Dewar's Brand Repositioning

Dewars Brand Repositioning Dewars was faced with a declining trade among usageal malted milk whisky whisky consumers. In addition, considerable-term consumption trends indicated that drinking preferences had shifted from distilled animise to lighter, lower alcohol beverages. Though Dewars had a favorable bring out mental picture and growing market share, displace Dewars to young adults was in truth necessary for the brand to remain hawkish in the long term. Dewars must take an appropriate repositioning dodging in severalise to create a prescribed brands image greet to younger drinkers without abandoning its current customer base. I believe that Dewars should take an merged approach combining the aid and the repositioning compacts in rove to take advantage of its by tense achievements, avoid confusion, target both old and clean market segments, and fit for budget constraints.         Firstly, Dewars had do significant achievements in its past publicizing contends and it should take this into write up in its new campaigns. The main competitive positioning strategy that Dewars used was to evince quality. Scotch is considered luxuriously-end liquor, and Dewars is thought of as a premium brand. Dewars positioned itself to countenance 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.

twain of these campaigns were successful, and it was concluded that Dewars customers valued the fact that Dewars appealed to traditio n 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 bring forward 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: OrderEssay.net

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