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Smirnoff And Baileys Case Studies: Gender-Specific Brand Positioning
Datamonitor, Aug 2004, Pages: 14
ABOUT US 2
WHAT IS THIS REPORT ABOUT? 3
LIST OF FIGURES 5
LIST OF FIGURES 5
INTRODUCTION 6
CASE STUDY 7
Smirnoff - industry leading malternative 7
Targeting malternatives at the elusive young male market 8
Baileys and the rise of celebrity magazines to reach young women 10
CONCLUSIONS 12
RESEARCH METHODOLOGY 13
RELATED RESEARCH 14
List of Tables
Figure 1: Original Smirnoff Ice in a bottle 8
Figure 2: Smirnoff Black Ice. New packaging to appeal to male drinker 9
Figure 3: New Baileys variant, Baileys Glide 10
Figure 4: Another Baileys variant, Baileys Minis 11
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