Marketing Mix of Crown Royal

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Marketing Mix of Crown Royal

Introduction

The term marketing means a concept of management of the company through which the product reaches to the consumer. In simple words, marketing is process of creating value and get the value in return from the consumers. Marketing plays a vital role in success of the product as well as achieving company's goals and objectives. Most of us think that Sales and marketing the same while there is a great misconception between the two. They both are different majorly, sales is a part of marketing. Marketing starts with a concept that how the product will enter the market, which will use it, what will be the returns from it and how to capture value from customers (Kotler, 2003). The concept is then tested and similarly it moves on with different phases. Marketing is an overall big process and it takes time. If proper marketing is done before bringing the product to the market, the chance for the success of that product raises. Marketing is based on complete research work and feasibility studies. After proper marketing, sales people are required to make the sales of that product. Marketing is a central department of any company or organization as it plays an active role in the development of the business for that entity. In this paper we are going to discuss in detail about the marketing mix used by Crown Royal Whisky.

Discussion

The marketing mix of an entity comprises over 4 P's. These four P's are Promotion, Price, Product and Place (Kotler, 2003). Before going into details of the marketing mix, let's have a look at the brief overview of Crown Royal whisky.

Overview

The dominating emperor King George VI and his wife Queen Elizabeth visited Canada in the year 1939. That year Crown Royal was introduced for the first time by Seagram as anhonorto the noble visit by them. For one whole year i.e. 1964, it was available only in Canada. It is a blended whisky based in Canada which contains a volume of forty percent of alcohol. In the year 2000, Seagram was dissolved and then it was acquired by Diageo. Now Diageo is controlling the overall supply of Crown Royal and is the leading brand as well as top seller amongst whiskies in the United States (Diageo, 2012).

Marketing Mix

Four P's of marketing mix are discussed as under.

Product

First thing a marketer has to do is select the appropriate product to do the marketing. In order to examine the competitiveness of the company's product in the intended market, whether it is a product new to the market, new to the consumers or new to the company; one need to focus on the product and its type for its successful marketing(Botha, Strydom and Brink, 2005).

If we talk specifically about the brand, Crown Royal, today it is produced solely in the state of Canada, Manitoba and in city Winnipeg by Diageo which controls the overall supply of the whisky in the United States as well as ...