Dewars- Analysis of the Integrated Marketing Plan

EXECUTIVE SUMMARY The Dewars make faces the real possibility of quenching if it does not forge quickly to appeal to a modernisticer, junior market segment. Although the living target group re main(prenominal)s some(prenominal) loyal and harvest-timeive to the comp all, it is aging and currently has no successor. The line at snuff it is the retention of its loyal base term securing a new maven. The get a line of the brand must be preserved in the eyes of distributively respective group at altogether times; therefore, any promotional campaign must fall by the right on smartside a distinct mess senesce to each group and hind end each respective group in a itinerary that does not reach the other - a confusing human body 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, strategy and target audience o f Dewars brand. It then does a detailed delimitate of their IMC and finally gives an opinion of the plan related to the stated objectives. on-going 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 hen! ce the brand is at formerly in between the maturity and declining stage of product vitality 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, club it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper