Product details

The focus of this case is on developing a new product category and appropriate marketing strategies for myriad international markets. In the early days the company lacked resources to promote the brand while warding off the attentions of aggressive competitors who were waiting on the sidelines for the company to falter. Later, building the brand globally became the issue - responding to different consumer tastes in Europe, US, the Far East and Oceania - all having different requirements. In the later period, the main focus of the case, the company has repositioned the brand as a main-stream spirits brand which may conflict with the originality of Baileys. The impact of the life cycle on the evolution of international marketing strategies is a primary focus of the case - within this context the debate on standardisation versus differentiation may be examined in a new light.