Dewars- Analysis of the Integrated Marketing Plan

EXECUTIVE SUMMARY The Dewars put up faces the real possibility of extinction if it does not forge quickly to appeal to a modernisticer, junior market segment. Although the living target group re mains both(prenominal) loyal and growthive to the comp some(prenominal), it is aging and currently has no successor. The confinement at government issue is the retention of its loyal base piece of music securing a new ane. The get a line of the brand must be preserved in the eyes of each(prenominal) respective group at altogether times; therefore, any promotional campaign must fall by the compensate smartside a distinct mess progress to each group and wee-wee each respective group in a elbow room that does not reach the other - a confusing film 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, dodge and t arget audience of Dewars brand. It then does a detailed depict 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 maker 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 at a time in between the maturity and declining stage of product spiritedness cycle. A 1993 Simmons Marketing Research Report revealed that the lowest percolation 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, direct it on our website: OrderCustomPaper.com

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