- JW Red Label is targeting young professionals and university students in Turkey who are new to whiskey and prefer lower prices. It aims to compete based on its global brand recognition and perception as a premium yet affordable whiskey. - The Turkish whiskey market faces regulations banning alcohol advertising. Competition is also high, as consumers have difficulties comparing products. - JW Red Label sees opportunities in Turkey's growing economy, social media usage, and trends of drinking to socialize. However, threats include strict regulations, high taxes, and strong competitors like Chivas Regal.

1. JOHNNIE
WALKER
RED LABEL
LEONARDO BEMBO
BEGÜM KONOR
SELIM TEPELER
MERTCAN SEZER
UMUT CAN AYDIN

2. ISSUES
✓ Difficult for customers to make comparisons
✓ Regulations and legislations against advertising and promotions
✓ High competitive rivalry

3. TARGETMARKET
● B2B customers are bars, hotels, clubs, restaurants and retailers that
sell JW Red to the end users.
● Willing to pay less for whiskey
● Mostly consists of young professionals and university students
● People who are trying whiskey for the first time.

4. WHATISOURCUSTOMER’SVALUEPROPOSITION?
Why Alcohol?
● Entertainment(Cheerful and Delighted)
● Social Lubricant(Self-Confidence)
● Relaxant
Why JW over others?
● Global brand that is trusted and reliable
● Whiskey being perceived as a premium drink in Turkey
● Decent quality whiskey with the lowest price
● High brand awareness compared to other whiskey brands
● Country of origin effect (Scottish)

5. MARKETPLACEANALYSIS
GENERALECONOMICCONDITIONS
• Population: 78.7 million
• GDP per capita: $11,524.51
• Unemployment rate: %10.1
• Money spend on alcohol per year : 18 billion TL

6. ● Female & Male : 49% - 51%
● High alcohol consumption :
Edirne, Muğla, Tekirdağ, Tunceli,
Antalya, Aydın and İzmir
● Lowest alcohol consumption :
Bayburt, Bitlis, Ağrı, Batman, Bitlis,
Şırnak, Van, Hakkari, Şanlıurfa and
Muş
MARKETPLACEANALYSIS
DEMOGRAPHICS

7. MARKETPLACEANALYSIS
SOCIETALVALUES&LIFESTYLES
• Alcohol is religiously prohibited
• However, this makes it tempting
(The Paradox of Temptation)
• Drinking to keep up with the trend
• Young people go out more and
socialize
• Increasing health concerns

8. MARKETPLACEANALYSIS
REGULATIONS&LEGISLATIONS
• Promoting alcohol is forbidden by law.
• Scenes and photos that encourage alcohol on all media is forbidden by law.
• Alcohol cannot be purchased from retailers between 10:00 pm and 6:00 am.

9. MARKETPLACEANALYSIS
TECHNOLOGY&INFRASTRUCTURE
• Advancing technology results in better logistics
• The popularity of internet shopping is increasing
• Social media usage is very popular which enables the word of mouth
advertising
• Increasing credit card usage

10. DRIVINGFORCES
● Increasing stress levels
● Globalization of cultures
● Changing life styles
● Increasing usage of social media
● Credit card usage
● Availability of online shopping websites→ opportunities to compare
products in online platforms
● Increase in the disposable incomes of young population
● Increasing number of retail stores.

11. KEYSUCCESSFACTORS
Mental short-cuts: in the decision making
● Country of origin effect :Having “Scottish or Irish Label”
● High-value
● Familiar brand names
● People value price/performance ratio
First time triers target group: the taste of the whiskey
B2B long term contracts: long term stability.

12. PORTER’S5
FORCES

13. PRODUCTLIFECYCLE

14. COMPETITORANALYSIS
STRENGHTS&WEAKNESSES
Chivas Regal
Strenghts:
● Better taste and quality
● Higher brand equity
● More recognizable bottle design
Weaknesses:
● Higher price

15. COMPETITORANALYSIS
STRATEGICMAPVAT69
J&B
BALLANTINE’S
JWREDLABEL
JIMBEAM
FAMOUSGROUSE
JACKDANIEL’S
CHIVASREGAL
THEMACALLAN

16. FINANCIALANALYSIS
INCOMESTATEMENT
DIAGEO
DIAGEO
(GBP in Millions)
PERNOD SA
(EUR in Millions)
06/30/2014 06/30/2015 06/30/2016 04/30/2014 04/30/2015 04/30/2016
Revenues 10,250 10,813 10,485 7,945 8,558 8,682
% of
growth
- 5.49% -3,04% 7.71% 1,45%
Net profit 2,248 2,381 2,244 1,016 861 1,235
Net profit
margin (%)
21.93% 22.02% 21.40% 12.79% 10.06% 14.22%

17. FINANCIALANALYSIS
RATIOS
PROFITABILITY
AND VALUE DIAGEO PERNOD SA INDUSTRY
ROA 8,50% 4,12% 9,20%
ROE 29,15% 9,57% 21,18%
EPS 0,90 4,68
Payout Ratio 0,64 0,40
P/E 23,31 21,39 25,93
LIQUIDITY
DIAGEO PERNOD SA INDUSTRY
Quick Ratio 0,69 0,40

18. EFFICIENCY
DIAGEO PERNOD SA INDUSTRY
Inventory
Turnover
0,86 0,58 5,69
Total Assets
Turnover
0,39 0,28 0,81
LEVERAGE
DIAGEO PERNOD SA INDUSTRY
Total Debt to
Equity Ratio
121,58% 70,20% 871%
Interest Coverage
Ratio
6,32 4,89
Cash Flow
Coverage
1,33 0,05
FINANCIALANALYSIS
RATIOS

19. SWOT
STRENGTHS FROM WHERE IN THE ANALYSIS
Reliable and trustable brand Value Proposition
Country of origin (Scottish) Key Success Factors
High price/performance ratio Key Success Factors
High brand awareness Value Proposition
Nostalgic attachment Value Proposition
High penetration Porter’s 5 Forces
Relationships with channel members Key Success Factors

20. SWOT
WEAKNESSES FROM WHERE IN THE ANALYSIS
Taste and flavor Competitor Analysis
Low recognition of bottle design Competitor Analysis
Low price damaging brand image Competitor Analysis

21. SWOT
OPPORTUNITIES FROM WHERE IN THE ANALYSIS
Increasing consumption of alcohol in
social events
Driving Forces
Increasing taxation for other alcoholic
beverages
Product Life Cycle
Increasing buying power of young
population
Population Demographics
Increasing use of social media Technology / Infrastructure
Increasing GDP per capita General Economic Conditions
Increasing number of retailers, easy
access to end users
Driving Forces
Decreasing consumption of local brands Product Life Cycle
Increasing usage of credit cards Technology / Infrastructure

22. SWOT
THREATS FROM WHERE IN THE ANALYSIS
Advertisement regulations Legislations / Regulations
Regulation against sales after 10 pm Legislations / Regulations
High taxation Product Life Cycle
Increase in exchange rate General Economic Conditions
Increasing health concerns Societal Values and Lifestyles
Increasing competition Porter’s 5 Forces

23. LOWCOSTGENERICSTRATEGY
High price/performance ratio and high penetration in market
Opportunities:
• Rising taxation for other alcoholic beverages
• Increasing usage of credit cards,
• Rising buying power of young generation
Cost leadership strategy: Damages our brand image
MUST! Increasing exchange rates charge additional costs for imported
products.
Long-term sustainable competitive advantage: our competitors will suffer
more due to costs currency

24. IMPLEMENTATION:INCREASINGDISTRIBUTIONINTENSITY
Who?
● Small groceries and supermarkets in cities in which alcohol
consumption is higher than other cities
How?
● Increasing the availability of 35cl, 50cl and 100cl SKUs of JW Red in
shelves
Why?
● Serve more customers that have different needs.
● Increase market coverage

25. IMPLEMENTATION:
INCREASINGDISTRIBUTIONINTENSITY
What do we need?
● Additional allocated space
● More inventory costs and transportation costs
● New contracts with existing retailers for different SKUs
Strengths/Oppurtunities?
● Increasing buying power of young population
● Incrasing number of retailers
● Good relationships with channel members
Threats/Weaknesses?
Recognition of bottle design is lower than our competitor: Chivas
Legislations: One way to compete in this market is by efficient distribution
channel.

26. IMPLEMENTATION:STEALTHMARKETING-EKŞİSÖZLÜK
Who?
● Customers who use online platforms to compare products
How?
● Having more positive reviews at Ekşisözlük about JW Red
● JW employees would write the reviews, a translator would post
the reviews to Ekşisözlük in Turkish
Why?
● Advertising regulations
● Customers rely on WOM to make purchase decisions
● Ekşisözlük is always at the top three results

28. IMPLEMENTATION:STEALTHMARKETING-EKŞİSÖZLÜK
What do we need?
● To hire a part-time Turkish-English translator
Strengths/Oppurtunities?
● Brand awareness
● High price/performance ratio
● Increasing use of online platforms to compare products
Threats/Weaknesses?
● Advertising regulations
● High competitive rivalry
● High threat of substition

29. IMPLEMENTATION:OPINIONLEADERS
Who?
● Customers who follow blogs and
social media celebrities
How?
● Having Keyif Adamı and Beyaz
Yakalı Gurme to write positive
reviews about JW Red
Why?
● Customers are influenced by
opinion leaders
● Advertising regulations

30. IMPLEMENTATION:OPINIONLEADERS
What do we need?
● Contacting with opinion leaders
● Making payments according to the performance of the posts
Strengths/Oppurtunities?
● High price/performance ratio
● Countr of origin and reliability
● Increasing use of social media
Threats/Weaknesses?
● Low price damaging our brand image
● Advertising regulations
● High competitive rivalry

31. CHEERS! THANKS FOR LISTENING!