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Baileys is the original Irish Cream. The more that they show to the public that they were the first and that they are still the best, the better chance of gaining some of the market share away from the competitors who have squirmed their way into the market.

This picture is taken from the Baileys web site. It suggests that there are people out there who have a “passion” for their drink. The web was not available in the early-nineties, but now that it is Baileys has the opportunity to let the public see the MANY recipes and ideas on the site.

Baileys knows that they have a special product. It is their original Irish Cream that has been around since 1974. It is not the cheapest product on the market, and it is not the most expensive. They are different from their competitors because their product has an actual cream base to it. Since the worldwide flow of liqueur has been stuck at 50 million cases since 1986, it could prove difficult to convert liquor and beer drinkers as well as nondrinkers to liqueur. To develop an appropriate marketing mix, the above factors are very important.

Baileys should concentrate on keeping their existing customers and taking their competitors’ customers away from them. The market in old markets has been sufficiently saturated that all of the products look similar, except for the price. It is necessary for Baileys to find a way to lower the price significantly, or differentiate itself from the rest of the market. Lowering the price doesn’t seem like the best way to increase sales. Baileys is a premium product, lowering the price would make consumers believe that the company is no longer as good as it once was. Baileys is a unique Irish Cream because it is made with cream, the company’s advertising scheme should revolve around that fact and that 50% of a bottle of Baileys is fresh Irish dairy cream.

Having tasting promotions in Japan and China might prove useful. In the streets of Tokyo, vendors walk around and hand out cigarettes for free. Why not set up a few booths for a month and let passerbys of legal age taste a Baileys mixed drink? This would serve three very important functions: 1. The public is exposed to a new product that it has little or no exposure to. 2. Baileys gets to see which drinks are more liked by new market, and can incorporate those drink recipes into the promotion of the product. And 3. Baileys gets its name into the new market, both by the big booth that says Baileys Irish Cream on it, but also from word of mouth; I know if someone was giving away free mixed drinks around here I would tell everyone I know.

Baileys should not try to narrow their target market down to the young to middle-aged, professional, educated 21-49-year-olds. Even though they have tried to focus their advertising in that direction, it appears that more drinkers of Baileys are from a slightly more middle-class: in the technical field and making less than $40,000 per year.

Due to the current trend of fruity drinks cluttering the market, Baileys should focus on their sweetness, and fun mixed drinks. Sweet drinks are stereotypically more often drank by women, and coincidentally the majority of Baileys drinkers are women even though advertising hasn’t been directed towards them. If Baileys directed a higher percentage of their advertising budget towards magazine ads in mainly women read magazines they could see a considerable jump in sales. Of course, there would only be a sizable sales increase if it were possible to target more women without making current male drinkers of Bailey’s think that it is a “girlie drink”.

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