Johnnie Walker is the biggest selling Scotch whisky and the third largest spirits brand in the world; which has presence in more than 200 countries. The brand outsells its nearest rival by over 10 million bottles a year. “Johnnie Walker Red Label” is the third largest spirit brand in Australia and the market leading Scotch whisky brand in the Australian market. With a strong heritage and an interesting history since 1820‚ the brand raised its own personality and brand elements such as the Striding
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|Building the Johnnie Walker Brand | |Amitava CHATTOPADHYAY‚ Nina Paalova | |INSEAD Case Study: Building the Johnnie Walker Brand | |Copyright: 2006 INSEAD
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Lecturer: Assist. Prof. Mariana Murzova Coursework On JOHNNIE WALKER – United Kingdom Submitted by : Dragomir Ralchev Word count : 2342 Date: 31.10.2011 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
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Janda‚ S.‚ Park‚ S. K.‚ 2009. Role of satisfaction in an integrative model of brand loyalty: Evidence from China and South Korea‚ International Marketing Review‚ Vol. 26‚ no. 2‚ pp. 198-220 John Walker & Sons‚ 2012. Our Labels. Johnnie Walker‚ published 2012‚ Johnnie Walker Singapore‚ 2012. Johnnie Walker Singapore‚ Facebook‚ updated 11 October 2012‚ Kabani‚ S.‚ 2012. How to build brand loyalty through social media‚ The Business Journals‚ published 24 August 2012‚ Lee‚ M. Y.‚ Knight‚ D.‚ Kim‚ Y
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Marketing Mix; Promotion ; Johnnie Walker a. Above the line promotion‚ is promotion that is done outside of the business‚ promotion like this often includes TV advertising and radio advertising. b. To redesign there new image‚ Johnnie Walkers could redesign all of there products packaging and design‚ they could do this by maybe adding tartan design to the bottles of whiskey‚ if they wanted to give there products an authentic Scottish look‚ they could also redesign there logo to make the
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Introduction Consumer behavior is the study of individuals‚ groups‚ or organizations and the processes they use to select‚ secure‚ and dispose of products‚ services‚ experiences‚ or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology‚ sociology‚ social anthropology and economics. It attempts to understand the decision-making processes of buyers‚ both individually and in groups. It studies characteristics of individual
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awards as one of the best places to work around the world last year • Today‚ they are one of the most trusted and respected consumer products companies in the world 5 Outstanding collection of global drinks brands Smirnoff #1 premium vodka Johnnie Walker #1 Scotch Guinness #1 stout Baileys #1 liqueur JεB #5 Scotch Captain Morgan #2 in the rum category Jose Cuervo #1 tequila Tanqueray #1 imported gin in the US Source: Impact Databank March 2011 6 The world’s leading premium drinks
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engages in the manufacture and distribution of spirits‚ wines‚ and beer worldwide. With a collection of outstanding brands‚ Diageo is the world ’s leading premium drinks business. The company manufactures its products under names of Smirnoff vodka‚ Johnnie Walker Scotch whiskeys‚ Guinness stout‚ Baileys Original Irish Cream liqueur‚ J&B Scotch whiskey‚ Captain Morgan rum‚ and Tanqueray gin. "Diageo PLC operates in more than 180 markets across the world with over 20‚000 employees‚ a market capitalization
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conditions delivered a good performance in the year. About Diageo Diageo plc is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits‚ wines and beer categories. These brands include Johnnie Walker‚ Guinness‚ Smirnoff‚ J&B‚ Baileys‚ Tanqueray‚ Captain Morgan‚ Crown Royal‚ Gordon’s ‚ Beaulieu Vineyard and Sterling Vineyards wines. The company also has distribution rights for Jose Cuervo. Diageo is a global company‚ with its products sold
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25‚000 employees working globally across 180 countries. It is the acknowledged market leader in the global drinks industry and its 370 brands include category leaders and household-name brands such as Smirnoff (vodka)‚ Guinness (beer) and Johnnie Walker (whisky). Great marketing and branding are central to Diageo’s success. Creativity in advertising and promotions in particular is a critical factor. Diageo excels in this area‚ and Guinness for example has won numerous accolades for its impactful
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