Harvard Case - Tartans in Thailand: Pernod Ricard's Thai Whiskey War of 2007
"Tartans in Thailand: Pernod Ricard's Thai Whiskey War of 2007" Harvard business case study is written by Julie Hennessy, Rebecca Frazzano, Evan Meagher. It deals with the challenges in the field of Marketing. The case study is 17 page(s) long and it was first published on : Apr 1, 2010
At Fern Fort University, we recommend that Pernod Ricard adopt a multi-pronged strategy to combat the growing threat of local Thai whiskey brands. This strategy should focus on strengthening the brand positioning of its existing Scotch whisky brands, leveraging digital marketing channels to reach a wider audience, and adapting its product portfolio to cater to the evolving preferences of Thai consumers.
2. Background
The case study focuses on Pernod Ricard, a global alcoholic beverage giant, facing a formidable challenge in the Thai whiskey market. The emergence of local Thai whiskey brands, driven by strong nationalistic sentiment and aggressive marketing strategies, was eroding the market share of established international brands like Chivas Regal and Ballantine's. The case highlights Pernod Ricard's struggle to maintain its market dominance in a rapidly changing landscape.
The main protagonists are:
- Pernod Ricard: The multinational alcoholic beverage company facing the challenge of declining market share in Thailand.
- Local Thai Whiskey Brands: Emerging brands like Sangsom and Mekhong, leveraging national pride and aggressive marketing to gain market share.
- Thai Consumers: The target audience for both international and local brands, exhibiting evolving preferences and a growing awareness of local products.
3. Analysis of the Case Study
To analyze the situation, we will employ a combination of frameworks:
1. SWOT Analysis:
- Strengths: Pernod Ricard possesses a strong global brand reputation, established distribution channels, and a robust product portfolio.
- Weaknesses: The company's reliance on traditional marketing channels and lack of local brand awareness are hindering its ability to compete effectively.
- Opportunities: The growing demand for premium spirits in Thailand presents a significant opportunity for Pernod Ricard to expand its market share.
- Threats: The rise of local brands, coupled with changing consumer preferences and economic fluctuations, pose a significant challenge to the company's market position.
2. PESTEL Analysis:
- Political: The Thai government's policies on alcohol advertising and taxation can impact the industry.
- Economic: Thailand's economic growth and consumer spending patterns influence the demand for alcoholic beverages.
- Social: Nationalistic sentiment and a growing preference for local products are driving consumer behavior.
- Technological: The rise of digital marketing and social media platforms provides new opportunities for reaching consumers.
- Environmental: Sustainability concerns and responsible drinking initiatives are gaining traction in the market.
- Legal: Strict regulations regarding alcohol advertising and consumption need to be considered.
3. Competitive Analysis:
- Direct Competitors: Local Thai whiskey brands like Sangsom and Mekhong are the primary competitors, leveraging national pride and aggressive pricing strategies.
- Indirect Competitors: Other alcoholic beverages, including beer, wine, and imported spirits, compete for consumer spending.
- Competitive Advantage: Pernod Ricard needs to differentiate itself by leveraging its global brand reputation, premium product offerings, and innovative marketing strategies.
4. Consumer Behavior Analysis:
- Target Market: Thai consumers, particularly young adults and affluent individuals, are the primary target market.
- Motivations: Nationalistic sentiment, social status, and a desire for quality are key motivators for consumer choices.
- Purchase Behavior: Consumers are increasingly influenced by online reviews, social media trends, and recommendations from friends and family.
4. Recommendations
To regain market share and maintain its dominance in the Thai whiskey market, Pernod Ricard should implement the following recommendations:
1. Strengthen Brand Positioning:
- Reposition Existing Brands: Emphasize the heritage and craftsmanship of Scotch whisky brands like Chivas Regal and Ballantine's, highlighting their global appeal and premium quality.
- Develop Local Brand Ambassadors: Partner with influential Thai personalities and celebrities to promote the brands and build local credibility.
- Create Engaging Content: Develop compelling storytelling campaigns that resonate with Thai consumers, showcasing the brand's history, values, and unique characteristics.
2. Leverage Digital Marketing Channels:
- Invest in Social Media Marketing: Develop a strong social media presence, engaging with consumers through interactive content, influencer marketing, and targeted advertising campaigns.
- Utilize Search Engine Optimization (SEO): Optimize website content and online presence to improve visibility in search results and attract potential customers.
- Implement Digital Advertising Campaigns: Leverage digital advertising platforms to reach specific target audiences with tailored messages and promotions.
3. Adapt Product Portfolio:
- Introduce New Product Variants: Develop new product offerings tailored to the specific preferences of Thai consumers, such as lower-priced blends or limited-edition bottles with local themes.
- Explore Partnerships and Collaborations: Partner with local businesses or organizations to create co-branded products or limited-edition releases that appeal to a wider audience.
- Experiment with Flavored Whiskies: Consider introducing flavored whiskies, catering to the growing trend of flavored spirits in the Thai market.
5. Basis of Recommendations
These recommendations are based on the following considerations:
1. Core Competencies and Consistency with Mission: Pernod Ricard's core competencies lie in its global brand reputation, product innovation, and marketing expertise. These recommendations leverage these strengths to enhance brand positioning and reach a wider audience.
2. External Customers and Internal Clients: The recommendations address the needs of Thai consumers by catering to their preferences, leveraging digital channels, and creating engaging content. They also align with the interests of internal stakeholders by promoting brand growth and market share.
3. Competitors: The recommendations aim to differentiate Pernod Ricard from local Thai brands by emphasizing its global heritage, premium quality, and innovative marketing strategies.
4. Attractiveness ' Quantitative Measures: While specific quantitative measures are not provided in the case study, the recommendations are expected to lead to increased brand awareness, market share, and profitability through strategic marketing investments and product innovation.
6. Conclusion
By implementing a multi-pronged strategy that focuses on strengthening brand positioning, leveraging digital marketing channels, and adapting its product portfolio, Pernod Ricard can effectively combat the growing threat of local Thai whiskey brands and maintain its dominance in the Thai market.
7. Discussion
Other alternatives not selected include:
- Price Reduction: While lowering prices might attract price-sensitive consumers, it could also devalue the brand and erode its premium positioning.
- Aggressive Advertising Campaigns: Extensive advertising campaigns can be costly and may not be effective in a market where consumers are increasingly influenced by online reviews and social media.
- Mergers and Acquisitions: Acquiring local brands might provide immediate market share, but it could also create integration challenges and cultural clashes.
Key Assumptions:
- Consumer Preferences: The recommendations assume that Thai consumers will continue to value quality, heritage, and global brands.
- Digital Marketing Effectiveness: The recommendations assume that digital marketing channels will be effective in reaching and influencing target audiences.
- Product Innovation: The recommendations assume that Pernod Ricard can successfully develop and introduce new products that appeal to Thai consumers.
8. Next Steps
To implement these recommendations, Pernod Ricard should:
- Develop a detailed marketing plan: Outline specific marketing strategies, target audiences, budgets, and timelines for each initiative.
- Establish a dedicated team: Assemble a team of marketing professionals with expertise in digital marketing, brand management, and consumer behavior.
- Conduct market research: Gather data on consumer preferences, competitor strategies, and market trends to inform decision-making.
- Monitor progress and make adjustments: Regularly track the performance of marketing campaigns and product launches, making adjustments as needed to optimize results.
By taking these steps, Pernod Ricard can successfully navigate the Thai whiskey war and secure its position as a leading player in the market.
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Case Description
The case examines a competitive situation in the market for Scotch whisky in Thailand. Two multinationals fight for market share with a complex portfolio of products under the Chivas Regal, Johnnie Walker, and Ballantine brand names. Students must understand a broad array of branding, consumer behavior, pricing, and regulatory issues in order to arrive at recommendations for Chivas Regal to defend against recent gains of Johnnie Walker. The case can be taught with a focus on the Chivas Regal 12 Year product and recommendations for its growth, but also can be taught as a broader portfolio case, with students aligning a portfolio of Chivas and Ballantine products at different quality levels to maximize sales and profit.
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