- The Current Market, Trends and News
- Johnnie Walker’s Brand
- Brand Position
- Johnnie Walkers Competitors
- Brand Equity
- Brand Awareness
- Brand Association
- Recommendations to Build and Manage Johnnie
Walker’s Brand Equity
- In 2013 Johnnie Walker had case sales of 19.7m
- Ballantine's scotch whiskey with 5.8m of case sales
- Grant Scotch Whiskey – 4.5m
- The Famous Grouse – 3.2m
- Jack Daniels – 10.7m
- Jim Beam- 6.2m
- The introduction of China’s “Whiskey Bubble” (Stegger, 2012)
- Only Scottish Scotch in China
- The real Tennessee Whiskey-
“whiskey must be made from fermented mash of at least 51 percent
corn, aged in new oak barrels, charcoal mellowed and stored in
- Alcohol duty escalator-
- Rise in taxation on whiskey
- 81% of the price to be tax
‘The Perfect Gift’
Driven by Heritage and Prestige
Trust in Quality
Loyalty to brand
Flavour for everyone
Whiskey - Trademark Gold and Black
‘The man who walked around the world’
Product Attributes ˝
- Malt Whiskey
- Deep complex ﬂavour
- Power and Reﬁnement
- Age and time
Characteristics of The Brand ˝
- Heritage, passion and luxury
- Scottish Whiskey
-The range is $25 - $225 (750ml)
- A range of whiskeys, the best selling Red Label
- Most expensive being Blue Label
- By 1920 it was the ﬁrst global brand across 120 countries
- Red Label can now be found in over 200 countries
- Worlds best selling whiskey
- Pushing into emerging markets such as Latin America and Asia
- Urban men aged 25-35
- Already Whiskey Drinkers as well as
introducing new consumers to Whiskey
- Consumers who are not driven solely by
wealth, but through wealth of experience
and enjoyment of life.
- TV, Outdoor, Press and Digital
- ‘Keep Walking Campaign’
- 2009 Robert Carlyle ‘The man who
walked around the world’
- Heritage and Global nature of the brand
- This was updated by BBH in 2013
- Sony’s Fredrick Bond directed the TV Ad ‘From the
Future’ bringing a change of tone for the brand
- This is BBH’s revitalised integrated global
campaign for a new generation drinker in a
- Key message is one of ‘personal progress’
- Across TV, Outdoor, Press and Digital
- Outdoor campaign celebrates the progress of
iconic people and places showing where they have
- Social content #NextStep, the platform hub is
tumbler, supports by the brands Facebook and
- Launched ﬁrst across Latin America before rolling
out into Eastern Europe and Asia Paciﬁc
• T.V, Outdoor and digital
• A long heritage with a huge bourbon
• Celebrity endorsements (Mila Kunis,
Leonardo Di Caprio)
• ‘The dilemma’ advertisements
- TV, Outdoor, Press and Digital
- Has a long heritage and is a
- ‘As American As’ Campaign
- Celebrity ambassadors
Jim Beam ˝
• Bourbon Whisky
• Beam incorporation
• Introduced in 1795
• Diﬀerent varieties of whiskey (White
label, Green label, Black label Devil’s
cut and Seven year)
• Prices vary from £20+
Jack Daniels ˝
- ‘Tennessee Whiskey
- Founded 1875
- Brown-Forman corporation
- Prices varies from £18+
- Family’ of Whiskey's:- (Gentleman
Jack, Tennessee Honey, Jack Daniels
old no. 7 and Single Barrel)
Keller’s Brand Equity
Create awareness through Campaigns, Taste- Testing Events,
Advertising, Endorsements, Social Networking
High quality Whiskey
Has something for
Connecting with the consumer’s life style
Consumers form loyalty and a variety of choice
hedges brand switching
The Value of johnnie Walker
Who are they trying to make aware of Johnnie
• Men who want to be perceived as classy and conﬁdent, those looking for
a drink to aid relaxation creating identity of achievement and ﬁnancial
security, not a drink aimed to people who want a cheap drink.
• Known globally.
How have the marketers make their target
market aware of the brand?˝
Advertising on television around programs speciﬁcally aimed to men (e.g.
Sopranos, Mad Men, Golf tournaments and Formula One, usually played in
Make the target audience aware of two key selling points:
1. There are a variety of diﬀerent labels from Johnnie Walker (Blue, Black,
Gold ect) so there is something to every mans taste.
2. They pride themselves on gift giving.
Blue Label stating
‘For a man who
than a gift’
Print advertisement focusing ﬂavour as the selling point
Print advertisement for the
Red Label, also focusing on
@JohnnieWalkerUS- 6,151 followers
• Using trending ‘hashtags’ such as
#tbt (throw back Thursday) to
emphasise heritage and the brand
• Shows that the brand is conﬁdent
by stating it needs no introduction.
• Uses the variety of labels to
• If target audience are business
men, then this is directly targeted at
them, playing on the fact Monday is
the beginning of their week.
Johnnie Walker- 8,751,512 likes
• More of their potential target market
are present on Facebook.
• Gives suggestions on mixing drinks
and how brand has spread globally
- Not all venues stock Johnnie Walker, and is not always visible to
- Sponsor venues to ensure exclusive service- The Black Circuit VIP
Race Party, invited A-list guests and Johnnie Walker fans to
experience the glamorous lifestyle of the world motor sport at the
venue of the Malaysia Agro Exposition Park, Serdang.
Associations of the event included:
- Jenson Button
- Mercedes McLaren
- Formula 1
‘The man who walked
around the world’
- 6 minute feature length advert/story, describing the Johnnie Walker
- Featuring Scottish born Robert Carlyle, known for his acting.
- Tells a story which connects with the audience, associating the brand with
all that the video has mentioned.
- 6 diﬀerent labels cater for every need
- Globally dominated the world of whiskey
- Seen as a luxury brand, something that is special or to be savoured
- Expensive price tag pushes consumer opinions to positive ones
- Seen and advertised as the perfect gift, which implies high standards
- Traditional, cared for product, been in the Walker family for 200 years
• To enhance brand loyalty and resonance, the ‘Pick Your Flavour’
Campaign was created.
• Using the tag line ‘Where ﬂavour is King’
• The aim was to extend customer lifetime value and enhance perception to
include less change vulnerable equity.
• 6 diﬀerent ﬂavours representing 6 diﬀerent meanings, something for
everyone, emphasises heritage, quality, taste and texture.
• Reduces risk of consumers switching brands as they have more choice.
• Brand comes with the story of Johnnie Walker, shows that it is a family
orientated and originated brand, which connects with the audience, as
consumers value traditional products.
Secondary Brand Associations ˝
- “Secondary brand associations is a type of marketing strategy,
where, businesses transfer entities of the brand or different aspects
to help increase brand equity” (iffi Saheb).
Ideas to build brand equity:
- Celebrity Endorsement
- Johnnie Walker is a world known brand consumed by many across the
- One way they can empower the brand furthermore is by teaming up
with another world famous British brand, Rolex.
- Research has shown that people relate British products with quality,
and as Rolex is seen as a luxury brand, consumers will show more
interest to the whisky.
Celebrity Endorsements ˝
- Johnnie Walker can get Victoria Beckham to endorse in their
- Whisky is generally purchased & consumed by men,
therefore, this will help break the cliché and increase the
brands reputation as more women will start to show interest.
- Large Music festivals such as Glastonbury or Reading, which
will help entice young adults
- This is a gap in the whisky market as not many people aged
between 18-25 consume whisky compared to other alcoholic
- The brand can hold a monthly competition online & ask users to create
the best cocktail.
- Users will then share it on diﬀerent social network sites using
#JonnieWalker and the name of their cocktail, where the winners
cocktail will get published in a alcoholic magazine.
- win-win situation for everyone, as the brand will be connecting with
their consumers, while their consumers will be sharing their brand
online with the hashtag.