Adv 350 Final Media Plan Johnnie Walker: Women Drink Whiskey Too Campaign EXECUTIVE SUMMARY Johnnie Walker is a luxury brand of whiskey created in 1820 in Ayshire, Scotland, and was placed in grocery stores in 1965 (Johnnie Walker Story). The brand s most popular market segment are men ages 35-44. Johnnie Walker is the most distributed Scotch whiskey in the world. The annual bottle sales are about 130 million bottles and is sold in almost every country in the world. The media challenge Johnnie Walker faces is that it does not have a strong presence in the female population, nor on social media platforms.
Our Campaign Our target market is female post-grads, ages 25-34 with an income starting at $50,000. This is the second largest age group that purchases Johnnie Walker. Women are often the purchase influencer in the household, so marketing to them could have a large influence over what their partners drink. Female empowerment has created a shift in the whiskey market that is shown by the increase of women whiskey consumers. What makes our campaign different: Johnnie Walker is an international brand that has a presence all over the world. Due to the growing opportunity for media advertising in the U.S., we are expanding presence here by broadcasting over Facebook as well as in the popular magazine, Cosmopolitan. By doing this, we will be able to expand the target market to women and a people of a younger age group. Our media campaign plans to advertise on more media outlets to inform a wider group of people about Johnnie Walker. SITUATION ANALYSIS Brand description: Johnnie Walker is Luxury Scotch whisky originating in Ayrshire, Scotland. It is the world's most distributed brand of whiskey and comes in a variety of lines such as Red, Black, Double Black, Green, Gold Reserve, and Platinum Label. Johnnie Walker is sold in almost every country, and was ranked as leading alcohol/spirits brand worldwide in 2015, based on a brand value of 5.6 billion U.S. dollars. The brand s most popular market segment are men ages 35-44. This target market consists of confident males who want to be perceived as classy but not too pretentious. Johnnie Walker is sold in almost every country, and was ranked as leading alcohol/spirits brand worldwide in 2015, based on a brand value of 5.6 billion U.S. dollars. 2
Target Market: Our target market is females in the United States, age 25-34 with income starting at $50,000. The median household income of Johnnie Walker s original target market is $70,499 (Simmons). We chose to make our target group s starting household income relatively high because it overlaps with the income of Johnnie Walker s original target group. We did a minor overlap because we want to appeal to a different target market that what Johnnie Walker usually markets to. Women, ages 25-34 buy products through attraction of breaking gender norms of being a woman drinking whiskey and what ad campaigns appeal to them. 37% of whiskey drinkers in the United States are women, compared to the 15% that made up whiskey drinkers over a decade ago. The whiskey market is currently growing at about 7% per year--which presents a great opportunity to tap in on an untouched market. Women are statistically considered medium user of whiskey users (Pew Research 2015) but are overlooked because of gender. A brand influencer of this product is Christina Hendricks promoting Johnnie Walker-- bringing in the ladies. The demographic of the new target audience are women who are post college graduates, entering or recently entered in the workforce. The lifestyle of our target audience would be women who work in a professional setting, about 8 hours a day, sometimes after work they enjoy going to bar and occasionally going out on the weekend. The media people in our target audience use the Internet as the most dominant in the media mix. According to Pew Research Center, 19% of social media users are ages 25-29. 21% of social media users are ages 30-34. 77% of Facebook users are women, ages 18-29. The next most frequent users of Facebook is ages 30-49 (2015). A part our media is to reach our target audience through a social media platform. Geography Our target is focused specifically in the United States. There are multiple opportunities for us to increase our brand sales in this the U.S., especially among women. Contrary to popular belief, women make up 37% of whiskey drinkers in the US and have been continuously expanding. USA was the second largest whisky consumer in 2014 and has shown an large and steady increase in the whisky market over the past decade. Better economic conditions have helped increase the demand for luxury whiskey, which has contributed revenue growth. Johnnie Walker originated in Scotland and is the primary whiskey that is consumed abroad. 3
As of 2016, in the United States, Johnnie Walker was the fourth leading whiskey behind Jack Daniels, Crown Royal and Fireball (Statista). The U.S. whisky intake has increased over the past decade and there is no region that favors whisky more than the other. We want to bring more awareness of the Johnnie Walker brand to the United States since it is increasing in the amount of people who drink whiskey. Competition Johnnie Walker s direct competitors are Jack Daniels, Jim Bean, Wild Turkey, Jameson Irish Whiskey and Crown Royal Canadian Whiskey. Each of these are different brands of whiskey that are among the top sellers in the United States (BizJounrals 2014). Indirect competitors are Smirnoff, Ketel One and Cîroc vodkas. Advantages Johnnie Walker has over the rest of its competitors is that they are one of the top premium liquors that has multiple whiskey flavors. Johnnie Walker was the #1 selling liquor in the world in 2014, and currently ranks #9 in all alcohol competitors (Vine Pair). Based on 2013 information from Statista, Johnnie Walker spent $14.3 million on advertising and the wine, beer, and spirits industry spent $2.05 billion as a whole. This makes the SOV.69%, Johnnie Walker, they are less than 1% of the share. They are ranked as the leading alcohol/spirits brand worldwide in 2015, based on a brand value of 5.6 billion dollars. Diageo also stated that Buchanan s was the fastest growing brand in the United States with the net sales over 20 percent. Johnnie Walker did not perform as well due to the result of lapping the strong launch of Platinum and Gold Label Reserve last year. SWOT Strengths Brand loyalty: trust in quality, exclusivity, loyalty to brand, flavor for everyone Unique packaging: Another key aspect of its marketing is the slanted label, which is angled at exactly 24 degrees. This was an advertising tool developed by Alexander Walker, who thought it would help his bottles stand out on the shelf. The slanted label also accommodates more text than would a traditionally oriented label. [33] Recognizable logo: A key feature of every bottle of Johnnie Walker scotch is the Striding Man logo. It was created in 1908 by illustrator Tom Browne to be a likeness of John Walker in traditional, upscale attire. In the logo, the man is walking forward, which Diageo says symbolises forward thinking and the pursuit of excellence. The variety of labels allows us to provide a range of options to tailor to all of our customers tastes. Already have a big name - being the #1 liquor in the world. 4
Weaknesses According to Statista, advertising spending of Johnnie Walker in the United States are decreasing from $14.13 million in 2013 to $8.61 in 2014 to $4.84 million in 2015. Attention not focused on the United States, which led to a little amount of advertising and smaller sales. Johnnie Walker is mostly used for special occasions, which limits purchases. Young people are less informed about the brand. We are marketing to a new group that we aren t used to and we don t have experience and research on. Opportunities The growing whiskey market among female drinkers is an opportunity to target a new audience where the product-whiskey- is already in demand. According to NPR, back in 1990s only 15% were female, this has grown to 37%. With the growing influence of the feminist movement, women want to diminish gender stereotypes by engaging in whiskey culture- which is usually thought of as a men s drink. Although younger people are not as familiar with Johnnie Walker, we can capitalize on that by emphasizing that this is the world s number one whiskey. Younger people in the United States like to keep up with trends and we plan to base our campaign off this aspect. The economic upturn will encourage people to indulge in our higher priced liquor. Threats Thought of as a older men s drink, which could cause women could be turned off by this. Our competitors have lower prices which gains more customers. Targeting a younger audience could piss off the current users--they drink it because of its maturity, elegance and exclusivity. Media Component Our media component consists of social media platforms and print magazines, specifically Facebook and Cosmopolitan. We chose these two as our media components because 25-34 has a strong presence on social media platforms, especially Facebook. Cosmopolitan s main readers are in the age group of 25-34. 5
OBJECTIVES Advertising One of our advertising objectives is to increase the brand awareness of Johnnie Walker among women in the age range of 25-34 with the income of $50,000 or more by 30 percent. The other objective is to change the attitudes people in the United States have towards whiskey, specifically women whiskey drinkers, and make it more favorable by April 2017. Marketing Our marketing objectives are to increase the market share of Johnnie Walker in the United States by ten percent and increase the sales among target audience by five percent. Media As for our media objective, we would like to reach 70% of our target market with the message that Women Drink Whiskey Too on Facebook with the average frequency of three over four months in the months of November, December, January and March. The average frequency of ad per Cosmopolitan issue from November to December. MEDIA STRATEGY & SCHEDULING Strategy Women Drink Whiskey Too will be implemented on the social media platform of Facebook and in the print magazine of Cosmopolitan. There will be a slight focus on the Black Label. We want to promote all labels of Johnnie Walker, but Black Label is in between the cheapest and most expensive label, with one of the highest overall ratings, which will appeal to our target audience. Scheduling Cosmopolitan Print Full-Page Color ads will be placed in the months of November and December. The reasoning behind this is because these months are heavily 6
concentrated with holidays and people tend to drink more socially around these times. Facebook online ads will be every Wednesday at 3 p.m.in November, December, January and March. 3 p.m. on Wednesday is when Facebook is most heavily trafficked. People are beginning to think about their weekend plans and our goal is to influence their purchasing decisions. Same as Cosmopolitan, we are aware the months that we have chosen contain heavy drinking holidays. MEDIA TACTICS Facebook Use Facebook Sponsored Johnnie Walker ads to promote our brand. According to PEW Research center's, 77% of women in our target market are facebook users. Social Media advertising is an inexpensive way to reach a large amount of our target market at just the right time. As for our communication tactics, Johnnie Walker has multiple different owned media outlets, including Facebook, which facilitate two-way communication and allow customers to interact with the brand. Cosmopolitan We chose Cosmopolitan over other Women s Magazines because, according to a table seen on Cosmo s website for media buying, Cosmo s Brand Footprint is 45,000. Compared to other magazines like Glamour and Elle, only have around 30,000 and 25,000-. It is clear that Cosmo is the better choice of media vehicle's because there will be a better reach for our target audience. Cosmopolitan Ad Placement on the month of November-Full Page 4 color ad, $268,515 Cosmopolitan has a total subscription of 16,823,000 people. The total women viewers is 14,551,000. There are 5.24 Women readers per copy. 7
COSMOPOLITAN DATA CHARTS Pictured above is the Reach of Cosmopolitan magazine. Clearly, COSMO trumps other Women s magazines reach, meaning that it would be a wise choice to choose Cosmopolitan over another magazine. Females, ages 25-34, with the income with $50,000 - $59,999: 41.5%/22.77%=1.82 8
COSMOPOLITAN DATA CHARTS CONT. 3,654,000 of Cosmopolitan's subscribers fall in our exact target audience. Index: 148 our target audience is 48% more likely to be reading Cosmo, and see our ad. 9
BUDGET Facebook Facebook ads for Food and Beverage industry are 3.99 CPM (per 1000). There are approximately 861 million Facebook users in our Target Market that could potentially see our ad. With our Budget total being 6 million, we would potentially reach 1.3 million users. Cosmopolitan The cost of running a full page color ad in Cosmo in the months of December and November is 537,030. Total Cost of Advertising: 788,400 US dollars FLOWCHARTS Cosmopolitan Our plan is to spend $537,030 for four color full-page ads in the November and December issues with the total impressions will be 14,551,000 and 18.45 CPM. 10
Facebook We plan on going with 7,000,000 impressions per week which the total weekly cost will be $27,930 because it cost $3.99 per 1,000 impressions. We will be promote our ads once every two weeks in November, December, January, and February. That is the total of nine weeks which we will times by $27,930, therefore; the total spending cost will be $251,370. 11