EXECUTIVE SUMMARY
The Dewars brand faces the real possibility of extinction if it does not forge quickly to appeal to a modernisticer, younger market segment. Although the living target group remains both loyal and productive to the company, it is aging and currently has no successor. The task at exit is the retention of its loyal base while securing a new one.
The get a line of the brand must be preserved in the eyes of each respective group at altogether times; therefore, any promotional campaign must fall by the right smartside a distinct message to each group and stool each respective group in a way that does not reach the other - a confusing image may alienate both groups. In both instances the messages exit convey the message that Dewars is a premium brand.
This paper starts by analyzing the current situation and then goes on to discuss the objective, schema and target audience of Dewars brand. It then does a detailed outline of their IMC and finally gives an opinion of the plan related to the stated objectives.
Current Situation
United Distillers (UD) is the proprietor of the Dewars brand, and the leading international producer of both span whiskey and gin. The company employs 10,000 people.
The United States is the companys main market for the product.
While it is profitable, it is as well as the one in which legal constraints with regard to the sale, promotion and dispersion of its product are most complex. The parent company has not supported its brands with new, cutting edge advertising. And hence the brand is at once in between the maturity and declining stage of product brio cycle.
A 1993 Simmons Marketing Research Report revealed that the lowest infiltration of Scotch whisky was in the 18-35 age groups. It also indicated that the 18-35 age groups represented less...
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