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PAGE Introduction. 3 PESTLE Analysis .. 4 Core Competencies of Diageo .. 5-6 Diageo SWOT Analysis . 6 Competitive Analysis 7-9 Description of Brand . 9-10 Marketing Objectives 10-11 Marketing Plan . 11-19 Marketing Budget . 19-21 Appendix .. 22-23 Bibliography .. 24-25

INTRODUCTION The alcohol industry has since inception had a love hate relationship with consumers, interest groups and regulators. Several studies have been conducted on the economic cost and benefit of the alcohol industry. According to Distilled Spirits Council of the United States, (2010), the beverage and alcohol industry contributed over $380 billion to the United States Economy in 2007 Correspondingly a United Kingdom study published by the Institute of Alcohol Studies reported that the alcoholic drink market in the year 2000 exceeded 30 billion and in 2001 36 billion was spent on alcohol which represented 5.8% of all consumer expenditure. This assignment will focus on the launch of Smirnoff Premium Malt Mixed Drinks Cranberry & Lime and Blueberry Lemonade flavours in Jamaica. I will outline the strategies and tools that will be employed in order to achieve a successful launch. Company Profile According to Diageos Annual Report 2010 (a): Diageo PLC is the worlds leading premium drink business operating globally across the spirit, beer and wine market. It produces and distributes a leading collection of branded premium spirits, beer and wine. These brands include, Johnnie Walker, Smirnoff, Baileys, Captain Morgan, J&B, Tanqueray and Guinness. Diageo also has distribution rights for Jose Cuvero brands in North America and many other markets. Diageos strategy is to deliver sustainable organic growth through the stewardship of their outstanding range of premium drinks. This is supported by strong financial discipline and cash management, where appropriate will be supplemented by selective acquisitions.

PESTLE Analysis Jamaica Jamaica is third largest island in the Caribbean Sea, with a population of 2.7 million inhabitants. It is the largest English speaking island in the Caribbean. The island is divided into 14 parishes with Kingston being the capital. The countrys political system is democratically stable with general elections being held as constitutionally due every 5 years.
Political Economic Social

Stable democratic government. Government tendency to impose taxation on alcohol to close budgetary gaps. Stringent IMF regulations due to 27 month agreement with Jamaican Government. Technological Mobile penetration in Jamaica exceeds 110%. Three mobile companies operating in the country. Digital cable and internet service are available islandwide.

Unemployment rate in Jamaica is 9.5%. Country is still recovering from global recession. Government in 2010 recalled high priced bonds.

61% of Jamaicans reside in urban areas. Culture and music strongly influence the Jamaican society. Musicans and athletes are seen as role models.

Legal Legal drinking age in Jamaica is 18 years. However law is rarely enforced. Local alcohol and beverage assocation recently developed a code of conduct for advertizing and redution of harmful use of alcohol.

Environment National Environment & Planning Agency regulates the natural resources of Jamaica. Diageo Jamaica became ISO 14001 certified in 2006. Certification demonstrates company has taken steps to minimize impact of their operations on the environment.

Core Competencies of Diageo Diageos 2010 Annual Report (b) highlight the fact that: Diageo is one of the small number of premium drinks companies that operate globally across spirits, beer and wine. It is the leading premiums spirits business in the world by volume, net sales and by operating profit. Below I will seek to outline and explore the core competencies of Diageo.

Brand Strength Diageo has 14 strategic brands, eight of which, according to the Impact Databank (2011), are among the leading top 20 premium spirit in the world by volume. Smirnoff Vodka is the worlds number one premium spirit by volume, Diageo, 2011 and with this developed market, the launch of the Smirnoff Premium Malt Mixes line in Jamaica will capitalize on its success by providing its loyal consumers with a new way to enjoy Smirnoff. Marketing Effective Marketing at Diageo is the key to driving growth in both developed and emerging markets, Diageo, (2011). The company utilizes economies of scale for marketing and in 2010, invested 813M worldwide in marketing. The financial strength of the company allows it to advertize across various mediums and platforms by using innovative ways to reach its customers. Innovation Diageo strives to bring new premium spirits to its consumers through improvements and innovative products. Innovation is used to maintain consumer interests in developed markets and keep existing brands fresh and in tune with consumer demands. Innovation is seen as one of the core competencies that will drive growth within the company.

Logistics With locations in 180 countries, Diageo has to ensure that their products are readily available to customers and consumers in a timely manner. A network of distribution centres and distilleries which are strategically located enables the company to reach emerging and mature markets. Best practices are replicated worldwide to ensure that customers and consumers are better served. Diageo SWOT Analysis The SWOT Analysis for Diageo is presented below and the preceding Situational Analysis will provide the basis for the strategies, goals and objectives that will be used to launch the Smirnoff Blueberry & Lemonade and Cranberry & Lime Malt Mixed drinks in Jamaica.

Strengths INTERNAL Significant brand strength in premiums spirit market Innovation Logistics


Worldwide legal exposure Economic recession

Opportunities EXTERNAL Acquisitions Strategic alliances

Threats Tonic wines and energy drinks. Taxation on pure alcohol Unregulated operations Cheap substitutes

Competitive Analysis The flavoured alcoholic drink market in Jamaica is very competitive. The Smirnoff Malt Mixes will have to compete with the growing Tonic Wine and Energy drink market. Tonic Wines are alcoholic beverages which have been fortified with iron and vitamins. These wines are marketed as having aphrodisiac and energizing qualities. Their ingredients are derived from alleged sexual performance enhancing plants such as ginseng, sarsaparilla and maca root.

Brands such as Magnum, Boom, Red Bull, Taboo, Mandingo and Real Vibes Tonic wines have been growing their brands in spite of the recession. Diageo Jamaica in a Gleaner (2010) article acknowledged their impact on their sales as tonic wines and energy drinks are not subjected to the same level as taxation as beer and other alcoholic spirits. In order to compete successfully in this market Diageo Jamaica will have to employ a product differentiation strategy, through clever marketing and capitalizing on the Smirnoff brand strength. Consumers can become attached to the brand by its different attributes which will eventually reduce the threat of substitutes. PORTERS 5 FORCES COMPETITIVE ANALYSIS OF THE JAMAICAN FLAVOURED ALCOHOLIC DRINK MARKET

Threats of New Entrants Low Barrier to entry. Some economies of scale for large companies. Low Loyalty of consumers. Low taxation on Tonic Wines and energy drinks.

Supplier Power Suppliers of ingredients are local farmers who are not very organized. High switching cost to import ingredients.

Competitive Rivalry Four main competitiors, all locally owned. High cost of leaving market. Low product differentiation.

Power of Buyers Small number of buyers. Low brand loyalty. Consumers are price sensitive. Low switching cost.

Threats of Substitutes Cheaper imports. Unregistered manufacturers.

Summary Threats of New Entry The government provides incentives to entrepreneurs, the Jamaica Promotions Corporation (JAMPRO 2011), website lists investment incentives, such as the Modernization of Industry Programme, which exempts investors from the 17.5% General Consumption Tax (GCT) on the acquisition of machinery and equipment directly related to the manufacturing process. A large competitor will benefit from economies of scale as they are able to absorb overhead costs. Supplier Power The suppliers are not very organized as they are made up of local farmers. The recessionary conditions in the country do not place them in a position of power. Manufacturers could source ingredients overseas if suppliers threaten to raise prices. Power of Buyers Based on the population size of Jamaica, the consumer market for alcoholic beverages is small. Consumers are price sensitive due to recessionary conditions of country. The cost of switching to another similar product is low, as Tonic Wines and Energy drinks similarly priced. Competitive Rivalry There are four main competitors in the Tonic Wine and Energy drink market three are locally owned. Products are only differentiated on perception. The initial outlay to invest in plant, equipment and machinery would result in a high cost to leave the market.

Threats of Substitutes Low cost imitations and cheap imports pose a potential threat to the Jamaican market. Back yard industries may also seek to capitalize on the boom in the market.


Smirnoff Blueberry & Lemonade Figure 1

copyright@2010, Smirnoff Co.

Packaged in clear 12oz glass bottles, each of these 5.8% ABV drinks contains one serving. The Smirnoff Blueberry & Lemonade Premium Malt Mix content is pale yellow in colour, creating the image of Lemonade in the consumers mind. The Smirnoff brand logo is boldly placed above the name of the drink. The silver eagle logo is strategically placed at the centre of the neck of the bottle just below the rim. This is in keeping with the original design of Smirnoff Vodka. The lettering printed in silver, is similar to that of Smirnoff Vodka.

Smirnoff Cranberry & Lime

Figure II

copyright@2010, Smirnoff Co.

Smirnoff Cranberry & Lime Premium Malt Mix is a burst of cranberry with a hint of lime. Also bottled in clear 12oz glass bottles, this 5.8% ABV drink is deep red in colour similar to that of a ripened Cranberry. Logo branding will be similar to that of the Smirnoff Blueberry & Lime. MARKETING OBJECTIVES Marketing objectives are clearly defined goals that a business intends to achieve over a set period of time. The marketing objectives of Diageo Jamaica for Smirnoff Blueberry & Lemonade and Smirnoff Cranberry & Lime are outlined below: Objective 1 To gain 15% of the flavoured drink market in Jamaica by June 2012.


Objective 2 To improve upon the Smirnoff brand awareness in Jamaica. This will be achieved through promotions, sponsorships and advertizing to maintain a high visibility of the product. By June 2012, Smirnoff through its Blueberry & Lemonade and Cranberry & Lime extensions will align its self to entertainment events, such as concerts, summer parties and co-sponsorship of high profile sporting events. Objective 3 Maintain a competitive edge through constant visibility in liquor stores, bars and supermarkets. Products must be available to distributors within two (2) days of the receipt of an order. A strategically placed merchandizing team will ensure that our products are well placed in these retail outlets. This will be reviewed every quarter in order to address any shortfall in attaining this objective. MARKETING PLAN Market Segmentation & Target Market Market Segmentation is defined by Kotler (2000) as: A large identifiable group within a market with similar wants, purchasing power, geographical location, buying attitude or buying habits. The market segment identified by Diageo were consumers of tonic wines and energy drinks between the ages of 21-55 who regularly attended entertainment and sporting events. By identifying the market segment in Jamaica that would be pursued, Diageo will be able to fine tune its product pricing, promotional, communication channels, distribution and branding. A market research was conducted in the segment using a questionnaire that sought to capture the brand perception, demographics, geographic and buying profile of the consumers. A sample of the questionnaire can be viewed at Appendix I.


These questionnaires were administered in the parish capitals of Kingston & St. Andrew, St. Catherine, St. James, Clarendon and Manchester. These parishes were chosen as they have the highest concentration of the islands population, STATIN (2010). This target market is attractive to the Smirnoff brand as the data collected showed that they were not loyal to any brand and based their purchases on value for money and availability of the product. The switching cost would be minimal to the target market as it is the intention of Diageo to price this product at the markets median. POSITIONING & DIFFERENTIATION Product Positioning Product positioning is closely related to market segment focus. Smirnoff Blueberry & Lemonade and Smirnoff Cranberry & Lime Malt Mixed drinks should be perceived as an extension of the world leading brand Smirnoff. The product will be positioned as offering a better experience than those of Tonic Wines and energy drinks which are marketed to appeal to the base sexual instincts of the Jamaican consumers. The Smirnoff Premium Malt Mixes product positioning statement will outline the segment, target market, brand name and the statement of primary differentiation. The purpose of developing a product positioning statement according to Weiner (2007) is to: form the basis on which the marketing mix can be developed, because the key point to differentiation would be clear. A perceptual map was used to analyze how the Smirnoff Premium Malt Mixes should be positioned in the market. Data used was gathered from the questionnaires administered to the target market.



High Quality Red Bull Magnum Mandingo Boom PREMIUM BUDGET

Taboo Real Vibes Party Wine

Low Quality

The above map indicates that consumers were of the perception that Red Bull, Magnum and Boom were of high quality for which they paid a premium price. This segment of the market is where the Smirnoff Premium Malt Mixes will be positioned. Based on an analysis of the perceptual map the following positioning statement was developed: Positioning Statement For flavoured alcoholic drink consumers, aged 21-55, Smirnoff Premium Malt Mixes is a crisp premium quality drink for the confident consumer whose ability is not defined by a drink.


This position statement indicates that the brand is of a high quality and would not be appealing to the base sexual instinct of Jamaicans, who are lured to the Tonic Wines and energy drinks by promises of high sexual performance and endurance. The mixes will be perceived as being high quality premium drinks, which are to be consumed by confident and discerning consumers. The brand will be positioned in the premium segment of the market. It will not be the most expensive, however, based on perceived quality it will be able to compete effectively with Red Bull and Magnum. MARKETING MIX Kotler, (2001), defines the marketing mix as: the set of marketing tools that a firm uses to pursue its marketing objectives in the target market. Product Packaging The Smirnoff Blueberry & Lemonade and Smirnoff Cranberry & Lime will be available to the market in 12oz clear single serve glass bottles. The product will be marketed in: Six packs Case s of 24 Variety Six Pack - containing the two Smirnoff Premium Malted Mixes and two Smirnoff Ice flavours on the market. The combination with Smirnoff Ice is a strategic means of introducing the brand to already loyal Smirnoff Ice customers. The product will be manufactured locally by Diageo using their Smirnoff Ice bottling line which would not require conversion for this new product. Product Services & Warranties The current customer service department call centre team members who are already familiar with other Smirnoff products would be trained in the specifications of this new brand extension in preparation to respond to orders, queries and complaints.


Warranties covering damaged, expired or returned products will be addressed in line with Diageos complaints and returns policy. Price In determining the price of the Smirnoff Premium Malt Mixes a telephone survey was conducted of competitor prices on the Jamaican market. Interviews were conducted with two major liquor retailers in the island, Savemore Wholesale & Retail Supercentre and Mary Browns Corner Liquor Store, the findings were as follows: MARKET SURVEY RESULTS OF COMPETITOR PRICING

Brand Red Bull Magnum Smirnoff Ice Mandingo Taboo

Average Single Drink Price $167.00 $151.88 $123.21 $130.96 $115.21

Average Price - Case of 24 $4,007.00 $3,645.00 $2,957.00 $3,143.00 $2,758.00

The above prices include a retailer mark up of 1.7%. Diageo Jamaica, Distribution Centre Manager, Karen Matthews, in a telephone interview advised that the company retails a case of 24 Smirnoff Ice drinks at a of cost $2,910.00 This type of fixed pricing arrangement makes it possible for the company to distribute its drinks just 1.7% below the retail price and ensure a fixed price by all retailers. Both Mixes will be retailed for $121.25 per bottle. This pricing strategy is to ensure that it does not compete on price with the already established Smirnoff Ice drinks. The pricing will also position the brand in consumers mind that the product is similar to Smirnoff Ice. Discounts Diageo Jamaicas, Distribution Centre Manager, Karen Matthews, advised during our telephone interview that the company does not offer volume discounts (Matthews, 2011). She said these 15

are provided through the type of customer service offered. Customers who purchase products from their Distribution centres are provided with free transportation. This eliminates the need to mark up the product to recover for the cost paid for transportation. Credit Terms Credit terms will be in accordance with Diageo Jamaica established credit policy. PROMOTION Sales Promotion is defined by as a: Stimulation of sales achieved through contests, demonstrations, discounts, exhibitions or trade shows, games giveaways, point of sale displays and merchandizing. The objective of the sales promotion for the Smirnoff Premium Malt Mixes will be to pull consumers to the product. This will be achieved through store sampling, giveaways, creative merchandizing, in store branding and new media marketing. The purchase of alcoholic beverages is usually increased during the Christmas season, and in order to capitalize upon this sales promotion activities will be increased by 50% during the season. In Store Sampling In store samplings will be conducted on the last Saturday of each month between the hours of 1:00 p.m. 5:30 p.m. The day and time is strategically selected to coincide with the payment of monthly salaries. Jamaicans tend to shop on this day between the hours given above. Promotions will be conducted within the largest supermarkets and liquor stores in the parish capitals of Kingston & St. Andrew, Clarendon, St. Catherine, Manchester and St. James. Give-Aways For the first two months of the launch customers will receive a free sample of the mixes when they purchase any of the two Smirnoff malt mixes.


Creative Merchandizing A Smirnoff Party Pack which will consist of two bottles of Smirnoff Blueberry & Lemonade and Cranberry & Lime along with Smirnoff Ice Black and Red will be offered at a discounted price to purchasers for the first 6 months of the launch. In Store Branding In store branding at Supermarkets, bars, wholesales and liquor stores using attractive, informative and well positioned displays will be used to convey to consumers the Smirnoff experience. New Media Facebook and Twitter accounts will be established specifically for the mixes and will be used to inform consumers about brand sponsored entertainment events, receive feedback from consumers on the products and allow participation in promotional events. Advertizing Electronic, print and digital advertizing will be utilized in the promotion of these mixes. The RJR Communication Group, which has a 57.1%, RJR (2010) market share of the radio and television market will be utilized to broadcast, three 30 seconds advertisements of the product. These will be broadcasted three times daily excluding Sundays during the 2-5 p.m. slots on radio and transmitted during primetime, that is, 7-9 p.m. on television. During the launch month 100,000 Glossy Inserts will be placed in the Gleaner on Sundays, when readership is at its highest, these will be equally divided among the five main target parishes. A promotional colour Advertorial will be placed in the Sunday Gleaner. Newspaper advertisements will be placed fortnightly during the year in the Gleaner.



An inclusive distribution strategy is employed by Diageo Jamaica which allows the company to have their products available to customers when needed. There are four distribution hubs on the island, these are strategically located in Kingston & St. Andrew, St. Ann, Manchester and St. James. This network provides island wide coverage and allows the company to reach customers where ever they are on the island. The company also provides free transportation to customers who are within the parishes where their distribution centres are located. Inventory management and reverse logistics will be in keeping with Diageos established policies. GLOBAL & E BUSINESS The launch of any business globally has to take into consideration several factors. Some of these factors are the culture of the country, regulations governing foreign investment, the countrys economy and the stability of the political structure. The Smirnoff Premium Malted Mixes could be expanded into the Caribbean region to Trinidad & Tobago and Barbados two countries who are members of the Caribbean Community.


According to CARICOM (2011) Caricom is an acronym for Caribbean Community which consists of 15 members Caribbean nations, whose main purpose is to promote economic integration.. The CARICOM Single Market and Economy (CSME) is a programme established by CARICOM to work towards a single market and economy in the Caribbean region. This programme allows the free movement of goods and services with limited rates of duties being applied to products imported from member countries. These two islands were selected based on their population size and economy. Trinidad & Tobago has a population size of 1.3 million people with an economic growth of 2.5%. .Barbados population is 288,00 people with an economic growth of 0.7%, USA State Department, (2011).,

In order to enter these markets Diageo should employ the market entry strategy of indirect exporting, using local distributors who would be retained on renewable distribution agreements. Local distributors are familiar with the social, economic, technological and political capabilities and constraints of their country. These types of strategic alliances would eliminate the hurdles that Diageo would encounter if they sought to invest directly in these countries. E-business could be redesigned to accommodate ordering, billing and tracking of shipments from Jamaica into the region. This would eliminate the need for an office in each of these locales. The website would also provide a means for consumers in these countries to participate in the Smirnoff experience, accessing information on products and participate in regional sales promotions. MARKETING BUDGET A marketing budget is an estimate of all the costs that will be incurred to successfully launch a product. The marketing budget for the Smirnoff Premium Malt Mixes will be for the period July 2011 to June 2012 will be $20 million Jamaica dollars. The allocated amount will be expended as outlined in below: 19


21-Jul-11 All figures quoted in Jamaican dollars (1.00 = JMD135.73) JUL Personnel Salary for Marketing Assistant Benefits (Health Insurance & Pension) Payroll taxes (29%) Personnel Total Market Research Primary research ($20,000 per day for 6 days) Secondary research Market Research Total Marketing Communications Newspaper Advertizing Television Advertizing Radio Advertizing (4560 per 30 sec ad) Newspaper Advertorial Website upgrade Events Sponsorship Sales Promotions Marketing Communications Total Channels Channel communications and training Channels Total Other Postage Misc Expense Travel Other Total Total Marketing Budget 10,000 10,000 30,000 $50,000 $2,124,620 30,000 $30,000 $2,330,050 30,000 $30,000 $1,330,050 30,000 $30,000 $1,330,050 30,000 $30,000 $1,330,050 30,000 $50,000 $3,614,798 30,000 $30,000 $1,153,416 30,000 $30,000 $1,166,340 30,000 $30,000 $1,180,169 30,000 $30,000 $1,194,965 30,000 $30,000 $1,210,798 30,000 $30,000 $1,347,738 20,000 $30,000 10,000 360,000 $400,000 $18,673,605.00 100,000 $100,000 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $100,000 $100,000 300,000 $1,659,370 551,620 350,000 328,320 29,430 100,000 1,000,000 300,000 $2,104,800 300,000 $1,104,800 300,000 $1,104,800 300,000 $1,104,800 1,000,000 800,000 $3,358,260 100,000 $904,800 100,000 $904,800 100,000 $904,800 100,000 $904,800 100,000 $904,800 100,000 $904,800 126,480 350,000 328,320 126,480 350,000 328,320 126,480 350,000 328,320 126,480 350,000 328,320 551,620 350,000 656,640 126,480 350,000 328,320 126,480 350,000 328,320 126,480 350,000 328,320 126,480 350,000 328,320 126,480 350,000 328,320 126,480 350,000 328,320 $2,368,040 4,200,000 4,268,160 29,430 100,000 2,000,000 2,900,000 $15,865,630 $120,000 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $120,000 120,000 120,000 $240,000 0 $240,000 125,000 12,500 36,250 $173,750 125,000 12,500 36,250 $173,750 125,000 12,500 36,250 $173,750 125,000 12,500 36,250 $173,750 125,000 12,500 36,250 $173,750 133,750 13,375 38,788 $185,913 133,750 13,375 38,788 $185,913 133,750 13,375 38,788 $185,913 133,750 13,375 38,788 $185,913 133,750 13,375 38,788 $185,913 133,750 13,375 38,788 $185,913 133,750 13,375 38,788 $185,913 $1,552,500 155,250 450,225 $2,157,975 AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUNE Total

Budget Summary Marketing Assistant under the guidance of Marketing Manager would oversee launch of product. Salary for Assistant is debited from budget. Payroll taxes in Jamaica total 29%, that is Income Tax 25%, National Insurance Scheme 2% and Education Tax 2%. Pension and health insurance represents 10% of salary. A 7% salary increase projected in January 2012. Advertizing account for the bulk of the budget approximately 22% of the amount allocated. Newspaper advertizing consist of 100,000 glossy inserts at a cost of $2,600 per thousand; 3 monthly 3 column x 15cm black and white ads @ $31,620 each and on full page colour ad @ $164,780.00 Television advertising package of $350,000 per month which includes 30 prime time spots. One colour promotional Advertorial @ $29,430. Three sales promotion events will take place simultaneously in the 5 target parishes. amount includes salary and cost of giveaways. Radio advertising 30 seconds ad priced @ $4,560.00 per advertisement. Co-sponsorship amount for a yet to be identified summer party. Website upgrade to include brand extension. Training for Customer Service Representatives and contract sales promotion team.


Appendix 1 Sample Questionnaire We are seeking to conduct a Market Research into the alcoholic beverage preference of consumers. We ask that you take 5 minutes out of your busy schedule to complete this questionnaire. Your responses will remain confidential and we ask that you do not include your name on the form. Please circle the appropriate response to the questions.

1. In which age range do you fall? 18-25 26-30 31-35 36-40 40-45 46-50 51-55 2. Are you: Male Female 3. How often do you purchase alcoholic beverages? Once weekly Twice Weekly More than 5 times during the week 4. Where do you make your purchases? Parties Bars Supermarket Sporting Events


5. What is your favourite alcoholic drink? Magnum Boom Mandingo Real Vibes Taboo No real favourite 6. What influences your buying decision? Price Quality Flavour Availability 7. Which of the following provides greater value for money? Please rate starting from 1-5 with 1 being the greater value for money. Magnum Boom Mandingo Real Vibes Taboo 8. What attracts you to your favourite alcoholic beverage? Price Quality Availability Advertisement 9. What image comes to mind when you think of the Brand Smirnoff? Quality Excellent Taste High Price Low Price THANK YOU!!!


BIBLIOGRAPHY Business Dictionary, 2011, Definitions, Available from: [Accessed 20 July 2011] CARICOM, 2011, The Caricom Single Market and Ecomony, CSME, Barbados. Available from [Accessed 21 July 2011] Distilled Spirit Council of United States, 2007, Economic Contribution of the Distilled Spirit Industry, Available from: [Accessed 28 June 2011] Diageo, 2010, Annual Report 2010, (a) Business Description, London, Available from: [Accessed 26 June 2011] Diageo, 2010, Annual Report 2010, (b) Business Description, London, Available from: [Accessed 27 June 2011] Diageo, 2011, Corporate Factsheet 2011, London, Available from [Accessed 23 July 2011] Daily Gleaner, 2010, Tax, tonic wines challenge Red Stripe Sales, Gleaner, 21 July 2010 Datamonitor, 2011, Top 100 premium List, USA, Available from: [Accessed 12 July 2011] Institute of Alcohol Studies, 2007, Economic Costs and Benefits, London, Available from: [Accessed 28 June 2011] Jamaica Promotions, 2011, Trade/Investment Incentives, Jamaica, Available from: [Accessed 19 July 2011] Kotler, Phillip, 2001. Marketing Management, 10th Edition, USA, Prentice-Hall,


Radio Jamaica, 2010, RJR Communication Group Annual Report 2010, Available from: a%Report%202010%20%28small [Accessed 20 July 2011] Statistical Institute of Jamaica, 2010, Population by Parish, Kingston Available from: [Accessed 18 July 2011] US Department of State, 2011, Background Note: Trinidad & Tobago, USA, Available from: [Accessed: 22 July 2011] US Department of State, 2011, Background Note: Barbados, USA, Available from: [Accessed 22 July 2011] Weiner, Russell S., 2007. Marketing Management, 3rd Edition, USA, Prentice-Hall Other Sources Interview with Conquest Taylor, Marketing Executive, Radio Jamaica, 19 July 2011 2011 Interview with Savemore Supermarket Sales Representative, Jamaica, 20 July 2011 Interview with Mary Browns Corner Liquor Store, Sales Representative, 20 July 2011 Interview with Clifford DaCosta, Advertising Account Executive, Daily Gleaner, Jamaica, 20 July 2011 Interview with Karen Matthews, Distribution Centre Manager, Diageo Jamaica, 21 July 2011