Unit 2 Marketing Essentials: Johnnie Walker & Chivas Regal Analysis

This report delves into the marketing strategies of Johnnie Walker, a prominent Scotch whisky brand managed by Diageo, comparing its approach with that of Chivas Regal. The report begins with an introduction highlighting the significance of marketing in gaining a competitive edge, followed by an analysis of the marketing mix (7Ps) for both brands, including product, price, place, promotion, people, process, and physical evidence. It assesses the tactics employed by each organization and how they aim to achieve their goals. Furthermore, the report constructs a detailed marketing plan for Johnnie Walker, encompassing an executive summary, company overview, vision, mission, objectives, STP analysis (segmentation, targeting, positioning), and SWOT analysis. The SWOT analysis evaluates the brand's strengths, weaknesses, opportunities, and threats, providing a comprehensive overview of its market position and strategic considerations.

Unit 2: Marketing
Essentials

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
TASK 1.................................................................................................................................................3
TASK 2.................................................................................................................................................3
P3 Comparison of different organisation by applying marketing mix to marketing planning process
in order to attain organisation goal....................................................................................................3
M3 Assess the various tactics of organisation and how goals can be achieved..................................5
TASK 3.................................................................................................................................................6
P4 Conduct a marketing plan for organisation...................................................................................6
M4 Produce a detail and evidence based marketing plan for organisation.........................................8
D2 Design a strategic marketing plan that tactically applies use of 7 P’s of marketing in order to
accomplish business objectives.........................................................................................................8
CONCLUSION.....................................................................................................................................9
REFERENCES....................................................................................................................................10

INTRODUCTION
Marketing is essential for organisation in order to compete their competitors in current
market. So, that they can gain competitive advantage which ultimately help them to increase
their brand awareness. Marketing help those to analyse what are their policies for developing
strategies to promote their goods and services (Hanzaee, Sadeghian and Jalalian, 2019).
Which help them to attract various types of customer in market. In this way they can take
decision and analyse them the current and future trend in market. In this report Johnnie
Walker is taken as base consideration. This is a whisky brand of scotch which is managed by
Diageo and established by John Walker. There whisky is sold in every country. In this report,
it is included the comparison of two different organisation which are Johnnie walker and
Chivas regal. There is a marketing plan of selected organisation
MAIN BODY
TASK 1
Covered in PPT
TASK 2
P3 Comparison of different organisation by applying marketing mix to marketing planning
process in order to attain organisation goal
Marketing mix is the combination of different components which include price, place,
promotion, people, and process and so on. In relation to Johnnie walker, the main objective is
to enhance the sales of whisky so that they can achieve their objectives on set time (Al Badi,
2019). However, the manager of Johnnie walker builds strategies for marketing mix and
implements them successfully. So, that they can gain competitive advantage in their industry
with the help of this they have presented the marketing mix. The comparison of Johnnie
walker and Chivas regal which help them to enhance their level of performance. The 7P’s of
marketing mix of Johnnie walker and Chivas regal are as follows:
Components Johnnie Walker Chivas Regal
Product Johnnie Walker sells
different variety of products
in and sells premium and rare
quality of scotch whisky
which has huge demand of
customers in market. There
are various drinks but the
most demanded by consumer
is red label, black label,
platinum label and many
Chivas regal blended in
distinctive style with a
unique taste. As the company
sell the first product which is
blended scotch whisky and
glen Dee. They started
selling their goods or whisky
in the year 1900.

more. The pack and
manufacture these whisky in
good environment to
maintain their quality.
Price Johnnie walker adopts a
premium pricing strategy as
they are producing premium
product in market and luxury
brand. The price of whisky is
depending on various duties,
tax and custom duty
according to where they are
selling their products in
market. They sell their
products in high range
because they are confident
about producing them in high
quality. As they have set
their pricing policy without
the change in price of
whisky.
They maintain their position
and sell their products at
middle prices and serve
individual from upper to
middle level people. They
keep their prices low as
compared to other competitor
which helps them to gain
competitive advantage.
Place They have shifted their
production unit from
Kilmarnock to Shield hall
and operate in different
countries which include UK,
India, Malaysia, japan a
many other countries. The
channel of distribution is
very strong as they are
distributing approx. 200
countries via clubs,
restaurant, hotels, shops and
pubs.
They have adopted direct
approach to reach customers
easily as Chivas regal is the
one who sell the primary
drinks in China. Their
whisky is easily available in
bars and liquor shops in
market.
Promotion They promote their products
to increase the brand
awareness in market. The
main of promotion is to
attract loyal customer as they
promote their products by
campaign and tournaments
such as Mad men, featuring
Christina and many other
campaign. With the help of
this they easily promote their
goods in market to attract
large number of customers in
various places.
They advertise their whisky
bottles by using ads, films
such as The spook who sat
by the door. Chivas regal has
conducted their campaign by
using slogan which is Live
with Chivalry and after then
it became their tagline.
Process They operate their process in
an appropriate manner as
The process of Chivas regal
is that they manage their

they develop strategies and
plans. They communicate
each and every information
to their employees so that
they can process their
products. They operate their
process by maintaining,
checking and updating their
internal portal.
stores and people
management by developing
plans in order to supply their
goods in proper manner.
They have defined policies
and communicate them to
staff members so that they
comply their policies so that
they can maintain their
products according to that.
People Johnnie walker involves their
staff members in production
and in other activities. They
provide training and
development sessions in
order to upgrade their
organisation and
management skills to carry
out their operations in an
effective manner. They
motivate their staff by giving
them bonus, rewards so they
put more efforts to maintain
high quality of different
types of whisky.
Chivas regal involve their
employees in decision
making because they can
give best idea to innovate
something new. Because they
are the one who deal with
customers on regular basis.
Which also help them to
motivate their employees as
they provide them incentive
and many other facilities so
that they can produce their
products in an appropriate
manner.
Physical evidence They design the bottles and
packaging of whisky bottles
in a creative way which helps
them to attract large number
and loyal customers in
market.
The last component is
Physical evidence where they
have design a website which
is easy for customers that
what type and variety of
whisky is available in
market. The design, pattern
and colour they keep in a
creative way so that they can
customers in order to
purchase their products
easily.
M3 Assess the various tactics of organisation and how goals can be achieved
There are various tactics of marketing mix and it is important for Johnnie walker to
analyse the components of marketing mix. The components include price, product, place,
promotion, process, people, physical evidence and many other (Avila-Robinso and
Wakabayashi, 2018). With the help of this they can achieve the set objectives on time and can
determine what are the taste and preferences of customer. On the other hand, product, price
and promotion help selected organisation to attract customers so that they can purchase from

market. Moreover, people and process are the main components where they can strength their
position and can retain their position in market.
TASK 3
P4 Conduct a marketing plan for organisation
Marketing plan: The Marketing Strategy is regarded as a handwritten document of
both activity and marketing information in a successful manner. This paper demonstrates the
entire year-round schedule for the organisation to better keep the plan. In context to Johnnie
Walker, the higher authority has been evaluated as focusing on developing a suitable
marketing planning to perform the mission better (Blythe and Martin, 2019). While a
corporate plan will better determine the firm's path, it can help the organization recognize
what to do so and when to implement your advertising campaign.
Executive summary: The marketing plan is very important for every type of
organisation whether small or large. This is sometimes also known as blueprint of business
which help organisation to move in right direction in order to achieve business objectives.
The main aim of marketing plan is to retain new as well as existing customers in market. So
that they can develop and expand their business in right direction.
Company overview: Johnnie Walker, now owned by Diageo in the Scottish burgh of
Kilmarnock in East Ayrshire, is a Scotch whisky brand. The company was introduced by
grocer John Walker first. This is the probably the most widely available mixed Scotch whisky
brand, with over 223.7 million 700 ml bottles with annual sales in almost every country in
2016.
Vision: Johnnie Walker's vision statement is his realistic future strategy – it
determines when and where Johnnie Walker is being in the future. Johnnie Walker’s vision
statement is a framework that describes Johnnie Walker's priorities to promote his strategy,
tactical and overall decision-making strategies.
Mission: The mission of Johnnie walker is to outline and comply the principles and
strategic plans and their main purpose is to define what are the services and products is
produced by them and at which areas.
Objectives: The objective of Johnnie walker is that to develop strategies and fulfil
them in order to enhance their productivity and generate revenue. The main objective is to
optimise the resources effectively by complying policies, rules and regulation (Baack,
Czarnecka and Baack, 2018).
STP analysis: By analysing this framework it will help Johnnie walker to analyse the
market, needs and demand of customers in market. With the help of this they can segment
their market and target the customers in an effective manner (Bridges, 2020). They can
position themselves to attain the competitive advantage to sustain them for long period of
time.

Segmentation
Johnnie walker segments
their market according to the
age, income and gender.
They fist identify buying
behaviour and divide the
people into small
homogenous groups.
Targeting
The target market and
customer of Johnnie walker
is that they attract
commercial and loyal
customer in order to grow
their market.
Positioning
The last component is
positioning which means that
they are the most competitive
brand of whisky as compared
to other. They target the loyal
customers and their
distributional channel has
strong presence in market.
SWOT analysis: SWOT stands for strength, weakness, opportunities and threats, this is
important because Johnnie walker can identify and analyse what are their strength and
opportunities available in market (Brychkov and Domegan, 2017). They can also monitor
their weakness and threats and can take steps in order to overcome them effectively.
Strength
 It has effective management which help
them to increase their sales in market.
 They have large product line as they sell
various types of whisky in market.
 Strong distribution network which help
them to maintain the demand and supply
of products in market.
 Johnnie Walker is authorised whisky as
they are sponsors of two teams which are
McLaren and Racing point.
 Brand equity is the main strength to gain
competitive advantage in industry.
Weakness
 They are producing and operating in
different countries so the major risk is
change in currency.
 Johnnie walker sells to limited people and
targets them particularly which impact
their sales in market.
 The main point of weakness of Johnnie
walker is that they sell all variety of
whisky in high price.
 High attrition rate which is the weakness
of Johnnie walker.
 Need more investment in latest
technology.
Opportunities
 The main opportunity is that they can
expand their business in other countries
which include China and Australia.
 They can penetrate so that they can gain
opportunity to expand their business in
European market.
 Low inflation rate means more stability in
market.
 Selling their whisky online which help
them to increase their productivity and
can earn more revenue in market.
Threats
 The main threat is regulation in drinking
age which impacts the sales of Johnnie
walker.
 The is that whisky involve high tax which
lead to rise in prices of whisky.
 Competitor is the major issue because
there are various competitors in market
such as Chivas regal.
 Change in price of raw material directly
impacts the production of whisky in
Johnnie walker.
Monitoring and controlling: It is important for Johnnie walker to monitor the
production, distribution and implement some strategies in order to achieve business goals. In
this way they can analyse the needs and demand, taste and preferences of customer.
According to this Johnnie walker produce the whisky (Chernev, 2019). They should set a
budget so that they eliminate unnecessary price involved in it so they can reduce the prices of

whisky. After implementing the strategies, Johnnie walker should analyse the outcome arise
from that which help them to achieve business objectives successfully.
M4 Produce a detail and evidence based marketing plan for organisation
Marketing plan is important plan where they can develop strategies in order to
enhance their productivity in market. They can analyse which product can be the most
competitive in industry and they can set strategies, rules and policies. With the help of this
they can comply and implement them successfully (Fill and Turnbull, 2019). They set their
vision and mission which help them to produce the product accordingly. They also set the
objectives and then communicate to their employees so that they manufacture products
according to that. Johnnie walker can identify their strength, weakness, opportunity and that
as with this they can effectively overcome their weakness by developing strategies.
D2 Design a strategic marketing plan that tactically applies use of 7 P’s of marketing in order
to accomplish business objectives
The plan applies to 7P’s of marketing as this will help Johnnie walker to analyse the
market and sustain for long time. The product development helps them to reach to their target
customers to sell their product (Hanlon, 2018). On the other hand, they can introduce the new
product according to the taste and preferences of customers. With this they have to identify
and do market research so that they can introduce new product in market. The people which
means employees, Johnnie walker have to motivate their employees by giving them rewards,
incentives and other facilities so that they can put more efforts in order to achieve business
objectives.

CONCLUSION
From the above discussion, it is analysed that marketing is most important component
which help organisation to promote their goods and services in market. In the report, it is
discussed about the comparison of 7 P’s of marketing mix so that they can increase their
efficiency and level of performance in market. There are two organisation in marketing mix
which is Johnnie walker and Chivas regal where they have include various components of
marketing mix such as price, product, place, promotion, people, process and physical
evidence. There is a marketing which means a blueprint to develop and grow business in
order to achieve business goal on time. In marketing plan there are vision, mission, objectives
and many other which help selected organisation to understand what they have to do and in
which area they have to improve their productivity. In this way they can increase their level
of producing which ultimately help them to increase their market share and brand reputation.

REFERENCES
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