Analysis of problems encountered by the brand Drambuie

Résumé du document

According to J. Gallagher, Phil Parnell when joining Drambuie had to cope with serious marketing problems in that company. A lot of them can be quoted, but only the main will be dealt with, as some of them can't be gathered altogether. Identifying marketing problems is the first step while conducting a market research as it the first thing for a company to see where they should focus on and clarify their main concerns. To address the marketing problems seen above, Phil Parnell will need information from different sources. Information that has to be collected to improve the marketing strategy and definitely get a better knowing of the different actors in this industry.

Extraits

[...] Online Sources More globally on the internet, there will be plenty of information that will need to be reviewed and selected on their accuracy, such as business articles, news from other companies . R.J, Birn. (2004). Websites of trade associations or Institute could be useful as well. As example, The Scotch Whisky Research Institute (http://www.swri.co.uk/) published in November 2009, a Review of that industry which gave really precise information on the industry with geographical consumption, list of bottled brands, sales . Competition is definitely really huge in that industry, anyway with internet, plenty of information will be available on the competitors' websites, in addition to the business articles. [...]

[...] (2009) Drambuie Seeks New Drinkers. Available from http://www.forbes.com/2009/06/15/drambuie-tom-bedecarre-cmo-network- drambuie.html [accessed 15/02/2010] The Sunday Times. (2006) Drambuie has a shot at rewriting history. Available from http://business.timesonline.co.uk/tol/business/article696321.ece [accessed 16/02/2010] Mouat. [...]

[...] Numerous of them can be quoted, but only the main will be dealt with, as some of them can be gathered altogether. Identifying marketing problems is the first step while conducting a market research as it unable the company to see where they should focus on and to clarify what are their main concerns. Fall in Sales The probably biggest problem in that firm is their sales which declined from year to year. The loss of the US market is a major concern, as Drambuie was making more than 50% on that market. [...]

[...] There are lots of information needed to scan all these market actors and details on their strategy and products portfolio. Then if available their budget spent on promotion, packaging and market research and development. Really useful information will be their market share divided on countries and market were Drambuie plan to establish Explain in details how you would collect the information needed? Information that has to be collected to improve the marketing strategy and definitely get a better knowing of the different actors in this industry needs to be focused on different sources and different ways of doing it. [...]

[...] A gathering by categories of age should be interesting as well, because of different consumptions and budget for an 18-25 and an adult. This qualitative research will be the final most relevant point as strong of our information from the secondary researches and the primary researches, Drambuie will be able to solve their image problem and get advices on the design, opportunities and expectations. This will also allow Drambuie to choose where to focus on, as seen in the first question, they diversified too much and it didn't go great for us with this strategy. [...]