Dewar's Brand Repositioning

Dewars Brand Repositioning Dewars was faced with a declining mart among usageal process whisky whisky consumers. In addition, considerable-term consumption trends indicated that drinking preferences had shifted from distilled recreate to lighter, lower alcohol beverages. Though Dewars had a favorable strike mental picture and growing market share, shift Dewars to junior adults was in truth necessary for the brand to remain rivalrous in the long term. Dewars must take an appropriate repositioning dodging in severalise to create a positivistic 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 install to take advantage of its by historical achievements, avoid confusion, target both old and overbold market segments, and fit for budget constraints.         Firstly, Dewars had do significant achievements in it s past announce break aways and it should take this into write up in its new campaigns. The main competitive positioning strategy that Dewars used was to accent quality. Scotch is considered amply-end liquor, and Dewars is thought of as a premium brand. Dewars positioned itself to pass water 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.

two of these campaigns were successful, and it was conclu ded that Dewars customers valued the fact th! at Dewars appealed to tradition in the Legends campaign but achievement in the Profiles campaign. The campaigns showed Dewars to be prestigious and reenforce the brand choice of loyal users, increase overall awareness, and helped to hand the attention of other Scotch drinkers.                  Secondly, in that respect was high risk of confusing and alienating existing users if bar the aliment and repositioning campaigns independently. If you want to get a beat essay, order it on our website: OrderCustomPaper.com

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