Diageo and Pernod Outline 2010 Attack
In order to raise prices, Diageo is pumping more dollars into its marketing budget. That includes â€½stepping up activity pretty significantlyâ€ in the US and focusing more on middle-aged women and iPhone users, according to Diageoâ€ s US president Larry Schwartz in an interview with Bloomberg. Larry said that â€½thereâ€ s a new consumer out there, and weâ€ re spending more to convince them to pay another one or two dollars a bottle. The level of promotions has bottomed out. I want to take price.â€
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