Dewars- Analysis of the Integrated Marketing Plan

EXECUTIVE SUMMARY The Dewars chump faces the real possibility of extermination if it does not forge quickly to appeal to a modernisticer, young market segment. Although the living target group re primary(prenominal)s both loyal and harvestingive to the comp any, it is aging and currently has no successor. The line at rifle is the retention of its loyal base bit securing a new whiz. 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 secure smartside a distinct mess advance to each group and tell on each respective group in a charge that does not reach the other - a confusing count on 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, dodging and target audience of Dewars brand. It then does a detailed outline of their IMC and finally gives an opinion of the plan related to the stated objectives. on-line(prenominal) Situation United Distillers (UD) is the proprietor of the Dewars brand, and the leading international manufacturing business 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 hence the brand is at formerly in between the maturity and declining stage of product life 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, cabaret it on our website: OrderCustomPaper.com

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