Case study Building brand through relationship marketing

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• Case study Building brand through relationship
  marketing
• Johnnie Walker Black Label, Australia

Presented by Australia Post with permission of
Diageo Australia
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Market environment

• The Whisky category has been in slow decline in
  Australia for a number of years
• Johnnie Walker Black Label facing stiff
  competition from its main rival Chivas Regal
• Johnnie Walker has been running free JW whisky
  tasting evenings for 4 years in all capital
  cities
• They introduced people to the brand were
  collecting individual data but there was no
  further contact

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Leveraging The Journey of Taste

• MercerBell were asked to develop a RM
  communication strategy to leverage the JW Black
  Label whisky tasting evenings The Journey of
  Taste
• Individual customer data is collected and
  analysed (approx 15,000 attendees per year)
• Key customers identified (Adorers and Adopters)
• These consumers split into control test groups
• Test group receive the JW Black Label
  relationship marketing communications.

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Relationship marketing program objective

• To increase adoration of the JWBL brand by
  Adorers and Adopters and increase glass
  consumption by 25 by end of 05

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RM Program communication strategy

• Key consumer segments receive a series of direct
  mail and electronic direct mail communications
• Adorer barrier Only for special occasions
• Increase consumption frequency by offering new
  occasion ideas
• Adopter barrier Category orthodoxies
• JWBL information on ways of how and when to
  drink.

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Measurement methodology

• Quantitative tracking study carried out by TNS
• 2 dips per year using 20 minute CATI
  questionnaire
• Three sample groups researched across the two
  segments Adorers and Adopters
• Control group set up to understand effect of RM
  program
• Same respondents contacted in both dips
  (Feb/July).

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Sample differences
More RM
Increasing level of contact with Johnnie Walker
RM
RM
JOT
JOT
JOT
Nothing
Pre-dip
Test group Feb wave
Control group Feb wave
Test control group July wave
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JW RM communications