Essay on Case Study 3

841 Words Feb 3rd, 2013 4 Pages
November 28, 2012
MAR 4156- 12Fall_0001
Case Study #3

Case 13-2: Scotch Whisky in China: A Taste of the Good Life
1. Why are Diageo, Pernod Ricard, and other marketers of global spirits brands localizing advertising campaigns in emerging markets?

Diageo, Ricard, and other marketers of global spirits brands are localizing their advertising campaigns in emerging markets because no two countries or their inhabitants are alike. Every country has a diverse set of consumers that have specific tastes and preferences based on geographical location, religion, age, religion, sex, education, and social and economic class as well as consumer perceptions which global brands, specifically global spirits brands, should pay close attention when
…show more content…
BBH, Britain’s Bartle Bogle Hegarty, advertising agency is noted in the case for doing just that. The brands global logo: a red-coated, top hated man in midstride with the tagline “Keep Walking” which conveyed “achievement” in their local marker was changed to two golfers “hitting increasing extreme shots” from a ball that is underneath a crocodile for their local advertising in China. As emerging markets GDP continue to increase in emerging markets so too will the aspirational classes and the thirst for Scotch. Each global spirits brand must be prepared to use a more local strategy for advertising verses a standard global approach to promote brand awareness and gain control of the market.

2. How do consumption habits for products such as Scotch whisky vary from country to country? As cultures vary from country to country, region to region, the consumption habits of each culture vary as well. This includes the types of Scotch whisky consumed, “the occasion or setting in which the consumption occurs and the population subgroup for whom drinking is considered acceptable” (Linda A. Bennett, Carlos Campillo, & C.R. Chandrashekar, 1994). The Chinese culture consumes products such as Scotch whisky for celebration of the happiest times in their lives while American or Western cultures more for social reasons or a style and attitude. An example of consumption based on population subgroups is given in the case as the director for Diageo China states “The size

Related Documents