Parent Company

Category
Sector
Tagline/ Slogan
USP

Segment
Target Group

Positioning
Strengths

Johnnie Walker
Diageo
Beverages (Scotch Whisky)
Foods and Beverages
Keep walking
Highest quality blended scotch
whisky with heritage
STP
Mid-aged urban people wanting
premium scotch beverage
Businessmen and executive
professionals from the upper middle
and upper class
Premium and rare scotch
SWOT Analysis
1. Strong customer and brand
loyalty
2. Unique packaging that customer
could recall
3. Legacy and heritage associated
with brand
4. Popularity and following among
the high income group and its
intended use for special occasions
5. "Keep Walking" slogan and logo
are extremely well recognized world
over

Weakness

opportunity

Threats

6. Sponsorship of premium lifestyle

events adds to brand value
1. Brand protection costs are high
as product replicas affect image and
sales
2. Penetration in the market is low
no easy availability
1. Increased consumption of scotch
on special occasion
2.Spending power for such premium
products amongst the consumer is
increasing
3. More global penetration
1. Comparatively low prices of

competitors
2. Use of champagne for special
occasions
3. Local blended scotch and their
high penetration in the market
Competition
Black Dog
Chivas regal
Whyte and mackay

Competitors

Johnnie Walker Market Classification

Classification
Volume
contribution
Markets

Mature
50%

Developing
30%

Emerging
20%

US, GB, France,

Japan, Italy,
Austria,
Germany Spain

Character

Declining,
stagnant
Brand
proliferation
Price sensitive
Strong retail
power
High
investment
required for
advertising and
promotional
activity
Off-trade*
skew

Greece, Portugal,
South Korea,
Czech Republic,
Venezuela,
Mexico
Growing yet
unstable
economies
Increased
competition
Increasing
cost of doing
business
Growing
retailer power

Brazil, Colombia,
Thailand, Turkey,
Taiwan, Poland,
Indonesia,
Russia, Chile
Volatile
economies

Underdeveloped
trade and
distribution
Grey channel
issues