Introduction to Consumer Behaviour

andBranding

Batch: Su1Anushree AmbardekarSampurna ChawdharyVrit Vaibhav Shah

Whiskey

Whiskey

o Whisky or whiskey is a type of distilled

alcoholic beverage made from

fermented grain mash.

o Different grains are used for different

varieties, including barley, malted

barley, rye, malted rye, wheat, and corn

Jack Daniel's

Jack Daniel's is a brand of sour mash Tennessee whiskey that is the highest selling American whiskey in the world.

It is known for its square bottles and black label.

It is produced in Lynchburg, Tennessee by the Jack Daniel Distillery, which has been owned by the Brown-Forman Corporation since 1956

PRODUCT

o Jack Daniel’s Black Label, also known as Old Number 7 or more commonly as JD is one of the best selling whiskies in the world.

o Made in the Tennessee Sour Mash style, it is very similar to bourbon with the additional step of dripping the fresh make spirit through a vat of sugar maple charcoal to “mellow” the whiskey before going into barrel.

o The result is a smooth, versatile whiskey that is true to its country roots.

o Whether drinking it neat, Jack Daniels Black Label delivers a consistent, quality product that pleases imbibers around the world.

PRICE• Jack Daniels Tennessee Whisky 50ML – Rs.

274.62• Jack Daniels Tennessee Whisky 750ML – Rs.

3594.94• Jack Daniels Tennessee Whisky 1000ML – Rs.

5954.25

Gentleman Jack Tennessee Whiskey 750ml$33.99 Jack Daniel's Single Barrel

Tennessee Whiskey 750ml$49.95

Jack Daniel's Tennesse Honey Liqueur 1.75L$39.97

PROMOTIONJack Daniel’s Birthday Month Promotion

September marks the start of Jack’s Birthday Month, a promotion from Jack Daniels that

celebrates the originator of the Tennessee whiskey.

The promotion encourages consumers to complete challenges for a chance to win a trip to the distillery in Lynchburg, TN, along with other daily prizes.

There are also various digital overlays that include a Facebook app, website and promoted tweets

PLACE

Jack Daniels is premium whisky often more expensive than its competitors

It appeals to elite class and important people

Available at High end shops and locality

Cheaper variety of the brand is available at almost all the wine stores across the world.

Yet Jack Daniels maintains its High end market positioning

MARKET SIZE & SHAREo Its Market share 3.8 billion poundso Future market is in Decline because of popularity

of the scotch blends

McDowell’s’ no.1

PRODUCTMcDowell's No.1 Whisky, one of the flagship

brand of United Spirits Limited, is the world's fourth largest selling whisky.

Its unbroken monopoly of leadership in the Prestige segment lies in the constant innovations in product, packaging, marketing and promotions.

The proof of its quality and appeal is that it has not only survived the Scotch invasion, but is on its way to becoming one of the biggest whisky brands in the world even beating pure Scotch.

Colour : Light Gold

Aroma : Subtle malty with a delicate honey and vanilla-like sweetness

Taste : Medium body, mild sweet with delicate wood in the background

Finish : Light, smooth, well rounded malt and warm

o McDowell, the drink has always been positioned as the No.1 drink in its category, both literally and laterally.

o The 'cheer finger' has always stood for McDowell's No.1 Whisky. In the beginning, it had the tag ‘Mera No.1’ attached to it.

o The brand has reinvented itself in all possible ways and has looked at greater accomplishments over the years.

o The cheer finger has been the trademark of the brand.

PRICE

McDowell's No.1 Reserve Whisky 1000mlPrice: INR 520

750ml 373ml 180ml

MCDOWELL CELEBRATION RUM INR360 INR180 INR90

MCDOWELL'S VSOP BRANDY INR360 INR180 INR90

MCDOWELL'S GREEN LABEL WHISKY

INR360 INR180 INR90

MCDOWELL'S CENTURY WHISKY INR400 INR200 INR100

PROMOTION

United Spirit’s McDowell’s No 1 is all set to consolidate its market presence in the Indian whisky market on the back of new launches, celebrity brand endorsements and promoting the concept of friendship in its communication strategy.

It has for the first time, in a span of 40 years of the

whisky brand’s existence, signed on a Bollywood celebrity endorser.

It believes in Spirit of friendship & Spreading the fizz

PLACE• Its available in almost all the stores

• Quality whiskey for common people

• Also market in rural areas

• A brand for youngsters who buy with their pocket money

MARKET SIZE & SHARE

• 46 % share of the prestige segment

• The world's No. 2 whisky brand is the Johnnie Walker from the house of Diageo with 16.68 million cases

• With this, McDowell's from the UB stable is down to No. 3 slot

JOHNNIE WALKER

PRODUCTJohnnie Walker is a brand of Scotch Whisky

owned by Diageo and originated in Kilmarnock, Ayrshire, Scotland.

It is the most widely distributed brand of blended Scotch whisky in the world.

It's sold in almost every country, with yearly sales of over 130 million bottles

o 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 Ayrshire, Scotland.

o Blends: For most of its history Johnnie Walker only

offered a few blends . In recent years there have been several special and limited bottlings.

PRICE

Johnnie Walker 'The Collection' Blended Scotch Whisky 4 - 200ml Bottles$99.95

Johnnie Walker Blue Label Blended Scotch Whisky 750ml $199.99

Johnnie Walker Swing Blended Scotch Whisky 750ml $59.99

Johnnie Walker Gold Label 18 Year Blended Scotch Whisky 750ml$89.95

PROMOTION• Scotch Blend whiskey for executives and

aristocrat

• Commercials show Men who are passionate, keep walking and are go getters

• No celebrity endorsers as appeal is to emotionally connect and make every man feel important

PLACE

• Initially available only in Scotland

• Now Available across 200 countries

• Scotch whiskey for the elite class

• Sub brand green label is affordable and available across any stores in the country

MARKET SIZE & SHARE• The world's No. 2 whisky brand is the

Johnnie Walker from the house of Diageo with 16.68 million cases.

• In terms of market share, JW is the leading whisky brand both regionally as a leader with 73% of share Johnnie Walker Black Label.

Johnnie Walker blended scotch whiskeyManufacturer: Diageo

Walking back to 1820…

• John “Johnnie” Walker at Ayrshire, Scotland• Start the wholesale trading in and beyond

Scotland with the evolution of railway• 1857- Alexander Walker• Walker's Old Highland was their first blend• The iconic and convenient square bottles-

1870- worldwide• Acquired the famous Cardhu distillery to

ensure supply of exceptional Cardhu single malt

• Re-branding in 1908- Walkers’ Kilmarnock whiskey to Johnnie Walker whiskey

• 1909- Black label and red label born (by Alaxander and his sons)

• 1920- Gold label for executives (premium price)• 1934 – present day- remain suppliers at the

royal households• 1992 – Blue label (grandest of all)• 1997 – fresh label The Green label• 2008- Blue label king George V -> influenced by

blend of whiskeys dating back to the reign of king George V

• Biggest selling scotch whiskey silky single malt and found in over 200 international markets

• It outsells its’ nearest rivals by 10 million bottles a year- sells 130 million bottles every year

• Famous “keep walking” campaign• Alaxander walker master of the blender art,

uncompromising

Law of contraction

• Focus only on blended scotch whiskey• Excellence • Started with only the Red label and Blue label• Buy cheap- sell at affordable cost yet maintain

good margin- quality uncompromising

Law of Quality

• Specialist• Uncompromising supreme quality• Scotch whiskey silky smooth single malt

Law of Credential

• Good credentials across the globe and in India too• Regarded as one of the worlds’ most luxury• High accolades from liqueur review bodies• Received double gold medals in 2005, 2006, 2007,

2008, 2009 and 2010• Wine enthusiasts put the Black, Blue, Green and Gold

labels in the tier 1 performance category• Aristocratic men• Very important personalities and celebrities• Royal households• Common men

Law of Shape

• Name of the brand was on the founder• Set in a distinctive signature type• Striding man logo- progress, vitality,

substance- forward thinking and excellence• Square bottles and the Brand label at sharp 24

degrees. No big deal?• Transformed Walker from a Victorian grocer to

an Edwardian Dandy

Law of sub- brands• Honour: one of the most rare and most expensive

blends of Johnnie Walker Scotch whisky • Johnnie Walker Blue label- ultimate most blend• Johnnie Walker Black label• Johnnie Walker Gold label• Johnnie Walker XR 21": an 80 proof (40% ABV) blend

aged 21 years• Johnnie Walker Quest: a very special blend, rarer than

Blue Label• Johnnie Walker Blue Label King George V Edition• Johnnie Walker Premier: a blend aimed specifically at

the Japanese market

Law of Name

Law of Color

Johnnie Walker brand equity

• BRAND EQUITY : is a set of brand assets and liabilities linked to a brand , its name and symbol , that add to or subtract from the value provided by a product or service to a firm and /or to that firm’s customers.

• Familiar name• Strong market presence• Round the world impact• Glamorous and sophisticated• Supreme quality• Favorite among the royal households too• Campaigns to promote “keep walking”• Been 193 years and “still walking”

• The brand which walked round the world• Aristocracy• Sophistication• “go getter” attitude• Passionate men who are here to win and

never stop• Men who are important• Luxury- the colour black• Quality and assurance

IF YOU DRINK, DON’T DRIVE.... KEEP WALKING !!!