Dewars- Analysis of the Integrated Marketing Plan

Essay by Amit MehraUniversity, Master'sA, June 2004

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The Dewar's brand faces the real possibility of extinction if it does not act quickly to appeal to a newer, younger market segment. Although the existing target group remains both loyal and profitable to the company, it is aging and currently has no successor. The task at hand is the retention of its loyal base while securing a new one.

The image of the brand must be preserved in the eyes of each respective group at all times; therefore, any promotional campaign must deliver a distinct message to each group and reach each respective group in a way that does not reach the other - a confusing image may alienate both groups. In both instances the messages will convey the message that Dewar's is a premium brand.

This paper starts by analyzing the current situation and then goes on to discuss the objective, strategy and target audience of Dewar's brand.

It then does a detailed analysis of their IMC and finally gives an opinion of the plan related to the stated objectives.

Current Situation

United Distillers (UD) is the owner of the Dewar's brand, and the leading international producer of both Scotch whisky and gin. The company employs 10,000 people.

The United States is the company's main market for the product. While it is profitable, it is also the one in which legal constraints with regard to the sale, promotion and distribution of its product are most complex. The parent company has not supported its brands with new, cutting edge advertising. And hence the brand is now 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...