Module: Economics and Business Environment Subject: Business Environment Academic Year: 2011/2012 Semester: 1st Lecturer: Assist. Prof. Mariana Murzova
JOHNNIE WALKER – United Kingdom
Submitted by : Dragomir Ralchev
Word count : 2342
TABLE OF CONTENTS
1. INTRODUCTION 1.1. 1.2. 1.3. The inspiring story of Johnnie Walker – A Brand Was Born History of company’s development and marketing strategies Mission and aims PEST ANALYSIS 3 3 3 4 4 4 5 5 5 6 MICROENVIRONMENT 6 6 7 7 7 8 9
2. JOHNNIE WALKER IN THE UNITED KINGDOM 2.1 2.2 2.3 2.4 2.5 Political Factors Economic Factors Social and Cultural Factors Technological Factors Natural Factors
3. WHAT IS GOING ON IN THE COMPANY 3.1. 3.2. 3.3. 3.4. 3.5. Analysis of the Customers Analysis of the Employees Analysis of the Competitors Company Production
Marketing Strategies and Advertisement Main conclusions
4. SWOT ANALYSIS
“Keep walking”. Without a doubt, Johnnie Walker® is the world’s most famous scotch whiskey. The name “Johnnie Walker” is currently held by Diageo - global alcoholic beverages company.
1.1. The inspiring story of Johnnie Walker – A brand was born The global icon in the beverages business was born in 1819 in a grocery store. Yes, in a grocery store. In the city of Kilmarnock, Scotland, the famous John “Johnnie” Walker decided to leave the family business and follow his entrepreneurial spirit. He became a grocer, trading various goods, especially tea. The interesting fact here is that at this time he was just 14 years old boy. His ability to blend tea leaves gave him the idea of blending grain and malt whiskies. With his eager he managed to create a smoother drink with high quality. After his death, his son Alexander Walker and his grandson Alexander Walker II, they were responsible for the future of the beverage. They were largely responsible have established the Scotch as a famous brand.
1.2. History of company’s development and marketing strategies The marketing progress of the company starts in 1909, when Walker brothers decided to hire a popular cartoonist Tom Browne to create a logo – the Striding Man, which is the main figure in the all Johnnie Walker advertisement campaigns. The slogan “Keep Walking” was later incorporated to accompany the Striding Man, and is undeniably one of the most memorable world-wide advertising campaigns today. Johnnie Walker® is growing very fast. In 1909 they decide to start producing more and more products. They renamed their whiskies in deference to their customers’ habit of identifying them by their coloured labels – Johnnie Walker® Red Label® and Johnnie Walker® Black Label are born. That is the main reason we don’t usually say Johnnie Walker. The Johnnie Walker® Gold Label® was born in 1920 to celebrate 100 years of the Walkers’ business. Lately, a “whiskey for the waves” was introduced by Sir Alexander Walker. It was called “Swing” and it was a gold-coloured whiskey. Each “label” aims to attract a group of customers, depending on their class, differentiating the quality and the price of the beverage.
1.3. Mission and aims
Johnnie Walker is one of the biggest companies with a traditional spirit. Their mission is to keep the quality of the beverage, because of their great success over the years. The marketing plan of the company is to keep their current consumers and create a favorable environment to its potential customers. We can say that the slogan of the company – “Keep Walking” – is one of the most respected marketing tagline nowadays. In my opinion, when something is positive for the company and it is pulling the sales up, it should not be changed. Over the years, the company had more than great success with this tagline. As I mentioned, Johnnie Walker is classic market leader, and for sure this is because of the maintaining the style of the company, which is adored by millions of people all over the world.
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