Direct Marketing Research In Johnnie Walker Brand Promotion In China

With the rapid development and the increasing popularity of the computer information technology, Internet technology and modern communication technology, and market competition continues to intensify, coupled with consumer demand and behavior changes, direct marketing because it targets customers with accurate, and stress the relationship between customers and encourage customers immediate response and concern for the customer lifetime value and long-term interactive communication features ,Direct Marketing has become a major attraction.In this paper, using the concept of direct marketing, we studied direct marketing case of Diageo Company's Johnnie Walker whiskey branding promotion in the Chinese market, to explore the use of some practical ways and means of direct marketing operation which multinational companies is very experienced in the mature European and American market . Hope to provide some reference for domestic enterprises.This paper describes the Johnnie Walker brands in a disadvantaged circumstances in China market, based on a detailed study of whiskey market, how to design, plan and implement direct marketing in branding promotion, thus quickly and effectively to raise the awareness and acceptance of the brand in target consumer groups, Product sales have been greatly improved, and build up a good foundation to the follow-up brand promotion through the consumer database established. This shows that its advanced scientific marketing ideas and methods have some reference inspiration value for the domestic enterprises.In this paper, first through market analysis of China's imported alcoholic drinks and whiskey , found the opportunities and threats of Johnnie Walker brand in China market, and the reasons why choose direct marketing as a mainly branding promotion method. On this basis, focuses on the analysis from the...