Canadian Club Whisky Marketing Portfolio

MKTG 111 Group Portfolio Assignment Canadian rules of baffle Whisky declination 9, 2011 Table of Contents Introduction3 Overview3 St arrangegic Analysis4 Recommendations5 Competitive Analysis8 take Market Analysis9 Positioning Statement and Positioning Map10 Marketing Communications Analysis15 beat Analysis17 Bibliography18 Introduction The popularity and instaurationwide success of Canadian every(prenominal)iance can be attributed to more than just its great flavour. Review of key merchandise comp one and only(a)nts has given over an all around understanding of the thought process involved in ensuring the success of this comp any(prenominal).These components include, the analysis of the reaping, set, competition, target market, position indoors the market, statistical distribution, marketing communications, strengths, weaknesses, opportunities, and threats (SWOT). Overview Overall, Canadian nines marketing operation is effective, lucking from its classic image. The g rowths target market is primarily males, aged 25-35, living in urbanized regions, with an $80,000 to $100,000 salary. Canadian lodge offers a smooth taste with the labor standard potency in comparison to its competitors. The result is priced slightly beneath average at $24. 0 for 26 oz (LCBO, 2011). In Canada, it is mainly distributed by backsheesh corporations and is available at any licensed establishment, along with its competitors. Canadian participation has upholdd itself as a classic beverage for mature, yet undaunted adults and has focused a great messiness of attention on its rummy business relationship, in advertising and advancements. The marketing efforts of Canadian golf-club are comical to their competitors and stir conduceed in world records, including the worlds longest ravel global advertising campaign, and the worlds longest running onward motion (Canadian niner, 2011) (Hide-A-Case, 2011).As a result of this, Canadian companionship has contriv en an increase in sales and attention in the media. Strategic Analysis The face of Canadian fiat has changed drastically over the past number of decades. It has fallen from its position as premium pot liquor to a cheaper alternative. The distribution of Canadian Club does not several(predicate)iate from its competitors payable to legal restrictions and is available anywhere that liquor is exchange in Canada. What sets Canadian Club apart from its competitors, however, is the price. Canadian Club is of tall shade, yet their prices are set low.This gives the impression that it is of poor quality, which is damaging to the brand. Whiskies manage bastard Daniels and Jameson have been successful with marketing their brands as the cool whiskies. Jack Daniels gained popularity after it became the swallow of choice by the men of HBOs Entourage, a show that depicts the glamourous lives of current celebrities. Canadian Club is beginning to see a comeback as a result of their sponsor ship with motorsport events and illuminating their history as the whisky of choice in the 1920s (Canadian Club, 2011).In addition to this, Canadian Club has withal had the worlds longest running international advertising campaign (The Adventure Series) as salutary as the worlds longest running promotion (Hide-A-Case), which make their marketing efforts unique to their competitors (Canadian Club, 2011). Recommendations Canadian Club is on the right track with their refreshed-fangled-fangled relieve oneself, senior highlighting their history. With television shows wish swell up Boardwalk Empire and huffy Men (both of which have promoted Canadian Club), past era themes are at the height of their popularity.This promotion can spark a new interest in population seek a similar image of old-time class (Kent, A, 2011). In the Damn Right, Your Dad Drank It Campaign, Canadian Club has promoted the whisky as the pet drink to the consumers fathers. This promotion was very successful in legal transfer Canadian Club back into the spotlight in advertising. On the whole, their approach to bringing old-school back, has proven to be very successful and should be continued (Damn Right, 2009). in the first place marketed as a premium liquor, Canadian Club now sets their pricing below average of liquor industry.In taste tests, Canadian Club has surpassed competitors same(p) Cr own Royal and Jack Daniels and its price should reflect this. By fool up its price from $23. 40 for a 26 oz bottlefulful to most $30. 00, consumers will observe Canadian Club to be of higher quality and note value. It is highly recommended that nothing be changed about the product itself. In order to maintain its classic status, the bottle, labeling, flavour, and production process should remain true to its pilot program state. Changing the bottle and labeling of Canadian Club may overly result in being poorly received by current customers and Canadian Club may lose sales.As a result of s trict Canadian liquor distribution laws, there is very little that can be done or can be recommended in terms of find out the placement of Canadian Club. Canadian Club is available in any licensed store and most bars across Canada (LCBO, 2011). To establish a future customer base, creating and promoting a unique new cocktail menu featuring Canadian Club as the cocktail base would be effective. There have been umteen Boardwalk Empire inspired cocktails pretendd with Canadian Club Whisky, that can be make up into a small booklet, change with a 26 oz bottle of Canadian Club.Some of these drinks include the Boardwalk Manhattan, the Tea-Totaller Teaser, and the Top Hat (Loughlin, C, 2010). Teaming up Canadian Club and HBOs Boardwalk Empire with a new contest promotion would work beneficially for both parties. A four-day trip to Atlantic City, the setting of Boardwalk Empire, as well as the location where Canadian Club was smuggled into the States during Prohibition would be an excell ent promotion. This would encourage fans of both, the television show and the whisky, to participate, term also reaching out to potential customers.While it is common to find winter bundles, Canadian Club should make summer themed bundles as a route of promoting it as more than just a cold weather beverage. With new mixed drinks that are incorporating Canadian Club, it is recommended that they create bundles that include merchandise wish t-shirts, baseball hats, and aviator-style sunglasses. Canadian Club has been granted royal warrants of queer Victoria, business leader Edward VII, King George V, King George VI, and Queen Elizabeth II (Canadian Club, 2011). Creating an advertising campaign, reflecting on this would be effective.The campaign could go in one of many directions. For example, they might call for to use classic imaged with Canadian Club bottles superimposed nearby, or by using attractive, royal-themed artwork, depicting Canadian Club as a drink fit for royalty. Ca nadian Club has received a great deal of attention from their unique and long-running Hide-A-Case promotion. With still a number of cases that have been enigmatical around the world, still unfound, there should be more marketing efforts to draw attention to this with more clues, and possibly, additional hidden cases. Competitive Analysis sucker Market AnalysisTarget Market Profile Categories Variables Typical Breakdowns Geographics Region Ontario, British Columbia City or census metropolitan area (CMA) coat 1,000,000-4,000,000 Density Urban Climate Cold, warm Demographics Age 25-35 Gender antheral Family size 1-2, 3-4 Stage of family life cycle Adult single, adult married, no children, young children Income $80,000-$100,000 Occupation Professional, managerial Education College/university graduate Ethnic earth Caucasian, Asian, African-American, Hispanic Home ownership Own home, rent homePsychographics temper Adventurous, mature, extraverted Lifestyle (Goldfarb Seg ments) Fun, friendly, easy-going, friendly Behaviouristics Benefits sought Entertainment, relaxation, socialization Usage rate Medium user User status Regular user the true status Medium-strong Positioning Statement and Positioning Map Canadian Club Whisky is positioned in the intoxicant beverage market as smooth, pure, high quality whisky. This product is ideal for those who enjoy an adventurous and sociable lifestyle. It focuses on its revolutionary length of aging, bringing a higher quality of whisky. potent Smooth Harsh ? Weak ? Canadian Club Whisky ? Jameson Irish Whiskey ? Crown Royal Whisky ? Jack Daniels Tennessee Whisky ? Smirnoff Vodka ? Budweiser lager Product Analysis Core product Actual product increase product * The consumer may experience a feeling of relaxation and excitement, which creates an automatic teller machine of enjoyme nt. * A branded product a liquid beverage within a bottle, covered with a label. * Able to be exchanged bottle for a recycling refund. Pricing Analysis Pricing Strategy wrong $24. 40 750 ml bottle Demand-Oriented Pricing Bundle For seasonal holidays, Canadian Club sells bottles bundled with rock glasses for a higher price than a regular bottle, however the glasses offer a greater value to the bundle. Penetration The average price of a 750 ml bottle of spirit up is $26. 00. Canadian Club is sold at a cheaper rate to be more appealing to consumers. Competition-Oriented PricingBelow Market Most spirits are sold for a higher price than Canadian Club. This gives Canadian Club an move on against the competition. Competitive Pricing Analysis Canadian Club Jameson Jack Daniels Crown Royal Smirnoff Budweiser LCBO 24. 40 30. 30 29. 85 34. 45 24. 45 23. 50 SAQ 21. 99 30. 25 29. 99 29. 99 23. 25 22. 50 hard liquor Mart 24. 99 27. 85 27. 25 26. 99 22. 99 22. 32 BC Liquor 23. 75 32. 99 29. 99 27. 99 24. 99 27. 29 NSLC 26. 98 30. 99 29. 99 29. 99 26. 98 25. 79 Liquor World 23. 85 32. 95 27. 25 34. 85 22. 95 23. 85Distribution Analysis Distribution Strategy Canadian Club is distributed in all provinces/territories exclusively. This is due to strict laws set out provincially that control the sale and distribution of alcoholic beverages. Most provinces and territories have unplowed total or near-total control over the sale of liquor. Quebec and Alberta have managed their own municipal liquor stores, yet have allowed liquor sales in some sell stores. Distribution Channels Government-Owned Liquor Store (LCBO) producer (Beam Inc. ) Producer (Beam Inc. ) Consumer Consumer Retailer (LCBO) Retailer (LCBO)The most popular distribution bridle-path in Canada is the number of government-owned liquor stores, province-to-province. Few provinces have alternative bring for distributing hard liquor. Because this channel is strictly controlled by the government, the product goes directly into the sell stores from the producer. It is then available to the consumer. This retail store also acts a middleman to private retail merchants and businesses. Private Liquor Store (Liquor Mart) Producer (Beam Inc. ) Producer (Beam Inc. ) jobber Wholesaler Very few private liquor stores are in operation in Canada. The liquor goes rom the producer to the wholesaler which is also the government-owned retail stores like LCBO. The private retailer must purchase their liquor from their provincial liquor wholesaler for resale to the consumer. Private retailer Private retailer Consumer Consumer Private Online Retailer (Whisky Exchange) Wholesaler Wholesaler Producer (Beam Inc. ) Producer (Beam Inc. ) like to private retail stores, online stores must go by the same distribution process. This means purchasing from the government-controlled wholesaler before direct resale to the consumer online. Online retail Online retail ConsumerConsumer Private Business (Fox and the Fiddle Pub) Producer (Beam Inc. ) Producer (Beam Inc. ) Government-controlled retail Government-controlled retail The distribution of Canadian Club to business is strictly controlled by the government. As such, businesses are only entitled to purchase their liquor from government-controlled retailers. Industrial user Industrial user Marketing Communications Analysis Public traffic The public relations in The Canadian Club Whisky is approached in a variety of ship canal. For example the fourth season premiere ofMad Manwas the first episode that involved Canadian Club whiskey.Cumulative results of that product placement across the season * Overall Placement Value $495,200Audience * distribute 13,755,960 * Overall Audience Retention 8,671,500 * Positive Feeling from Placement 933,984 * deflect to Purchase from Viewing 36,040 They also hold special events such as Canadian Club Whisky Historic Treasure Hunt where sincerely unique treasure hunts, starting in Windsor, Canada at the Canadian C lub Heritage Centre, participants will learn more about Canadian Clubs luxuriant heritage and could possibly win $100,000.The last method they use is through their website at www. thecanadianclubwhisky. com , where show you the history behind and all there advertisement. advertizement Canadian Club has multiple advertising tools that are used to promote their product. Canadian Club is advertised in a number of ways on television. This includes television commercial advertisements, occasionally running them in plastic film theatre previews and product placement in hit series like Mad Men and Boardwalk Empire. Magazine advertisements are used as well as posters in subways and billboards.Canadian Club is also connected on online social networking sites such as Facebook and Twitter to allow people to hear discussion about the product and also voice their opinion. Canadian Club is also involved in motorsport sponsorship including the Molson Indy, which allows the brand name to get ou t to thousands of spectators. advertise is also seen in private business to which Canadian Club gives forgive merchandise. This merchandise includes coasters, shot glasses, shot glass pads, matts, signs, and clothing.Direct Response Canadian Club sends out sales representatives to bars and clubs in order to promote their product as well as convince the bar/club owner make a purchase or continue purchasing from Canadian Club. The LCBO offers catalogues, based on the season, which establishes a link between the consumer and Canadian Club. On the Canadian Club website, they have a micro-site that divulges their history during Prohibition in connection with the currently airing hit tv-show Boardwalk Empire.On the website, they provide links to cocktails a consumer may make using Canadian Club, educational videos, as well as photos of some of the most prominent Prohibition players. Sales progression Canadian Club received its first royal patronage from Queen Victoria and her husband P rince Albert. Canadian Club has a micro-site that educates customers on its utilization during the Prohibition. Canadian Club also sponsors F1 driving. Starting in 1967, Canadian Club held a promotion that included hiding cases of Canadian Club all over the world.The public were given clues and to this day, still three cases remain unfound, one being in the North Pole. Location of Factor TYPE OF factor in Favourable Unfavourable Internal Strengths * Prominent brand awareness in over 150 countries * Bartenders have been using CC in their drinks since its archaeozoic years * Legendary, smooth flavor * Flavours are flexible and vary for different preferred tastes Weaknesses * Price of product(s) may be more than that of competing companies * Monopolies may create high barriers that are hard to overcome, for new companies/products wishing to enter a market (ie.Expanding) * Indirect competition from opposite companies that sell other alcoholic products may take away consumers Exter nal Opportunities * Growing demand for new flavours and/or access to the brand in more countries around the world * Increasing demand for Whiskey over other alcoholic beverages due to changes in preferences (socio-cultural forces) Threats * Cheaper products with a similar taste to that of CC * Competition with other alcoholic beverages * Socio-cultural forces may influence consumer preferences SWOT AnalysisBibliography Official Canadian Club Website. (2011). Canadian Club Import Company. Deerfield, IL. Retrieved declination 8, 2011, from www. canadianclubwhisky. com LCBO Retail Website. (2011). Liquor go Board of Ontario. Retrieved celestial latitude 8, 2011, from www. lcbo. com Hide-A-Case. (2011). Canadian Club Import Company. Deerfield, IL. Retrieved on December 8, 2011, from www. hideacase. com Canadian Club Damn Right. (2009). The Arf. Retrieved on December 8, 2011, from http//thearf-org-aux-assets. s3. amazonaws. om/ogilvy/cs/Ogilvy-09-CS-CanadianClubWhisky. pdf Kent, A. (2 011, April). Canadian Club The Unofficial Whisky of Prohibition. Good Food Revolution. Retrieved on December 8, 2011, from www. goodfoodrevolution. wordpress. com/2011/04/19/canadian-club-the-unofficial-whisky-of-prohibition/ Loughlin, C. (2010). Explore Prohibition Cocktails with Canadian Club & Boardwalk Empire. The Intoxicologist. Retrieved on December 8, 2011, from www. intoxicologist. net/2010/10/exploring-prohibition-with-canadian-club-cockt