The Marketing mix of Teacher’s analyses the 4Ps of Teacher’s, including the Product, Price, Place, and Promotions. Teacher’s is also referred to as Light of Scotland. It is a whisky brand and is associated with the alcoholic beverage industry. Teacher’s is of Scottish origins and was registered in 1884, although its founder, William Teacher, started selling whisky in 1830. Over the years, several companies acquired the brand Teacher’s several times. Still, it is a brand of Beam Suntory, a subsidiary of its owner, Suntory Holdings of Osaka, Japan. It faces competition from quite a few rival brands, and some of them are as follows-
- Chivas Regal
- Black Bottle
- Highland Queen
- Black & White
- Stewart’s Cream of the Barley
- Johnnie Walker Black Label
- Vat 69
- Black Dog
Table of Contents
Product in the Marketing Mix Of Teacher’s:
Teacher’s is a blended Scotch whisky comprising grain and malts. Sweet smoke from Ardmore distillery rises to provide flavor to barley and character and depth to the whisky.
The product has an amber color and rich and deep flavor because of a perfect blend of peat-smoked malt. It results in a rewarding beverage where authentic flavors shine in every drop because malt whiskies of different natures are combined to produce its perfect recipe.
The product mix of Teacher’s, a company, a well-known brand of blended Scotch whisky, includes a variety of offerings that cater to different tastes and preferences.
The new Product Mix of Teacher’s in 2023 is as follows (Source).
- Teacher’s Highland Cream: This is the flagship product of the brand, notable for its high malt content and the use of peaty malt whisky, primarily from the Ardmore distillery. It combines over 30 different malt whiskies and is known for its deep, rich flavor and smoky undertone.
- Teacher’s Origin: A blend with a higher malt content of 65%, Teacher’s Origin is crafted in honor of the brand’s founder and is known for its distinct flavor profile that pays homage to the original style of Teacher’s whisky.
- Teacher’s 50: This is a 12-year-old blend that maintains a 50:50 ratio of malt to grain whisky, incorporating 50 different whiskies from various locations in Scotland. It was created to commemorate the 50th anniversary of Indian Independence and is recognized for its balanced and refined taste.
- Teacher’s Single Malt: Representing the highest single-malt percentage in the range, this 25-year-old blend stands out for its unique character, smoothness, depth, and complexity.
Place in the Marketing Mix Of Teacher’s:
William Teacher started whisky operations from a grocery shop in Glasgow. After his death, the teacher and his sons moved business operations to St Enoch Square. In 1898, Ardmore Distillery was established at Kennethmont to ensure a continuous scotch supply for Teacher’s Highland Cream Blend. The company extended its product presence in the United States after the Prohibition was lifted. Glendronach Distillery was acquired by Teacher’s and Sons in 1960 and the company subsequently in the year 1962 built a bottling and blending facility at Glasgow.
In 1972, annual sales in the United Kingdom crossed One million units for the first time, and by the 1980s, it had become second-best in sales in the country, occupying 16% of the total market share. With time, Teacher’s increased its product presence to one hundred and fifty markets, enjoying immense success in India with products readily available in cities like Hyderabad, Goa, Bengaluru, Kolkata, Gurgaon, and Delhi.
The marketplace strategy of Teacher’s, a renowned Scotch whisky brand, is reflected in its historical and current market presence:
- Origins in Glasgow: Teacher’s began its operations from a supermarket in Glasgow, Scotland. This strategic location in a significant city played a crucial role in its initial growth and brand establishment.
- Expansion in the United States: After the repeal of Prohibition in the United States, Teacher’s entered the American market, significantly expanding their international reach and recognition.
- Acquisition of Distilleries: Teacher’s acquired the Glendronach Distillery in 1960, and established the Ardmore Distillery in 1898, ensuring a steady supply of Scotch for their blends and reinforcing their presence in the whisky-making regions of Scotland.
- Modern Facilities in Glasgow: In 1962, Teacher’s built a modern blending and bottling facility in Glasgow, which not only streamlined their production process but also anchored their presence in the city known for its whisky heritage.
- Global Market Penetration: Over time, Teacher’s expanded its presence to over 150 international markets, with significant success in India, making its products widely available in major cities like Hyderabad, Goa, Bengaluru, Kolkata, Gurgaon, and Delhi.
Teacher’s Pricing Strategy
Teacher’s is an iconic brand that has gained immense popularity with time. It is an exclusive and qualitative product with great demand in the consumer market. Pricing is a vital ingredient of an organisation and brand Teacher’s has put its onus on finding a perfect pricing policy. The company has adopted a premium pricing policy for its premium products. It knows that people are willing to shed extra bucks for high-end products and has kept prices high. Brand Teacher’s has gained a cult status, and it does not hesitate to use its brand value to keep premium prices and gain more significant revenues.
Teacher’s, a distinguished brand in the Scotch whisky market, employs a strategic pricing policy that aligns its pricing with its brand positioning and market dynamics:
- Premium Yet Accessible Pricing: Teacher’s adopts a pricing strategy that balances premium quality with accessibility. While it positions itself as a high-quality product, its pricing is set to ensure it remains within reach of a broad consumer base, making it a popular choice among whisky enthusiasts.
- Competitive Pricing in Key Markets: Teacher’s strategically prices its products to maintain a competitive edge in highly competitive markets, particularly in regions like India. This approach helps in capturing a significant market share in these regions.
- Premium Pricing for Exclusive Blends: The brand employs a premium pricing strategy for its more exclusive and aged products, such as the Teacher’s 50 and Teacher’s Single Malt. This reflects the exceptional quality and limited availability of these blends.
- Dynamic Pricing Based on Market and Product Type: Teachers adjust their pricing strategy based on the specific market and the type of product. The brand considers factors like local taxes, import duties, and consumer purchasing power, which vary significantly across different regions.
- Value Perception through Quality: The brand ensures that its quality justifies the pricing of its products. Even at a premium price point, Teacher’s delivers value through the distinct taste and heritage associated with its Scotch whisky, enhancing the overall consumer perception of the brand.
Teacher’s Promotion Strategy
Teacher’s have always believed in the power of advertisement and have undertaken several promotional and marketing strategies to gain brand exposure. In 2015, it relaunched its products with the help of new and attractive golden glow packaging. It has launched ad campaigns via print and electronic media in radio, television, newspapers, magazines, and billboards.
Brand Teacher’s has utilized social media platforms like Twitter and Facebook to garner brand awareness and high visibility. Teacher’s has received awards and accolades for its qualitative product, like being listed at 49th in the top 100 list of global spirits companies.
Some Recent Video ads and Print ads of Teacher’s are:
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