Dewar's Brand Repositioning

Dewars Brand Repositioning Dewars was faced with a declining market among usageal process whisky whisky consumers. In addition, considerable-term consumption trends indicated that drinking preferences had shifted from distilled laud to lighter, lower alcohol beverages. Though Dewars had a favorable shanghai mental picture and growing market share, displace Dewars to junior adults was in truth necessary for the brand to remain free-enterprise(a) in the long term. Dewars must take an appropriate repositioning dodging in severalise to create a overconfident brands image greet to younger drinkers without abandoning its current customer base. I believe that Dewars should take an merged approach combining the livelihood and the repositioning compacts in influence to take advantage of its departed achievements, avoid confusion, target both old and unsanded market segments, and fit for budget constraints.         Firstly, Dewars had do significant ach ievements in its old publicizing foments 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 superior-end liquor, and Dewars is thought of as a premium brand. Dewars positioned itself to eat up 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 of these campaigns were successful, a nd it was concluded that Dewars customers va! lued 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 reinforced the brand choice of loyal users, increase overall awareness, and helped to straighten out the attention of other Scotch drinkers.                  Secondly, in that respect was high risk of confusing and alienating existing users if bar the attention and repositioning campaigns independently. If you want to get a beat essay, order it on our website: OrderCustomPaper.com

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