Diageo London

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Diageo London

  1. 1. SUBMITTED BY: YASHDEEP SETHI
  2. 2. <ul><li>FORMED IN 1997 FROM THE MERGER OF GUINESS PLC AND GRAND METROPOLITAN PLC </li></ul><ul><li>WORLDS LEADING PREMIUM DRINKS BUSINESS </li></ul><ul><li>MAJOR PRODUCER OF BEER AND WINE </li></ul><ul><li>EXISTENCE IN 180 COUNTRIES </li></ul>
  3. 3. <ul><li>SMIRNOFF </li></ul><ul><li>JOHNIE WALKER </li></ul><ul><li>CAPTAIN MORGAN </li></ul><ul><li>BAILEYS </li></ul>
  4. 4. <ul><li>J&B </li></ul><ul><li>JOSE CUERVO </li></ul><ul><li>TANQUERAY </li></ul>
  5. 5. <ul><li>Dr Franz B Humer </li></ul><ul><li>Strong and sustainable business are characterised by committed and effective leadership at all levels of the organisation . </li></ul>
  6. 7. <ul><li> 2008 2009 </li></ul><ul><li>NET SALES($m) 12,781 14,708 </li></ul><ul><li>OPERATING PROFIT($m) 3516 3859 </li></ul><ul><li>VOLUMES (IN MILLIONS OF 145.0 141.3 </li></ul><ul><li>EQUIVALENT UNITS) </li></ul><ul><li>MARKETING SPEND 9% </li></ul>
  7. 8. <ul><li>28% -- DIAGEO </li></ul><ul><li>19% -- PERNOD RICHARD </li></ul><ul><li>10% -- BACARDI </li></ul><ul><li>6% -- BROWN-FORMAN </li></ul><ul><li>5% -- FORTUNE-BRANDS </li></ul><ul><li>32% -- OTHER </li></ul>
  8. 9. <ul><li>26% — Scotch </li></ul><ul><li>22% — Beer </li></ul><ul><li>11% — Vodka </li></ul><ul><li>8% — Ready to drink </li></ul><ul><li>7% — Whiskey </li></ul><ul><li>6% — Rum </li></ul><ul><li>5% — Liqueur </li></ul><ul><li>5% — Wine </li></ul><ul><li>3% — Gin </li></ul><ul><li>3% — Tequila </li></ul><ul><li>4% — Other </li></ul>
  9. 11. <ul><li>Johnnie Walker net sales decreased by 4% mainly driven by the performance in Spain and Russia. The brand continued to perform well in Greece where Johnnie Walker Black Label grew net sales by 14% following the successful launch of the anniversary pack supported by the ‘Strides’ and ‘Crossroads’ campaigns. The brand benefitted from price increases in all markets leading to positive price/mix in the region. </li></ul>
  10. 12. <ul><li>Johnnie Walker performance across the region was heavily impacted by the economic slowdown, which impacted consumer confidence and led to weakness in the on-trade and supply chain inventory reductions in key markets. </li></ul><ul><li>Within the variants, Johnnie Walker Red Label performed well in the standard segment with net sales down 6% and grew share in its largest markets of Thailand and Australia. </li></ul>
  11. 13. <ul><li>Johnnie Walker has been running a “Drink Responsibly” campaign to address the drunken driving issue. Here is a thought  for a tongue in cheek  outdoor and ambient execution . </li></ul>” IF YOU DRINK, DON’T DRIVE………..KEEP WALKING.”
  12. 14. <ul><li>ORIGINALLY KNOWN AS Walker's Kilmarnock Whisky </li></ul><ul><li>INTRODUCED IN 1820. </li></ul><ul><li>The Johnnie Walker brand is a legacy left by John ‘Johnnie’ Walker </li></ul><ul><li>SCOTCH OWNED BY DIAGEO </li></ul><ul><li>ORIGINATED IN KILAMRNOCK, ARYSHIRE, SCOTLAND. </li></ul>
  13. 15. <ul><li>WIDELY DISTRIBUTED BRAND OF BLENDED SCOTCH WHISKY </li></ul><ul><li>YEARLY SALES OF OVER 130 MILLION BOTTLES </li></ul><ul><li>SOLD IN ALMOST EVERY COUNTRY </li></ul><ul><li>In terms of market share, JW is the leading whisky brand both regionally and globally </li></ul>
  14. 16. <ul><li>RED&COLA- premix of red label and cola </li></ul><ul><li>JOHNIE WALKER SWING </li></ul><ul><li>RED LABEL </li></ul><ul><li>BLACK LABEL </li></ul><ul><li>GREEN LABEL </li></ul><ul><li>GOLD LABEL BLUE LABEL </li></ul>
  15. 18. <ul><li>UNITED STATES </li></ul><ul><li>JACK DANIEL </li></ul><ul><li>JIM BEAM </li></ul><ul><li>JACOB’S WELL </li></ul><ul><li>FIGHTING COCK </li></ul><ul><li>PURE KENTUCKY(XO) </li></ul>
  16. 19. <ul><li>ARGENTINA </li></ul><ul><li>MACLIN </li></ul><ul><li>YATCHING </li></ul><ul><li>MC LENNON </li></ul><ul><li>OLD SMUGGLER </li></ul><ul><li>WHISKY HOBO’S </li></ul><ul><li>BRAZIL </li></ul><ul><li>GRAN PAR </li></ul><ul><li>DRURY’S </li></ul><ul><li>BARRILETE </li></ul>
  17. 20. <ul><li>PERNOD RICHARD </li></ul><ul><li>BELVEDERE </li></ul><ul><li>Remy Cointreau </li></ul><ul><li>Moët et Chandon </li></ul>
  18. 21. <ul><li>CARLTON DRAUGHT </li></ul><ul><li>BUNDABERG RUM </li></ul><ul><li>MERIVALE GROUP </li></ul><ul><li>JACOB’S CREEK </li></ul><ul><li>BLUE TONGUE BREWERY </li></ul><ul><li>SAMUEL SMITH & SON </li></ul><ul><li>CELLARBRATIONS </li></ul>
  19. 22. <ul><li>ANHUI GUJING DISTILLERY </li></ul><ul><li>Gujing, Gujing tribute, Laobada </li></ul><ul><li>ASIA BREWERY INCORPORATED </li></ul><ul><li>Beer and Wine products </li></ul><ul><li>JIUGUI LIQUOR </li></ul><ul><li>Jiugui, Xiangquan, Neishen </li></ul>
  20. 23. <ul><li>SHANXI XINGHUACUN FEN WINE </li></ul><ul><li>Fen wine, Baiyu fen wine, </li></ul><ul><li>Meigui fen wine, Zhuyeqing wine </li></ul><ul><li>SICHUAN SWELLFUN Co..,Ltd. </li></ul><ul><li>Quanxing, Quanxing Da Qu, Quanxing 520 </li></ul>
  21. 24. <ul><li>As the world's number one Scotch brand, Johnnie Walker has spearheaded growth for the whole industry helping to drive exports and create jobs </li></ul><ul><li>Diageo recently demonstrated its commitment to the industry by injecting 100m into its Scotch whisky operations. These included capacity increases in both grain and malt whisky production and a planned 40m investment in a new malt whisky distillery in Roseisle, Speyside . </li></ul>
  22. 25. <ul><li>&quot;India is a huge market with plenty of potential for Diageo,&quot; Walsh </li></ul><ul><li>The brand generated almost $1.5billion in net sales for Diageo last year, while volumes were up by 20% - or an extra two million cases a year - driven by an 25% increase in marketing and promotional activity. </li></ul><ul><li>In terms of market share, JW is the leading whisky brand both regionally and globally. On the local front, Hemanth says the brand’s </li></ul>
  23. 26. <ul><li>popularity is growing on a yearly basis and that it is narrowing the gap with its closest competitors. </li></ul><ul><li>Scotch is rich in character and heritage and Johnnie Walker is a brand that customers aspire to. </li></ul>
  24. 27. <ul><li>Johnnie Walker Black Label, the world’s number one selling brand of deluxe Scotch whisky 300 million baht to create 360-degree marketing campaigns. </li></ul><ul><li>It kick-started with an experiential marketing strategy by inviting consumers to join the “Black Planet presents F1 Episode,” a campaign that combines the global appeal of Formula One racing and Johnnie Walker’s stylish and sophisticated lifestyle, to create a never-before-seen experience for target consumers in Thailand. </li></ul>
  25. 28. <ul><li>By getting consumers even closer to the brand and creating a better relationship with partners, Johnnie Walker Black Label expects to keep a stronghold of its market leadership and gain a 5% increase in market share by year-end. </li></ul><ul><li>This is primarily due to the fact that there was very little change in the target consumers’ behavior in the deluxe Scotch whisky segment compared to other segments of the whisky market.            </li></ul><ul><li>As a market leader with 73% of share Johnnie Walker Black Label. </li></ul><ul><li>With our Bt300 million budget, the campaigns will be activated across all media,to provide direct access to our target consumers. A series of parties exclusively for Johnnie Walker fans is also in the pipeline. </li></ul>
  26. 29. <ul><li>  Experiential marketing strategy wherein consumers get the chance to join the &quot;Black Planet&quot; party that will prove to be one of the most sophisticated events ever created by Johnnie Walker Black Label. </li></ul><ul><li>As a sponsor of the Vodafone McLaren Mercedes team, one of the world's most successful Formula One™ racing teams, the “Black Planet” party will have the F1 as its theme. </li></ul><ul><li>These exclusive Johnnie Walker Black Label parties under the Formula One theme are a reflection of the sophisticated lifestyle of its male target consumers whose ages range from 25 to 40. </li></ul>

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