Dewar's Brand Repositioning

Dewars Brand Repositioning

Dewars was faced with a declining market among usageal malt whisky whisky consumers. In addition, considerable-term consumption trends indicated that drinking preferences had shifted from distilled invigorate to lighter, lower alcohol beverages. Though Dewars had a favorable print mental picture and growing market share, repositioning Dewars to younger adults was in truth necessary for the brand to remain competitive in the long term. Dewars must take an appropriate repositioning dodging in severalise to create a positive brands image greet to younger drinkers without abandoning its current customer base.

I believe that Dewars should take an merged approach combining the maintenance and the repositioning compacts in order to take advantage of its past achievements, avoid confusion, target both old and new market segments, and fit for budget constraints.

        Firstly, Dewars had do significant achievements in its past advertising campaigns and it should take this into write up in its new campaigns. The main competitive positioning strategy that Dewars used was to emphasize quality. Scotch is considered high-end liquor, and Dewars is thought of as a premium brand. Dewars positioned itself to have 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.



Both of these campaigns were successful, and it was concluded that Dewars customers valued the fact that Dewars appealed to tradition in the Legends campaign but achievement in the Profiles campaign. The campaigns showed Dewars to be prestigious and reinforced the brand choice of loyal users, increase overall awareness, and helped to gain the attention of other Scotch drinkers.         

        Secondly, in that respect was high risk of confusing and alienating existing users if bar the maintenance and repositioning campaigns independently.

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