MARKETING COMMUNICATION PROJECT
The current study mainly focuses on the marketing communication of Glen’s Brand in United Kingdom. It has been figured out that brand awareness and products of the brand is supposed to be very poor due to many reason. The counterfeit of selling vodka by the others organisation has major impact on the brand image and brand value in the UK market. On the other hand, it has been also figured out that market trend in spirit industry is also changing due to passage of time. Most of the young people generally like to toast with their friends with cocktails rather than vodka. However, value of vodka among the alcoholic lover people are still there in the market. It has been figured out that Glen’s Brand is facing a good deal of threats from its rivals named Smirnoff and Absolut in the UK market. The brand needs to make consumer aware about the products and offering and quality of services. Communication process of the brand must be improved in order to gain the market opportunity. The brand should have to implement communication mix strategy in order to promote the products and services and make the customers aware about the brand in UK market effectively.
The study deals the marketing communication plan of Glen’s Vodka brand in UK market. It has been pointed out that marketing communication plan is required in order to make consumes aware about the offerings. On the other hand, effective marketing plan is also helpful for creating brand value of brand awareness in the unique target market. Apart from that, this particular study also focuses on the key competitions faced by Glen’s Vodka in UK market. The marketing communication strategies adopted Glen’s Vodka and faced issues and challenges are also critically discussed. At the end of the study, various types of recommendation have been made for the effective marketing communication based on the issues and challenges faced by the brand in UK market.
Glen’s Vodka is supposed to be one of the leading brands of Vodka, which is owned and produced by Loch Lomond Group. Loch Lomond Group is one of the well-established British companies in United Kingdom. From the current data and evidences, it has been observed that Glen’s Vodka brand was considered to be the second bestselling spirit in United Kingdom in the year of 2014. The brand has also occupied specific place to the minds of consumers across the world including UK (Glen’s Vodka, 2015).
Figure 1: Logo of Glen’s Vodka brand