Brand extension of Johnnie Walker into the line of formal shoes

BRAND EXTENSION PROJECT

By : Samiksha Gupta & Natasha Chopra : BA-FMC

INTRODUCTION •It is a Scottish Whiskey company found in 1805 owned by Diageo.

•The brand became famous when the founder died in 1875. Sales increased by 90%.

•Nowadays the net sales of Johnnie walker is more than 120 million bottles per year.

THE MARKET 

It is world's most sold scotch whiskey.

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Sales are approximately 10 to 15% of the worldwide whiskey.

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THE JOHNNIE WALKER HOUSES BEIJING

CHENGDU

SEOUL

SHANGHAI

MUMBAI AIRPORT

TAOYUAN AIRPORT

Inside a Johnnie Walker House you can fully appreciate some of the world’s finest whiskies in the company of fellow connoisseurs. As a patron of Johnnie Walker House, you will enjoy exclusive personal service, meals and drinks, the famous Whisky Tasting Course, access to a Scotland trip concierge and the right to attend and host private luxurious events at flagship locations. Membership as a patron of Johnnie Walker House is by invitation only.

THE BRAND PERFORMANCE 

Johnnie Walker is the “strongest” spirit brand in the world, a brand with a history of achieving awards for quality and innovation.

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Johnnie Walker is Diageo's leading brand in terms of gaross profit. At 68% of Johnnie Walker volume, Red Label delivered 45% of profitability, whilst Black Label represented 46% of profitability.

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The remaining profit came from Johnnie Walker Super Deluxe (Gold and Blue Label) and Johnnie Walker Pure Malt.

ABOUT THE BRAND BRAND MANTRA is "KEEP WALKING"  It refers to personal progress, hardwork, forward thinking and persuit of excellence.

BRAND IDENTITY:  It is the major player in the whiskey sector.  Processes high quality alcoholic beverages.

BRAND IMAGE:  Reflects a luxurious and sophisticated vibe.  Seen as an exclusive and powerful whiskey.

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POSITIONING TARGET AUDIENCE: ï‚¡

Urban men between the age group of 30 to 50.

COMPETITORS:

POINTS OF PARITY & DIFFERENCE POP:  

Quality whisky Good range

POD:   

Iconic bottle shape Royal Recognition since 1934 An individualist that comes at a price

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CONSUMER PERCEPTION ▪ Six different labels cater for every need.

▪ Globally dominated the world of whiskey.

▪ Seen as a luxury brand, something that is special or

to be savoured.

▪ Expensive price tag pushes consumer opinions to positive ones.

▪ Seen and advertised as the perfect gift, which implies high standards.

▪ Traditional, cared for product, been in the Walker family for 200 years through generations.

ADVERTISEMENTS

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BRAND IDENTITY PRISM 

PHYSIQUE: KEEP WALKING, STRIDING MAN, DIFFERENT RANGES, ICONIC BOTTLE SHAPE

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RELATIONSHIP: LONG LASTING

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REFLECTION: THE BEST FOR ME

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PERSONALITY: CONFIDENT,FOCUSSED,ELEGANT

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CULTURE: SCOTTISH

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SELF IMAGE:HONOURABLE, SPECIAL

PERSUIT OF EXCELLENCE (KEEP WALKING)

BRAND EXTENSION - SHOES OBJECTIVE: ď‚Ą

The objective is to create high quality formal and semi formal shoes for elite society so that people will prefer Johnnie walker shoes just like their prefer JW whiskey that makes them feel bold, classy and confident.

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RATIONALE 

We have chosen this brand to extend it into a brand of limited edition of comfortable formal, semi formal leather shoes.

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The reason for choosing this brand is that, the brand Johnnie Walker earlier used to say “keep walking” and now has changed its tagline to “Joy will take you further , keep walking” .

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In the logo, the man is walking forward, which Diageo symbolises forward thinking and the pursuit of excellence.

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So using this tagline we want to extend this brand further into the line of shoes as the brand and the tagline suggests

EXTENDED PRODUCTS

LIMITED RANGE OF BROGUES, HIGH ANKLE FORMALS/ZIPPERS AND WORK BOOTS FOR ELITE SOCIETY

TARGET CUSTOMERS ▪ ▪ ▪ ▪

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Our brand will target men of the Elite Society.

OCCUPATION: Business class DEMOGRAPHIC: Gender- Male, Age: 3050 years HABITS: Socially active, always going out, workaholics CLASS: Upper class

THE COMPETITORS

IDEA 1 - FOR CAMPAIGN      

ENSHROUD BY "THE WALKER" Promo will be based on the game of hide & seek.

It will start with a girl counting her numbers.

There will be 3-4 male models running here and there by hiding themselves from the girl.

Our focus will mainly be on different shoes while we are shooting our runnning footages.

There will be quirky music in the background.

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REFERENCES FOR IDEA 1

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IDEA 2 - FOR CAMPAIGN  

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"STOP MOTION TECHNIQUE" Promo will start with a man who wakes up and is getting ready for work.

So we will be shooting his entire routine of getting ready in stop motion technique.

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REFERENCES FOR IDEA 2

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MESSAGE ▪

Spending money on the things that separate you from the ground is worth the investment: tires, bed, mattress, and most importantly shoes.

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The walker is all about being yourself, being young again.

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The shoes will make you feel superior and on the top of the world. It's not shoes, its lifestyle.

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ESSENCE of our brand is : Energectic, Being yourself, lively, zestful and spirited

INTEGRATED MARKETING COMMUNICATION EVENT: ▪

Launch event will take place at The Oberoi, Mumbai by creating an event on Johnnie walker’s official face book page.

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Invites will be sent out the invited guests, celebrities and bloggers.

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Ranbir Kapoor will be the brand ambassador.

PR AND PUBLICITY: ▪

The products will be prominently displayed in all the ‘Johnnie Walker Houses” as well as leading International Airports.

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The first 100 customers who will come for purchase will get a discount of 30%, Celebrity, bloggers and influencers will be given free samples of shoes.

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Hampers will be given out to all the guests on the event which will consist a pair of Johnnie walkers shoes, mini Johnnie walker bottles and finest dark chocolates.

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Make the consumers aware about the limited edition of the shoes through the internet and the product package itself. The package will have unique features relating to the parent brand.

ADVERTISING: 

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The name of our advertising campaign will be "OUR SHOES CAN NOT BE BEAT" The relationship will be shown by the kind of bottle of Johnnie walker they prefer matching their shoes.

Publicity through video advertisements on television and YouTube.

SOCIAL MEDIA:  

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Hoisting the ads on official Johnnie Walker’s facebook page.

There would be a competition on Instagram, the ones who clicks the best picture with their JW shoes purchased using the hashtag #JWshoes & #walksoflife and the ones with the best answer to WHY THEY PREFER JOHNNIE WALKER will be given vouchers for worth 5,000.

There would be a special featured snapchat section for Johnnie Walker shoes and people all over India could take snaps and upload on that section.

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SALES & PROMOTION:  

The buying process will be more enjoyable for the consumers with a drink in their hands as they walk in.

Product packaging would be in a form of a bottle case.

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PREFERENCE â–Ş

Just like different labels of Johnnie Walker liquor caters different tastes and needs, Johnnie Walker will similarly provide shoes for the for various formal and semi formal occasions.

ď‚Ą

Like for sneakers consumers prefer it buying from vans, for adventure sport shoes from woodland but when it comes to class, they will come to Johnnie Walker.

PRESS RELEASE

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INVITATION

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BRAND EXTENSION PROJECT

THANKS

By : Samiksha Gupta & Natasha Chopra : BA-FMC