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Pernod-Ricard "Local Roots, Global Reach"

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  1. Introduction.
  2. Spain strategic implementation.
    1. PESTEL analysis.
    2. 2 main P's relative to the Spanish market.
  3. U.S strategic implementation.
    1. PESTEL analysis.
    2. 2 main P's relative to the U.S market.
  4. China strategic implementation.
    1. PESTEL analysis.
    2. 2 main P's relative to the Chinese market.
  5. Conclusion.
  6. References.

The word ?alcohol? derives from Arabic al-kuhul and is applied to the many members of the family of alcohols. Beverage alcohol has a well-established place in the global economy. The industry is usually defined in terms of a value chain centered on the actual production of the alcoholic beverages. The significant economic activities involved in the production and distribution of beer, wine and spirits generate considerable employment and provide an important source of tax revenue for many governments. The relationship between beverage alcohol and public health has been studied extensively for more than a century, and continues to be of interest to governments, public health professionals, the public at large, as well as a central issue for the beverage alcohol industry. In this globalized context, how has an intensive marketing policy contributed to the success of the Pernod Ricard group? What are the major marketing strategies differences between the three selected countries (Spain, U.S, and China)?

[...] Havana: With a growth rate superior to 20% in 2006 Havana became the 34th international brand of Premium spirit. It is now seen by the international professional press as one of the more dynamic and promising brand of the market. The integration of Allied Domecq modified significantly Pernod Ricard Europe's competitive position. The Group's European subsidiary is now able to consolidate its leadership on many market such as Spain thanks to the development of some brand/market combinations mainly Beefeater and Malibu. [...]


[...] those markets targeted. PERNOD RICARD SPAIN IMPLEMENTATION Spain analysis Politico Legal The minimum legal age to purchase alcohol is 18 years old Over 11 p.m it is forbidden to purchase alcohol except in bars, restaurants . Concerning advertising: o There is an obligation to put on ads: Bebe con moderacion. Es tu responsabilidad o There are restrictions concerning advertising of alcoholic beverages depending on channels of communications TV Radio Press Posters Spirits Forbidden Limited Limited Authorized Wines Authorized Limited Authorized Authorized Beer Limited Limited Limited Authorized Economic The alcohol market constitutes the 2nd segment in the Spanish food industry. [...]


[...] Source : http://www.chivasregalpr.com/galeria.asp Pernord Ricard with Chivas Regal and other brands of the group has pioneered the sponsorship of local and national Hispanic events and is at the front of the ever-growing trend among global trademarks of reaching the Hispanic market with advertising and public relations campaigns. China analysis Politico-legal Facing rising alcohol consumption, alcoholism and youth violence, China has banned the sale of alcohol to anyone under age 18, the ban went into effect 1st Jan 2006, applies to beverages with alcohol content of 0.5 percent or higher. [...]

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