Canadian Club Whisky Marketing Portfolio
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
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, …show more content…
Canadian Club has been granted royal warrants of Queen Victoria, King Edward VII, King George V, King George VI, and Queen Elizabeth II (Canadian Club, 2011). Creating an advertising campaign, reflecting on this would be effective. The campaign could go in one of many directions. For example, they might choose to use classic imaged with Canadian Club bottles superimposed nearby, or by using attractive, royal-themed artwork, depicting Canadian Club as a drink fit for royalty.
Canadian Club has received a great deal of attention from their unique and long-running Hide-A-Case promotion. With still a number of cases that have been hidden around the world, still unfound, there should be more marketing efforts to draw attention to this with more clues, and possibly, additional hidden cases.
Target Market Analysis
Target Market Profile | Categories | Variables | Typical Breakdowns |