Johnnie Walker SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 5238
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SWOT Analysis of Johnnie Walker with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Johnnie Walker

Parent Company

Diageo

Category

Beverages (Scotch Whisky)

Sector

Foods and Beverages

Tagline/ Slogan

Keep walking

USP

Highest quality blended scotch whisky with heritage

STP

Segment

Mid-aged urban people wanting premium scotch beverage

Target Group

Businessmen and executive professionals from the upper middle and upper class

Positioning

Premium and rare scotch

SWOT Analysis

Strengths

1. Strong customer and brand loyalty
2. Unique packaging that customer could recall
3. Legacy and heritage associated with brand
4. Popularity and following among the high income group and its intended use for special occasions

5. "Keep Walking" slogan and logo are extremely well recognised worldover

6. Sponsorship of premium lifestyle events adds to brand value

Weaknesses

1.Brand protection costs are high as product replicas affect image and sales
2. Penetration in the market is low no easy availability

Opportunities

1. Increased consumption of scotch on special occasion
2.Spending power for such premium products amongst the consumer is increasing

3. More global penetration

Threats

1. Comparatively low prices of competitors
2. Use of champagne for special occasions
3. Local blended scotch and their high penetration in the market

Competition

Competitors

1. Black dog
2.Chivas regal
3. Whyte and Mackay



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