Dewar’s Leader In U.S. Scotch Whisky Industry

924 words - 4 pages

Dewar’s leader in U.S. Scotch whisky industry

1. Situational Analysis

1.1 SWOT Analysis

Strengths

- Dewar’s leader in U.S. Scotch whisky industry, with a market share
of 15%.

- Past success with the advertising campaigns in maintaining a
positive image for Dewar’s among Scotch drinkers.

- Strong research and development.

- Backup from United Distillers, which is an International leader in
the Scotch whisky and Gin markets, and one of the most profitable
spirit’s Company in the world.

- Dewar’s is positioned as a premium and prestigious blend of Scotch
whisky.

- Schieffelin & Somerst, distributor of Dewar’s within U.S, is the
product of a Joint Venture with Moet Hmessy Louis Vuitton, allowing
cost reduction.

Weaknesses

- Lack of promotional strategies to attract new customers.

- Targeting a segment market that is not growing.

- Slow reactions.

Opportunities

- US, the largest liquor market in the world (13% market share) with
high profit margins.

- Young adults’ good attitude towards the consumption of withe
spirits.

- Social acceptance of mixed drinks.

Threats

- Sales in Industry of liquor and withe spirits with a negative
growth.

- Scotch whisky in the declining stage of product cycle.

- Mature target market consuming less Scotch whisky.

- Growing social resistance and regulations of liquor consumption in
the U.S.

- Shift of consumer preference towards lighter alcohol beverages, such
as wine and beer.

- Risk of becoming over analytical and moving to slowly when
implementing the repositioning strategy.

1.2 US Scotch whisky Industry Analysis.

Both the industry of liquor and the industry of distilled spirits had
suffered a reduction in consumption since 1978. This represents 15
years of constant negative growth. Some of the factors that had caused
this phenomenon are the growing of social, regulatory and legal
restrictions over drinking. Also, drinking preferences have shifted
towards lighter alcohol beverages, such as wine and beer.

The Scotch industry has suffered an even greater decline due to the
fact that its target market is drinking much less. It has become the
distilled spirit with lower consumption per-capita. Mature customers
are not loyal to a brand, they are lower priced oriented.

If all these factors remain the same, there is not a promising
forecast for the Scotch Industry: restrictions will continue or even
get harder; consumption will go down as well as sales and profits.

Some important trends in consumers’ preferences can be distinguished
as a way to minimize the down slope of the declining cycle of the
Scotch whisky. Such trends are the perception of mixed drinks as more
enjoyable and fun than the dark spirits, the increasing attractiveness
of white spirits to young adults, more social flexible environment.

1.3 Company Analysis

Objectives

Relucting new customer was vital for the long...

Find Another Essay On Dewar’s leader in U.S. Scotch whisky industry

Brand evaluation Essay

1332 words - 5 pages . However, this segment is largely unexploited in India and has scope for further development.4 P's of Marketing:Products:Following are the liquor products from Shaw-Wallace:· Findlater's finest Scotch Whisky.· Antiquity rare premium Whisky.· Royal Challenge Whisky.· Director's special Black Whisky.· Moghul Monarch Deluxe Whisky.· Director's special Whisky.· Old Tavern Whisky.· White Mischief

A brand evaluation on White Mischief Vodka.

1334 words - 5 pages . However, this segment is largely unexploited in India and has scope for further development.4 P's of Marketing:Products:Following are the liquor products from Shaw-Wallace:- Findlater's finest Scotch Whisky.- Antiquity rare premium Whisky.- Royal Challenge Whisky.- Director's special Black Whisky.- Moghul Monarch Deluxe Whisky.- Director's special Whisky.- Old Tavern Whisky.- White Mischief Vodka.- Vladivar Classic Vodka.- Veba Vodka.- White

Dewars- Analysis of the Integrated Marketing Plan

2646 words - 11 pages that Dewar's sales and market were declining. Jamie Prusak was hired about a year ago as senior brand marketing manager for Schieffelin & Sommerset (S&S), which is a joint venture between UD and Moet Hennessy Louis Vuitton (LVMH), and distributor of Scotch in the U.S. She and her boss have been working very closely with their advertising agency, Leo Burnett C. (LBC), to come up with new ideas to reposition Dewar's Scotch whisky. One of the

Dewar's Marketing Communications

3838 words - 15 pages ... For such, we have the figures for the "darkest hour" of the overall industry - year 1991, when the market "crumbled" with more than 1.7 million cases :- Market shrunk from 13.3 to 11.585 = 8% x 148('92 value for distilled spirits, of which scotch whisky consumption was just 0.08 : 1) / 1.022 (in '92 market had increased with 2.2% from '91) ...- The average market spending on advertising was 4.32 $ per case, while Dw's share of

Scotch Irish Influences on Appalachian Culture and American History

1708 words - 7 pages as soldiers, and it helped them in everyday existence because it allowed them to be better at hunting, and defending themselves on the frontier.The Scotch-Irish immigrants from Ulster not only played a large role in the American Revolution, but they also contributed many features to Appalachian culture. One skill that they brought to America was their ability to spin yarn on the spinning wheel and weave fabric on the loom. The textile industry

Dewar's Brand Repositioning

870 words - 3 pages Dewar's Brand RepositioningDewar's was faced with a declining market among traditional Scotch whisky consumers. In addition, long-term consumption trends indicated that drinking preferences had shifted from distilled spirits to lighter, lower alcohol beverages. Though Dewar's had a favorable brand image and growing market share, repositioning Dewar's to younger adults was very necessary for the brand to remain competitive in the long term

Southwest Airline Inc. case : "PEST" Analysis of Airlines Industry

1052 words - 4 pages An industry is a creature of its environment. Its very survival and all of its perspectives, resources, problems, and opportunities are generated & conditioned by the environment. Thus it is important for an industry to monitor the relevant changes taking place in its environment and formulate strategies to adapt to these changes.The overall environment of the Airlines Industry in the USA as found in this case, could be described as that of

You Are What You Drink.

2294 words - 9 pages IntroductionThe right to drink alcohol is something the people of the world have struggled with for hundreds of years. In some cultures drinking is part of the religion and in others drinking is part of the everyday activities. For many people in the U.S. drinking is something done for social reasons. These people are looking for a good cheap drink to catch a quick buzz. This is a favorite way to unwind after a chaotic day at the office, but

Dewar's

1570 words - 6 pages It extends to they ways in whichconsumers treat the brand attributes. The second criterion is stability. Aakers' perspective that a brand can also be seen as a symbol may beparticularly applicable in the case of Dewar's scotch. In this situation, to suggest that Dewar's can overcome the myriadof challenges facing the brand and the alcoholic beverage industry byfocusing on characteristics that make Dewar's distinctive appears unlikelyto be

William Paterson

950 words - 4 pages Stockton. This explains why Paterson was so well educated in law and was an active leader in U.S. government and U.S. law. Paterson would later become Governor of New Jersey from 1790 to 1793 where he began work on the volume Laws of the State of New Jersey. He began to revise the rules and practices of the Chancery and common law courts in Paterson's Practice Laws, which would later become apart of the New Jersey Legislature.Paterson was also

"The Education of Little Tree": Chapter Summary 9.

581 words - 2 pages This chapter started out by telling us that Granpa had never held a job in public works, which is a job for regular hire. During Little Tree's childhood, corn was very cheap in its regular form, but in whiskey form it was worth a profitable amount. Granpa's trade was making moonshine. This was the only way to make money because they had such a small corn patch that it was impossible to make money selling regular corn. Granpa got his trade from

Similar Essays

"Advanced Micro Devices A Leader In The Industry"

1261 words - 5 pages Advanced Micro Devices-A Leader in the IndustryAlmost everyone these days owns, or at least has used a computer before. Computers have become very important in everyday life, not only for business and scholastic reasons, but also for social reasons. Since September eleventh of 2001 the technology industry has suffered greatly. AMD is one of the only companies that has continued to grow and be successful even through the difficult challenge of

Outsourcing In The U.S. Apparel Industry: Economic Benefits And Ethical Concerns

2496 words - 10 pages Today, outsourcing plays a central role in the functioning of the apparel industry. By manufacturing their products overseas instead of in the United States, apparel companies are able to lower the cost of production. They pay less in wages and avoid the heavy regulations of the U.S. As a result, they are able to lower the retail prices of their products while still making profit. Benefits from outsourcing are so apparent that they lead one to

Importance Of Emotional Intelligence For A Leader In Today’s Business Consultancy Industry

1341 words - 5 pages ; leadership’s key aspects focused around guidance, motivation and focusing, whereas management’s key aspects included budgeting, organisation and control. Extrapolating from the previous sources aspects, it hints that a manager does not necessarily have to motivate, or perhaps not in the same way a leader does, due to their control over employees in terms of corporate hierarchy, suggesting a manager does not require an equal level of EQ, as they possess

Single Malt Scotches Essay

1385 words - 6 pages yeast, whiskey is made out of grain. It is like beer in a sense, where Scotch is distilled. The main difference between beer and whiskey making is called the "wash," when distilling it produces a lighter and smoother spirit.History of ScotchesScotches started off in Scotland. The first entry or written record of whisky production in Scotland from malted barley is by Friar John Cor. Through the centuries the government of Scotland began taxing the