This presentation will take you through a brand audit of the Johnnie Walker brand. Looking at its current market, trends and news surrounding the brand. Introducing information regarding the brand and company, looking at their current brand position their competitors. Also paying attention to Johnnie Walkers brand equity, brand awareness and brand associations. We will conclude with recommendations to Johnnie Walker on how they can build and manage their brand equity.
Dented Brick Distillery is a 14,000 square foot distilled spirits plant, scalable to 178,000 annual cases sales capacity. The distillery presently produces 7 rum products, 5 rated over 90 points, and all with competition wins and medals including our Well Rum. Our Jan Stephenson Pineapple Flavored Rum rated at 94.Here are some others:
Jan Stephenson Pineapple Flavored Rum has brilliant golden amber color. Aromas of burnt sugar and coffee bean, lit candle, singed fruit cake, and fennel with a satiny, vibrant, fruity sweet medium body and an interesting, long iron grilled pineapple with mesquite honey, cream and fruit punch sodas, and hint of licorice finish. A fantastic pineapple rum with rich, complex flavors that perfectly bridges the fun and the serious. 94 – The Beverage Tasting Institute 2018 Best Flavored Rum
http://www.tastings.com/Spirits-Review/Jan-Stephenson-Pineapple-Rum-USA-07-01-2018.aspx
Jan Stephenson Mango Flavored Rum goes deep on the nose. Molasses kisses overripe Pineapple as a hint of dates and figs comes into play. The palate feel is spiced with white pepper and brown-sugared tropical fruit. 91 – Meredith May, The Tasting Panel June 2018
Jan Stephenson Passion Fruit Flavored Rum is a bit more light-hearted than its Mango sibling. The nose offers sweet – and authentic – guava and papaya notes warmed by a sunshiny tangerine addition. The palate reins in blackstrap molasses and gardenia with a finish that trends tropical. 91 - Meredith May, The Tasting Panel June 2018
Antelope Island Rum is an American white rum that offers aromas of Himalayan salt, vanilla, lime, and pineapple. The round, buoyant palate is dotted with salty notes of apricot, Asian pear, and butterscotch toffee, while the finish is long and luxurious. 92- Meredith May, The Tasting Panel June 2018
Antelope Island Red Rum has scents of black tea, dates, and orange peel with a hint of blackstrap molasses. The palate delves deep with black pepper, black olive, and anise. At 90 proof, the heat is tempered with sweeter notes of cedar and tangerine zest. 92- Meredith May, The Tasting Panel June 2018
We have been winning awards, competitions, and gaining high ratings since July 2016 with a 92 rating for Antelope Island Rum from the Got Rum? Publication. Dented Brick is serious about producing high quality rums and selling these rums nationally to consumers at best value pricing.
This was a presentation created for a Strategic Brand Management module. The brief was to audit a brand, the brand which was chosen was the whiskey Johnnie Walker
This presentation will take you through a brand audit of the Johnnie Walker brand. Looking at its current market, trends and news surrounding the brand. Introducing information regarding the brand and company, looking at their current brand position their competitors. Also paying attention to Johnnie Walkers brand equity, brand awareness and brand associations. We will conclude with recommendations to Johnnie Walker on how they can build and manage their brand equity.
Dented Brick Distillery is a 14,000 square foot distilled spirits plant, scalable to 178,000 annual cases sales capacity. The distillery presently produces 7 rum products, 5 rated over 90 points, and all with competition wins and medals including our Well Rum. Our Jan Stephenson Pineapple Flavored Rum rated at 94.Here are some others:
Jan Stephenson Pineapple Flavored Rum has brilliant golden amber color. Aromas of burnt sugar and coffee bean, lit candle, singed fruit cake, and fennel with a satiny, vibrant, fruity sweet medium body and an interesting, long iron grilled pineapple with mesquite honey, cream and fruit punch sodas, and hint of licorice finish. A fantastic pineapple rum with rich, complex flavors that perfectly bridges the fun and the serious. 94 – The Beverage Tasting Institute 2018 Best Flavored Rum
http://www.tastings.com/Spirits-Review/Jan-Stephenson-Pineapple-Rum-USA-07-01-2018.aspx
Jan Stephenson Mango Flavored Rum goes deep on the nose. Molasses kisses overripe Pineapple as a hint of dates and figs comes into play. The palate feel is spiced with white pepper and brown-sugared tropical fruit. 91 – Meredith May, The Tasting Panel June 2018
Jan Stephenson Passion Fruit Flavored Rum is a bit more light-hearted than its Mango sibling. The nose offers sweet – and authentic – guava and papaya notes warmed by a sunshiny tangerine addition. The palate reins in blackstrap molasses and gardenia with a finish that trends tropical. 91 - Meredith May, The Tasting Panel June 2018
Antelope Island Rum is an American white rum that offers aromas of Himalayan salt, vanilla, lime, and pineapple. The round, buoyant palate is dotted with salty notes of apricot, Asian pear, and butterscotch toffee, while the finish is long and luxurious. 92- Meredith May, The Tasting Panel June 2018
Antelope Island Red Rum has scents of black tea, dates, and orange peel with a hint of blackstrap molasses. The palate delves deep with black pepper, black olive, and anise. At 90 proof, the heat is tempered with sweeter notes of cedar and tangerine zest. 92- Meredith May, The Tasting Panel June 2018
We have been winning awards, competitions, and gaining high ratings since July 2016 with a 92 rating for Antelope Island Rum from the Got Rum? Publication. Dented Brick is serious about producing high quality rums and selling these rums nationally to consumers at best value pricing.
This was a presentation created for a Strategic Brand Management module. The brief was to audit a brand, the brand which was chosen was the whiskey Johnnie Walker
Performed in-depth analysis on the Johnnie Walker brand to understand its current customer base and marketing strategy. We evaluated the strengths and weaknesses of the brands positioning and posed several solutions to strengthen the brand image, increase brand awareness, and enhance brand perception to create higher sustainability.
Códigos del Consumidor Masculino de Cerveza - Pilsen
Programa Especializado en Psicología del Consumidor. Escuela de Posgrado UPC (Julio - 2016)
- Miguel Beltrán - Ximena Cruzado - Martin Facho - Malena Flores Angelo Midolo
Campaña del producto La Lechera sabores
Cliente Nestlé
Presentación agencia Unigraph
Dirección de cuentas 8 E DGP
Fernando Coral, Dennis Albuja, Bryan Collaguazo, Andrés Mosquera, Alejandra Segovia.
Beer is one of the oldest, and most popular, beverages known to man. There are over 5,000 breweries in North America and Europe alone, giving you, the consumer, more choices than ever. Read on to learn about the basics of draught beer, as well as important information about Perlick beer dispensers. We’re proud to provide brewery fresh flavor right in your home to satisfy the palate of the most discriminating beer connoissuer.
Introducción al Vino de Estados Unidos y Canadá. Historia, legislación, principales variedades de uvas y regiones vinicolas. Actualización Febrero 2018.
Coca-Cola - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Coca-Cola containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
With this presentation, I try to give an introduction to the world of whisk(e)y for those who love one of the best spirits in the world. Is important to understand the differences among all types of whiskey or whisky and its characteristics. I provide as well a taste map to differentiate whisky brands depending on their flavours or tastes.
Performed in-depth analysis on the Johnnie Walker brand to understand its current customer base and marketing strategy. We evaluated the strengths and weaknesses of the brands positioning and posed several solutions to strengthen the brand image, increase brand awareness, and enhance brand perception to create higher sustainability.
Códigos del Consumidor Masculino de Cerveza - Pilsen
Programa Especializado en Psicología del Consumidor. Escuela de Posgrado UPC (Julio - 2016)
- Miguel Beltrán - Ximena Cruzado - Martin Facho - Malena Flores Angelo Midolo
Campaña del producto La Lechera sabores
Cliente Nestlé
Presentación agencia Unigraph
Dirección de cuentas 8 E DGP
Fernando Coral, Dennis Albuja, Bryan Collaguazo, Andrés Mosquera, Alejandra Segovia.
Beer is one of the oldest, and most popular, beverages known to man. There are over 5,000 breweries in North America and Europe alone, giving you, the consumer, more choices than ever. Read on to learn about the basics of draught beer, as well as important information about Perlick beer dispensers. We’re proud to provide brewery fresh flavor right in your home to satisfy the palate of the most discriminating beer connoissuer.
Introducción al Vino de Estados Unidos y Canadá. Historia, legislación, principales variedades de uvas y regiones vinicolas. Actualización Febrero 2018.
Coca-Cola - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Coca-Cola containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
With this presentation, I try to give an introduction to the world of whisk(e)y for those who love one of the best spirits in the world. Is important to understand the differences among all types of whiskey or whisky and its characteristics. I provide as well a taste map to differentiate whisky brands depending on their flavours or tastes.
Lo que de inicio parecía algo muy fácil y simple, como es el mundo del sector cervecero, ha resultado ser una parte de la economía muy peculiar. El sector alimenticio es tan
especial o más como lo es el sector de los productos y servicios destinada al ocio o al consumo nocturno, pues el sector cervecero reúne los dos.
En el siguiente trabajo se podrá contemplar un análisis detallado del sector en dos periodos de tiempo diferentes, la década de los años noventa y este último 2.009, así como los
retos, oportunidades, amenazas y ventajas a los que se enfrenta Mahou y el sector donde realiza su actividad económica.
También se tratará de explicar, según los datos de los que disponemos, la reducción del consumo de cerveza dentro de España en los últimos años y el aumento en el consumo de
cerveza sin alcohol. El cambio en los canales de distribución no se quedará tampoco sin mencionar.
La última parte del informe estará dedicada a realizar una serie de sugerencias y recomendaciones con los que enfrentarnos a lo explicado previamente, lo cual es la finalidad y objeto del trabajo.
Webinar: Acelera el crecimiento de tu negocio con growth hackingRafael Trucios Maza
El growth hacking es una estrategia de marketing que ha ganado popularidad en los últimos años. Consiste en encontrar formas innovadoras y creativas de lograr un crecimiento rápido y sostenible para una empresa. Los growth hackers se centran en la experimentación y el análisis de datos para encontrar formas de optimizar el embudo de conversión y aumentar el alcance y la retención de los usuarios. En este webinar, exploraremos más en profundidad lo que es el growth hacking y algunos ejemplos de su aplicación en el mundo empresarial.
Los estudiantes de UPN realizaron una investigación a fin de proponer estrategias de comunicación, promoción y ventas para la captación de nuevos clientes para la universidad.
“La Seño Mary” comenzó como un emprendimiento familiar por parte de Mariza Quezada, dueña de la empresa en marzo del 2016. Se destaca por sus precios accesibles y la buena sazón de sus productos.
A continuación presentamos un caso de estudio realizado por los estudiantes de
4to Ciclo en la carrera de Administración y Marketing, en el curso de Publicidad Promoción y Ventas .
Anna Lucia Alfaro Dardón, Harvard MPA/ID. The international successful Case Study of Banco de Desarrollo Rural S.A. in Guatemala - a mixed capital bank with a multicultural and multisectoral governance structure, and one of the largest and most profitable banks in the Central American region.
INCAE Business Review, 2010.
Anna Lucía Alfaro Dardón
Dr. Ivan Alfaro
Dr. Luis Noel Alfaro Gramajo
Entre las novedades introducidas por el Código Aduanero (Ley 22415 y Normas complementarias), quizás la más importante es el articulado referido a la determinación del Valor Imponible de Exportación; es decir la base sobre la que el exportador calcula el pago de los derechos de exportación.
Whisky JB Justerini & Brooks - Caso de estudio Marketing
1. Whisky Justerini &
Brooks
Curía Vásquez Valeria
Ramirez Sánchez Alexandra
Rodriguez Puchades, Amaray
• Rondón Campos, Fernando
2. Historia, visón y misión de la empresa
• La empresa Diageo fue creada en 1997.
• Su visión es diferenciarse de las otras marcas, no solo del whisky, sino de
cualquier bebida alcohólica.
• Su misión es atender las necesidades de los clientes, brindándoles calidad,
experiencia y servicio personalizado.
3. Producto
• Envase:
-Denominación: J&B Rare.
-Presentación: Botella de cristal.
-Volumen Neto: 750ml.
-Tipo de tapa: Tapón.
• Información del whisky:
-Graduación alcohólica: 40°GL.
-Añejado: Si.
-Proceso de añejamiento: Añejado en roble.
-Composición: Granos y malta.
-Fabricante: Diageo.
4. Estudio de Mercado
• Necesidades y deseos que satisface el producto.
Necesidad de estima, dado que genera un estatus social.
Deseo de ingerir bebidas alcohólicas.
5. Demanda
• Tipos de demanda a las que se enfrenta el producto
El producto se enfrenta a una demanda dañina. Muchos de los
consumidores pueden tener una dependencia del alcohol, o actitudes
imprudentes en reacción a ello.
6. Clientes / Consumidores
• Varones entre los 35 a 65 años de edad ya que cuentan con mayores ingresos
y tienen la facilidad de adquirir el producto.
7. Microentorno (a favor)
• La empresa. Dirigida por Javier Ferrán e Ivan Menezes, los cuales han hecho
que Diageo como empresa haya logrado adueñarse del mercado de bebidas
alcohólicas.
• Proveedores. Poseen un plan de desarrollo de proveedores, en el cual todos
ellos pueden participar de los premios Diageo Awards.
8. • Competidores. Johnnie Walker y Ballentines con mayores ventas que el
whisky J&B.
• Intermediarios. Tiendas mayoristas; supermercados como Plaza Vea, Tottus,
Metro; tiendas como Tambo, Listo y algunas bodegas.
9. • Clientes/Consumidores. Tenemos distintos tipos de clientes según el
mercado de consumo.
Mercado de revendedores.
Mercado Internacional. Se exporta el producto a distintos países como
Francia, Uruguay, Estados Unidos, Australia.
Cliente final.
10. Macroentorno
• Factores Económicos: La economía peruana alcanzó el 3,9% de expansión
económica y se espera que llegue al 4% en este 2019, lo cual nos favorece, ya
que nos indica que el poder adquisitivo es mayor al de otros años.
• Factores Demográficos: Según los datos publicados por el INEI somos el
quinto país más poblado de América del Sur.
• Factores Socio-Culturales:
11. • Factores Tecnológicos:
• Factores Globales: Existe el Tratado de Libre Comercio con la Unión
Europea, lo que facilita la importación del whisky.
12. Microentorno (en contra)
• Clientes/Consumidores. El porcentaje de jóvenes ingiriendo alcohol a
aumentado considerablemente, sin embargo, estos jóvenes que rondan entre
los 18 y 24 años no suelen consumir whisky por ser una bebida demasiado
costosa.
• Competencia. Una desventaja clara, es su competencia indirecta, ya que
contamos con distintos tipos de licores.
13. Macroentorno
• Factores Político Legales: Debemos tomar en cuenta la ley N° 28681 que
regula la comercialización, consumo y publicidad de bebidas alcohólicas.