johnnie walker brand audit

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Rob Noble 000731069-2 Micheal Fabiyi 000727487-4 Sarah Kirkby 000720067-6 Zoe Baskett 000728477- 2 Tim Bedford-Bain 00076832- 2 1 Strategic Brand MAnagement

Author: sarah-kirkby

Post on 25-Jun-2015




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This presentation will take you through a brand audit of the Johnnie Walker brand. Looking at its current market, trends and news surrounding the brand. Introducing information regarding the brand and company, looking at their current brand position their competitors. Also paying attention to Johnnie Walkers brand equity, brand awareness and brand associations. We will conclude with recommendations to Johnnie Walker on how they can build and manage their brand equity.


Page 1: Johnnie Walker Brand Audit

Rob Noble 000731069-2Micheal Fabiyi 000727487-4Sarah Kirkby 000720067-6Zoe Baskett 000728477-2

Tim Bedford-Bain 00076832-2 1

Strategic Brand MAnagement

Page 2: Johnnie Walker Brand Audit


- The Current Market, Trends and News

- Johnnie Walker’s Brand

- Brand Position

- Johnnie Walkers Competitors

- Brand Equity

- Brand Awareness

- Brand Association - Recommendations to Build and Manage Johnnie

Walker’s Brand Equity


Page 3: Johnnie Walker Brand Audit

The Market

- In 2013 Johnnie Walker had case sales of 19.7m- Ballantine's scotch whiskey with 5.8m of case sales - Grant Scotch Whiskey – 4.5m- The Famous Grouse – 3.2m- Jack Daniels – 10.7m - Jim Beam- 6.2m


Page 4: Johnnie Walker Brand Audit

Market Trends - The introduction of China’s “Whiskey Bubble” (Stegger,2012)- Only Scottish Scotch in China - The real Tennessee Whiskey-

“whiskey must be made from fermented mash of at least 51 percent corn, aged in new oak barrels, charcoal mellowed and stored in Tennessee”

- Alcohol duty escalator- - Rise in taxation on whiskey - 81% of the price to be tax


Page 5: Johnnie Walker Brand Audit

The Brand


Product Attributes - Malt Whiskey - Deep complex flavour- Power and Refinement - Age and time Characteristics of The Brand - Heritage, passion and luxury - Scottish Whiskey - International- DiageoPricing -The range is $25 - $225 (750ml) - A range of whiskeys, the best selling Red Label - Most expensive being Blue Label

Distribution - By 1920 it was the first global brand across 120 countries - Red Label can now be found in over 200 countries - Worlds best selling whiskey - Pushing into emerging markets such as Latin America and Asia

(Diageo, 2013)

Page 6: Johnnie Walker Brand Audit

The Trademark

Keep Walking


Page 7: Johnnie Walker Brand Audit

Brand Positioning


Target Market

- Urban men aged 25-35

- Already Whiskey Drinkers as well as introducing new consumers to Whiskey

- Consumers who are not driven solely by wealth, but through wealth of experience and enjoyment of life.


- TV, Outdoor, Press and Digital

- ‘Keep Walking Campaign’

- 2009 Robert Carlyle ‘The man who walked around the world’

- Heritage and Global nature of the brand

- This was updated by BBH in 2013

(Joseph, 2012)

(Lynch, 2013)

Page 8: Johnnie Walker Brand Audit

Personal Progress


- Sony’s Fredrick Bond directed the TV Ad ‘From the Future’ bringing a change of tone for the brand

- This is BBH’s revitalised integrated global campaign for a new generation drinker in a changing world

- Key message is one of ‘personal progress’

- Across TV, Outdoor, Press and Digital

- Outdoor campaign celebrates the progress of iconic people and places showing where they have come from

- Social content #NextStep, the platform hub is tumbler, supports by the brands Facebook and Twitter

- Launched first across Latin America before rolling out into Eastern Europe and Asia Pacific

(Lynch, 2013)

Page 9: Johnnie Walker Brand Audit

Competitive Brands


Marketing• T.V, Outdoor and digital • A long heritage with a huge bourbon

history • Celebrity endorsements (Mila Kunis,

Leonardo Di Caprio)• ‘The dilemma’ advertisements

Competition -----

Competition -----

Competition -----

Marketing - TV, Outdoor, Press and Digital - Has a long heritage and is a

worldwide brand. - ‘As American As’ Campaign- Celebrity ambassadors

Jim Beam • Bourbon Whisky • Beam incorporation • Introduced in 1795• Different varieties of whiskey (White

label, Green label, Black label Devil’s cut and Seven year)• Prices vary from £20+

Jack Daniels - ‘Tennessee Whiskey - Founded 1875- Brown-Forman corporation - Prices varies from £18+- Family’ of Whiskey's:- (Gentleman

Jack, Tennessee Honey, Jack Daniels old no. 7 and Single Barrel)

Page 10: Johnnie Walker Brand Audit

Keller’s Brand Equity Model


Create awareness through Campaigns, Taste- Testing Events, Advertising, Endorsements, Social Networking

Luxury High quality Whiskey

Has something for everyone

MasculineExpensiveQualityScottishWell crafted


Connecting with the consumer’s life styleSuccessful

Consumers form loyalty and a variety of choice hedges brand switching




Judgments Feelings


The Value of johnnie Walker

Page 11: Johnnie Walker Brand Audit

Brand Awareness

Who are they trying to make aware of Johnnie Walker?

•Older males or, men who want to be perceived as classy and confident, those looking for a drink to aid relaxation creating identity of achievement and financial security, not a drink aimed to people who want a cheap drink.•Known globally.

How have the marketers make their target market aware of the brand?

Advertising on television around programs specifically aimed to men (e.g. Sopranos, Mad Men, Golf tournaments and Formula One, usually played in the evening).Make the target audience aware of two key selling points:1. There are a variety of different labels from Johnnie Walker (Blue, Black,

Gold ect) so there is something to every mans taste.2. They pride themselves on gift giving.


Page 12: Johnnie Walker Brand Audit


Billboard advertisement for Blue Label stating ‘For a man who deserves more than a gift’

Print advertisement focusing flavour as the selling point

Print advertisement for the Red Label, also focusing on


Page 13: Johnnie Walker Brand Audit


Social Media

[email protected] 6,151 followers

• Using trending ‘hashtags’ such as #tbt (throw back Thursday) to emphasise heritage and the brand being traditional.

• Shows that the brand is confident by stating it needs no introduction.

[email protected] 33kfollowers

• Uses the variety of labels to advantage.

• If target audience are business men, then this is directly targeted at them, playing on the fact Monday is the beginning of their week.

FacebookJohnnie Walker- 8,751,512 likes

• More of their potential target market are present on Facebook.

• Gives suggestions on mixing drinks and how brand has spread globally

Page 14: Johnnie Walker Brand Audit

Brand Association - Not all venues stock Johnnie Walker, and is not always visible to

the consumer- Sponsor venues to ensure exclusive service- The Black Circuit VIP

Race Party, invited A-list guests and Johnnie Walker fans to experience the glamorous lifestyle of the world motor sport at the venue of the Malaysia Agro Exposition Park, Serdang.

Associations of the event included:- Jenson Button- Mercedes McLaren- Formula 1- Vodafone


Page 15: Johnnie Walker Brand Audit

‘The man who walked around the world’- 6 minute feature length advert/story, describing the Johnnie Walker

journey.- Featuring Scottish born Robert Carlyle, known for his acting.- Tells a story which connects with the audience, associating the brand with

all that the video has mentioned.


Page 16: Johnnie Walker Brand Audit

Identity Prism


Johnnie Walker


Culture‘The Perfect Gift’InternationalPassionateScottish based

Self ImageIconic

Driven by Heritage and Prestige


Financial SecurityClass


RelationshipTrust in Quality

ExclusivityLoyalty to brand

Flavour for everyone

PhysiqueDiego brand- High quality and well rounded

‘The man who walked around the world’ Campaign

Page 17: Johnnie Walker Brand Audit

Consumer Perception

- 6 different labels cater for every need

- Globally dominated the world of whiskey

- Seen as a luxury brand, something that is special or to be savoured

- Expensive price tag pushes consumer opinions to positive ones

- Seen and advertised as the perfect gift, which implies high standards

- Traditional, cared for product, been in the Walker family for 200 years through generations


Page 18: Johnnie Walker Brand Audit

Brand Resonance

• To enhance brand loyalty and resonance, the ‘Pick Your Flavour’ Campaign was created.

• Using the tag line ‘Where flavour is King’

• The aim was to extend customer lifetime value and enhance perception to include less change vulnerable equity.

• 6 different flavours representing 6 different meanings, something for everyone, emphasises heritage, quality, taste and texture.

• Reduces risk of consumers switching brands as they have more choice.

• Brand comes with the story of Johnnie Walker, shows that it is a family orientated and originated brand, which connects with the audience, as consumers value traditional products.


Page 19: Johnnie Walker Brand Audit


Secondary Brand Associations

- “Secondary brand associations is a type of marketing strategy, where, businesses transfer entities of the brand or different aspects to help increase brand equity” (iffi Saheb).

Ideas to build brand equity:- Co-Branding - Celebrity Endorsement - Sponsorship


Page 20: Johnnie Walker Brand Audit


- Johnnie Walker is a world known brand consumed by many across the globe.

- - One way they can empower the brand furthermore is by teaming up

with another world famous British brand, Rolex.

- Research has shown that people relate British products with quality, and as Rolex is seen as a luxury brand, consumers will show more interest to the whisky.


Page 21: Johnnie Walker Brand Audit

Celebrity Endorsements

Celebrity Endorsements

- Johnnie Walker can get Victoria Beckham to endorse in their product.

- Whisky is generally purchased & consumed by men, therefore, this will help break the cliché and increase the brands reputation as more women will start to show interest.


- Large Music festivals such as Glastonbury or Reading, which will help entice young adults

- This is a gap in the whisky market as not many people aged between 18-25 consume whisky compared to other alcoholic beverages.


Page 22: Johnnie Walker Brand Audit

Integrated Marketing

- The brand can hold a monthly competition online & ask users to create the best cocktail.

- Users will then share it on different social network sites using #JonnieWalker and the name of their cocktail, where the winners cocktail will get published in a alcoholic magazine.

- win-win situation for everyone, as the brand will be connecting with their consumers, while their consumers will be sharing their brand online with the hashtag.

- Potential to also entice more women.


Page 23: Johnnie Walker Brand Audit


Diageo. (2014) Our Brands, [WWW] Available from; [Date Accessed 13/03/2014]

Joseph, S. (2012) ‘Diageo bids to make Johnnie Walker more accessible’, Marketing Week, News

Lynch, N. (2013) ‘Johnnie Walker launches new global “Keep Walking’ integrated campaign spearheaded by ‘From the Future’ TV spot via BBH London’, Campaign Brief

Academic ModelsKeller’s Brand Equity Model Kapferer’s Brand Identity PrismVideo links Websites Date Accessed: 10/03/14 Date Accessed 10/03/14Corporate Website Saheb, 2013) -