Performed in-depth analysis on the Johnnie Walker brand to understand its current customer base and marketing strategy. We evaluated the strengths and weaknesses of the brands positioning and posed several solutions to strengthen the brand image, increase brand awareness, and enhance brand perception to create higher sustainability.
3. 3
Johnnie Walker: The Important Man
“A man is judged a success not by where he is but by where he is going”
4. 4
Keep Walking Campaign 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
Hanging Out 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 prone to 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 both the 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 look good drinking Johnnie Walker…
...but is it a good tasting drink?
11. 11
Our Target
Initimidated, overwhelmed new 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: Pick Your Flavour
Enhance brand’s perception
emphasize heritage, quality, taste and texture
hedge switching risk
13. 13
Educate and Engage
Taste Testing 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 of heritage 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 people how 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
18. 18
bringing them into the loop
Brand recognition
Create more reasons to buy, connect with the customer’s lifestyle
Inidividual Self Reconition, validation and hapiness
Hooking the customers
Ranks middle class in more than one ranking Good, but not renowed for excellence http://whiskey.findthebest.com
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)