BAILEYS

Baileys International Brand Management

Baileys International Brand Management

Introduction

Today is the era of the latest technology and innovation. In this age, only those companies survive that are constantly thrive on innovative products and able to devise marketing policies and strategies that possess the capacity to attract customers and appeal to them in a powerful way. This report revolves around the same phenomenon of devising marketing strategies of cafe outlets of Baileys . This paper describes marketing, branding and promotional strategies of Bailey's coffee shop in the market of United Kingdom (Chernev, 2010, pp. 14-16).

Marketing Mix Plan of Baileys Shops

Marketers use a variety of tools to achieve the goals that they set through combination or mixture or mix of different elements. Therefore, one can define marketing mix as the selective use of different marketing variables to achieve business goals. It was McCarthy who in the mid-twentieth century, called it the theory of the "Four Ps" as it uses four variables, whose initials in English starting with p. These four P's are as follows:

Product

Place

Promotion

Price

Maintaining Brand Consistency

Marketers and brand strategists and consultants of Baileys should use a number of different strategies to maintain consistency in their brand. In following ways consistency can be achieved in the branding strategy of the brand (Coupland, 2005, pp. 106-118).

Product Related Consistency

Product related consistency means maintaining the value of the product all over the globe and across all the product line. This factor of value can be achieved through different things such as a quality, standard, feel, taste and various association of the product. Bailey's food line is basically associated and positioned as in home products whereas; Bailey's cafe is a product that would be consumed in settings of out of home. To address this issue, Baileys needs to devise an effective and properly communicated advertisement campaigns. Baileys can use two concepts to address this inconsistency.

First they should formulate advertising campaign in which they should communicate Bailey's cafe as a completely separate extension of the brand with separate positioning. In this way, customers would not get confused. Secondly, they can design advertising campaign in which they should communicate the message the crux of which should be such that “When you are done with your household chores get relaxed at Bailey's café” or “We care about everyone, those who want to stay home and those who want to enjoy outside”. These messages would communicate with the target audience that Baileys is for different market, and Baileys food line is for different target market (Hoeffler, 2003, pp. 421-445).

Price Related Consistency

Price related consistency means managing the level of the prices in all the outlets of the brand. This does not mean that maintaining the same price without keeping in consideration the concept of difference of currency, but it means using the same strategy of pricing should be used to sell the product or services. For instance, Tesco, Tesco is famous for its low prices so, they should maintain the low-pricing strategy throughout the world (Kapferer 2005, ...