Bacardi-Cola Marketing Plan

Bacardi-Cola: Marketing Plan

Table of Contents

Introduction ………….……………………………………………………………………………3

History ……………………….……………………………………………………………………5

Product Description……………………………………………………………………………… 7

SWOTT Analysis………………………………………………………………………………… 8

Market Research…………………………………………………………………………………. 9

Segmentation …………………………………………………………………………………….11

Target Market ……………………………………………………………………………………15

Differentiation …………………………………………………………………………………...17

Positioning……………………………………………………………………………………….17

Stage of the Product Life Cycle………………………………………………………………….18

Marketing Mix …………………………………………………………………………………..20

Product …………………………………………………………………………………..20

Place…………………………………………………………………………………….. 23

Price ……………………………………………………………………………………..23

Promotion……………………………………………….………………………………. 26

Budget.………………………………………………………….………………………………..31

Controls………………………………………………………….……………………………… 32

Conclusion……………………………………………………………………………………….34

References………………………………………………………………………………………. 35

Introduction

Marketer Corporation has been recruited by Bacardi Corporation to help them design a new product in the ready to drink (RTD) and flavored alcoholic beverages (FAB) market. New competitive drinks from rival companies like Smirnoff (Smirnoff Ice), Stolichnaya (Mikes Hard Lemonade), and Skyy (Skyy Blue) has challenged Bacardi’s (Bacardi Silver) strong market share in the United Kingdom and the United States. Bacardi wishes to increase their market share in the Caribbean and the rest of Europe by introducing a new product that could be used as their new signature product in the RTD and/or FAB market. Bacardi will use the help of Coca-Cola Company for the distribution and bottling and use some of the ingredients in this new innovative product called Bacardi-Cola.

This new product has very interesting attributes, for example: being the highest alcohol per volume ready to drink beverage while maintaining a zero sugar and zero carbohydrates feature. The beverage will be based on a mixture of Bacardi Rum and Coca-Cola Zero and will be bottled in clear twelve-ounce plastic and crystal bottles.

This paper will identify some of the segmentation criteria that will impact the target market selection. Geographical, demographical, physiographical, and behavioral segmentations have been established for consumers. A business-to-business segmentation has also been used to identify possible organizational buyers. Target consumers have been identified as adults from eighteen to fifty years, with a strong social and nightlife, as well as likes for outdoor activities such as beach and sports amenities. Consumers will be influenced by many factors to buy our product. Price and taste are among these factors, but we think that branding the name of Bacardi and Coca-Cola will be the most influential of all. Bacardi and Coca-Cola are the main strengths of this product. Using their already established