Johnnie Presentation
-
Upload
sikarwar22 -
Category
Documents
-
view
241 -
download
3
Transcript of Johnnie Presentation
![Page 1: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/1.jpg)
![Page 2: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/2.jpg)
Product :Blended Scotch WhiskyCompany : Johnnie WalkerOrigin : Scotland (1820) Originally known as Walker's Kilmarnock
Whisky, the Johnnie Walker brand is a legacy left by John "Johnnie" Walker after he started to sell whisky in his grocer's shop in Kilmarnock, Scotland.
![Page 3: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/3.jpg)
![Page 4: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/4.jpg)
Segmentation GEOGRAPHIC SEGMENTATIONSize : Population of 1 lakhs & aboveDensity : Mainly urban crowd
![Page 5: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/5.jpg)
DEMOGRAPHIC SEGMENTATION
Age : 25 years and aboveGender : Male, female Occupation : Builders, IT professionals,
Businessmen Nationality : WorldwideGeneration : Gen X, Gen Y
(Gen X : born 1965-1976, Gen Y: born 1977-1994)
![Page 6: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/6.jpg)
PSYCHOGRAPHIC
• Social Class : Upper middle class• Lifestyle : Achievers, Experiencers, Innovators
![Page 7: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/7.jpg)
BEHAVIORALOccasions : Regular & special
Benefits : Reduces heart diseases*,
diabetes*, gallstones*
User status : Potential & regular users
Loyalty status : Strong
Readiness stage : Intending to buy, Interested
Attitude towards product : Highly enthusiastic buyers
![Page 8: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/8.jpg)
TARGETING • This product mainly targets urban crowd with the concept of
“KEEP WALKING”.• This company mainly targets the “MATURE” countries (Western
countries) which are insensitive to price changes.• With its Varity of blends it targets from common man to corporates.
![Page 9: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/9.jpg)
1. Eye catching diagonal labels with iconic square shaped bottles makes it unique to locate itself among the spirit group
2. Unique taste and composition of scotch blends.
Positioning
![Page 10: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/10.jpg)
MARKETING MIX
Variety : - RED LABEL, BLACK LABEL,GREEN LABEL, GOLD LABEL, BLUE LABEL
PRODUCT
Packing's :- 60ml, 120ml, 180ml, 360ml, 700ml, 750ml, 1lts.
![Page 11: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/11.jpg)
Quality :Blended scotch whisky Taste :Exceptionally smooth, creamy and delicate Brand name among spirit group :
1. Prestigious range – Johnnie Walker, Absolut, Jack Daniel, Captain Morgan 2. Medium range –Antiquity, blenders pride, 100 pipers 3. Economy range – Royal stag, Royal challenge, Mc Dowell's
Packaging: classy
![Page 12: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/12.jpg)
PRICE
Ranges from Rs 2500 to Rs 50000 (normal blends for example blue label)
Higher the age of the blend, higher the price.
And Rs 20000 onwards (special blends for example diamond edition)
Change in pricing policy does not affect sales to a large extent because the brand name plays an important role here (for normal blends)
![Page 13: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/13.jpg)
Guess the price...!Rs. 85000 approx
Original Swing750 ml bottle
![Page 14: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/14.jpg)
Johnnie Walker Diamond Jubilee (2012) (750ml)
In honour of Queen Elizabeth II 60 bottles of whisky distilled in 1952. All sixty bottles were sold in Singapore.
Guess the price...!Rs. 1.425 Crores.
![Page 15: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/15.jpg)
![Page 16: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/16.jpg)
PLACEChannels : Dealers with consistent flow of customers for Johnnie Walker.
E.g. Wine world, Baner road (Pune); Mantri Mall (Bengaluru) etc.
Coverage : Major metros, developed cities and under developed cities (not available in villages)
Locations : Almost in all areas of Pune.Inventory : Limited inventory to suit the sales approximately 8 to 9 million
bottles/month
![Page 17: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/17.jpg)
Strength1. Established brand name.2. Variety of blends.3. Limited Editions for promotional purposes.4. Sponsorships.
Weakness1. Expensive.2. More consumptions can be hazardous to health.
Opportunity1.Availability to lower middle class. 2. Regional Brand Ambassador.
Threats1.Other competitors selling same product, e.g. Chivas Regal, Jack Daniels etc..
![Page 18: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/18.jpg)
Logistics
Main Dealer Mumbai
Metro Cities
Delhi
Bengaluru
Kolkata
Hyderbad
Developed Cities
Pune
Jaipur
Cochin
Indore
Under developed Cities
Davangere
Kanpur
Pondicherry
Union Territories
Diu
Daman
Sub Dealers
![Page 19: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/19.jpg)
PROMOTIONGlobal Brand Ambassador : Tom Jones
“You know when you have made it in life…scotch is the drink category of choice and when you have really made it…… Johnnie Walker is the scotch whisky of choice.”
![Page 20: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/20.jpg)
![Page 21: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/21.jpg)
Vivian Richard Atul Wasan
![Page 22: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/22.jpg)
![Page 23: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/23.jpg)
“Chigari koi bhadke” song from the movie AMAR PREM starringRajesh Khanna
![Page 24: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/24.jpg)
Special edition Johnnie Walker Red Cola promoted during Ashes
![Page 25: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/25.jpg)
Released during expansion of market in Shanghai from Scotland
![Page 26: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/26.jpg)
Sponsors for McLaren - Mercedes F1 team
![Page 27: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/27.jpg)
Sponsors for Golf tournament in Scotland – “Johnnie Walker championship” at Gleneagles
![Page 28: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/28.jpg)
JOHNNIE WALKER stands out for its unique taste of different blends & brand name. This is successfully achieved through its KEEP WALKING concept which became a powerful tool for their establishment.
CONCLUSION
![Page 29: Johnnie Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061108/544ec89baf7959e11e8b4bfc/html5/thumbnails/29.jpg)
“People will stop drinking when Johnnie Walker stops walking”
Thank You…!