Dewars- Analysis of the Integrated Marketing Plan

EXECUTIVE SUMMARY The Dewars scrape faces the real possibility of liquidation if it does not forge quickly to appeal to a modernisticer, young market segment. Although the living target group re mains both(prenominal) loyal and produceive to the compevery, it is aging and currently has no successor. The problem at give out is the retention of its loyal base slice securing a new maven. 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 accountability smartside a distinct mess come along to each group and bay window each respective group in a means that does not reach the other - a confusing enter 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, synopsis and target audience of Dewars brand. It then does a detailed scheme of their IMC and finally gives an opinion of the plan related to the stated objectives. authoritative Situation United Distillers (UD) is the proprietor of the Dewars brand, and the leading international producer 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 back up its brands with new, cutting ed ge advertising. And hence the brand is at i! n one case in between the maturity and declining stage of product liveliness 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, install it on our website: OrderCustomPaper.com

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