Canadian Club Whisky Marketing Portfolio Essay

2623 Words May 29th, 2013 11 Pages
MKTG 111 Group Portfolio Assignment
Canadian Club Whisky
December 9, 2011

Table of Contents
Introduction 3
Overview 3
Strategic Analysis 4
Recommendations 5
Competitive Analysis 8
Target Market Analysis 9
Positioning Statement and Positioning Map 10
Marketing Communications Analysis 15
SWOT Analysis 17
Bibliography 18

Introduction
The popularity and worldwide success of Canadian Club can be attributed to more than just its great flavour. Review of key marketing components has given an all around understanding of the thought process involved in ensuring the success of this company. These components include, the analysis of the product, pricing, competition, target market, position within the market, distribution,
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In taste tests, Canadian Club has surpassed competitors like Crown Royal and Jack Daniels and its price should reflect this. By Marking up its price from $23.40 for a 26 oz bottle to approximately $30.00, consumers will observe Canadian Club to be of higher quality and value.
It is highly recommended that nothing be changed about the product itself. In order to maintain its classic status, the bottle, labeling, flavour, and production process should remain true to its original state. Changing the bottle and labeling of Canadian Club may also result in being poorly received by current customers and Canadian Club may lose sales.
As a result of strict Canadian liquor distribution laws, there is very little that can be done or can be recommended in terms of determining the placement of Canadian Club. Canadian Club is available in any licensed store and most bars across Canada (LCBO, 2011).
To establish a future customer base, creating and promoting a unique new cocktail menu featuring Canadian Club as the cocktail base would be effective. There have been many Boardwalk Empire inspired cocktails created with Canadian Club Whisky, that can be made up into a small booklet, sold with a 26 oz bottle of Canadian Club. Some of these drinks include the Boardwalk Manhattan, the Tea-Totaller Teaser, and the Top Hat (Loughlin, C, 2010).
Teaming up Canadian Club and HBO’s Boardwalk Empire with a new contest promotion would work beneficially for both parties.…