Baileys SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 3005
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SWOT Analysis of Baileys with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bailey’s

Parent Company

Diageo

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

Baileys. Serve Chilled; Baileys. Let your senses guide you; The Pleasure Society

USP

Shelf life of 30 months and guaranteed taste for two years from the 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

Strengths

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

6. Sells around 6.5 million 9 litre cases

Weaknesses

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 of brand protection

Opportunities

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 countries provide a great opportunity for the brand to grow

Threats

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 this stigma attached to them

Competition

Competitors

1. Amarula
2. Carolans
3. Sangster’s



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