De Leon, Jan Tristan CONSUMER BEHAVIOR

Tagle, Mary Anne Celine

BEVERAGE - JOHNNIE WALKER’S BLACK LABEL

Customer Story:

Mr. Raymond T. Palad is a business man and the owner of MaxionBioScience Inc. He is in his 60’s and
loves to drink whiskey especially in company events and parties. Raymond’s personal choice of whiskey
is Johnnie Walker’s Black Label and loves drinking it on the rocks. In his life of being business man, he
has his low times whenever there are problems in his working environment and it can be stressful due to
his busy schedule of company meetings and events even out of town or country. With the help Johnnie
Walker’s Black Label, Mr. Palad overcomes his stress and problems with a help of a glass of whiskey by
the end of the day. He said that it makes him feel relaxed and calm. He also drinks this beverage on his high
times, whenever he closed a deal, at events and meetings or just having a good time. Despite the occasional
drinking of whiskey, he still maintains a healthy lifestyle by going to the gym and being mindful of eating
healthy.

We gathered a group of people to participate in our discussion with a few several questions about Johnnie
Walker’s Black Label so that we can obtain information from them as consumers.

We first asked them if they prefer Johnnie Walker’s Black Label rather than other alcoholic beverages, and
they answered that they do prefer Johnny Walker’s Black Label rather than other alcoholic beverages
because of its fair price and pleasant taste. Moving on to the next question, only 2 of them answered they
only drink Black Label occasionally, and 3answered yes due to his busy stressful schedule but drinks only
one glass to make him feel basked. They all answered no on the third question because they love to drink
Black Label for it satisfies their needs of being stress free or relaxation. Next, all of them answered yes on
the fourth question; they do prefer drinking Johnnie Walker’s Black Label on special occasions. On the
fifth and sixth question, they said yes it satisfies their taste and yes that it helps them get relaxed but it
depends on how much you drink; they said you must drink moderately because it can get you really
intoxicated. On the seventh question, they all recommend Black Label to their family and friends. And
lastly, they are all satisfied and happy with Johnnie Walker’s Black Label, it’s their all time favourite and
they would choose Johnnie Walker’s Black Label over any alcoholic beverages.

To sum up our Focus Group Discussion, we have come to the idea that the consumers of Johnnie Walker’s
Black Label loves drinking the beverage whenever they go out as a group to have a good time and also
loves it during meetings for them to express their thoughts thoroughly. They do so because it gives them
some type of buzz that is good and makes them loosen up moderately. Aside from that, they also love to
drink this beverage after a long stressful day at work to make them feel calm and relaxed.

Brand Story:

Johnnie Walker is the world’s finest Whisky House and they are known for their big flavors and expert
blends. According to Dmarge.com, Johnnie Walker’s is the most famous scotch brand in the world. With
their wide variety of whiskies such as: Red Label, Blue Label, Black Label, Double Black, Gold, and
Platinum with sizes that suits your budget. With their unique blends, Johnnie Walker became one of the
most popular scotch whiskies that reached and achieved high class consumers. One of Johnnie Walker’s
top selling whisky is Black Label that is aged 12 years each for its satisfying blend. It was created 1820
and originally known as “Walker’s Old Highland Whisky”, and then re-launched in 1909 under its new
name. Almost every bar has Johnnie Walker Black Label because it is solid and a reliable choice. It doesn’t
have a intense aroma, rather it is pleasant and smooth.

As one of the leading firms on beverage industry, Johnnie Walker has numerous strengths that enable it to
succeed in the market place. Some of Johnnie Walker strengths are favourable demographic such as age
and gender; strong brand name and good reputation; unique tagline with their currently used “Keep
Walking”; also one of their strengths is their advertisement, encouraging more costumers to try their
product; and speaking of product, Johnnie Walker has a wide variety of beverages; also, with its fast
growing company, it represents good management within it, and lastly, it delivers all over the world.

Weakness are the areas Johnnie Walker can improve, some of them are caused by the consumers by not
following their advise to drink moderately; some of them are alcohol poisoning and alcohol dependence;
and mostly; drunk driving, with currently statistics in the United States with a 31% of driving incident with
influence of alcohol.

But despite Johnnie Walker’s success, there are threats that make them more aggressive to the market.
Strong competition; due to growing strength of local competitors, their threat was in the local distributors
as market prefer local distributors. One of the threats are organizations against alcohol dependence, new
environment regulations and religious influences. Shortage of skilled worker and grape plantation
problems.

The opportunities that Johnnie Walker has and will have; some of them are economic uptick in customer
spending. Customer behaviour when it comes to trend which may come to add new flavours and recipes
with its current products. Also, with its strong distribution network, Johnnie Walker have invested a lot in
their online platform; this opened a new sales channel for them.
REFERENCES:

http://fernfortuniversity.com/term-papers/swot/1433/1269-johnnie-walker.php

https://www.academia.edu/9284877/Johnnie_Walker\