Johnnie Walker SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 7682

SWOT Analysis of Johnnie Walker with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Johnnie Walker

Parent Company



Beverages (Scotch Whisky)


Foods and Beverages

Tagline/ Slogan

Keep walking


Highest quality blended scotch whisky with heritage



Mid-aged urban people wanting premium scotch beverage

Target Group

Businessmen and executive professionals from the upper middle and upper class


Premium and rare scotch

SWOT Analysis


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


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


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

3. More global penetration


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



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

The table above concludes the Johnnie Walker SWOT analysis along with its marketing and brand parameters.


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