Scotch Whisky Case Study - Localizing Advertising Campaigns in Emerging Markets

Scotch Whisky Case Study

Localizing Advertising Campaigns in Emerging Markets:

Diageo, Pernod Ricard and other marketers of global spirits brands are localizing advertising campaigns in emerging markets. This is because, as mentioned in the case, "different messages are needed to reflect different environments" (Keegan & Green, 2013). When these global spirits brands are localized they can focus on how that particular audience will perceive the key message being communicated to them. Target markets in emerging countries are likely to require different marketing tactics. This will help get the company's core message across or associate a product with a specific feeling. The case addresses this through examining how achievement is constituted in China. It was important for BBH staffers to understand that achievement in China goes "beyond self-satisfaction by gaining acknowledgement from their peers" (Keegan & Green, 2013). Effective marketing companies can recognize that in emerging markets, cultures and values of a product and people can change often and are unique to their geographical culture. Depending on the message the company is trying to sell, it aspires to offer a global product. Potentially, it is best for them to focus on projecting their product in connection with a universal feeling, such as togetherness, or in this case, achievement. Although, it is still important to note, psychological feelings are universal, the events that provoke these feelings are unique and how the consumers react can be evaluated through past characteristic patterns. This is why it can be viewed as beneficial for advertising companies to use a localized approach, so they can thoroughly understand their consumer's habits in a diversified world.

Varying Consumption Habits for Scotch Whisky:

Consumption habits for products such as Scotch Whisky vary from country to country in many ways. As mentioned in the case, "the size of the market and the complex demographic consumption leads to totally different consumption habits and patterns in different parts of China" (Keegan & Green, 2013). Consumption habits will differentiate in each market according to several market factors across the world. For example, market segments can be established through age, working status, annual incomes, personal preferences and acquired tastes. In specific, the Scotch Whisky in China case, signifies and elaborates on the importance of unique consumption habits in four different segments. For example, the target markets focus on, "guanxi men, strong and independent women, both men and women between the ages of 25 to 35 and the choice generation" (Keegan & Green, 2013). These divisions have their own distinctive characteristics that help identify suitable marketing techniques.