A descriptive way of Johhniee walker which includes the process of Brand management its targeted market and the different blend to position it in the mind of customers.

1. BrandManagement of JohnnieWalker
By:
Vidushi Mathur

2. • Introduced : 1820: Grocery Store
1865: Whiskey Blending
• Type : Scotch, Whiskey
• Parent Company : Diageo
• Country of Origin : Scotland
• Brand character: confident , bold , determined
Introduction

3. Brand Mission
To keep the quality of the beverage, because of their great success over
the years.
Blends
• Red Label
• Black Label
• Double Black Label
• Green Label
• Gold Label
• Aged 18 Years ( Platinum Label till mid 2017)
• Blue Label
• Johnnie Walker Swing

4. TargetMarket
• Urban Man aged 25-35
• Already whiskey drinkers and introducing new
customers to whiskey
• Consumer who are not driven solely by experience and
enjoyment of life.

5. Competitors
• Competition from both the pure scotch and pure whiskey
markets
• Threat of substitution to other alcoholic beverages
• Chivas Regal, Glenfiddich ,Ballentine, jack Daniels, Jim Beam
are the main competitors

6. Point of Difference ??
The aspects of the product offering that are relatively
distinct to the offerings of like competitors.
• 6 different flavours representing 6 different meanings emphasis
heritage , taste and texture
• Family originated and oriented brand , connects as consumer value
traditional products.
• Spends a ton of money on creating advertisements
• To enhance brand loyalty different campaigns are created (pick your
flavour)

7. Positioning
• Personality: Luxury, Confident , Bold
• Culture: perfect gift
• Self Image: Heritage and prestige
• Reflection: Financial security, class ,Sophistication
• Flavor to everyone
Positioning Statement
Black Label
Power,
complexity,
depth
Green Label
The spirit of
Highlands
Blue Label
TheCentenary
Blend
Gold Label
Ultimate
Connoisseurs
hip

8. • “Keep Walking”. Launched in the year 1999.
• 2015: “Joy will take you further keep walking”
• TV adverts starred Harvey Keltel.
• Inspiring men to progress
• On completing 20 years Diageo used this as a metaphor of a journey
for real achievements.
• It inspires people to think of their own journey of progress - and do
something about it.
Tagline

9. Logo
• “Stirding Man”
• Cartoonist Tom Browne who eventually came up with the
logo
• Hat: token of a respect with affection.
• Label is angled at 24 degree.
• In year2000: changed position marches to the right.
• emphasize that the logo was moving forward, toward
progress and the fulfillment of personal goals.

10. Johnnie Walker whisky replaces striding man logo with
walking woman Jane celebrating 110
• Brand logo changed to with the brand’s famous
striding man to be replaced by a woman
• Limited edition “Jane walker” launched on March
8 ,2018
• Showcasing achievement of women and a journey
towards progress in gender equality.
• Donating $1 from each sold to organizations
championing women’s causes.
https://adage.com/creativity/work/railroad/52432

11. Brand Personality
Sophistication
Elegant
Sometimes even
pretentious
Sophistication
• Elegant
• Prestigious
• Sometimes even
pretentious
Competence
• Successful
• Accomplished
• Influential
Sincerity
• Orientation
toward family
values

12. Integration of brand personality
• Luxury
• Confident
• Historic
• Bold

13. Advocate of Johnnie Walker