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.

Segmentation GEOGRAPHIC SEGMENTATIONSize : Population of 1 lakhs & aboveDensity : Mainly urban crowd

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)

PSYCHOGRAPHIC

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

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

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.

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

MARKETING MIX

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

PRODUCT

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)

Guess the price...!Rs. 85000 approx

Original Swing750 ml bottle

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.

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

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..

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

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.”

Vivian Richard Atul Wasan

“Chigari koi bhadke” song from the movie AMAR PREM starringRajesh 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

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

“People will stop drinking when Johnnie Walker stops walking”

Thank You…!