Marketing Report: Mc Carthy Irish Whiskey Market Analysis and Strategy

This report provides a comprehensive market analysis of Mc Carthy Irish Whiskey, examining its market position, target audience, and value proposition. It delves into the external environment, consumer decision-making processes, and the marketing mix. The report also discusses key performance indicators (KPIs) to measure the company's success, including impressions, click-through rates, and return on investment. It highlights the importance of digital marketing strategies like Facebook, Instagram, and Search Engine Marketing, and emphasizes the significance of financial metrics such as net profit margin. Furthermore, the report explores the role of print advertisements and recommends strategies for successful market penetration. The analysis concludes that Mc Carthy targets middle to high-income consumers aged 29-69, and leverages its unique blend of single grain and single malt Irish whiskey to appeal to the progressive tastes of the younger generation. The report emphasizes the importance of online advertising, retail pricing strategies, and the measurement of consumer engagement through various metrics.

Running head: BUSINESS MANAGEMENT
Business Management
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Executive Summary
The primary purpose of this report is to throw light on the market analysis of Mc Carthy Irish
whiskey. The report also talks about the target market and the value proposition of the
company. The report also states about the measurement of the Key Performance Indicator of
the company. The report talks about the fact that consumers engagement can be understood
with the help of impressions that can help in suggesting the awareness of the brand among
customers. The report also states how the return on the investment can be useful for
measuring performance of company. The report states that the young generation who are
progressive seek the new taste profile of Mc Carthy that makes them consumers of the
company. The report talks that the target market of the company are the middle along with
the high income consumers who are between the age of 29 and 69.

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Introduction
Mc Carthy is the name of a blending of the single grain along with the single malt
Irish whiskey that is sourced from Great Northern Distillery within Ireland
(Irishwhiskeyassets.com 2019). The company creates the unique whiskey brand that can be
sold across the world. The primary purpose of this report is to throw light on the market
analysis and the target market of the company. The report also analyses the external
environment of Mc Carthy Irish Whiskey and the consumer decision making process in
relation to the company. The report also talks about the value proposition of the company and
the marketing mix in relation to company. The report also talks about the measurement of the
performance of the company in terms of the key performance indicator (KPI) of the
company. The report also talks about the recommendations that can help in the marketing of
the company.
Measurement and KPI’s
The performance of Mc Carthy Irish Whiskey can be measured with the help of paid
advertisement campaigns. The visibility and the engagement of the consumers can be
measured with the help of impressions that can help in bringing out how many people have
seen the advertisement. The high amount of the impressions can help in revealing that the
paid advertisement has been successful in meeting the goal of reaching a larger audience
(Järvinen and Karjaluoto 2015). The click through rate can help in revealing the number of
people who have seen the advertisement. It can help in revealing the popularity of the
marketing tactics of the company. This metric can help in revealing amount of the interest
that the advertisement receives from that of greater population of the viewers.
The return on the investment can help in measuring the efficacy of the paid
advertisement campaign. The cost per conversion rate can help in revealing how much the

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business has spent on the advertisement campaign as compared to the people who have
become the customers of the company (Frösén et al. 2016). In the event of the amount being
paid being lower than that of the percentage of the leads it can be proved that the return on
the investment has been high. The average position ranking can help in measuring the
efficacy of the social media marketing campaign of the company. The company being higher
in the search results can help in indicating the success of the marketing strategies of the
company. The success of the print advertisements can be measured by number of the
magazines that has been distributed in the market (Luxton, Reid and Mavondo 2015).
The Key Performance Indicator of the company are the financial metrics that can help
in the measurement of success of the company. The net profit margin of the company being
high can help in indicating the success of the company (Parmenter 2015).
Conclusion
Mc Carthy refers to Irish whiskey company which is sourced from that of Great
Northern Distillery. The company has created unique whiskey brand which can be sold across
world. The report states that the company can launch the product successfully in the market
with the help of online advertising like the Facebook, Instagram along with the Search
Engine Marketing. The report states that the retail price point of the company would be
higher as compared to Jameson and the Tullamore Dew. Performance of the company can be
gauged by taking recourse to paid advertisement campaigns. Impressions can help in bringing
out whether the consumers are engaged with the popular brand. Click through rate acts as an
important indicator that reveals number of the people who have seen the advertisement of the
company. It can help in showing whether the company is being able to achieve a position in
the competitive market. Cost per conversion rate can act as an important indicator that can
bring out the effectiveness of the tactics of the company. Average position ranking is another

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important metric that suggests the success of the measures used by the company. The search
results of the company being high can prove to be useful in understanding the success of the
marketing strategy that has been employed by the company. The financial metrics of the
company can help in understanding popularity of the company in the market. High profit
margin of the company can help in pointing forward to success of company. Popularity of
print advertisements can be measured with the help of magazines that are sold within the
market.

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References
Frösén, J., Luoma, J., Jaakkola, M., Tikkanen, H. and Aspara, J., 2016. What counts versus
what can be counted: The complex interplay of market orientation and marketing
performance measurement. Journal of Marketing, 80(3), pp.60-78.
Irishwhiskeyassets.com (2019). McCarthy’s Whiskey. [online] Irish Whiskey Assets Ltd.
Available at: https://irishwhiskeyassets.com/mccarthy-s-whiskey/ [Accessed 26 Mar. 2019].
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Parmenter, D., 2015. Key performance indicators: developing, implementing, and using
winning KPIs. John Wiley & Sons.