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Whisky:the marketing strategy - Case Study Example

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The target market for the sale of whisky is United Kingdom. The consumption of whisky as a liquor like certain regions of the world is gradually getting depleted in the United Kingdom. A closer look at the market should enlighten one regarding the areas to be explored…
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Whisky:the marketing strategy
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The target market for the sale of whisky is United Kingdom. The consumption of whisky as a liquor like certain regions of the world is gradually getting depleted in the United Kingdom. A closer look at the market should enlighten one regarding the areas to be explored. The objective is to attract the younger section that is gradually losing interest. Modern generation of alcohol consumers relate whisky to a very vintage look and hence are gradually losing affinity over the product. The younger generation of alcohol consumers feels that the pattern of whisky consumption must change from straight gulps to a pattern of mixed drinks with items like coke. Furthermore the younger people of United Kingdom who constitute the mass market for alcoholic drinks have shown the desire to shift to lighter drinks like vodka and wine from the traditional intake of drinks like rum and whisky. The whisky marketers of United Kingdom however expect that after a certain time period the younger generation would again resort back to traditional drinking culture of the country. The whisky marketers in United Kingdom are increasingly expecting that a blend of Scotch with whisky would help in attracting the younger masses to the consumption of the drink. The most recognizable brand created to this end, which unfortunately had very low marketing support, is White Horse blended whisky (Whisky Galore, n.d.). A2. The marketing strategy for recreating the market for whisky must be made with certain specific objectives in view based on the elements of SOSTAC Model. Read More
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