Product :Blended Scotch Whisky Company : Johnnie Walker Origin : 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.

Segmentation
GEOGRAPHIC SEGMENTATION
Size Density : Population of 1 lakhs & above : Mainly urban crowd

DEMOGRAPHIC SEGMENTATION
Age Gender Occupation : 25 years and above : Male, female : Builders, IT professionals, Businessmen : Worldwide : Gen X, Gen Y

Nationality Generation

(Gen X : born 1965-1976, Gen Y: born 19771994)

PSYCHOGRAPHIC
Social Class Lifestyle : Upper middle class : Achievers, Experiencers, Innovators

BEHAVIORAL
Occasions Benefits
User status Loyalty status Readiness stage Attitude towards product

: Regular & special : Reduces heart diseases*, diabetes*, gallstones* : Potential & regular users : Strong : Intending to buy, Interested : Highly enthusiastic buyers

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.

Positioning
1.
2.

Eye catching diagonal labels with iconic square shaped bottles makes it unique to locate itself among the spirit group Unique taste and composition of scotch blends.

MARKETING MIX
PRODUCT

Variety

: - RED LABEL, BLACK LABEL,GREEN LABEL, GOLD LABEL, BLUE LABEL

Packing's :- 60ml, 120ml, 180ml, 360ml, 700ml, 750ml, 1lts.

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

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)

Original Swing 750 ml bottle

Guess the price...! Rs. 85000 approx

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.

PLACE
Channels
Coverage

: Dealers with consistent flow of customers for Johnnie Walker.

E.g. Wine world, Baner road (Pune); Mantri Mall (Bengaluru) etc. : Major metros, developed cities and under developed cities (not available in villages) : Almost in all areas of Pune. : Limited inventory to suit the sales approximately 8 to 9 million bottles/month

Locations Inventory

Strength

Weakness

1. Established brand name. 1. Expensive. 2. Variety of blends. 2. More consumptions can be 3. Limited Editions for promotional hazardous to health. purposes. 4. Sponsorships.

Opportunity

Threats

1.Availability to lower middle class. 1.Other competitors selling 2. Regional Brand Ambassador. same product, e.g. Chivas Regal, Jack Daniels etc..

Logistics
Main Dealer Mumbai
Sub Dealers

Metro Cities

Developed Cities

Under developed Cities

Union Territories

Delhi Bengaluru

Pune

Davangere

Diu
Daman

Jaipur

Kanpur
Pondicherry

Kolkata

Cochin

Hyderbad

Indore

PROMOTION
Global Brand Ambassador : Tom Jones

You know when you have made it in lifescotch is the drink category of choice and when you have really made it Johnnie Walker is the scotch whisky of choice.

Vivian Richard

Atul Wasan

Chigari koi bhadke song from the movie AMAR PREM starring Rajesh Khanna

Special edition Johnnie Walker Red Cola promoted during Ashes

Released during expansion of market in Shanghai from Scotland

Sponsors for McLaren - Mercedes F1 team

Sponsors for Golf tournament in Scotland Johnnie Walker championship at Gleneagles

CONCLUSION

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.

People will stop drinking when Johnnie Walker stops walking

Thank You!