Abstract:
The case presented here is that of Glenfiddich, a single malt scotch whisky. The production of Glenfiddich dates back to 1887. The brand has been introduced to number of markets outside its home market - Scotland - in the last thirty years. Four of those countries are considered in this paper: England, France, USA and Japan. The scotch market is at different levels of development in these countries. By far the most developed market is England and this will be used to show the development of communications strategy over time. Comparison will then be made to the other three countries.
Research Papers
Building on product quality
Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Authors: Miriam Comber, Sally Gordon
 
June 15, 1992
Research Reports
Qualitative research into 100 Pipers advertising developments
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
March 1, 1978
Research Papers
Duty free
Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Authors: Diana Hardie, Margaret Holmes
 
June 15, 1991
