Exercise – The Loyalty Ladder

The Loyalty Ladder

Farley’s Irish Dream

Farley’s Irish Dream is a brandy-based liqueur (i.e. a sweet and creamy alcoholic drink) that is popular in most parts of Canada. It is associated with the sports of skiing, bobsleigh and snowboarding. It is most well liked during the months of winter when it is seen as a warming and relaxing treat that is shared with friends and family after participating in winter sports. Farley’s has decided to enter the European market, by targeting countries that have regions with a similar climate, and where the brand associations of winter sports can be exploited.

Recommend an integrated marketing communications campaign that will turn Prospects into Advocates in the new European markets.

Tim Friesner

Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals.

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Tim Friesner

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