Dewar’s was faced with a worsening market among traditional Scotch whiskey consumers. In add-on. long-run ingestion tendencies indicated that imbibing penchants had shifted from distilled liquors to lighter. lower intoxicant drinks. Though Dewar’s had a favourable trade name image and turning market portion. shifting Dewar’s to younger grownups was really necessary for the trade name to stay competitory in the long term. Dewar’s must take an appropriate repositioning scheme in order to make a positive brand’s image entreaty to younger drinkers without abandoning its current client base.
I believe that Dewar’s should take an incorporate attack uniting the care and the repositioning runs in order to take advantage of its past accomplishments. avoid confusion. aim both old and new market sections. and fit for budget restraints.
First. Dewar’s had made important accomplishments in its past advertisement runs and it should take this into history in its new runs. The chief competitory placement scheme that Dewar’s used was to stress quality. Scotch is considered high-end spirits. and Dewar’s is thought of as a premium trade name. Dewar’s positioned itself to hold a sophisticated and mature image and during the 1980’s ran two advertisement runs to stress the high quality of Dewar’s. The Profiles run focused on life style and the type of persons who drank Dewar’s. The Legends run emphasized Dewar’s Scotch heritage. Both of these runs were successful. and it was concluded that Dewar’s clients valued the fact that Dewar’s appealed to tradition in the Legends run but accomplishment in the Profiles run. The run showed Dewar’s to be esteemed and reinforced the trade name pick of loyal users. increased overall consciousness. and helped to derive the attending of other Scotch drinkers.
Second. there was high hazard of confounding and estranging bing users if run the care and shifting runs independently. See a mature Dewar’s Scotch consumer who accustomed to the brand’s traditional advertisement. it was extremely impossible that he would be confused when exposed to the firm’s advertizements geared for younger Scotch drinkers. particularly if Dewar’s decided to run the new “Truths” run.
Third. available run options allow Dewar’s aim both market sections. LBC suggested an “overlap” scheme to make both the care and shifting marks with consistent and complementary ads. This would be the most effectual scheme because both markets will be reached without either mark being confused or abandoning its older base of current clients. Dewar’s decided to aim people aged 25-34 who visit bars on a regular basis. The best scheme to increase ingestion in this group was to spread out the media program including extra media channels. more communicating vehicles. and promotional runs that were in line with the United States ordinances and regulations. The Remember When run was cohesive and consistent with Dewar’s desired image.
The Remember When run would be the best ads to utilize for the imbrication ads because it can easy be modified to orient to the market section by altering age of character and state of affairss displayed. It besides shows the quality merchandise and clients that Dewar’s has. Some possible vehicles for the ads to make both audiences are Maxim. GQ. Cigar. Travel. Playboy. and forte magazines. Additionally. Dewar’s should publicize in a posh women’s magazine such as Vogue and include a formula utilizing a sociable such as juice or sodium carbonate. This would so convey Scotch into women’s consideration sets and carry through the end of enrolling new and occasional users. If Dewar’s does this. the traditional mark market should non be alienated by the new trade name image.
Even though independent care and shifting runs were executable. Dewar’s did non be after sufficient budget to run them individually. Underspending on either might endanger their effectivity. Its financial twelvemonth 1994 advertisement budget available for both runs was set the similar degree from the sum of 1993 outgo. It would be the best if disbursement could be used for both acquisition and keeping intents. An incorporate attack could function this intent by suitably equilibrating between media run and promotional run.
Finally. since on-premise promotional events are critical to altering behaviour. the incorporate attack could do Dewar’s set more attempts on “on-premise” publicities. which would assist to win trade support excessively. Media advertisement could turn to Dewar’s image. nevertheless publicizing entirely would non be effectual in pulling new clients ; the on-premise publicities would turn to the nipple issue. Bar visits are great promotional tools. because free samples and publicities are utile and are attention-grabbing. Targeting magazines that appeal to the same market as the persons that visit voguish bars is of import. Because these are new clients. it is necessary for them to acquire a high frequence of exposures to assorted signifiers of advertizement for Dewar’s in order for them to add Dewar’s to their consideration set. Equally long as the drink tastes good. the consumer should be willing to seek the merchandise once more. particularly if it is seen as voguish and reinforced with advertisement.
In decision. by utilizing coherent run and promotional activities. Dewar’s should be able to successfully shift their Scotch whisky into a younger market section while still keeping its older clients.