Market research:
Spot the Weakness
Product: Johnny Walker
By: Lara Atallah, Roy Farah and Sabine Abouzeid
Introduction:
Johnnie Walker Red Label which was established in 1820 is a blended and distilled scotch whisky that is bottled in Diageo in Kilmarnock, Ayrshire, Scotland. Red label is known for its sheer quality and well established brand image, targeting the upper class of the society where it is one of the most expensive brands amongst other direct competing brands such as: Dewars, J&B, Label Five, White Horse and Haig.
“JOHNNIE WALKER RED LABEL is the world’s best-selling Scotch Whisky. It’s renowned for its bold, characterful taste – balanced to shine through even when mixed. It’s a flavour the Walker family has never compromised on.
The Walker family used their encyclopaedic knowledge of Scotland’s malts to create a blend with universal appeal. The result? RED LABEL became the world’s favourite whisky, a position it still holds today. Developed for an export market with a taste for long, refreshing drinks, it’s the label that built the Walker empire, and the brand that defined the whisky business.”(johnniewalker.com,2014)
This research will show the marketing mix of Johnny Walker which includes the 4Ps: Product, Price, Promotion and Place. In addition to the identification of its weaknesses and suggest suitable solutions for the alcoholic beverage Johnnie Walker Red Label in the Lebanese market. The research was conducted at 4 Lebanese retailers: Le Charcutier Aoun, Supermarket Fahed, Golden Star and The Sultan Center.
Product Strategies:
Red Label is one product item from the product line of Johnnie Walker’s that consists of several other products such as Black Label, Gold Label, Double Label, Platinum Label and Blu...
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...l make it somewhat cheaper for Diageo as now advertisements are and promotions and distributions could be discussed with retailers that will support Diageo with his marketing mix as now promotion, distribution and pricing its product.
Reference:
• Johnnie Walker. Red Label. Retrieved January 30, 2014, from http://www.johnniewalker.com/ar-lb/redlabel
• Unknown. Investopedia.com. Consumer good. Retrieved January 30, 2014, from http://www.investopedia.com/terms/c/consumer-goods.asp
• Unknown. Investopedia.com. Definition of life cycle. Retrieved January 30, 2014, from http://www.investopedia.com/terms/l/lifecycle.asp
• Unknown. Johnnie Walker. Our journey. Retrieved January 30, 2014, from http://www.johnniewalker.com/en-us/ourjourney/
• Unknown. Diageo. Strategic Brands. Retrieved January 30, 2014, from http://www.diageo.com/en-row/ourbrands/Pages/StrategicBrands.aspx
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