abstract
This was a case study analysis on Seagram (Thailand) Limited. The company was a producer of several whisky brands such as Chivas Regal and Master Blend. This study analyzed the marketing strategy of the company before liquor liberalization in 2000. Qualitative and descriptive research method had been used in this study. The results showed as follows: Its marketing objective was to increase sale and income. Its marketing strategies were focused on direct sell strategy and sport marketing strategy. Additionally, the company conducted marketing mix strategy such as product, price, promotion and place (of distribution).
5. Conclusion and Discussion
Marketing activities consequently occurred. An actual whisky marketing arose in approximately in 1992 which high competition happened between two groups, namely, Seagram and Richmonde. New activity of liquor market was generated by advertising which was one of marketing strategies of imported whiskies that advertising was regarded as one of mass marketing producers. A group that possessed large amount of money would use T.V. advertising medium as it could be observable that budget spent in advertising of Johnnie Walker by Richmonde was in first rank among imported whiskies followed by Chivas Regal belonging to Seagram which its budget was spent in the second rank during 1989 – 1995.
