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Johnnie Walker Strategic Brand Management
- 1. JOHNNIE WALKER Andrej, Ariele,Charlotte, Olivier, Ken, Zara STRATEGIC BRAND MANAGEMENT
- 2. 2 QuickTime™ and a decompressor areneeded to see this picture.
- 3. 3 Johnnie Walker: TheImportant Man “A man is judged a success not by where he is but by where he is going”
- 4. 4 Keep WalkingCampaign in 2000 Focused the marketing strategy on image, rather than quality and taste Aligned the message behind the brand globally Logo Shift Johnnie Walker: Keep Walking Campaign
- 5. 5 Touch Points Business Client Meal HangingOut with Friends Parties Happy Hour Bachelor Parties Aperitif Supermarket Liquor Store Winding Down Cigar Smoking Local Bar/Lounge Dad’ Liquor Stash ExperienceIn-StorePre-StoreOccasion Individual Self Definition Feel Refined and Classy Relaxing, Comforting Social Recognition Look Informed Fitting-In Display Certain Life- Style to Peers Display Certain Social Status Feel Trust in Brand Refined Taste Budget- Friendly Consistent Quality Lower Inhibitions Reliable Confidence in Brand Good Pre- Dinner Experience Choose Drink According to Situation Different ways to enjoy Functional Benefits Flavor and Finish Distinct Bottle Shape and Label Heritage Alcoholic Percentage Color Different Grades and Prices Convenient Purchase Distilling and Aging Process Bold Advertising and Branding Features and Attributes Emotional Benefits Highest Value NEEDS CHAIN Target Audience: Upper-middle class male aged 25-40, with a corporate/finance career Different ways to enjoy
- 6. 6 BRAND FRAMEWORK “FOR” –Core Target Males who want to be perceived as a classy socialite but not too pretentious, whom are slightly cocky very confident “WHO” – Core Insight Looking for an alcoholic drink for relaxation while creating the identity of accomplishment and achievement financially Competitive Framework Close competition and substitutes include Chivas Regal, Glenfiddich, cognacs, ports, beer, and cocktails Brand Character Confident, bold, and determined Brand Delivery Maintain the recipe and quality, laddered variants that reflect your level of success, refined and consistent packaging, reliable, affordable, image of an informed customer Brand Promise A beverage that fuels ambition, creates a rich experience to make give you the confidence that accompanies success
- 7. 7 Trends Consumers are proneto substitution on impulse when shopping in-store Not all venues stock Johnnie Walker, and as a beverage option is not often visible up-front Action Loyalty based marketing and optimize distribution to avoid switching Sponsor events and venues to ensure exclusive service Consumer–As–Shopper
- 8. 8 Trends Competition from boththe pure scotch and pure whiskey markets Threat of substitution to other alcoholic beverages As a brand, we hold a significant market share in the scotch and scotch/whiskey segment Action We must maintain our current high standards for quality and design, focusing efforts on marketing our product as a beverage that cannot be substituted easily by a competitor or substitute Competition
- 9. 9 The Dilemma I lookgood drinking Johnnie Walker… ...but is it a good tasting drink?
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- 11. 11 Our Target Initimidated, overwhelmednew adopters or current customers who lack undersstandin of the complexity Our Aim Extend their Customer Lifetime Value by enhancing their loyalty to the brand Enhance perception to include less change-vulnerable equity The Campaign
- 12. 12 The Campaign: PickYour Flavour Enhance brand’s perception emphasize heritage, quality, taste and texture hedge switching risk
- 13. 13 Educate and Engage TasteTesting events at midtier bars and lounges Videos describing complexity, guidelines for enjoyment, quality TV Commercial integrating new elements, linking to engaging online elements
- 14. 14 Adding elements ofheritage and quality, sensory appeal Driving discovery: -Each label has an ad -Black run on TV -Same beginning: showing which bottle is poured -Tag line: Pick your label and start walking. Find yours at JohnnieWalker.com Commercials will be played: In the evening Around shows like Mad Men, Sopranos, Shark Tank, Suites During golf tournaments and Formula One events TV commercials
- 15. 15 Other labels: •Opening scene • Personality of the label • Youtube, Website, Social Media • Quality/complexity • Character, “cool” Johnnie explaining flavours and how to enjoy each label • Quiz Educating the audience Sensory engagement Highlighting complexity Online Content
- 16. 16 Teach peoplehow to appreciate different flavours and textures Suggest food pairings and different methods of enjoying JW Create exposure to the various Johnnie Walker labels Physical validation of the communications in other channels, engaing the senses Taste-Testing Events
- 17. 17 Summary: Initiatives • Education •Sensory engagement • Illustrating the labels differences 17
- 18. 18 bringing theminto the loop Brand recognition Create more reasons to buy, connect with the customer’s lifestyle Inidividual Self Reconition, validation and hapiness Hooking the customers
- 19. 19 EVALUATIO N EVALUATIO N SHOPPINGSHOPPING BRAND EXPERIENC E BRAND EXPERIENC E REFLECTIO N AND SHARING REFLECTIO N AND SHARING social media sharing emotional connection and self definition new value of quality and flavours meeting different expectations creating heightened satisfaction Informed choices Improved usage/taste categories messaing driving enhanced perception
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- 21. 21 QuickTime™ and a decompressor areneeded to see this picture.
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Editor's Notes
- #4 Cit. http://prezi.com/8q6fdwzqaviz/johnnie-walker-from-whisky-producer-to-global-icon-the-story-of-keep-walking/
- #10 Ranks middle class in more than one ranking Good, but not renowed for excellence http://whiskey.findthebest.com
- #20 Evaluation More exposure (more instances to see, more effective communication, more relatable) More appealing message (heritage, quality taste, safe drinking) Shopping We cant really change it that much Brand experience How they relate their consumption to what they’ve seen in commercials/videos Social media advertising and promotion affects them and their perception of brand Tasting events, promotional events Reflection and sharing Relating to the advertising and videos Builds credibility for the brand because it aligns with the advertising More confidence to share because more educated and informed on the product More opportunities to share the experience with different people, different forms of association (venues, events, occasions)