TNS NIPO seminar 3 juli - Case: Johnnie Walker
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The document outlines the long-term partnership between Diageo and Needscope to optimize branding strategies for Johnnie Walker, focusing on market opportunities, brand positioning, and innovation. It highlights the brand's strengths, including its emotional connection and cohesive architecture, which contribute to its significant market performance of over $1.5 billion in annual sales and a 10% growth rate from 2012 to 2013. Key aspects include differentiation, brand vitality, and the continuous evolution of the product to maintain relevance.
TNS NIPO seminar 3 juli - Case: Johnnie Walker
- 2. ©TNS 2014 JOB NUMBER Long-term NeedScope partner 35 NeedScope across 35 markets 18,000 Global database includes 18,000 JW measures 2001 13 year Diageo – NeedScope partnership 2
- 3. ©TNS 2014 JOB NUMBER NeedScope and the marketing process Identify, understand and measures opportunities in the market Determine the optimum positioning for a brand to maximise opportunities Simulate, evaluate and test revised brand elements to achieve and maintain positioning Identify brand innovation opportunities in the market Track brand progress against ambition over time 3
- 4. ©TNS 2014 JOB NUMBER Continually auditing Johnnie Walker for irresistibility 4
- 5. ©TNS 2014 JOB NUMBER Know-how: Credentials and expertise Johnnie Walker outperforms the market on Know-how attributes 5 High quality Trusted, Reputable Johnnie Walker Other Brands
- 7. ©TNS 2014 JOB NUMBER Momentum: brand vitality 7 Johnnie Walker is over a century old but always contemporary… Continual innovation e.g. Double Black Evolution of the walking man
- 8. ©TNS 2014 JOB NUMBER Differentiation: recognisable and defendable difference 8
- 9. ©TNS 2014 JOB NUMBER Johhny Walker has a right to play in the purple needstate 9 ASSERTION
- 10. ©TNS 2014 JOB NUMBER Assertive, Strong-willed, Determined, Powerful, Ambitious, Successful, Sophisticated, Glamorous, Luxurious 10
- 11. ©TNS 2014 JOB NUMBER Emotion: brand meaning and purpose Clear emotive attributes define the brand 11
- 12. ©TNS 2014 JOB NUMBER Symbolism: language of emotion Johnnie Walker packaging uses symbolism well 12
- 13. ©TNS 2014 JOB NUMBER Nexus: emotive linkage Tightly clustered attributes show the brand is well connected across layers of image 13
- 14. ©TNS 2014 JOB NUMBER Alignment: consistency across touchpoints Every brand touchpoint lines up 14
- 15. ©TNS 2014 JOB NUMBER Unity: cohesive brand architecture Tight family of Johnnie Walker variants gives the brand reach into different facets of Assertion 15 United by look and feel. Differentiated by product, situation and price.
- 17. ©TNS 2014 JOB NUMBER Delivering growth for Diageo 17 $1.5b Annual sales in excess of $1.5 Billion 10% Net growth of 10% 2012-2013 No.1 World’s no.1 Scotch whisky IQ79
- 18. ©TNS 2014 JOB NUMBER 18 Elian Swinkels Innovatie en Branding Consultant T 020 522 54 25 Saskia Bot Branding Consultant T 020 522 54 58 Marijke Guldemond Directeur Branding & Communication. T 020 522 53 86 @mguldemond Saskia Brocx Brand Strategy Consultant T 020 522 57 84 Twitter mee via #IB14