How do consuption habits for products such as Scotch whisky vary from country to

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How do consuption habits for products such as Scotch whisky vary from country to country?

Scotch Whisky in China: A Taste of the Good Life Scotch whisky is a textbook example of a global product. Wealthy consumers with discerning palates do not hesitate to pay premium prices for top global brands such as Chivas Regal and Johnnie Walker. Moreover, Scotch drinkers everywhere associate the amber spirit with aspirational goals such as success and achievement. In the late 1990s, Diageo, the owner of the Johnnie Walker brand, launched a global advertising campaign featuring the tagline "Keep walking." The theme, which was developed by Britain's Bartle Bogle Hegarty (BBH) advertising agency, was keyed to the brand's logo: a red-coated, top-hatted gentleman in mid-stride However, as BBH staffers working on the Johnnie Walker account understood, the things that constitute "achievement" can vary from culture to culture In China, for example, the self-satisfaction that goes along with achieving a goal may not be enough; acknowledgment of the achievement by peers is also important. For this reason, BBH created a localized marketing campaign for China. One ad depicts two golfers hitting increasingly extreme shots, which include teeing off from the roof of a golf cart and a ball that is hit from underneath a crocodile. The campaign coincided with rapid market growth; after China joined the World Trade Organization (WTO) in 2001, tariffs on spirits imports were cut from 65 percent to 10 percent. According to the Scotch Whisky Association, total Scotch exports to China totaled £80 million in 2009, up from just £1.5 million in 2001. Today, Johnnie Walker has a 34 percent share of China's whisky market. BBH's Orlando Hooper-Greenhill explained the insights that were incorporated into the campaign: Johnnie Walker's marketing in China needed to reflect the importance of peer group and family perceptions of an individual's achievements, while also accommodating the fact that whisky is a youthful drink." Hooper-Greenhill also noted that in China, whisky is consumed in a wider variety of settings than in the West. In Hooper-Greenl's words, "Different messages were needed to reflect the different environments in which whisky is consumed, and for more and less

Explanation / Answer

Wealthy consumers all over the world do not mind paying premium prices for top brands and associate spirit for celebrating success and achievement. But the consumption habits may vary from country to country. The things that constitute achievement may vary from culture to culture. For example in China the self satisfaction through achieving the goal is not enough for celebrations and the acknowledgement of the achievement by peers is also important. Whiskey is considered as a youthful drink and consumed in wide variety of settings in China. But it is consumed in less variety of settings in the western countries. Different environments and the level of urbanization affect the consumer behavior. The size of the market and complex demographic settings leads to different consumption habits and pattern in different parts of China. The promotion strategies of brands are designed as per the culture and behavior of different countries. The people from different countries exhibit certain values according to their culture and the consumption habits depend on those values. Certain brand strategies depends upon the heritage and the code of conduct practiced by the particular community as they can affect the consumer habits.

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