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Dewars Brand Repositioning Dewars was faced with a declining market among traditional Scotch whisky consumers In addition long-term consumption trends indicated that drinking preferences had shifted from distilled spirits to lighter lower alcohol beverages Though Dewars had a favorable brand image and growing market share repositioning Dewars to younger adults was very necessary for the brand to remain competitive in the long term Dewars must take an appropriate repositioning strategy in order to create a positive brands image appeal to younger drinkers without abandoning its current customer base I believe that Dewars should take an integrated approach combining the maintenance and the repositioning campaigns in order to take advantage of its past achievements avoid confusion target both old and new market segments and fit for budget constraints Firstly Dewars had made significant achievements in its past advertising campaigns and it should take this into account in its new campaigns The main competitive positioning strategy that Dewars used was to emphasize quality Scotch is considered high-end liquor and Dewars is thought of as a premium brand Dewars positioned itself to have a sophisticated and mature image and during the 1980s ran two advertising campaigns to emphasize the high quality of Dewars The Profiles campaign focused on lifestyle and the type of individuals who drank Dewars The Legends campaign emphasized Dewars Scotch heritage Both of these campaigns were successful and it was concluded that Dewars customers valued the fact that Dewars appealed to tradition in the Legends campaign but achievement in the Profiles campaign The campaigns showed Dewars to be prestigious and reinforced the brand choice of loyal users increased overall awareness and helped to gain the attention of other Scotch drinkers Secondly there was high risk of confusing and alienating existing users if run the maintenance and repositioning campaigns independently Consider a mature Dewars Scotch consumer who accustomed to the brands traditional advertising it was highly impossible that he would be
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