Canadian Club Whisky Marketing Portfolio
MKTG 111 Group Portfolio Assignment
Canadian Club Whisky
December 9, 2011
Table of Contents Introduction 3 Overview 3 Strategic Analysis 4 Recommendations 5 Competitive Analysis 8 Target Market Analysis 9 Positioning Statement and Positioning Map 10 Marketing Communications Analysis 15 SWOT Analysis 17 Bibliography 18
Introduction
The popularity and worldwide success of Canadian Club can be attributed to more than just its great flavour. Review of key marketing components has given an all around understanding of the thought process involved in ensuring the success of this company. These components include, the analysis of the product, pricing, competition, target market, position within the market, distribution, marketing communications, strengths, weaknesses, opportunities, and threats (SWOT).
Overview
Overall, Canadian Club’s marketing operation is effective, drawing from its classic image. The product’s target market is primarily males, aged 25-35, living in urbanized regions, with an $80,000 to $100,000 salary. Canadian Club offers a smooth taste with the industry standard potency in comparison to its competitors. The product is priced slightly below average at $24.40 for 26 oz (LCBO, 2011). In Canada, it is mainly distributed through Crown corporations and is available at any licensed establishment, along with its competitors.
Canadian Club has promoted itself as a classic beverage for mature, yet adventurous adults and has focused a great deal of attention on its unique history, in advertising and promotions. The marketing efforts of Canadian Club are unique to their competitors and have resulted in world records, including the world’s longest running international advertising campaign, and the world’s longest running promotion (Canadian Club, 2011) (Hide-A-Case, 2011). As a result of this, Canadian Club has seen an increase in sales and attention in the media.
Strategic Analysis The face of Canadian Club has changed
Canadian Club Whisky
December 9, 2011
Table of Contents Introduction 3 Overview 3 Strategic Analysis 4 Recommendations 5 Competitive Analysis 8 Target Market Analysis 9 Positioning Statement and Positioning Map 10 Marketing Communications Analysis 15 SWOT Analysis 17 Bibliography 18
Introduction
The popularity and worldwide success of Canadian Club can be attributed to more than just its great flavour. Review of key marketing components has given an all around understanding of the thought process involved in ensuring the success of this company. These components include, the analysis of the product, pricing, competition, target market, position within the market, distribution, marketing communications, strengths, weaknesses, opportunities, and threats (SWOT).
Overview
Overall, Canadian Club’s marketing operation is effective, drawing from its classic image. The product’s target market is primarily males, aged 25-35, living in urbanized regions, with an $80,000 to $100,000 salary. Canadian Club offers a smooth taste with the industry standard potency in comparison to its competitors. The product is priced slightly below average at $24.40 for 26 oz (LCBO, 2011). In Canada, it is mainly distributed through Crown corporations and is available at any licensed establishment, along with its competitors.
Canadian Club has promoted itself as a classic beverage for mature, yet adventurous adults and has focused a great deal of attention on its unique history, in advertising and promotions. The marketing efforts of Canadian Club are unique to their competitors and have resulted in world records, including the world’s longest running international advertising campaign, and the world’s longest running promotion (Canadian Club, 2011) (Hide-A-Case, 2011). As a result of this, Canadian Club has seen an increase in sales and attention in the media.
Strategic Analysis The face of Canadian Club has changed
Bibliography: Official Canadian Club Website. (2011). Canadian Club Import Company. Deerfield, IL. Retrieved December 8, 2011, from www.canadianclubwhisky.com LCBO Retail Website. (2011). Liquor Control Board of Ontario. Retrieved December 8, 2011, from www.lcbo.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.com/ogilvy/cs/Ogilvy-09-CS-CanadianClubWhisky.pdf Kent, A. (2011, April). Canadian Club – The Unofficial Whisky of Prohibition. Good 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-cocktails-boardwalk-empir/