Page 24 - Drambuie case study

Diageo had spent more money advertising Bailey's in the

past year than Drambuie had made.

Parnell set out his stall with a three year plan but he was

quick to point out that gauging the plan’s progress would

not be easy as until this point Drambuie had never had a

three year plan. However, he commented that;

"This company is not going to do

anything else until we have fixed the

mother brand. If you have a healthy

brand then launching range

extensions is probably a smart thing

to do. If your core brand is in

trouble then don't waste all your

money trying to compete with

Bailey's, the number one priority of

Diageo.” Parnell