Baileys SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 4017

SWOT Analysis of Baileys with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company





Foods and Beverages

Tagline/ Slogan

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


Shelf life of 30 months and guaranteed taste for two years from the day it was made



People who love to drink low alcohol contented beverage

Target Group

Urban upper middle class


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

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 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 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 this stigma attached to them



1. Amarula
2. Carolans
3. Sangster’s

The table above concludes the Baileys SWOT analysis along with its marketing and brand parameters.


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