Dewars- Analysis of the Integrated Marketing Plan

EXECUTIVE SUMMARY The Dewar's brand faces the real possibility of extinction if it does not act quickly to appeal to a newer, younger market segment. Although the existing target group remains both loyal and profitable to the company, it is aging and currently has no successor. The task at hand is the retention of its loyal base while securing a new one. The image of the brand must be preserved in the eyes of each …

…the consumer than beer or wine due to the belief that alcoholic and caloric contents are higher *<Tab/>Public attitudes toward excessive drinking has become increasingly negative over the past 20 years TECHNOLOGICAL *<Tab/>Analytical tools exist so that the segment can be efficiently measured *<Tab/>Growing spread of LANs ensured decentralization of information. *<Tab/>Helped overcome barriers to communication