An analysis of the case study keep walking marketing campaign of johnnie walker in 2009

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An analysis of the case study keep walking marketing campaign of johnnie walker in 2009

Executive summary 2 2. History of the company 3.

Diageo Gives Iconic Campaign a Joyful Facelift

Marketing strategies 6 6. Mission and Aims 6 7. SWOT Analysis Brand Personality Marketing Mix and Promotion Keep Walking Campaign Brand Loyalty 19 Chart showing blends according to year of production The most widely distributed brand of blended Scotch whisky in the world, it is sold in almost every country, with annual sales of over million bottles.

Executive summary Johnnie Walker is a famous trade mark for Scotch whisky all over the world. The vision and ambition of the Walker family has inspired progress and great achievements for almost two centuries. In this campaign, Hong Kong is the target market that Johnnie Walker wants to introduce its new product because Hong Kong is known as a paradise for shopping and luxury goods.

So we believe that this market will be the best way for the company to launch the new product and increase sale volume in the shortest time. In respect to have a lot of competitors, Johnnie Walker with the new pricing, sales, promotion, we believe that our company can become the leading manufacturer of whisky wine all over the world.

The brand became popular, but after Walker's death in it was his son Alexander Walker and grandson Alexander Walker II who were largely responsible for establishing the whisky as a popular brand. Under John Walker, whisky sales represented eight percent of the A Study on Johnnie Walker 3 Page firm's income; by the time Alexander was ready to pass on the company to his own sons, that figure had increased to between 90 and 95 percent.

Prior toit was illegal to sell blended whisky. During that time John Walker sold a number of whiskies—notably his own Walker's Kilmarnock. Alexander Walker introduced the iconic square bottle in This meant more bottles fitting the same space and resulted in fewer broken bottles.

The other identifying characteristic of the Johnnie Walker bottle is the label, which is applied at an angle of 24 degrees and allows text to be made larger and more visible. From toJohn's grandsons George and Alexander II expanded the line and introduced the colour names.

Inwhen James Stevenson was the Managing Director, there was a re- branding of sorts. In addition, the slogan, "Born — Still going Strong! InAlexander II added Johnnie Walker Swing to the line, the name originating from the unusual shape of the bottle, which allowed it to rock back and forth.

The company joined Distillers Company in Distillers was acquired by Guinness inand Guinness merged with Grand Metropolitan to form Diageo in Johnnie Walker is no longer blended in Kilmarnock, and has not been for many years.

The bonded warehouses and company offices now local authority can still be seen in Strand Street and John Finnie Street. Under a restructuring programme across Scotland, production would be moved from the brand's original home to Diageo plants in Leven, Fife, and Shieldhall, Glasgow.

An analysis of the case study keep walking marketing campaign of johnnie walker in 2009

A Study on Johnnie Walker 4 Page News of the planned closure had widespread media attention and condemnation. Following the decision, a public campaign was waged to try to persuade Diageo to reverse this decision. However on 9 September Diageo stated that they intended to press ahead with the move away from Kilmarnock and that the matter was "closed".

The Johnnie Walker plant, the largest employer in the town of Kilmarnock, closed its doors in March Blends For most of its history Johnnie Walker only offered a few blends. In recent years there have been several special and limited bottlings.

It is intended for making mixed drinks. According to William Manchester this was the favourite Scotch of Winston Churchill, who mixed it with soda.A Study on Johnnie Walker 7|Page Analysis of the customers Johnnie Walker is the favorite alcoholic drink to many British and people all over the world.

Another way they could keep track of sales and to find out what people thought of there new marketing campaign would be to perform a survey in major cities to see if people new about there.

Johnnie Walker’s global brand director, Guy Escolme, believes that the combination of global and local insight has led to the success of its first global campaign. The campaign, launched in September last year, was the brand’s first global effort. It launched simultaneously in more than This essay attempts to assess the ‘Keep walking’ advertising campaign in terms of ideas, motivation, promotional techniques used, and to the extent possible, evaluate the effectiveness of the commercial on changing audiences’ attitudes toward the brand.

Johnnie Walker is calling on a diverse cast of characters -- from actor Jude Law and a race car driver to a psychologist who studies happiness -- as it overhauls its year-old "Keep Walking. An analysis of the case study keep walking marketing campaign of johnnie walker in ; Cadbury digestives case study; Write word persuasive essay; Master thesis psia sciences po avenir.

We want a drug policy based on evidence, compassion, health, and human rights. I had originally presumed that those who applied earlier might be offered a. Unformatted text preview: initiativeblog.comtion to the market Q3 集 Taking into account the value dimensions by Chow and Amir presented in Chapter 3, explain how the Keep Walking campaign does or does not appeal to each category.

Marketing Campaign Case Studies: KEEP WALKING CAMPAIGN