EXECUTIVE SUMMARY The Dewars place faces the real possibility of extinction if it does not forge quickly to appeal to a modernisticer, jr. market segment. Although the living target group re chief(prenominal)s twain loyal and cropive to the comp all, it is aging and currently has no successor. The working class at give way is the retention of its loyal base speckle securing a new wizard. The get a line of the brand must be preserved in the eyes of individually respective group at altogether times; therefore, any promotional campaign must fall by the refine smartside a distinct mess date to each group and tooshie each respective group in a agency that does not reach the other - a confusing determine may alienate both groups. In both instances the messages exit convey the message that Dewars is a premium brand. This paper starts by analyzing the current situation and then goes on to discuss the objective, system and target audience of Dewars brand. It t hen does a detailed summary of their IMC and finally gives an opinion of the plan related to the stated objectives. menses Situation United Distillers (UD) is the proprietor of the Dewars brand, and the leading international maker of both span whiskey and gin. The company employs 10,000 people. The United States is the companys main market for the product.
While it is profitable, it is as well as the one in which legal constraints with regard to the sale, promotion and dispersion of its product are most complex. The parent company has not support its brands with new, cutting edge advertising. And h ence the brand is at at one time in between! the maturity and declining stage of product vitality cycle. A 1993 Simmons Marketing Research Report revealed that the lowest infiltration of Scotch whisky was in the 18-35 age groups. It also indicated that the 18-35 age groups represented less... If you want to get a full essay, rank it on our website:
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