Irish Cream OLeary
... Annual Sales in France for example had only risen by approximately 3 per cent since the launch of O’Leary Irish Cream in 1990. ... During several promotional campaigns O’Leary even found it hard to induce people to try the sample bottles of its Irish Cream, they were handing out in hypermarkets. ... O’Leary Irish cream also had a very low penetration rate as a bar drink and could rarely be found in restaurants. ... O’Leary would still be selling through indirect distribution but would obviously gain much more control over all the operations, like the way O’Leary Irish cream is sold and most important where it is sold. ... The product itself would still be produced in Ireland of course to keep this image of an Irish company, which is closely connected to the image of the Irish cream. ... This way O’Leary could make vital improvements to the way O’Leary Irish cream is sold. ... However this budget was still well below that of Baileys, one of the major competitors in this Irish Cream segment. ... Baileys, Carolans, Royal Tara, Waterford Cream and Emmets are the major competitors in this Irish Cream segment. Although Baileys is struggling to establish its Irish cream in the French market as well and do not get very high sales figures as well, they still stand as competition and make it even more difficult for O’Leary to raise awareness and to establish its brand. Of course Baileys also had a huge advantage from the beginning on because it is the most well known Irish cream in the world and therefore has quite high awareness among the French consumers. ... The retail price of a bottle of O’Leary’s Irish Cream was in the range of 45-50 francs for a 75 centilitres bottle. ... This département is linked by ferries to Ireland, so there seems to be some kind of connection between this image of an Irish Cream and the Country of Ireland. ... This is a quite important factor because it means that even if the people knew about O’Leary Irish Cream most people would still not consume it because it is not in their nature to drink heavy spirits regularly.