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Whisky, the Johnnie Walker brand is a legacy left by John "Johnnie" Walker after he started to sell whisky in his grocer's shop in Kilmarnock, Scotland.
Segmentation
GEOGRAPHIC SEGMENTATION
Size Density : Population of 1 lakhs & above : Mainly urban crowd
DEMOGRAPHIC SEGMENTATION
Age Gender Occupation : 25 years and above : Male, female : Builders, IT professionals, Businessmen : Worldwide : Gen X, Gen Y
Nationality Generation
PSYCHOGRAPHIC
Social Class Lifestyle : Upper middle class : Achievers, Experiencers, Innovators
BEHAVIORAL
Occasions Benefits
User status Loyalty status Readiness stage Attitude towards product
: Regular & special : Reduces heart diseases*, diabetes*, gallstones* : Potential & regular users : Strong : Intending to buy, Interested : Highly enthusiastic buyers
TARGETING
This product mainly targets urban crowd with the concept of KEEP WALKING. This company mainly targets the MATURE countries (Western countries) which are insensitive to price changes. With its Varity of blends it targets from common man to corporates.
Positioning
1.
2.
Eye catching diagonal labels with iconic square shaped bottles makes it unique to locate itself among the spirit group Unique taste and composition of scotch blends.
MARKETING MIX
PRODUCT
Variety
Quality :Blended scotch whisky Taste :Exceptionally smooth, creamy and delicate Brand name among spirit group : 1. Prestigious range Johnnie Walker, Absolut, Jack Daniel, Captain Morgan 2. Medium range Antiquity, blenders pride, 100 pipers 3. Economy range Royal stag, Royal challenge, Mc Dowell's Packaging: classy
PRICE
Ranges from Rs 2500 to Rs 50000 (normal blends for example blue label)
Johnnie Walker Diamond Jubilee (2012) (750ml) In honour of Queen Elizabeth II 60 bottles of whisky distilled in 1952. All sixty bottles were sold in Singapore.
PLACE
Channels
Coverage
Locations Inventory
Strength
Weakness
1. Established brand name. 1. Expensive. 2. Variety of blends. 2. More consumptions can be 3. Limited Editions for promotional hazardous to health. purposes. 4. Sponsorships.
Opportunity
Threats
1.Availability to lower middle class. 1.Other competitors selling 2. Regional Brand Ambassador. same product, e.g. Chivas Regal, Jack Daniels etc..
Logistics
Main Dealer Mumbai
Sub Dealers
Metro Cities
Developed Cities
Union Territories
Delhi Bengaluru
Pune
Davangere
Diu
Daman
Jaipur
Kanpur
Pondicherry
Kolkata
Cochin
Hyderbad
Indore
PROMOTION
Global Brand Ambassador : Tom Jones
You know when you have made it in lifescotch is the drink category of choice and when you have really made it Johnnie Walker is the scotch whisky of choice.
Vivian Richard
Atul Wasan
Chigari koi bhadke song from the movie AMAR PREM starring Rajesh Khanna
CONCLUSION
JOHNNIE WALKER stands out for its unique taste of different blends & brand name. This is successfully achieved through its KEEP WALKING concept which became a powerful tool for their establishment.
Thank You!