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JOHNNIE WALKER

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by

Kim Izar

on 30 October 2013

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Transcript of JOHNNIE WALKER

Power, Progress, and Perseverance
Marketing Channels
Objectives:
To maintain consistency in associating Johnnie Walker’s premium labels with power, progress and perseverance

To change what a glass of Johnnie Walker represents to our target audience
Competitors
Using Landsberry & James Fusion and RMR 2011 data,
we found that our target demographic prefers...
Conclusion
Success can be achieved by understanding..
...Breaks The Glass Ceiling
Johnnie Walker Black Label
MKTG 3112
Kimberly Izar Madeleine Scarf
Chris Joannides Justin Ma
Xiaozhou Jin

Company Overview
Target Market
Competition
Marketing Channels
Financial Analysis
Conclusion
Agenda
Johnnie Walker Overview
Over 100 years of history

Six innovative labels and personalities

Great experience in previous marketing campaigns
'Keep Walking' Campaign
Christina Hendricks Campaign
'Where Flavour Is King' Campaign
Empowering Women Through Johnnie Walker Black Label Scotch
'Breaks The Glass Ceiling' Campaign
Targeted towards older female skilled workers
Aligns with Johnnie Walker's strong, sophisticated, 'Keep Walking' image

Black Label Scotch
Rich, smooth, and complex personality
Global expansion: enterprising, progressive, innovative
Target Market
Cognitive
Awareness
Attention
Comprehension
Commercial TV
Drama
Home & Lifestyle
Outdoor
Billboards
Bus sides and shelters
Print (magazines)
Mass Women
Home & Garden
Food & Entertainment
Online
Web banners
FB suggested posts
Behavioural
Conviction
Liquor store catalogues (Media Most Useful For Purchasing Alcohol RMR 2011)
Purchase
In-stores promotions
Stock
Presentation
Subtle campaign reminder
Advertising Samples
Advertising Samples #2
Bombay Sapphire
London Gry Din
Smirnoff Vodka
Brown Brothers
Cienna Red
Brancott Estate Marlborough
Sauvignon Blanc
G I N
V O D K A
RED WINE
WHITE WINE
Competition & Advertising Expenditures
Invested majority of budget to women's lifestyle magazines
Marie Claire, The Sydney Morning Herald: Good Weekend, and Gourmet Traveller
Primarily focused on metropolitan TV but also allocated to magazines, metropolitan radio, and online
All advertising budget spent on magazines targeted at Australian women
Cosmopolitan, Harper's Bazaar, Instyle, and OK! Magazine
Budgeting allocated to metropolitan TV, magazines, and little online
TV: TCN9 > popular shows that appeal to women's interests
Gin: Bombay Sapphire
Red Wine: Brown Brothers
Vodka: Smirnoff
White Wine: Brancott Estate
Competitive Advantage
Existing brand recognition

Congratulating target demographic 's social status

Increasing percentage of women seeking lifestyle goods or services to compliment their work life
Essence of Johnnie Walker Black Label

Target audience and preferences

Competitor's success

Most appropriate marketing channels

Appropriate budgeting allocation
Financial Analysis
Top-down budgeting approach based on company size
Combines percentage of sales and competitive parity method
THANK YOU!

Questions?
Female Skilled workers, ages 35-49
In this demographic:
78.5% prefer spirits to beer
14% go to a pub/hotel for a drink only
Male & Female Labour Participation Rates (1978-2011)
'M' Curve: Women's labour face participation rate by age
Power

Progress

Perseverance


Affective
Liking
Experiental: Pop-up bars; Whiteboards (What does BTGC mean to you?)

Preference
Social Media: Pop-up bar participants 'tagging'; #BreakingGlassCeiling
Full transcript