --- $2,432m Brand rating -- AAA (As on 31st December 2011) With over 120 million bottles being sold every year in about 200 countries, and more than 4 bottles of Johnnie Walker used up every second around the globe, it is no surprise that IMPACT has ranked Johnnie Walker as worlds most treasured spirits brand.

JOHNNIE WALKER BLACK LABEL Back in 1820, when Johnnie Walker first established his business at Kilmarnock in the west of Scotland, malt whiskies and grain whiskies were bottled singly, and a market for them barely existed outside Scotland. All this was to change. During the remainder of the century Scotch Whiskey achieved international fame. The foundation of this revolution lay in the art of whiskey blending which John Walker pioneered. Foremost among the whiskies most favored by John were the malts shipped from the Isle of Islay. These malts were powerful in character and flavor. The intensity and richness of the blended whiskey John produced reflected his personal preference for these Islay malts. His son, Alexander, continued this tradition of creating powerful blends and, in his own words, his philosophy was "to make our whiskey of such quality that nothing in the market shall come before it". There was Black Label created in 1820 and in 1865 came to be known as Walkers Old Highland Whiskey, which was re-launched in 1909 under the new name, Johnnie Walker Black Label. The color black always has been linked with style, grace and elegance. Black is also enthralling. It has got a touch of mystery, like something waiting to be Revealed. This is The Johnnie Walker Black Label, a profound and intricate flavor which is an undeniable mark of supremacy and sophistication. It is a luxury blend of a luxury brand, possessing an entirely individual personality and aroma. As many as forty whiskies, each one aged 12 years or even more cannot make up this gratifyingly complex blend. In 2004 alone, over 33 million bottles of Johnnie Walker Black Label were sold across the globe and almost 43 glasses of Johnnie Walker - Black Label are enjoyed by customers each second and the number keeps rising. Here is a brief description of the Johnnie Walker Black Label. Pros: A Scotch that gives a gentle overview to blended Scotch whiskies. Mixable in numerous Scotch cocktails, especially the classics. Rationally priced and freely available.

Cons: This may still have a little too much smoke for some tastes.

Description: Distilled, blended and bottled in Scotland by John Walker & Sons, Kilmarnock, Scotland Imported by Diageo North America Retails for around $39/750 ml bottle 40% alc/volume (80 proof)

INFLUENCING FACTORS Situational Factors Social Situation Time Reason for the Purchase

Mood

Personal Factors Personality and Self-Concept Gender, Age, and Stage of Life Lifestyle

Psychological Factors Motivation Perception Learning Attitude

Societal Factors Culture and subcultures Social Class Reference Groups and Opinion Leaders Family

PROMOTIONAL STRATEGIES: Johnnie Walker is the best-selling whiskey in the world, and the 3rd finest spirit globally by volumes. Though its high cost makes it the top seller overall by revenues. The worth estimated $5.8 billion at retail in the year 2012. That's more than $2 billion above the second placed Smirnoff vodka. Its utmost strength is an all-embracing worldwide profile, supreme by any of the competitors.

Sold in over 200 countries, Johnnie Walker does not lead the whiskey sector in any one of the key spirits market, but is a chief player in all. It is particularly strong in Asia, an imperative whiskey market, where it is Diageo's largest brand. Johnnie Walkers marketing policy used advertising media for presenting Keep Walking campaign with a striding man to build motivation, forgive everybody and intends to go ahead. Every Johnnie Walker scotch has got a different label color, except for the aforesaid Swing label. The motive is to denote the different scotch types and to place them to be used for diverse occasions. Like, Johnnie Walker Blue Label is expensive and rare, and so it is proposed to be used for special occasions. A key feature of every bottle of Johnnie Walker scotch is the Striding Man logo. It was created in 1908 by illustrator Tom Browne to be a likeness of John Walker in traditional attire. Diageo says it depicts forward thinking and pursuit of excellence. Another key aspect of its marketing is the slanted label, angled at 24 degrees to make the text on the label look bigger and more visible. In 2009 a short film, starring Robert Carlyle, The Man Who Walked Around the World was made which drew the antiquity of the brand.[4] In 2013, before the 6th season of Mad Men, Christina Hendricks featured in an advertisement campzign. It also sponsors many events and series. Some of them are listed below: The Johnnie Walker Classic, an Asia-Pacific golf tournament. The Johnnie Walker Championship at Gleneagles, a golf tournament in Scotland. The McLaren-Mercedes F1 team. The Ashes, a cricket series between Australia and England. The New York Yankees baseball team.