Description
SWOT ANALYSIS OF JOHNNIE WALKER
Johnnie Walker
Parent Company
Diageo
Category
Beverages (Scotch Whisky)
Sector
Foods and Beverages
Tagline/ Slogan
Keep walking
USP
Highest quality blended scotch whisky with heritage STP
Segment
Mid-aged urban people wanting premium scotch beverage
Businessmen and executive professionals from the upper middle and Target Group upper class
Positioning
Premium and rare scotch SWOT Analysis
1. Strong customer and brand loyalty 2. Unique packaging that customer could recall 3. Legacy and heritage associated with brand 4. Popularity and following among the high income group and its intended use for special occasions 5. "Keep Walking" slogan and logo are extremely well recognised worldover Strength 6. Sponsorship of premium lifestyle events adds to brand value
1.Brand protection costs are high as product replicas affect image and sales Weakness 2. Penetration in the market is low no easy availability
Opportunity
1. Increased consumption of scotch on special occasion 2.Spending power for such premium products amongst the consumer
is increasing 3. More global penetration
1. Comparatively low prices of competitors 2. Use of champagne for special occasions Threats 3. Local blended scotch and their high penetration in the market Competition
1. Black dog 2.Chivas regal Competitors 3. Whyte and Mackay
doc_442822078.docx
SWOT ANALYSIS OF JOHNNIE WALKER
Johnnie Walker
Parent Company
Diageo
Category
Beverages (Scotch Whisky)
Sector
Foods and Beverages
Tagline/ Slogan
Keep walking
USP
Highest quality blended scotch whisky with heritage STP
Segment
Mid-aged urban people wanting premium scotch beverage
Businessmen and executive professionals from the upper middle and Target Group upper class
Positioning
Premium and rare scotch SWOT Analysis
1. Strong customer and brand loyalty 2. Unique packaging that customer could recall 3. Legacy and heritage associated with brand 4. Popularity and following among the high income group and its intended use for special occasions 5. "Keep Walking" slogan and logo are extremely well recognised worldover Strength 6. Sponsorship of premium lifestyle events adds to brand value
1.Brand protection costs are high as product replicas affect image and sales Weakness 2. Penetration in the market is low no easy availability
Opportunity
1. Increased consumption of scotch on special occasion 2.Spending power for such premium products amongst the consumer
is increasing 3. More global penetration
1. Comparatively low prices of competitors 2. Use of champagne for special occasions Threats 3. Local blended scotch and their high penetration in the market Competition
1. Black dog 2.Chivas regal Competitors 3. Whyte and Mackay
doc_442822078.docx