Developing Brand Positioning Strategy for Canadian Club

under bring outed dishonor Positioning dodging for Canadian hunting lodge whisky pic Developing provokering scheme for Canadian connection A. Assess and fully critique the achiever of Canadian hostels re pose strategies utilize in the case. Use notice theories and concepts to evaluate the corporations grimeing strategies listed in the case. accord to Keller(1993) the efficacious deformity localisationing gives a mug a competitive advantage or crotchety win over proposition that determines a reason why consumers argon buying this harvest-festival or service (Keller, 1993).Similarly, Kay (2004) argues that shits military strength awaits on its successful positioning inwardly consumers mind. Furthermore, it is cl arriveed that strong instigators should possess difference and trunk, provided the difference should be meaningful for consumers. In the case of Canadian club whisky it aimed to state its musical note and uniqueness finished exciting advertize moves such(prenominal) as escapade Series, obliterate A Case, CC Find-A-Case Ch on the wholeenge or Damn Right Your Dad Drank It. Also, Keller (1993) claims that brand intimacy consists of brand aw atomic number 18ness and perceived brand form among consumers. cross out picture is and divided into favourability, strength and uniqueness of brand associations. Therefore, in the case of Canadian bludgeon a brand range is conveyed finished unique and distinctive experiences that consumers associate with a brand. For example, introduction of Adventure Series announce ravel in twenties aimed to growth CCs global gross revenue whilst showcasing print ads of travellers going to remote placements all e realplace the world and performing brave actions. After that they were relaxing with a glass of CC.As a result a brands image is distinctive from the sept as it appeals to its tar germinate audience as a unique and liquid ecstasy fox associated with adventures. Also, it ben efits consumer existentially. In addition, Keller (1993) claims that developwork forcet a brand justness requires quadrup allow grade stages selling program investment, customer mind- gravel, foodstuff execution and copeholder valuate (Keller, 1993). Furthermore, commercializeing program should be clear, relevant, distinctive and reproducible byout all the merchandising communications.For example, CC introduced Hide-A-Case endure in 1967 which aimed to challenge throwers to es hypothesise for bottles of Canadian participation kept secluded at remote military positions all over the world. CC cases were hidden in places such as the Swiss the Alps (Switzerland), Mt. Kilimanjaro (Tanzania), Angel Falls (Venezuela) and so forth Therefore, the promote was interactional and engaging which is another distinctiveness for the kinfolk. Also, the candidature was communicated through with(predicate) the hints of where to find CC cases published in mag ads or sport pages in daily intelligence informationpapers.Therefore, it was relevant for intented audience and consistent throughout all the communications. separate cheerctions look atd CC Find-A-Case Challenge(1981) and Find A Case Challenge(2004) which were similar to earlier launched Hide-A-Case execute, just CC cases were hidden in locations such as in Death Valley in California, on top of a skyscraper in New York City, etcetera Also, the campaign concern a form of fight where teams were participating in 7 divers(prenominal) fun-filled events or games assessing their physical and mental skills like CC poker Run, Roll the Barrel, CC Hockey Challenge etc.The sweet team was awarded of US 10000. Hence, all these campaigns were synergistic, engaging and communicating brands uniqueness and exclusivity to the tar procure audience. However, delinquent to failure to address declining gross revenue in nineties the higher(prenominal) society had to develop red-hot repositioning strategy for a brand. Therefore, they launched Damn Right Your Dad Drank It campaign aiming to expand their target audience into young antheral drinkers. The campaign was based on nostalgia stigmatisation concept. According to Kay (2006) reviving brands is a viable strategy.Furthermore, it is claimed that retro branding or nostalgia branding is where perception towards brand depends upon consumers wishful leanings goat be a powerful direction option (Kay, 2006). Similarly, Kessous and Roux (2002) argue that nostalgia can be apply to reposition participations product in the market and differentiate it through creating emotional appeals to the consumers of their old experiences (Kessous, 2002). Therefore, nostalgia is defined as a preference towards objects (people, places or things) which were common when one was young.The nostalgia can be further clanified into first- judgment of conviction nostalgia and long-standing nostalgia. However, nostalgia branding is usually riding habitd within confectionary or sweets market which is why pursuing this prize of strategy for Canadian partnership whisky was criticised as being risky. Furthermore, whisky category itself is viewed as drinks for develop and old consumers and there was a threat to fort this image even more whilst using nostalgia branding. However, the campaign succeeded as it was relevant to the target audience (young males) and consistent to its brand image as it provoked masculinity and stylishness.Also, it was consistent through all the selling communications such as billboards, point-of-sale items, radio advertising, out-of-home advertising, in-market events, and experiential elements. In addition it was distinctive to the usual categorys advertising campaigns that usually consisted of stereotyped provoke sells ads playing on hot chicks and smoking bods or James Bond appeal. Finally, the brands image and values were clearly communicated through the campaign. Therefore, nostalgia branding enabl ed familiarity to reposition itself from being an exclusive and sophisticated drink into more of a mass market product.Finally, Shamma (2011) claims that heart and soul brand equity consists of product and in corporal brand equity which depends on keep companys market, loving and financial performance. Furthermore, there is a positive kindred amid companys incorporated brand and friendlyly responsible market and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks astir(predicate) employee brand equity, which is the result of positive and productive employee brand-related demeanor and is strongly linked with brands strength (Grace and King, 2011).In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets companys carry onholders and employees whereas product and service branding is guidanceed on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is as well as claimed that some companies, specially those that started as niche stockes that appealed to small segments of accessiblely as positive(predicate)d customers succeeded in creating strong and distinctive corporate brands.Referring to CC and Jim Beam corporation consumers are not that concerned almost companys overall image, however introduction of corporate loving responsibility and kindlyly responsible marketing could enhance employees satisfaction and therefore employee brand equity. B. You have assumed the role of, stigmatise Manager for Canadian familiarity. Develop a brand positioning plan to streng therefore the Canadian Club brand for the next three years (2014-2017). allude a garland of branding strategies that are beguile for the brands identity and target market.Use circulating(prenominal) research about the brand and the whisky constancy prior to answering this part of t he assignment. Use conjecture to justify your arguments Canadian Club whisky belongs to UK spirit up market which was estimated to be worth ? 11. 09 bn. at authentic prices in 2011 (Keynote, 2012). The UK pot likker and liquors market is expected to experience by 16. 4% r distributivelying a value of ? 13. 42bn in 2016. Thus, there is an opportunity for Canadian Club to further increase and strengthen its piece of land of market. Canadian Club whiskey is a prestigious brand owned by Beam Global pot liquor & Wine Corporation which is US-based company.It also owns brands such as Jim Beam, Courvoisier and Tequila Sauza. Since 1920s Canadian Club differentiated itself as a high quality, exclusive whisky go experiential experience for its drinkers. Its current target market is those from legal drinking age to 34, however company is looking forward to strengthen its appeal among junior consumers in coif to start out their life-time loyalty (Twiss, 2012). Referring to its briny competitors the direct competitors are Diageos rear endnie Walker bollix up whiskey and Jack Daniels Tennessee Whiskey.Diageo is a lead story distiller which currently owns more than 35% of the spirits and liquors market globally and is expanding to emergent markets such as India and Asia (BBC, 2013). It also owns brands such as Smirnoff Vodka and Gordons Gin. Furthermore, malt whiskey whiskey is the leader of whiskey category in UK and widely distributed and its exports were worth ? 4. 23bn in 2011 (BBC, 2013). However, there is an increasing tendency among younger consumers to choose vodka and other washrag spirits to mix them in their cocktails.Therefore, in ordinate to save and increase its market share Canadian Club guides to tackle competition arousing not entirely from dark spirits but also from white spirits such as vodka, rum, gin etc. Referring to categorys new-fangled adverts Johnnie Walker Scotch whisky (Diageo) launched a new global advertising campaign in September 2012 entitled Where looking is a King. The campaign uses facebook finishing to grow users about different flavours that make up each Johnnie Walker label ( marketplaceingWeek, 2012).Meanwhile, Jack Daniels Tennessee Whiskey has lately introduced their Legend campaign where it is positioned as a whiskey of Rock & Roll era (International origin Times, 2013). On the other hand, Canadian Club recently introduced its Beer fairies campaign in Australia featuring unattractive beer drinker possessing all the prohibit traits associated with beer drinking. The campaign seeks to position CC as a refreshing alternative through the use of act and provocative advertising (Campaign Brief, 2012).Furthermore, it introduced Join the Club campaign where companys CEO is represented as a brand ambassador and is sharing his Whiskey wisdoms with consumers about masculinity and human beings. It is seeming(a) that several authoritative liquor companies have been recently using manlike im ages in sanctify to appeal to growing butch men population. For instance, John Jameson and its campaign legend of John Jameson with images of its founder arm-wrestling or Canadian Wisers whiskey and its Wiserhood campaign featuring a society of uncompromising men who applaud any man who resists an occasion that threatens his manhood (Krashinsky, 2012).Also, many of spirits and liquor companies are incorporating fond media when creating a branding strategy in commit to target younger and more affluent audience. For instance, Canadian Club whiskey fans are back up to share their Whiskey Wisdoms on facebook in order to get an access to exclusive content, invitations to local events and wisdom (Lukovitz, 2012,). Similarly, Smirnoff promoted its Vodka sorbet drink through friendly media whilst encouraging fans to enter in a drinking game and share experiences and photos on facebook page.According to Avery and Fournier (2011) open source branding is a new concept in marketing wher e a brand is embedded in a ethnical conversation such that consumers gain an equal, if not gravider, say than marketers in what the brand looks like and how it behaves (Fournier, 2011, pp. 194). It is enabled through tender media technologies such as blogging, video sharing, complaisant bookmarking, social communicateing, and community platforms (Fournier, 2011).Furthermore, it is evident that engaging with the right individuals through social media platforms can succor to promote word of mouth for a brand, spread brand knowledge, generate sales and increase return on investment (Kumar, 2012). However, since the marketers do not have so much restrain on the overall brands image in open source branding social media can also have a negative sham on brands equity.Therefore, it is claimed that when incorporating social media in their marketing activities companies should take into consideration four powerful and challenging Web-enabled themes The climb on of the accessible Co llective, The Age of Transparency, The Age of review article, and The Age of jeering (Fournier, 2011). Referring to social collectiveness it is evident that online communities provide an opportunity for in-depth discussion of dual-lane interests among consumers, therefore strengthening chemical group bonds. Also, some of the companies developed their business models based on social collectiveness concept.For instance, Groupon offers a variety of daily deals for restaurants, spas, massages and other activities for its members but offers are effectual only if enough people sign up to receive them (Fournier, 2011). The Age of Transparency and The Age of Criticism claim that collectable to satisfying technology changes the news and opinions about particular brand spread very fast and can have a probatory impact on brand equity (Fournier, 2011). For instance, callable to transparency BP recently experienced a walloping with its leaking Deepwater Horizon oil rig.The news had a significant impact on negative brands reputation as BP was pursuing an image of the environmentally-friendly oil colour company and was create activities to strengthen this image. Similarly, there is a power of disappointed companys home(a) employees revealing markets and firms secrets to a wider public that can damage companys image. Criticism enabled through social media technologies can also have a great impact on companys brand equity even if a small number of consumers is complaining. For instance, when introduced its new product formulation called Dry Max,Pampers had to deal with a negative impact arousing from consumers who claimed that a product caused diaper rash and was not suitable for consumers. Finally, The Age of Parody refers to online users view of social media being a fun or a source of entertainment. Therefore, it is not move that many companies are trying to grab consumers oversight through creating funny and interactive campaigns that go viral. However, the trouble is to evaluate the impact and reach of these campaigns. Another recent trend in social media applications is wide awake marketing and wandering social media.With increasingly powerful unsettled devices, many social media applications have gone bustling in order to reach customer instanter without any time or location limitations (Kaplan, 2012). Thus, wandering(a) marketing is defined as any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal erratic device (Kaplan, 2012, pp. 130). In contrast, erratic social media is defined as a group of winding marketing applications that allow the creation and exchange of user-generated content (Kaplan, 2012, pp. 31). It is also claimed that mobile social media applications can be classified agree to users time and location sensitivity. For example, quick-timers involve transfer of traditional social media applications to mobile devices to increase immediacy suc h as notice Twitter messages or Facebook status updates. In contrast, space-timers involve exchange of messages with relevance for one specific location at one specific point-in time, for example Facebook places, lame and Gowalla.Space-timers are the some sophisticated form of mobile social marketing applications as users participation does not primarily depend on users monetary motivation. According to the guess the increasing impartingness to check in certain locations through second power can be explained through self-presentation and self-disclosure concepts, and impulsiveness possibility which claims that individuals often struggle between displaying long-term realise and giving into short-term temptations (Kaplan, 2012).Therefore, lots of companies are collaborating with Foursquare to promote their sales and neglects, develop relationships and loyalty programs. Furthermore, it is estimated that by 2020 a mobile device forget be the primary Internet connection tool for most people in the world (Kaplan, 2010). However, when integrating mobile social marketing applications companies should also make sure that it is integrated into the lives of consumers, offered activities or promotions are individualized according to each users preferences and interests and users are involved through engaging in conversations.Otherwise, it can operate intrusive, annoying and threaten personal privacy. Nevertheless, mobile marketing provides high rate of personalisation, interactivity, low cost of orbit large audience at the right time at the right place, immediate, one-to-one communication, does not depend on time and space etc. Hence, followed the benefits of increase brand ken and sales through social media and mobile social marketing applications here are proposed brand positioning strategies for Canadian Club 2014-201 Strategy OneFirstly, a new brand positioning campaign called Canadian Club-Unexceptional Quality will be launched in September 2014. A campai gn will focus on promoting major brands assets quality and exclusivity in order to capture wider audience. The main companys strategy will be to use facebook application to educate users of brands quality and suitability for non-homogeneous occasion in order to increase the usage. It will involve posts of various taglines such as Theres no conk out way to impress a woman than Canadian Club-Unexceptional Quality or To be well prepare is an exceptionCanadian Club is Unexceptional in order to strengthen marketing communications message. The campaign is also going to encourage users to post and share photos of various occasions when CC can be consumed. This way brand tries to engage with audience whilst suggesting that CC is not only old men drink and can be consumed during various occasions. Additionally, in order to boost users confidence and strengthen the relation between brands image and quality the campaign will provide tips on their facebook page for exclusive Canadian Club co nsumers of how to best dress up when drinking Canadian Club.These tips will only be accessed if users liked a page. This campaigns aim is to engage users in open and active conversations about the brand and its quality, as well as increase awareness. The campaign will be supported by billboards, radio and youtube videos. Strategy Two Secondly, since company aims to target younger audience in order to capture their life-time loyalty the use of mobile social marketing is essential. Therefore, it is suggested to develop a mobile application that any engages, interacts or benefits consumer.Furthermore, many of the companies nowadays collaborates with mobile social media applications such as Foursquare in order to generate users word-of-mouth, facilitate sales promotions and discounts or develop relationships through loyalty programs. Hence, Canadian Club will use foursquare website to promote brands image and increase sales. Therefore, users will be encouraged to check-in at five high class luxurious bars, restaurants or hotels listed on Canadian Clubs foursquare web page in order to get a 40% discount for a suit for upcoming occasion from a local high quality retailer.The check-ins should be followed by users comment about Canadian Clubs exceptional quality and shared on facebook with his friends. The number of discounts will be especial(a) and the promotion campaign will run until all the discounts will be given away. Users will be updated of the go forwarding promotions on Canadian Clubs facebook page and personally reminded how many more locations they need to check-in if entered a competition. The campaign firstly will be tested in US and then adopted in emerging markets such as India, China, Russia. Some adjustments will be made if needful to adapt to local market. ConclusionsFor decades Canadian Club whiskey was known for its exclusivity and unexceptional quality. A brand forever and a day tried to differentiate itself from competitors whilst launchin g various interactive and exciting advertising campaigns that were unusual and innovative for the category. Therefore, when suggesting different brand positioning strategies for 2014-2017 Canadian Club should remain enforcing its distinctive image and promoting high quality in the market. Hence, a number of social media and mobile social marketing strategies were suggested in order to capture younger users attention and build life-time loyalty towards the brand.For instance, the use of facebook application to educate users about Canadian Clubs high quality and suitability for various occasions is suggested, which will increase brands awareness whilst engaging in users conversations and encouraging them to share comments and photos. Also, due to increasing number of mobile applications users and forecasts of mobile reverberate becoming as a primary earnings connection tool marketers should pay a great attention into mobile social media marketing when developing a brand positioning plan.Therefore, a Canadian Clubs collaboration with Foursquare website was assured in order to grab consumers attention, spread word-of-mouth and increase sales whilst asking users to check in at 5 high class listed locations to get a 20% discount for a high quality suit from a local retailer. Overall, some(prenominal) of these strategies will allow Canadian Club to position itself as high quality and suitable for various occasions drink among younger consumers and will help to achieve a competitive advantage through the use of mobile social marketing. References E-jounals Fournier, S. , 2011.The uninvited brand. Business Horizons, Online. 54, 193-207. Available athttp//www. sciencedirect. com/science/article/pii/S0007681311000024Accessed 02 touch 2013 Kaplan, A. M. , 2010. Users of the world, unite The challenges and opportunities of Social Media. Business Horizons, Online. 53, 59-68. Available athttp//www. sciencedirect. com/science/article/pii/S0007681309001232Accessed 03 mar ching 2013 Kaplan, A. M. , 2012. If you love something, let it go mobile Mobile marketing and mobile social media 44. Business Horizons, Online. 55, 129-139. Available athttp//www. ciencedirect. com/science/article/pii/S0007681311001558Accessed 06 March 2013. Kay, M. J. , 2006. Strong brands and corporate brands. European diary of grocery storeing, Online. 40, deal 7, 742-760. Available athttp//www. emeraldinsight. com/ diarys. htm? articleid=1562577&show=abstractAccessed 11 March 2013 Keller, K. L. , 1993. Conceptualizing, Measuring, and Managing Csutomer-Based fool Equity. Journal of Marketing, Online. 57, 1-22. Available athttp//www. jstor. org/stable/1252054? seq=2&uid=3738032&uid=2&uid=4&sid=21101887384081Accessed 12 March 2013 Kessous, A. , 2008.A semiotic abstract of Nostalgia as a connection to the past. Qualitative Market Research An International Journal, Online. 11, issue 2, 192-212. Available athttp//www. emeraldinsight. com/journals. htm? articleid=1718576&show=abs tractAccessed 11 March 2013 King, C. , 2011. Employee brand equity Scale development and validation. Journal of Brand Management, Online. 19, issue 4, 268-288. Available athttp//www. palgrave-journals. com/bm/journal/v19/n4/abs/bm201144a. htmlAccessed 14 March 2013 Kumar, V. , 2012. Increasing the ROI of Social Media Marketing. MITSloan Management Review, Online. 4, issue 1, 55-61. Available athttp// scholar. google. co. uk/scholar? q=Increasing+the+ROI+of+Social+media+Marketing&btnG=&hl=en&as_sdt=0%2C5&as_vis=1Accessed 03 March 2013. Shamma, H. M. , 2011. Integrating merchandise and Corporate Brand Equity into Total Brand Equity Measurement. International Journal of Marketing Studies, Online. 3, issue 1, 11-17. Available athttp//scholar. google. co. uk/scholar? q=Integrating+ crop+and+Corporate+Brand+Equity+into+Total+Brand+Equity+Measurement&btnG=&hl=en&as_sdt=0%2C5&as_vis=1Accessed 14 March 2013 Websites and Industry Reports Campaign Brief. 2012.Canadian Club hires comic legend John Cleese to poke fun at beer fairies in new campaign set to launch tomorrow via The Works, Sydney. ONLINE Available athttp//www. campaignbrief. com/2012/04/canadian-club-hires-comedian-j. html. Accessed 05 March 13 Fraser, D. 2013. How Scotch whisky conquered the world. BBC News. ONLINE Available athttp//www. bbc. co. uk/news/uk-scotland-20946411. Accessed 15 March 13 Joseph, S. 2013. Johnnie Walker launches first umbrella brand campaign. ONLINE Available athttp//www. marketingweek. co. uk/news/johnnie-walker-preps-umbrella-brand-campaign/4003702. article. Accessed 11 March 13 Key Note (2012) Spirits and Liquors Market 2012. Hampton Key Note Krashinsky, S. 2012. Mustache marketing merchandising whisky wisdom to younger drinkers. ONLINE Available athttp//m. theglobeandmail. com/report-on-business/industry-news/marketing/mustache-marketing-selling-whisky-wisdom-to-younger-drinkers/article5508749/? service=mobile. Accessed 05 March 13 Lukovitz, K. 2012. Canadian Club Intros Join the Club Campaign. Marketing Daily. ONLINE Available athttp//www. mediapost. com/publications/article/188057/canadian-club-intros-join-the-club-campaign. htmlaxzz2O2P5U9uX. Accessed 14 March 13