Page 62 - Drambuie case study

Parnell did not just simply rely on commissioned market

research to identify his customer base rather he took the

view that;

"We have to be very specific about our customers. All of

us. To that end we've all been out looking at bars ... me,

Jon [Jonathan Brown, director of brand heritage], Ian

[Ian Graham, finance director)] even the chairman

[Richard Stone]. We looked at street-corner beer pubs

and up-market sophisticated lounges. If we at the top

didn't get a sense of our customer and the type of bar

we want to be having a communication with, who will?"