Dewars- Analysis of the Integrated Marketing Plan

EXECUTIVE SUMMARY The Dewars differentiate faces the real possibility of liquidation if it does not forge quickly to appeal to a modernisticer, younger market segment. Although the living target group re mains two loyal and reapingive to the comp any(prenominal), it is aging and currently has no successor. The travail at firing is the retention of its loyal base charm securing a new atomic number 53. 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 redress smartside a distinct mess succession to each group and form each respective group in a steering that does not reach the other - a confusing see 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, synopsis and target audience of D ewars brand. It then does a detailed abbreviation of their IMC and finally gives an opinion of the plan related to the stated objectives. current Situation United Distillers (UD) is the proprietor of the Dewars brand, and the leading international producer 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 back up its brands with new, cutt ing edge advertising. And hence the brand i! s at one time in between the maturity and declining stage of product living 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, target it on our website: OrderCustomPaper.com

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