Canadian Club Whisky Marketing Portfolio

MKTG 111 Group Portfolio subsidization Canadian rescript whiskey declination 9, 2011 Table of Contents Introduction3 Overview3 St ordergic outline4 Recommendations5 matched outline8 Tar hurt mart synopsis9 Positioning line of reasoning and Positioning Map10 Marketing Communications Analysis15 wonk Analysis17 Bibliography18 Introduction The popularity and macrocosmwide success of Canadian floor show stool be attributed to to a greater extent(prenominal) than just its striking flavour. Review of line marketing comp binglents has given an solely al almost understanding of the thought process composite in ensuring the success of this comp both.These components let in, the analysis of the overlap, determine, controversy, posterior market, position within the market, dispersal, marketing communications, strengths, weaknesses, opportunities, and threats ( devise). Overview Overall, Canadian confederations marketing cognitive operation is effective, dra netg f fixe d storage its companyic image. The products target market is primarily males, senile 25-35, living in urbanized regions, with an $80,000 to $100,000 salary. Canadian fiat raises a smooth gustatory sensation with the industry standard potency in comparison to its competitors. The product is belld slightly at a lower place average at $24. 0 for 26 oz (LCBO, 2011). In Canada, it is mainly distributed through hint corporations and is available at any accredited establishment, along with its competitors. Canadian indian lodge has promoted itself as a classic beverage for mature, hitherto fearless bragging(a)s and has foc exercised a great take on of attention on its unparalleled history, in publicizing and advances. The marketing efforts of Canadian lodge argon uncommon to their competitors and be possessed of yielded in instauration records, including the worlds longest wrap up global advertising campaign, and the worlds longest running packaging (Canadian b all club, 2011) (Hide-A-Case, 2011).As a result of this, Canadian companionship has seen an increase in sales and attention in the media. Strategic Analysis The face of Canadian indian lodge has changed drastically over the past offspring of decades. It has go from its position as bounteousness pot likker to a cheaper alternative. The distribution of Canadian parliamentary procedure does not differentiate from its competitors due to sanctioned restrictions and is available anywhere that hard pot likker is change in Canada. What hardeneds Canadian monastic order asunder from its competitors, however, is the price. Canadian unite is of high tint, in so far their prices be set low.This gives the impression that it is of wretched prize, which is damaging to the brand. Whiskies worry Jack Daniels and Jameson stimulate been productive with marketing their brands as the coolheaded whiskies. Jack Daniels gained popularity after it became the drink of select by th e 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 sponsorship with motorsport events and illuminating their history as the whiskey of choice in the 1920s (Canadian Club, 2011).In accession to this, Canadian Club has too had the worlds longest running international advertising campaign (The Adventure series) as well as the worlds longest running promotion (Hide-A-Case), which mold their marketing efforts unique to their competitors (Canadian Club, 2011). Recommendations Canadian Club is on the right track with their recent work, highlighting their history. With tv set shows like Boardwalk conglomerate and frantic Men (both of which name promoted Canadian Club), past era themes be at the height of their popularity.This promotion can spark a in the raw chase in people seek a comparable image of old-time class (Kent, A, 2011). In the blame Right, Your Dad Drank It Camp aign, Canadian Club has promoted the whisky as the best-loved drink to the consumers fathers. This promotion was very successful in bringing 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 go along (Damn Right, 2009). Originally marketed as a premium spirits, Canadian Club now sets their pricing below average of liquor industry.In discretion tests, Canadian Club has surpassed competitors like pass Royal and Jack Daniels and its price should fall this. By Marking up its price from $23. 40 for a 26 oz bottleful to approximately $30. 00, consumers get out observe Canadian Club to be of higher eccentric and value. It is highly recommended that nothing be changed just about the product itself. In order to concur its classic status, the bottle, labeling, flavour, and production process should stick roughly true to its original state. Changing the bottle and labeling of Canadian Club whitethorn as well result in organism unwell received by current customers and Canadian Club may lose sales.As a result of strict Canadian liquor distribution laws, there is very pocketable that can be done or can be recommended in harm of determining the location of Canadian Club. Canadian Club is available in any licensed store and most prohibit across Canada (LCBO, 2011). To establish a succeeding(a) customer base, creating and promoting a unique new cocktail menu featuring Canadian Club as the cocktail base would be effective. There contract been many Boardwalk Empire inspired cocktails created with Canadian Club whiskey, that can be marque up into a small booklet, sell 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 tri p to Atlantic City, the setting of Boardwalk Empire, as well as the location where Canadian Club was smuggled into America during turn outricade would be an excellent promotion. This would encourage fans of both, the television show and the whisky, to participate, while in addition compass out to potential customers.While it is common to key out winter bundles, Canadian Club should make summer themed bundles as a mien of promoting it as much(prenominal) than just a cold weather beverage. With new complex drinks that are incorporating Canadian Club, it is recommended that they create bundles that include merchandise like t-shirts, baseball hats, and aviator-style sun specs. Canadian Club has been granted royal warrants of faerie capital of Seychelles, King Edward VII, King George V, King George VI, and tabby cat Elizabeth II (Canadian Club, 2011). Creating an advertising campaign, reflecting on this would be effective.The campaign could go in one of many dealions. For pr ecedent, they might choose to use classic imaged with Canadian Club bottles overlying nearby, or by using attractive, royal-themed artwork, delineation Canadian Club as a drink fit for royalty. Canadian Club has received a great deal of attention from their unique and long-running Hide-A-Case promotion. With button up a number of cases that wipe out been hidden around the world, still unfound, there should be to a greater extent marketing efforts to draw attention to this with more clues, and possibly, additional hidden cases. agonistical Analysis Target Market AnalysisTarget Market write Categories Variables Typical Breakd ingests Geographics Region Ontario, British Columbia City or nose count metropolitan area (CMA) size 1,000,000-4,000,000 parsimony Urban Climate Cold, warm Demographics progress 25-35 Gender Male Family size 1-2, 3-4 exemplify of family life cycle Adult single, adult married, no children, young children Income $80,000-$100,000 Occupation Profess ional, managerial Education College/university graduate Ethnic play down Caucasian, Asian, African-American, Hispanic Home ownership declare home, rent homePsychographics Personality Adventurous, mature, extraverted Lifestyle (Goldfarb Segments) Fun, social, easy-going, friendly Behaviouristics Benefits sought Entertainment, heartsease, socialization Usage rate Medium exploiter User status Regular user Loyalty status Medium-strong Positioning disputation and Positioning Map Canadian Club Whisky is positioned in the pelter 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 aloofness of aging, bringing a higher quality of whisky. Potent Smooth Harsh ? wispy ? Canadian Club Whisky ? Jameson Irish Whiskey ? Crown Royal Whisky ? Jack Dan iels Tennessee Whisky ? Smirnoff Vodka ? Budweiser Lager yield Analysis Core product tangible product Augmented product * The consumer may experience a feeling of relaxation and excitement, which creates an atmosphere of enjoyment. * A branded product a liquid beverage within a bottle, covered with a label. * subject to be exchanged bottle for a recycling refund. determine Analysis Pricing Strategy Price $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. sagacity The average price of a 750 ml bottle of spirits is $26. 00. Canadian Club is exchange 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 edge against the competition. Competitive Pricing Analysis C anadian 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 booze Mart 24. 99 27. 85 27. 25 26. 99 22. 99 22. 32 BC spirits 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. 85 dispersal Analysis Distribution Strategy Canadian Club is distributed in all provinces/territories exclusively. This is due to strict laws set out provincially that maintain the sale and distribution of deluge beverages. Most provinces and territories throw off kept total or near-total control over the sale of liquor. Quebec and Alberta birth managed their own municipal liquor stores, yet have allowed liquor sales in some(prenominal) sell stores. Distribution Channels Government-Owned Liquor Store (LCBO) maker (Beam Inc. ) Producer (Beam Inc. ) Consumer Consumer seller (LCBO) seller (LCBO)The most popular distribu tion channel in Canada is the number of government-owned liquor stores, province-to-province. Few provinces have alternative convey for distributing hard liquor. Because this channel is strictly controlled by the government, the product goes directly into the retail stores from the producer. It is accordingly available to the consumer. This retail store also acts a wholesaler to private retailers and businesses. orphic Liquor Store (Liquor Mart) Producer (Beam Inc. ) Producer (Beam Inc. ) contact Wholesaler Very hardly a(prenominal) 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 essential bargain for their liquor from their provincial liquor wholesaler for resale to the consumer. occult retailer Private retailer Consumer Consumer Private Online Retailer (Whisky Exchange) Wholesaler Wholesaler Producer (Beam Inc. ) Producer (Beam Inc. ) compa rable to private retail stores, online stores must go through the same distribution process. This authority get from the government-controlled wholesaler before direct resale to the consumer online. Online retail Online retail ConsumerConsumer Private line of descent (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 Relations The public dealings in The Canadian Club Whisky is approached in a variety of ways. For example the fourth season premiere of macabre Manwas the archetypical episode that twisting Canadian Club whiskey.Cumulative results of that product placement across the season * Overall agreement Value $495,200interview * Reach 13,755 ,960 * Overall Audience Retention 8,671,500 * Positive Feeling from position 933,984 * Influence to Purchase from Viewing 36,040 They also hold special events such as Canadian Club Whisky historical Treasure Hunt where truly unique treasure hunts, starting in Windsor, Canada at the Canadian Club Heritage Centre, participants will learn more about Canadian Clubs rich 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 tin and all there advertisement. Advertising Canadian Club has multiple advertising tools that are employ to promote their product. Canadian Club is advertised in a number of ways on television. This includes television commercialized advertisements, occasionally running them in motion-picture show 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.C anadian Club is also connected on online social networking sites such as Facebook and chirrup to allow people to hear watchword about the product and also enunciate their opinion. Canadian Club is also composite in motorsport sponsorship including the Molson Indy, which allows the brand name to get out to thousands of spectators. Advertising is also seen in private business to which Canadian Club gives free merchandise. This merchandise includes coasters, setting 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 inter-group communication with the current ly airing hit tv-show Boardwalk Empire.On the website, they deliver 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 furtherance Canadian Club received its first royal patronage from Queen Victoria and her husband Prince Albert. Canadian Club has a micro-site that educates customers on its role during the Prohibition. Canadian Club also sponsors F1 driving. Starting in 1967, Canadian Club held a promotion that include 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 agent TYPE OF FACTOR Favourable hostile Internal Strengths * Prominent brand knowingness in over 150 countries * Bartenders have been using CC in their drinks since its earliest years * Legendary, smooth flavor * Flavours are flexible and vary for different favourite(a) tastes Weaknesses * Pr ice 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 slip in a market (ie.Expanding) * Indirect competition from opposite companies that sell other alcoholic products may take away consumers outside Opportunities * Growing petition 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 celestial latitude 8, 2011, from www. canadianclubwhisky. com LCBO Retail Website. (2011). Liquor Control Board of Ontario. Retrieved December 8, 2011, from www. lc bo. 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. (2011, April). Canadian Club The Unofficial Whisky of Prohibition. veracious 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