Brand Management: Johnnie Walker

1. Introduction to Consumer Behaviour
and
Branding
Batch: Su1
Anushree Ambardekar
Sampurna Chawdhary
Vrit Vaibhav Shah

2. Whiskey

3. Whiskey
o Whisky or whiskey is a type of distilled alcoholic
beverage made from fermented grain mash.
o Different grains are used for different varieties,
including barley, malted barley, rye, malted rye,
wheat, and corn

4. Jack Daniel's

5. Jack Daniel's is a brand of sour mash Tennessee
whiskey that is the highest selling American
whiskey in the world.
It is known for its square bottles and black label.
 It is produced in Lynchburg, Tennessee by the Jack
Daniel Distillery, which has been owned by the
Brown-Forman Corporation since 1956
PRODUCT

6. o Jack Daniel’s Black Label, also known as Old Number 7
or more commonly as JD is one of the best selling whiskies
in the world.
o Made in the Tennessee Sour Mash style, it is very similar
to bourbon with the additional step of dripping the fresh
make spirit through a vat of sugar maple charcoal to
“mellow” the whiskey before going into barrel.
o The result is a smooth, versatile whiskey that is true to its
country roots.
o Whether drinking it neat, Jack Daniels Black Label
delivers a consistent, quality product that pleases imbibers
around the world.

7. PRICE
• Jack Daniels Tennessee Whisky 50ML – Rs. 274.62
• Jack Daniels Tennessee Whisky 750ML – Rs. 3594.94
• Jack Daniels Tennessee Whisky 1000ML – Rs. 5954.25
Gentleman Jack Tennessee
Whiskey 750ml
$33.99
Jack Daniel's Single Barrel
Tennessee Whiskey 750ml
$49.95
Jack Daniel's Tennesse
Honey Liqueur 1.75L
$39.97

8. PROMOTION
Jack Daniel’s Birthday Month Promotion
 September marks the start of Jack’s
Birthday Month, a promotion from Jack Daniels that
celebrates the originator of the Tennessee whiskey.
 The promotion encourages consumers to complete
challenges for a chance to win a trip to the distillery in
Lynchburg, TN, along with other daily prizes.
 There are also various digital overlays that include a
Facebook app, website and promoted tweets

9. PLACE
Jack Daniels is premium whisky often more expensive
than its competitors
It appeals to elite class and important people
Available at High end shops and locality
 Cheaper variety of the brand is available at almost all
the wine stores across the world.
Yet Jack Daniels maintains its High end market
positioning

10. MARKET SIZE & SHARE
o Its Market share 3.8 billion pounds
o Future market is in Decline because of popularity
of the scotch blends

11. McDowell’s’ no.1

12. PRODUCT
McDowell's No.1 Whisky, one of the flagship brand of
United Spirits Limited, is the world's fourth largest
selling whisky.
Its unbroken monopoly of leadership in the Prestige
segment lies in the constant innovations in product,
packaging, marketing and promotions.
The proof of its quality and appeal is that it has not only
survived the Scotch invasion, but is on its way to
becoming one of the biggest whisky brands in the world
even beating pure Scotch.

13. Colour : Light Gold
Aroma : Subtle malty with a delicate honey
and vanilla-like sweetness
Taste : Medium body, mild sweet with delicate
wood in the background
Finish : Light, smooth, well rounded malt and
warm

14. o McDowell, the drink has always been positioned as the
No.1 drink in its category, both literally and laterally.
o The 'cheer finger' has always stood for McDowell's
No.1 Whisky. In the beginning, it had the tag ‘Mera
No.1’ attached to it.
o The brand has reinvented itself in all possible ways and
has looked at greater accomplishments over the years.
o The cheer finger has been the trademark of the brand.

15. PRICE
McDowell's No.1 Reserve
Whisky 1000ml
Price: INR 520
750ml 373ml 180ml
MCDOWELL CELEBRATION RUM INR360 INR180 INR90
MCDOWELL'S VSOP BRANDY INR360 INR180 INR90
MCDOWELL'S GREEN LABEL
WHISKY
INR360 INR180 INR90
MCDOWELL'S CENTURY WHISKY INR400 INR200 INR100

16. PROMOTION
 United Spirit’s McDowell’s No 1 is all set to consolidate
its market presence in the Indian whisky market on the
back of new launches, celebrity brand endorsements and
promoting the concept of friendship in its communication
strategy.
 It has for the first time, in a span of 40 years of the whisky
brand’s existence, signed on a Bollywood celebrity
endorser.
 It believes in Spirit of friendship & Spreading the fizz

17. PLACE
• Its available in almost all the stores
• Quality whiskey for common people
• Also market in rural areas
• A brand for youngsters who buy with their pocket money

18. MARKET SIZE & SHARE
• 46 % share of the prestige segment
• The world's No. 2 whisky brand is the Johnnie
Walker from the house of Diageo with 16.68 million
cases
• With this, McDowell's from the UB stable is down to
No. 3 slot

19. JOHNNIE WALKER

20. PRODUCT
Johnnie Walker is a brand of Scotch Whisky owned by
Diageo and originated in Kilmarnock, Ayrshire, Scotland.
It is the most widely distributed brand of blended Scotch
whisky in the world.
It's sold in almost every country, with yearly sales of over
130 million bottles

21. o Originally known as Walker's Kilmarnock Whisky, the
Johnnie Walker brand is a legacy left by John "Johnnie"
Walker after he started to sell whisky in his grocer's shop
in Ayrshire, Scotland.
o Blends:
For most of its history Johnnie Walker only offered a few
blends . In recent years there have been several special
and limited bottlings.

22. PRICE
Johnnie Walker 'The Collection'
Blended Scotch Whisky 4 -
200ml Bottles
$99.95
Johnnie Walker Blue Label
Blended Scotch
Whisky 750ml
$199.99
Johnnie Walker Swing
Blended Scotch
Whisky 750ml
$59.99
Johnnie Walker Gold Label 18 Year Blended Scotch
Whisky 750ml
$89.95

23. PROMOTION
• Scotch Blend whiskey for executives and aristocrat
• Commercials show Men who are passionate, keep
walking and are go getters
• No celebrity endorsers as appeal is to emotionally
connect and make every man feel important

24. PLACE
• Initially available only in Scotland
• Now Available across 200 countries
• Scotch whiskey for the elite class
• Sub brand green label is affordable and available
across any stores in the country

25. MARKET SIZE & SHARE
• The world's No. 2 whisky brand is the Johnnie Walker
from the house of Diageo with 16.68 million cases.
• In terms of market share, JW is the leading whisky
brand both regionally as a leader with 73% of share
Johnnie Walker Black Label.

26. Johnnie Walker blended scotch
whiskey
Manufacturer: Diageo

27. Walking back to 1820…

28. • John “Johnnie” Walker at Ayrshire, Scotland
• Start the wholesale trading in and beyond
Scotland with the evolution of railway
• 1857- Alexander Walker
• Walker's Old Highland was their first blend
• The iconic and convenient square bottles-
1870- worldwide
• Acquired the famous Cardhu distillery to
ensure supply of exceptional Cardhu single
malt
• Re-branding in 1908- Walkers’ Kilmarnock
whiskey to Johnnie Walker whiskey

29. • 1909- Black label and red label born (by
Alaxander and his sons)
• 1920- Gold label for executives (premium
price)
• 1934 – present day- remain suppliers at the
royal households
• 1992 – Blue label (grandest of all)
• 1997 – fresh label The Green label
• 2008- Blue label king George V -> influenced
by blend of whiskeys dating back to the reign
of king George V

32. • Biggest selling scotch whiskey silky single malt
and found in over 200 international markets
• It outsells its’ nearest rivals by 10 million
bottles a year- sells 130 million bottles every
year
• Famous “keep walking” campaign
• Alaxander walker master of the blender art,
uncompromising

33. Law of contraction
• Focus only on blended scotch whiskey
• Excellence
• Started with only the Red label and Blue label
• Buy cheap- sell at affordable cost yet maintain
good margin- quality uncompromising

34. Law of Quality
• Specialist
• Uncompromising supreme quality
• Scotch whiskey silky smooth single malt

35. Law of Credential
• Good credentials across the globe and in India too
• Regarded as one of the worlds’ most luxury
• High accolades from liqueur review bodies
• Received double gold medals in 2005, 2006, 2007,
2008, 2009 and 2010
• Wine enthusiasts put the Black, Blue, Green and Gold
labels in the tier 1 performance category
• Aristocratic men
• Very important personalities and celebrities
• Royal households
• Common men

36. Law of Shape
• Name of the brand was on the founder
• Set in a distinctive signature type
• Striding man logo- progress, vitality,
substance- forward thinking and excellence
• Square bottles and the Brand label at sharp 24
degrees. No big deal?
• Transformed Walker from a Victorian grocer to
an Edwardian Dandy

37. Law of sub- brands
• Honour: one of the most rare and most expensive
blends of Johnnie Walker Scotch whisky
• Johnnie Walker Blue label- ultimate most blend
• Johnnie Walker Black label
• Johnnie Walker Gold label
• Johnnie Walker XR 21": an 80 proof (40% ABV)
blend aged 21 years
• Johnnie Walker Quest: a very special blend, rarer
than Blue Label
• Johnnie Walker Blue Label King George V Edition
• Johnnie Walker Premier: a blend aimed
specifically at the Japanese market

38. Law of Name

39. Law of Color

44. Johnnie Walker brand equity

45. • BRAND EQUITY : is a set of brand assets and
liabilities linked to a brand , its name and
symbol , that add to or subtract from the
value provided by a product or service to a
firm and /or to that firm’s customers.

47. • Familiar name
• Strong market presence
• Round the world impact
• Glamorous and sophisticated
• Supreme quality
• Favorite among the royal households too
• Campaigns to promote “keep walking”
• Been 193 years and “still walking”

49. • The brand which walked round the world
• Aristocracy
• Sophistication
• “go getter” attitude
• Passionate men who are here to win and
never stop
• Men who are important
• Luxury- the colour black
• Quality and assurance

50. IF YOU DRINK, DON’T DRIVE.... KEEP WALKING !!!