Description
SWOT ANALYSIS OF BAILEY
Bailey’s
Parent Company
Diageo
Category
Beverages
Sector
Foods and Beverages
Baileys. Serve Chilled; Baileys. Let your senses guide you; The Tagline/ Slogan Pleasure Society
Shelf life of 30 months and guaranteed taste for two years from the USP day it was made STP
Segment
People who love to drink low alcohol contented beverage
Target Group
Urban upper middle class
Positioning
Cream based liquor SWOT Analysis
1. Fresh and premium quality Irish cream in the spirit 2. Worldwide presence, available in almost 180 countries 3. Bailey’s Irish cream accounts for over 50% of all spirits exported from Ireland 4. High quality packaging and presentation 5. Strong backing of parent brand Strength 6. Sells around 6.5 million 9 litre cases
1. Despite high quality, the brand recall is limited as compared to other premium scotch and vodka brands 2. Fake imitations and replicas often affect the brand, hence high cost Weakness of brand protection
1. Young drinkers especially women who loves the taste 2. Exploring combinations with another liquors 3. More brand visibility through sponsorship 4.The standard of living in developing countries has increased. These Opportunity countries provide a great opportunity for the brand to grow
1. Single malt whisky brands which are more popular in this category 2. Increased drinking age keeps young drinkers away who love the sweet taste 3. Excessive drinking is injurious to health. Hence, liquor always has Threats this stigma attached to them Competition
1. Amarula 2. Carolans Competitors 3. Sangster’s
doc_784295447.docx
SWOT ANALYSIS OF BAILEY
Bailey’s
Parent Company
Diageo
Category
Beverages
Sector
Foods and Beverages
Baileys. Serve Chilled; Baileys. Let your senses guide you; The Tagline/ Slogan Pleasure Society
Shelf life of 30 months and guaranteed taste for two years from the USP day it was made STP
Segment
People who love to drink low alcohol contented beverage
Target Group
Urban upper middle class
Positioning
Cream based liquor SWOT Analysis
1. Fresh and premium quality Irish cream in the spirit 2. Worldwide presence, available in almost 180 countries 3. Bailey’s Irish cream accounts for over 50% of all spirits exported from Ireland 4. High quality packaging and presentation 5. Strong backing of parent brand Strength 6. Sells around 6.5 million 9 litre cases
1. Despite high quality, the brand recall is limited as compared to other premium scotch and vodka brands 2. Fake imitations and replicas often affect the brand, hence high cost Weakness of brand protection
1. Young drinkers especially women who loves the taste 2. Exploring combinations with another liquors 3. More brand visibility through sponsorship 4.The standard of living in developing countries has increased. These Opportunity countries provide a great opportunity for the brand to grow
1. Single malt whisky brands which are more popular in this category 2. Increased drinking age keeps young drinkers away who love the sweet taste 3. Excessive drinking is injurious to health. Hence, liquor always has Threats this stigma attached to them Competition
1. Amarula 2. Carolans Competitors 3. Sangster’s
doc_784295447.docx