Sections |
| Title | Starting Page | Number of Pages |
|---|
| Single-user licence edition | 3 | 2 |
| Copyright statement | 0 | 4 |
| just-drinks.com membership | 0 | 5 |
| Table of contents | 5 | 3 |
| List of figures | 8 | 1 |
| List of tables | 9 | 1 |
| Introduction | 10 | 2 |
| Chapter 1 Forecasting the growth of the international spirit | 12 | 7 |
| DDMA forecast model | 0 | 13 |
| Greater acceptance of international spirits | 0 | 14 |
| Continued expansion of key consumption channels | 0 | 14 |
| Western-style bars | 0 | 14 |
| Karaoke TV rooms (KTVs) | 0 | 14 |
| Nightclubs/discos | 0 | 15 |
| Greater distribution control and efficiencies | 0 | 17 |
| Increasing levels of disposable income and the immergence of | 0 | 18 |
| Brand proliferation | 0 | 18 |
| Summary | 0 | 19 |
| Chapter 2 Marketing challenges for international spirits in | 19 | 7 |
| Low familiarity with international spirit brands | 0 | 20 |
| Homogenous promotional and communication strategies adopted | 0 | 22 |
| Highly competitive market-place | 0 | 23 |
| Low brand commitment | 0 | 24 |
| High level of counterfeiting and parallel imports in key cha | 0 | 26 |
| Chinese young urban professionals today: Overview and introd | 0 | 27 |
| Chinese youth today: Concerns and individuality | 0 | 28 |
| Criteria in selecting a career | 0 | 29 |
| Definition of happiness | 0 | 30 |
| Places and countries that influence youth trends and culture | 0 | 31 |
| Chapter 4 Introduction to drinking behaviour | 31 | 5 |
| Channels where alcohol consumption has taken place in the la | 0 | 33 |
| Perceptions of key categories | 0 | 35 |
| Summary | 0 | 36 |
| Frequency of whisky consumption across markets | 0 | 39 |
| Brand and advertising awareness | 0 | 41 |
| Hennessy | 0 | 53 |
| Core brand image | 0 | 53 |
| Brand personality | 0 | 53 |
| Remy Martin | 0 | 53 |
| Core brand image | 0 | 53 |
| Brand personality | 0 | 54 |
| Martel | 0 | 54 |
| Core brand image | 0 | 54 |
| Brand personality | 0 | 54 |
| Summary | 0 | 55 |
| Introduction | 0 | 56 |
| Vodka consumption across markets | 0 | 58 |
| Awareness and usage of key vodka brands | 0 | 62 |
| Absolut | 0 | 63 |
| Brand image profile | 0 | 63 |
| Brand personality | 0 | 63 |
| Smirnoff | 0 | 64 |
| Brand image profile | 0 | 64 |
| Brand personality | 0 | 64 |
| Finlandia | 0 | 64 |
| Brand image profile | 0 | 64 |
| Brand personality | 0 | 64 |
| Stolichnaya | 0 | 65 |
| Brand image profile | 0 | 65 |
| Brand personality | 0 | 65 |
| Summary | 0 | 65 |
| Chapter 8 Projections for dark spirit brands to 2012 | 65 | 5 |
| Whisky | 0 | 67 |
| Cognac | 0 | 70 |
| Chapter 9 Projections for vodka to 2012 | 70 | 2 |
| Chapter 10 Summary | 72 | 2 |
| Chivas | 0 | 43 |
| Brand personality | 0 | 43 |
| Johnnie Walker Black Label | 0 | 44 |
| Core brand image | 0 | 44 |
| Brand personality | 0 | 44 |
| Brand image | 0 | 44 |
| Brand personality | 0 | 44 |
| Johnny Walker Red Label | 0 | 45 |
| Core brand image | 0 | 45 |
| Core brand image | 0 | 45 |
| Summary | 0 | 46 |
| Introduction | 0 | 47 |
| Cognac consumption across markets | 0 | 50 |
| Brand and advertising awareness | 0 | 51 |
