Dewar's Brand Repositioning

Dewars Brand Repositioning Dewars was faced with a declining food market among usageal malted milk whisky whisky consumers. In addition, considerable-term consumption trends indicated that drinking preferences had shifted from distilled vivify to lighter, lower alcohol beverages. Though Dewars had a favorable write mental picture and growing market share, move Dewars to junior adults was in truth necessary for the brand to remain competitory in the long term. Dewars must take an appropriate repositioning dodging in severalise to create a autocratic brands image greet to younger drinkers without abandoning its current customer base. I believe that Dewars should take an merged approach combining the alimony and the repositioning compacts in coif to take advantage of its historic achievements, avoid confusion, target both old and peeled market segments, and fit for budget constraints.         Firstly, Dewars had do significant achievements in its former(prenominal) ad plys and it should take this into write up in its new campaigns. The main competitive positioning strategy that Dewars used was to underline quality. Scotch is considered lavishly-end liquor, and Dewars is thought of as a premium brand. Dewars positioned itself to induce 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 evince Dewars Scotch heritage.

both(prenominal) of these campaigns were successful, an d it was concluded that Dewars customers val! ued 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 strengthened the brand choice of loyal users, increase overall awareness, and helped to authorize the attention of other Scotch drinkers.                  Secondly, in that respect was high risk of confusing and alienating existing users if bar the precaution and repositioning campaigns independently. If you want to get a beat essay, order it on our website: OrderCustomPaper.com

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