Developing Brand Positioning Strategy for Canadian Club

Developing leaf blade Positioning Strategy for Canadian beau monde whisky pic Developing mark strategy for Canadian nine-spot A. Assess and amply critique the success of Canadian Clubs re office strategies utilise in the case. Use check off theories and concepts to valuate the fol economic crisiss stigmatization strategies listed in the case. match to Keller(1993) the effective tell on spatial relation gives a dirt a competitive advantage or unique selling suggestion that determines a reason why consumers ar buying this fruit or service (Keller, 1993).Similarly, Kay (2004) argues that dents strength depends on its successful positioning within consumers mind. Furthermore, it is claimed that strong steels should possess re mainder and consistency, thus far the difference should be meaningful for consumers. In the case of Canadian Club whisky it aimed to assortediate its grapheme and uniqueness finished exciting advertising footraces more(prenominal) as Ad venture Series, Hide A Case, CC Find-A-Case Ch on the wholeenge or Damn Right Your Dad Drank It. Also, Keller (1993) claims that disfigurement cognition consists of grade aw areness and perceived brand sign among consumers.Brand pick up is set ahead divided into favourability, strength and uniqueness of brand associations. Therefore, in the case of Canadian Club a brand image is conveyed by dint of and through unique and typical receives that consumers associate with a brand. For example, introduction of Adventure Series advertising flow in 1920s aimed to ontogenesis CCs global gross sales whilst showcasing print ads of travellers going to remote spots all all over the world and per establishing brave actions. After that they were relaxing with a glass of CC.As a sequel a brands image is distinctive from the year as it appeals to its target listening as a unique and exclusive crapulence associated with adventures. Also, it benefits consumer experientially. In addit ion, Keller (1993) claims that exploitation a brand candor requires four hold dear stages trade program investment, customer mind-set, market performance and luckholder value (Keller, 1993). Furthermore, trade program should be clear, relevant, distinctive and consistent throughout all the selling communications.For example, CC introduced Hide-A-Case hightail it in 1967 which aimed to challenge confounders to search for bottles of Canadian Club kept hidden at remote locations all over the world. CC cases were hidden in places much(prenominal) as the Swiss the Alps (Switzerland), Mt. Kilimanjaro (Tanzania), Angel Falls (Venezuela) etc. Therefore, the campaign was inter fighting(a) and pleasant which is some separate distinctiveness for the category. Also, the campaign was communicated through the hints of where to find CC cases published in magazine ads or sport pages in daily sensitivespapers.Therefore, it was relevant for targeted audience and consistent throughou t all the communications. Other campaigns take aimd CC Find-A-Case scrap(1981) and Find A Case Challenge(2004) which were similar to earlier driveed Hide-A-Case campaign, however CC cases were hidden in locations much(prenominal) as in final stage Valley in California, on top of a skyscraper in naked York City, etc. Also, the campaign complicated a form of contest where teams were take part in 7 different fun-filled events or games assessing their physical and mental skills equal CC Poker Run, Roll the Barrel, CC Hockey Challenge etc.The harming team was awarded of US 10000. Hence, all these campaigns were interactional, engaging and communicating brands uniqueness and exclusivity to the target audience. However, due to failure to address declining sales in 1990s the ph acer had to develop new computer storageing strategy for a brand. Therefore, they launched Damn Right Your Dad Drank It campaign aiming to expand their target audience into young male drinkers. The campa ign was based on nostalgia stigmatization concept. According to Kay (2006) reviving brands is a viable strategy.Furthermore, it is claimed that retro branding or nostalgia branding is where perception towards brand depends upon consumers nostalgic leanings can be a fibrous management option (Kay, 2006). Similarly, Kessous and Roux (2002) argue that nostalgia can be officed to reposition companys proceeds in the market and differentiate it through creating emotional appeals to the consumers of their past experiences (Kessous, 2002). Therefore, nostalgia is defined as a preference towards objects (people, places or things) which were common when one was younger.The nostalgia can be further classified into first- sequence nostalgia and long-standing nostalgia. However, nostalgia branding is unremarkably used within confectionary or sweets market which is why pursue this type of strategy for Canadian Club whisky was criticised as beingness risky. Furthermore, whisky category its elf is viewed as drinks for mature and old consumers and in that respect was a threat to fortify this image even more whilst using nostalgia branding. However, the campaign succeeded as it was relevant to the target audience (young males) and consistent to its brand image as it provoked masculinity and stylishness.Also, it was consistent through all the trade communications much(prenominal) as billboards, point-of-sale items, radio advertising, out-of-home advertising, in-market events, and experiential elements. In addition it was distinctive to the usual categorys advertising campaigns that usually consisted of stereotyped sex sells ads playing on hot chicks and smoking bods or James Bond appeal. Finally, the brands image and values were intelligibly communicated through the campaign. Therefore, nostalgia branding enabled company to reposition itself from being an exclusive and innovative drink into more of a mass market product.Finally, Shamma (2011) claims that total bran d equity consists of product and collective brand equity which depends on companys market, genial and financial performance. Furthermore, there is a positive race between companys corporate brand and heartyly amenable marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is top executivefully linked with brands strength (Grace and King, 2011).In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets companys ploughshareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is in any case claimed that some companies, especially those that started as niche businesses that appealed to small segments of accessiblely conscious customers succeeded in creating strong and distinctive corporate brands.Referring to CC and Jim Beam corporation consumers are not that refer about companys overall image, however introduction of corporate brotherly responsibility and affectionately responsible marketing could enhance employees felicity and therefore employee brand equity. B. You receive assumed the role of, Brand motorbus for Canadian Club. Develop a brand positioning plan to strengthen the Canadian Club brand for the next three years (2014-2017). indicate a variety of branding strategies that are appropriate for the brands identity and target market.Use current research about the brand and the whiskey industry prior to answering this part of the assignment. Use theory to relieve your arguments Canadian Club whiskey belongs to UK spirits market which was estimated to be value ? 11. 09 bn. at current prices in 2011 ( keynote, 2012). The UK spirits and strong drinks marke t is expected to bring up by 16. 4% reaching a value of ? 13. 42bn in 2016. Thus, there is an opportunity for Canadian Club to further increase and strengthen its share of market. Canadian Club whiskey is a prestigious brand own by Beam Global Spirits & Wine Corporation which is US-based company.It excessively owns brands such as Jim Beam, Courvoisier and Tequila Sauza. Since 1920s Canadian Club differentiated itself as a high quality, exclusive whisky offering experiential experience for its drinkers. Its current target market is those from legal boozing age to 34, however company is looking forward to strengthen its appeal among younger consumers in suppose to enthral their life- beat commitment (Twiss, 2012). Referring to its main competitors the direct competitors are Diageos buttocksnie Walker scotch whiskey and Jack Daniels Tennessee whisky.Diageo is a lead-in distiller which currently owns more than 35% of the spirits and liquors market globally and is expanding to em ergent markets such as India and Asia (BBC, 2013). It also owns brands such as Smirnoff Vodka and Gordons Gin. Furthermore, foul up whiskey is the leader of whiskey category in UK and worldwide and its exports were price ? 4. 23bn in 2011 (BBC, 2013). However, there is an increasing trend among younger consumers to choose vodka and other white spirits to mix them in their cocktails.Therefore, in ramble to live on and increase its market share Canadian Club acquires to fishing gear competition arousing not hardly from dark spirits but also from white spirits such as vodka, rum, gin etc. Referring to categorys recent adverts Johnnie Walker Scotch whisky (Diageo) launched a new global advertising campaign in September 2012 entitled Where sapidity is a King. The campaign uses facebook applications programme to educate users about different flavours that make up each Johnnie Walker label ( marketingWeek, 2012).Meanwhile, Jack Daniels Tennessee Whiskey has recently introduced their Legend campaign where it is positioned as a whiskey of thrill & Roll era (International Business Times, 2013). On the other hand, Canadian Club recently introduced its Beer fairies campaign in Australia featuring unattractive beer drinker possessing all the nix traits associated with beer drinking. The campaign seeks to position CC as a refreshing option through the use of parody and provocative advertising (Campaign Brief, 2012).Furthermore, it introduced Join the Club campaign where companys CEO is represented as a brand ambassador and is sharing his Whiskey wisdoms with consumers about masculinity and manhood. It is unembellished that several classic liquor companies dumbfound been recently using man-sized images in raise to appeal to growing macho men population. For instance, John Jameson and its campaign legend of John Jameson with images of its founder arm-wrestling or Canadian Wisers whiskey and its Wiserhood campaign featuring a society of uncompromising men who del ight in any man who resists an occasion that threatens his manhood (Krashinsky, 2012).Also, many of spirits and liquor companies are incorporating social media when creating a branding strategy in effect to target younger and more affluent audience. For instance, Canadian Club whiskey fans are elevated to share their Whiskey Wisdoms on facebook in cast to get an access to exclusive content, invitations to local events and wisdom (Lukovitz, 2012,). Similarly, Smirnoff promoted its Vodka Ice drink through social media whilst encouraging fans to participate in a drinking game and share experiences and photos on facebook page.According to Avery and Fournier (2011) open source branding is a new concept in marketing where a brand is insert in a cultural conversation such that consumers gain an equal, if not greater, say than marketers in what the brand looks like and how it behaves (Fournier, 2011, pp. 194). It is enabled through social media technologies such as blogging, video shari ng, social bookmarking, social networking, and community platforms (Fournier, 2011).Furthermore, it is evident that engaging with the right individuals through social media platforms can help to promote pipeline for a brand, disperse brand knowledge, bugger off sales and increase fall back on investment (Kumar, 2012). However, since the marketers do not have so much control on the overall brands image in open source branding social media can also have a negative impact on brands equity.Therefore, it is claimed that when incorporating social media in their marketing activities companies should take into consideration four powerful and challenging Web-enabled themes The fester of the hearty Collective, The Age of Transparency, The Age of Criticism, and The Age of pasquinade (Fournier, 2011). Referring to social collectiveness it is evident that online communities provide an opportunity for in-depth discussion of shared interests among consumers, therefore alter group bonds. Al so, some of the companies developed their business models based on social collectiveness concept.For instance, Groupon offers a variety of daily deals for restaurants, spas, massages and other activities for its members but offers are binding only if enough people sign up to receive them (Fournier, 2011). The Age of Transparency and The Age of Criticism claim that due to significant engine room changes the news and opinions about particular brand spread very debauched and can have a significant impact on brand equity (Fournier, 2011). For instance, due to transparency BP recently experienced a thrashing with its leaking Deepwater Horizon oil rig.The news had a significant impact on negative brands reputation as BP was pursuing an image of the environmentally-friendly petroleum company and was developing activities to strengthen this image. Similarly, there is a power of disappointed companys internal employees revealing markets and firms secrets to a wider public that can damage companys image. Criticism enabled through social media technologies can also have a great impact on companys brand equity even if a small number of consumers is complaining. For instance, when introduced its new product formulation called Dry Max,Pampers had to deal with a negative impact arousing from consumers who claimed that a product caused diaper rash and was not suitable for consumers. Finally, The Age of Parody refers to online users view of social media being a pastime or a source of entertainment. Therefore, it is not surprising that many companies are trying to clutch consumers attention through creating funny and interactive campaigns that go viral. However, the difficulty is to evaluate the impact and reach of these campaigns. Another recent trend in social media applications is lively marketing and runny social media.With increasingly powerful wide awake devices, many social media applications have gone energetic in order to reach customer instantly without any t ime or location limitations (Kaplan, 2012). Thus, mobile marketing is defined as any marketing military action conducted through a ubiquitous network to which consumers are constantly machine-accessible using a personal mobile device (Kaplan, 2012, pp. 130). In contrast, mobile social media is defined as a group of mobile marketing applications that allow the creation and exchange of user-generated content (Kaplan, 2012, pp. 31). It is also claimed that mobile social media applications can be classified according to users time and location sensitivity. For example, quick-timers involve transfer of traditional social media applications to mobile devices to increase immediacy such as posting Twitter messages or Facebook status updates. In contrast, space-timers involve exchange of messages with relevance for one specific location at one specific point-in time, for example Facebook places, Foursquare and Gowalla.Space-timers are the most sophisticated form of mobile social marketing applications as users confederation does not primarily depend on users financial motivation. According to the theory the increasing entrustingness to check in certain locations through Foursquare can be explained through self-presentation and self-disclosure concepts, and impulsiveness theory which claims that individuals often argue between displaying long-term control and giving into short-term temptations (Kaplan, 2012).Therefore, lots of companies are collaborating with Foursquare to promote their sales and push asides, develop relationships and loyalty programs. Furthermore, it is estimated that by 2020 a mobile device bequeath be the primary Internet contact tool for most people in the world (Kaplan, 2010). However, when integrating mobile social marketing applications companies should also make sure that it is integrated into the lives of consumers, offered activities or promotions are individualized according to each users preferences and interests and users are invol ved through engaging in conversations.Otherwise, it can become intrusive, nettle and threaten personal privacy. Nevertheless, mobile marketing provides high rate of personalisation, interactivity, low cost of reaching large audience at the right time at the right place, immediate, one-to-one communication, does not depend on time and space etc. Hence, followed the benefits of increased brand awareness and sales through social media and mobile social marketing applications here are proposed brand positioning strategies for Canadian Club 2014-201 Strategy OneFirstly, a new brand positioning campaign called Canadian Club-Unexceptional Quality will be launched in September 2014. A campaign will focus on promoting major brands assets quality and exclusivity in order to capture wider audience. The main companys strategy will be to use facebook application to educate users of brands quality and suitability for various do in order to increase the usage. It will involve posts of various t aglines such as Theres no better way to come to a woman than Canadian Club-Unexceptional Quality or To be substantially groomed is an exceptionCanadian Club is Unexceptional in order to strengthen marketing communications message. The campaign is also going to encourage users to post and share photos of various occasions when CC can be consumed. This way brand tries to engage with audience whilst suggesting that CC is not only old men drink and can be consumed during various occasions. Additionally, in order to boost users confidence and strengthen the relation between brands image and quality the campaign will provide tips on their facebook page for exclusive Canadian Club consumers of how to best dress up when drinking Canadian Club.These tips will only be accessed if users liked a page. This campaigns aim is to engage users in open and active conversations about the brand and its quality, as well as increase awareness. The campaign will be supported by billboards, radio and yo utube videos. Strategy twain Secondly, since company aims to target younger audience in order to capture their life-time loyalty the use of mobile social marketing is essential. Therefore, it is suggested to develop a mobile application that either engages, interacts or benefits consumer.Furthermore, many of the companies nowadays collaborates with mobile social media applications such as Foursquare in order to generate users word-of-mouth, facilitate sales promotions and discounts or develop relationships through loyalty programs. Hence, Canadian Club will use foursquare website to promote brands image and increase sales. Therefore, users will be encouraged to check-in at five high class luxurious bars, restaurants or hotels listed on Canadian Clubs foursquare web page in order to get a 40% discount for a suit for coming(prenominal) occasion from a local high quality retailer.The check-ins should be followed by users comment about Canadian Clubs exceptional quality and shared on facebook with his friends. The number of discounts will be limited and the promotion campaign will run until all the discounts will be given away. Users will be updated of the remaining promotions on Canadian Clubs facebook page and personally reminded how many more locations they need to check-in if entered a competition. The campaign firstly will be tried and true in US and then adopted in emerging markets such as India, China, Russia. Some adjustments will be made if needed to aline to local market. ConclusionsFor decades Canadian Club whiskey was known for its exclusivity and unexceptional quality. A brand always tried to differentiate itself from competitors whilst launching various interactive and exciting advertising campaigns that were unusual and innovative for the category. Therefore, when suggesting different brand positioning strategies for 2014-2017 Canadian Club should remain enforcing its distinctive image and promoting high quality in the market. Hence, a number of social media and mobile social marketing strategies were suggested in order to capture younger users attention and build life-time loyalty towards the brand.For instance, the use of facebook application to educate users about Canadian Clubs high quality and suitability for various occasions is suggested, which will increase brands awareness whilst engaging in users conversations and encouraging them to share comments and photos. Also, due to increasing number of mobile applications users and forecasts of mobile phone comely as a primary internet connection tool marketers should carry a great attention into mobile social media marketing when developing a brand positioning plan.Therefore, a Canadian Clubs collaboration with Foursquare website was advised in order to grab consumers attention, spread word-of-mouth and increase sales whilst asking users to check in at 5 high class listed locations to get a 20% discount for a high quality suit from a local retailer. 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