johnie walker

8/3/2019 Johnie Walker

1/21

SALES PROMOTION STRATEGY


2/21

Arijit Biswas

Enakshi Podder

Ishan Biswas

Neha Natani Shreya Dasgupta

Sreeja Mukherjee


3/21

Sales promotion includes several communications &activities that attempt to provide added value orincentives to consumers, wholesalers, retailers, orother organizational customers to stimulate

immediate sales. These efforts can attempt to stimulate product

interest, trial, or purchase.

These offers are not available to the customers

throughout the year. During festivals, end of theseasons, year ending and some other occasions theseschemes are generally found in the market.


4/21

A brand of Scotch Whisky owned by Diageo and originatedin Kilmarnock, Ayrshire, Scotland.

The most widely distributed brand of blended Scotchwhisky in the world, sold in almost every country with

yearly sales of over 130 million bottles.

Johnnie Walker spirits have generally received strongscores at international Spirit rating competitions and fromliquor review bodies.

The Green Label, for example, received an extraordinarystring of three double gold medals from the San Francisco

World Spirits Competition between 2005 and 2007.


5/21

Originally known as Walker's Kilmarnock Whisky, the JohnnieWalker brand is a legacy left by John "Johnnie" Walker after hestarted to sell whisky in his grocer's shop in Ayrshire, Scotland.

Alexander Walker, his son, first introduced the iconic square

bottle in 1870. From 1906 to 1909 John's grandsons George and Alexander II

expanded the line and introduced the colour names.

In 1908, the whisky was renamed from Walker's KilmarnockWhiskies to Johnnie Walker Whisky.

In addition, the Striding Man, a figure used in theiradvertisements to this day, was created and, in honor to thefounder, was given the same name.


6/21


7/21


8/21

Gift with purchase promotions on specialoccasions.

For example, customers can be given a stainless

steel Johnnie Walker hipflask as a gift with any750ml bottle of Johnnie Walker Black Labelpurchase for Father's Day.

Independent retailers can get the opportunity to

promote Johnnie Walker cufflinks as a gift with any750ml bottle of Johnnie Walker Black Label.


9/21

Signature events keeping in tone with the KeepWalking initiative such as fundraisers and charityevents to raise money which can be endorsed bycelebrities.

Surrogate promotions through special editionproducts such as music cds.

Sweepstakes and contests to win signature JohnnieWalker merchandise.

Loyal Reward Program in which consumers can collectpoints, miles, or credits for purchases and redeemthem for rewards.


10/21

Introduction of trade contests, a contest to rewardretailers that sell the most product.

Training programs to train dealer employees in selling

the product.

Using trade allowances and trade discounts tostrengthen relationship with retailers.

Incentives given to induce a retailer to purchase anddisplay a product.


11/21

WALKWITH THE STARS


12/21

Johnnie Walkers brings to you anexcellent opportunity to experience the

thrills, the adventure and the successstories of the stars.

See them, hear them and talk to them.Up, Close and Personal.


13/21


14/21

The event will unveil the new Johnnie Walker Double Black Label Scotch Whisky in India. Also with everypurchase of Johnnie Walker ScotchWhisky, you are eligible to participatein The right blend, a uniquecompetition where you will have toidentify the correct Johnnie Walkerlabel to win attractive Johnnie Walkermerchandise.


15/21

GIFTS ON

PURCHASE

First 100 orders of

Johnnie Walker

Double Black Label

Scotch Whisky get an

exclusive entry to the

Johnnie Walker Jet

Black party at Delhi,

the curtain raiser

celebrations to the

Formula One Grand

Prix in India.


16/21

Next 500 orders get a limited editionJohnnie Walker hip flask set free.

Free registration to the Striding ManSociety, the members club for JohnnieWalker enthusiasts , to enjoyexclusive privileges and offers.

All purchases are registered under the

JW rewards program in which youcan collect points and redeem themto win attractive Johnnie Walkermerchandise.


17/21

With every purchase of Johnnie Walker Scotch Whisky,you are registered for the exclusive JW Sweepstake withprizes comprising of signature limited edition Johnnie

Walker Merchandise . An opportunity to win exclusive sports gear signed by

acclaimed sportstars and Johnnie Walker brandambassadors, Roberto Baggio & Steve Waugh.

5 lucky winners get an all expenses paid trip toScotland, including a complete tour of the JohnnieWalker plant at Kilmarnock.


18/21

2 lucky winners get to visit acclaimed golfer andJohnnie Walker brand ambassador, Greg Norman atthe Greg Norman Champions Golf Academy in SouthCarolina.

2 lucky winners get an opportunity to watch FormulaOne stars and Johnnie Walker brand ambassadors,Jenson Button & Lewis Hamilton live at the IndianGrand Prix at Buddh Circuit.

1 lucky winner gets a chance to have a dinner date withJohnnie Walker brand ambassador, Michael Phelps,and an opportunity to star in the new Johnnie Walkercommercial alongside him.


19/21

ALSO UP FOR

GRABS!

'The Johnnie Walker

Gold Pass', offers

consumers exclusive

access to the stylish

and sophisticated

world of Formula 1.

The Gold Pass opensup a wealth of Step

Inside the Circuit

benefits including

exclusive access to the

Johnnie Walker Jet

Black parties,

watching the races liveand meeting legends

like Mika Hakkinen,

Lewis Hamilton and

Jenson Button.


20/21

AND THE PARTY

NEVER STOPS.

All bumper prize

winners get an

opportunity to party

hard at the Johnnie

Walker Winners

Party at Bangalore on

5th November.


21/21

johnie walker

Documents