Brand Report on Canadian Club
LANCASTER UNIVERSITY MANAGEMENT SCHOOL | Report On the Case Study Analysis on Canadian Club Whisky – The ‘Damn Right Campaign’ - | MKTG403 (2) – Consumer Behavior Dr Maria Piacentini MSc in Advanced Marketing Management 2010/11 | | Group 3: Chen-Ni-Chu,Panayiotis Papachristofilou, Matthew Poysden, Jekaterina Rindt, Dina Tulenova, Shayatri Vishwanath | December, 2010 |
„Nostalgia is deeply implicated in our sense of who we are, what we are about, and (though possibly with much less inner clarity) whither we go. In short, nostalgia is a readily accessible psychological lens…for never ending work of constructing, maintaining and reconstructing our identities.“ (Davis, 1979, in Belk, 1988, p.150) |
Report on the Case Study on Canadian Club Whisky
Table of Content 1 Context and Problem Definition 2 2 Theoretical Framework 4 3 Critical Issues 7 4 References 8
Table of Figures Figure 1 3 Figure 2 4 Figure 3 5 Figure 4 7
Abbreviations Canadian Club | CC | Symbolic Consumption | SC | Target Group | TG | Target Segment | TS | Integrated Marketing Communication | IMC | Consumer Behavior | CB | | | *
Context and Problem Definition
Canadian Club (CC) Whisky, once one of the most popular whisky brands on the US market since 1890s and a “spirit of choice for guys who enjoyed a sophisticated classic cocktail drink”, entered a period of continuous sales decline and its brand losing relevance among its target segment (TS) since the 1990s.
These challenges faced by CC were driven by
„Nostalgia is deeply implicated in our sense of who we are, what we are about, and (though possibly with much less inner clarity) whither we go. In short, nostalgia is a readily accessible psychological lens…for never ending work of constructing, maintaining and reconstructing our identities.“ (Davis, 1979, in Belk, 1988, p.150) |
Report on the Case Study on Canadian Club Whisky
Table of Content 1 Context and Problem Definition 2 2 Theoretical Framework 4 3 Critical Issues 7 4 References 8
Table of Figures Figure 1 3 Figure 2 4 Figure 3 5 Figure 4 7
Abbreviations Canadian Club | CC | Symbolic Consumption | SC | Target Group | TG | Target Segment | TS | Integrated Marketing Communication | IMC | Consumer Behavior | CB | | | *
Context and Problem Definition
Canadian Club (CC) Whisky, once one of the most popular whisky brands on the US market since 1890s and a “spirit of choice for guys who enjoyed a sophisticated classic cocktail drink”, entered a period of continuous sales decline and its brand losing relevance among its target segment (TS) since the 1990s.
These challenges faced by CC were driven by
References: Belk, RW, 1988, ‘Possessions and the Extended Self’, Journal of Consumer Research, Vol. 15, 139-167. Eller A. “A Chicago Ad Company Spurs Controvercy with a Macho Campaign for Suburban –Based Canadian Club”, http://chicago.timeout.com/articles/museums-culture/30098/feud-and-liquor, June 5-11, 2008. Grubb, EL & Gratwohl, HL, 1967, ‘Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach’, The Journal of Marketing, Vol. 31, No.4, pp.22-27. Hewlett, SA, Sherbin, L & Sumberg K, 2009, July-August , ‘How GenY & Boomers Will Reshape Your Agenda’, Harvard Business Review, p. 73. Jewell, RD, 2007, ‘Establishing Effective Repositioning Communications in a Competitive Marketplace’, Journal of Marketing Communications, Vol. 13, No. 4, 231-241. Reed C, 2007, February, ‘What makes ‘Y’ tick’, Brand Strategy. Reisenwitz, T H, Iyer, R, 2009, ‘Differences in Generation X and Generation Y: Implications for the Organization and Marketers’, The Marketing Management Journal, Vol. 19, Iss. 2. Samanta, M & Faheem, H, 2010, ‘Canadian Club: Repositionig a Dormant Brand’, ICMR Center for Management Research, ECCH the case for learning. 1-19. Solomon, MR, 1983, ‘The Role of Products as Social Stimuli: A Symbolic Interactionism Perpsective’, Journal of Consumer Research, Vol. 10, 319- 329. Wattanasuwan, K, 2005, ‘The Self and Symbolic Consumption’, The Journal of American Academy of Business, Cambridge, 179-184. Welsh, M J, Brazina, PR, 2010, Fall, ‘Gen Y Anatomy Lesson: They are Not Alien, Just Different’, Pennsylvania CPA Journal, online archives.