Growing Brand Placing Strategy for Canadian Club Rum [pic] Producing branding technique for Canadian Team A. Examine and fully critique the achievements of Canadian Club’s repositioning tactics used in the case. Use manufacturer theories and concepts to gauge the company’s logos strategies classified by the case.
Relating to Keller(1993) the effective brand placing gives a manufacturer a competitive advantage or “unique selling proposition that determines a reason why individuals are buying this product or support (Keller, 1993).
Similarly, Kay (2004) states that brand’s strength is determined by its successful positioning within consumers’ brain. Furthermore, it truly is claimed that strong brands should have “difference and “consistency, even so the difference should be meaningful intended for consumers. In the case of Canadian Golf club whisky that aimed to distinguish its quality and uniqueness through interesting advertising campaigns such as “Adventure Series, “Hide A Case, “CC Find-A-Case Challenge or “Damn Right The Dad Drank It. Likewise, Keller (1993) claims that brand expertise consists of company awareness and perceived brand image amongst consumers.
Company image is further divided into favourability, durability and uniqueness of brand associations. Therefore , in the matter of Canadian Team a brand photo is conveyed through exceptional and distinctive experiences that consumers affiliate with a company. For example , advantages of “Adventure Series advertising campaign in 1920s aimed to boost CC’s global sales although showcasing produce ads of travellers gonna remote locations all over the world and performing fearless actions. There after they were comforting with a glass of CC.
As a result a brand’s photo is exclusive from the category as it attracts its customers as a exceptional and distinctive drink linked to adventures. As well, it benefits consumer experientially. In addition , Keller (1993) promises that developing a brand equity requires four value periods: marketing program expenditure, customer mind-set, market efficiency and aktionär value (Keller, 1993). Furthermore, marketing program ought to be clear, relevant, distinctive and consistent through all the marketing and sales communications.
For example , CC introduced “Hide-A-Case campaign in 1967 which in turn aimed to obstacle drinkers to find bottles of Canadian Golf club kept hidden at remote control locations all over the world. CC cases were hidden in places such as the Swiss Alps (Switzerland), Mt. Kilimanjaro (Tanzania), Angel Falls (Venezuela) etc . Therefore , the campaign was interactive and engaging which is an additional distinctiveness for the category. Likewise, the advertising campaign was disseminated through the tips of where to find CC situations published in magazine advertisings or sport pages in daily newspaper publishers.
Therefore , it had been relevant intended for targeted audience and consistent through all the communications. Other campaigns involved “CC Find-A-Case Challenge(1981) and “Find A Case Challenge(2004) which were comparable to earlier launched “Hide-A-Case plan, however CLOSED CIRCUIT cases had been hidden in locations such as in Death Valley in A bunch of states, on top of a skyscraper in New York City, etc . Also, the campaign involved a form of contest where groups were taking part in 7 distinct fun-filled situations or game titles assessing their physical and mental skills like CLOSED CIRCUIT Poker Operate, Roll the Barrel, CC Hockey Obstacle etc .
The winning team was granted of US ten thousand. Hence, each one of these campaigns had been interactive, engaging and communicating brand’s uniqueness and exclusivity to the target audience. However , due to failure to cope with declining sales in nineties the company were required to develop fresh repositioning strategy for a brand. Consequently , they introduced “Damn Right Your Father Drank It campaign aiming to expand their very own target audience into young male drinkers. The campaign was based on nostalgia branding concept. According to Kay (2006) reviving brands is a viable technique.
Furthermore, it truly is claimed that retro marketing or nostalgia branding can be where understanding towards manufacturer depends upon consumers’ nostalgic leanings can be a effective management option (Kay, 2006). Similarly, Kessous and Roux (2002) argue that nostalgia can be used to reposition company’s product in the market and identify it through creating mental appeals to the consumers of their past encounters (Kessous, 2002). Therefore , nostalgia is defined as a preference towards objects (people, places or things) that were common when one was younger.
The nostalgia could be further categorized into “first-time nostalgia and “long-standing nostalgia. However , nostalgia branding is generally used within confectionary or perhaps sweets market which is why pursuing this type of strategy for Canadian Golf club whisky was criticised as being risky. Furthermore, whisky category itself can be considered drinks pertaining to mature and old buyers and there was a menace to strengthen this kind of image more whilst applying nostalgia branding. However , the campaign prevailed as it was strongly related the target target audience (young males) and steady to its brand picture as it triggered masculinity and stylishness.
Also, it was regular through every one of the marketing communications including billboards, point-of-sale items, the airwaves advertising, out-of-home advertising, in-market events, and experiential factors. In addition it absolutely was distinctive for the usual category’s advertising campaigns that always consisted of o “sex sells ads playing on warm chicks and smoking’ bods or “James Bond charm. Finally, the brand’s photo and ideals were plainly communicated throughout the campaign. Consequently , nostalgia branding enabled firm to shift itself from being an special and advanced drink in to more of a mass market merchandise.
Finally, Shamma (2011) claims that total brand value consists of product and corporate brand equity which usually depends on provider’s market, sociable and monetary performance. Furthermore, there is a positive relationship among company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Style and California king (2011) discusses employee company equity, which is the result of positive and fruitful employee brand-related behaviour which is strongly linked with brand’s strength (Grace and King, 2011).
In contrast, Kay (2004) states that corporate and business branding is different from product and services branding as it is aimed at diverse target followers. For instance, business branding usually targets industry’s shareholders and employees although product and service marketing is focused upon consumers who are not genuinely interested in corporate brand identification (Kay, 2004). However , also, it is claimed that some businesses, especially those that started as niche businesses that appealed to little segments of socially conscious customers prevailed in creating strong and distinctive business brands.
Referring to CC and Jim Light beam corporation individuals are not that concerned about provider’s overall image, however introduction of corporate and business social responsibility and socially responsible marketing could boost employees’ pleasure and therefore employee brand value. B. You have assumed the role of, Brand Supervisor for Canadian Club. Create a brand placing plan to strengthen the Canadian Club brand for the next three years (2014-2017). Suggest a variety of branding strategies which have been appropriate for the brand’s personality and target audience.
Use current research regarding the brand plus the whiskey industry prior to responding to this section of the assignment. Use theory to justify the arguments! Canadian Club rum belongs to UK spirits industry which was estimated to be really worth? 11. 2009 bn. in current rates in 2011 (Keynote, 2012). Great britain spirits and liquors marketplace is expected to expand by of sixteen. 4% getting to a value of? 13. 42bn in 2016. Thus, there may be an opportunity intended for Canadian Golf club to further increase and enhance its share of marketplace. Canadian Club whiskey is known as a prestigious manufacturer owned simply by Beam Global Spirits , Wine Firm which is US-based company.
Additionally, it owns brands such as John Beam, Courvoisier and Tequila Sauza. Seeing that 1920s Canadian Club differentiated itself like a high quality, distinctive whisky giving experiential knowledge for its consumers. Its current target market is those from legal drinking age group to thirty four, however organization is looking forward to strengthen the appeal between younger buyers in order to get their life time loyalty (Twiss, 2012). Referring to its key competitors the direct competition are Diageo’s Johnnie Walker scotch rum and Jack Daniels “Tennessee Whiskey.
Diageo can be described as leading élaborer which presently owns much more than 35% of the spirits and liquors marketplace globally which is expanding to emergent markets such as India and Asia (BBC, 2013). It also is the owner of brands including Smirnoff Vodka and Gordon’s Gin. Furthermore, Scotch whiskey is the leader of rum category in UK and worldwide as well as exports had been worth? four. 23bn in 2011 (BBC, 2013). However , there is certainly an increasing pattern among more youthful consumers to choose vodka and other “white spirits to mix all of them in their drinks.
Therefore , in order to sustain and increase it is market share Canadian Club needs to tackle competition arousing not merely from “dark spirits yet also from “white state of mind such as vodka, rum, wacholderbranntwein etc . Discussing category’s the latest adverts Johnnie Walker Scotch whisky (Diageo) launched a fresh global marketing campaign in Sept. 2010 2012 titled “Where Taste is a King. The marketing campaign uses fb application to educate users about different flavors that make up every single Johnnie Master label (MarketingWeek, 2012).
In the mean time, Jack Daniels “Tennessee Whiskey has recently introduced their very own “Legend advertising campaign where it truly is positioned being a whiskey of “Rock , Roll period (International Business Times, 2013). On the other hand, Canadian Club lately introduced its “Beer fairies campaign in Australia featuring unattractive beer drinker possessing all of the negative characteristics associated with dark beer drinking. The campaign seeks to position CC as a relaxing alternative by making use of parody and provocative advertising (Campaign Brief, 2012).
Furthermore, it released “Join the Club campaign where business CEO is represented being a brand ambassador which is sharing his “Whiskey wisdoms with buyers about masculinity and member. It is evident that a number of classic alcohol companies have already been recently applying manly photos in order to appeal to developing macho guys population. For instance, John Jameson and its marketing campaign “legend of John Jameson with pictures of its founder arm-wrestling or Canadian Wiser’s tequila and its “Wiserhood campaign featuring a “society of uncompromising men who applaud any gentleman who withstands an occasion that threatens his manhood (Krashinsky, 2012).
As well, many of spirits and liquor companies are incorporating social media when building a marketing strategy in order to target young and more wealthy audience. For example, Canadian Club whiskey supporters are encouraged to share their “Whiskey Wisdoms in facebook in order to get an entry to exclusive articles, invitations to local occasions and perception (Lukovitz, 2012, ). Likewise, Smirnoff offered its Vodka Ice drink through social networking whilst motivating fans to participate in a drinking video game and share activities and photographs on facebook page.
Relating to Avery and Fournier (2011) free branding can be described as new idea in marketing where a “brand is embedded in a social conversation in a way that consumers gain an equal, in the event not better, say than marketers in what the brand looks like and how this behaves (Fournier, 2011, pp. 194). It really is enabled through social media solutions such as blogging and site-building, video posting, social bookmarking, online community, and community platforms (Fournier, 2011).
Furthermore, it is apparent that engaging with the “right individuals through social media websites can help to enhance word-of-mouth to get a brand, distributed brand knowledge, generate sales and boost return on investment (Kumar, 2012). However , since the internet marketers do not have so much control around the overall brand’s image in open source branding social media can also have an adverse impact on brand’s equity.
Consequently , it is stated that when adding social media in their marketing activities companies is going to take into consideration several powerful and challenging Web-enabled themes: The Age of the Cultural Collective, Age Transparency, The Age of Criticism, as well as the Age of Parody (Fournier, 2011). Referring to sociable collectiveness it is evident that online communities provide an opportunity for complex discussion of distributed interests amongst consumers, therefore strengthening group bonds. Likewise, some of the companies developed their particular business versions based on social collectiveness strategy.
For instance, Groupon offers a variety of daily bargains for restaurants, spas, massage therapy and other actions for its members but provides are valid only if enough people sign up to receive these people (Fournier, 2011). The Age of Openness and The Age of Criticism declare that due to significant technology changes the news and opinions regarding particular brand spread very quickly and can include a significant influence on brand fairness (Fournier, 2011). For instance, as a result of transparency BP recently knowledgeable a disaster with its dripping Deepwater Écart oil machine.
The news had a significant impact on negative brand’s reputation while BP was pursuing a picture of the environmentally-friendly petroleum company and was developing activities to strengthen this image. Likewise, there is a benefits of disappointed business internal workers revealing market’s and business secrets to a wider public that can harm company’s photo. Criticism empowered through social media technologies could also have a fantastic impact on industry’s brand equity even if some consumers is usually complaining. For instance, when presented its new product formulation called Dry Maximum
Pampers had to deal with an adverse impact arousing from customers who believed that a product caused diaper rash and was not suitable for consumers. Finally, The Age of Parody refers to on the net users’ look at of social media being a pastime or a method to obtain entertainment. Therefore , it is not surprising that many companies are trying to pick up consumers’ attention through creating funny and interactive campaigns that go viral. However , the difficulty is to evaluate the influence and reach of these campaigns. Another recent trend in social media applications is mobile phone marketing and mobile phone social media.
With increasingly effective mobile devices, a large number of social media applications have gone mobile phone in order to reach customer quickly without any time or location limitations (Kaplan, 2012). Therefore, mobile marketing is defined as “any marketing activity conducted by using a ubiquitous network to which people are constantly connected using a personal mobile device (Kaplan, 2012, pp. 130). In contrast, portable social media is defined as a “group of cellular marketing applications that allow the creation and exchange of user-generated content (Kaplan, 2012, pp. 31). It is also stated that portable social media applications can be grouped according to users’ time and location level of sensitivity. For example , quick-timers involve transfer of traditional social media applications to mobile phones to increase immediacy such as publishing Twitter text messages or Fb status updates. In contrast, space-timers involve exchange of communications with relevance for one specific location in one specific point-in period, for example Facebook or myspace places, Foursquare and Gowalla.
Space-timers will be the most complex form of mobile social marketing applications as user’s participation would not primarily be based upon user’s financial motivation. In line with the theory the increasing motivation to check in certain locations through Foursquare can be explained through self-presentation and self-disclosure principles, and poor impulse control theory which usually claims that individuals often struggle between presenting long-term control and offering into short-term temptations (Kaplan, 2012).
Therefore , lots of companies are collaborating with Foursquare in promoting their sales and savings, develop human relationships and devotion programs. Furthermore, it is estimated that simply by 2020 a mobile unit will be the major Internet connection application for most people in the world (Kaplan, 2010). However , once integrating cellular social marketing applications companies also need to make sure that it truly is integrated into the lives of consumers, offered activities or promotions are individualized according to each user’s choices and pursuits and users are involved through engaging in interactions.
Otherwise, it can really be intrusive, annoying and endanger personal level of privacy. Nevertheless, cellular marketing supplies high price of media, interactivity, low cost of attaining large viewers at the most fortunate time at the right place, immediate, one-to-one communication, does not depend on some space and so forth Hence, followed the benefits of elevated brand recognition and sales through social websites and portable social marketing applications here are proposed brand positioning strategies for Canadian Club 2014-201 Strategy One
Firstly, a fresh brand setting campaign called “Canadian Club-Unexceptional Quality will probably be launched in September 2014. A advertising campaign will give attention to promoting main brand’s possessions quality and exclusivity to be able to capture wider audience. The key company’s technique will be to work with facebook application to educate users of brand’s quality and suitability pertaining to various events in order to improve the usage. It will involve content of various taglines such as “There’s no better way make an impression a woman than, Canadian Club-Unexceptional Quality or “To be well mown is an exception
Canadian Club is usually Unexceptional! in order to reinforce marketing communications concept. The advertising campaign is also going to encourage users to post and promote photos of various occasions when CC could be consumed. That way brand attempts to engage with target audience whilst indicating that CLOSED CIRCUIT is not only older guys drink and is consumed during various events. Additionally , in order to boost users’ confidence and strengthen the relation among brand’s photo and quality the advertising campaign will provide suggestions about their facebook page intended for exclusive Canadian Club buyers of how to best dress up when consuming Canadian Team.
These tips only will be reached if users liked a webpage. This campaign’s aim should be to engage users in open and lively conversations regarding the brand as well as quality, as well as increase understanding. The advertising campaign will be maintained billboards, radio and vimeo videos. Technique Two Second, since firm aims to target younger target audience in order to get their life time loyalty the use of mobile social marketing is essential. Consequently , it is suggested to formulate a portable application that either activates, interacts or perhaps benefits consumer.
Furthermore, lots of the companies currently collaborates with mobile social websites applications including Foursquare to be able to generate users’ word-of-mouth, help sales offers and special discounts or develop relationships through loyalty applications. Hence, Canadian Club will use foursquare internet site to promote brand’s image and increase sales. Therefore , users will be urged to abfertigung at five high class deluxe bars, restaurants or hotels listed in Canadian Club’s foursquare web site in order to get a 40% lower price for a go well with for approaching occasion via a local superior quality retailer.
The check-ins needs to be followed by customer’s comment about Canadian Club’s exceptional quality and shared on facebook with his good friends. The number of special discounts will be limited and the promotion campaign will run until all the special discounts will be given away. Users will probably be updated from the remaining special offers on Canadian Club’s fb page and personally reminded how a lot more locations they have to check-in in the event that entered a contest. The marketing campaign firstly will be tested in US and then adopted in emerging marketplaces such as India, China, The ussr. Some alterations will be made if had to adapt to neighborhood market. Findings
For decades Canadian Club whiskey was known for its exclusivity and unexceptional quality. A brandname always tried to differentiate by itself from rivals whilst starting various online and exciting advertising campaigns which were unusual and innovative to get the category. Therefore , when recommending different brand positioning techniques for 2014-2017 Canadian Club will need to remain enforcing its distinctive image and promoting top quality in the market. Hence, a number of social media and mobile phone social marketing approaches were advised in order to get younger users’ attention and make life-time loyalty towards the company.
For instance, the usage of facebook app to educate users about Canadian Club’s superior quality and suitability for numerous occasions is recommended, which will increase brand’s consciousness whilst performing users’ discussions and encouraging them to share comments and photos. Also, due to increasing range of mobile applications’ users and forecasts of mobile phone becoming as a major internet connection device marketers should pay a great attention in mobile social media when developing a brand setting plan.
Therefore , a Canadian Club’s collaboration with Foursquare website was advised in order to grab customers’ attention, propagate word-of-mouth and increase product sales whilst requesting users to evaluate in at 5 high class listed places to get a 20% discount to get a high quality fit from an area retailer. Overall, both of these tactics will allow Canadian Club to put itself while high quality and suitable for numerous occasions beverage among more youthful consumers and may help to acquire a competitive benefits through the use of cellular social marketing. Referrals E-jounals: Fournier, S., 2011.
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