PROJECT REPORT ON ANALYSIS OF BACARDI CRM PROGRAM ON SOCIAL MEDIA

Submitted in partial fulfillment of the requirements for Master of Business Administration (MBA)
SUBMITTED BY ANKUSH GULATY 2010-2012

ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY, PLOT NO M-l, POCKET P-5, GREATER NOIDA-201306 (UP)

Acknowledgements
A project cannot be said a work of an individual. It is a combination of views, ideas, suggestions and contributions of many people. I take this opportunity to thank all the people whose cooperation and encouragement made the completion of this project a possibility. It has been learning and an enlightening experience for me at Hungama Digital Media Entertainment Pvt. Ltd. Thus would like to express my sincere gratitude and thanks to all those who have played an indispensable role in the accomplishment of the work by providing their willing guidance and helped in the successful completion of it. First and foremost I would like to thank Mr. Shubhankar Nath for giving me an opportunity to pursue my summer training in this Organization and giving all the valuable guidance and suggestions. I also express my gratitude for the efforts and guidance given by Ms. Megha Suyal, Ms. Tanuja Khetwal and Mr. Arup Dutta for giving all round support for conducting this project. Last but not the least, I would thank my mentor Mrs. Shikha Bhardwaj for being supportive at all times during my training tenure.

CERTIFICATE OF ORIGINALITY

I, ___________________________ Roll No ____________________ of 2010-12 batch, a fulltime bonafide student Master of Business Administration (MBA) Programme of Army Institute of Management & Technology, Greater Noida, hereby certify that this project work carried out by me at ___________________________________ submitted in partial fulfillment of the requirements of the programme, is an original work of mine under the guidance of the industry mentor _____________________________________ and faculty mentor ____________________________, and is not based on or was reproduced from any existing work of any other person or of any earlier work undertaken at any other time or for any other purpose, and has not been submitted anywhere else at any time.

(Student's Signature) Date:

Date:

EXECUTIVE SUMMARY
Customer relationship management (CRM) is a widely-implemented strategy for managing a companys interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. And this report highlights how Bacardi maintains its relation through all its users across the globe through the medium of Social media in such a way that 1. Drives awareness and engagement of the target audience 2. Creates a buzz among the target audience 3. Reduces the clutter and makes space for BACARDI, online. Bacardi Martini India Ltd. (BMIL) was established in 1998 between the multinational wines and spirits major, the Bacardi-Martini group and a relatively small Indian distiller, Gemini Distillers. Hence, after analyzing the competitors market share and interpreting the information collected with the help of primary and secondary sources, Hungama Digital Media created a site on all social networking sites such as Facebook, twitter and youtube which was 1. 2. 3. 4. User friendly Simple and sophisticated Informative Click information

These pages are made to interact with the customers and telling them about the new offers made by the brand and its success rate is determined by 1. Followers/Fans 2. Comments/ Re-tweets 3. Number of active users So to drive awareness among its audience posts related to Bacardi or generic posts are made with lots of offers for active users where the people can win gifts to maintain traffic on the website.

TABLE OF CONTENT
Certificate from Industry Mentor.................................................................................... 1 Acknowledgement .......................................................................................................... 2 Originality Certificate . 3 Executive Summary .... 4 CHAPTER CHAPTER TITLE NO. 1 Introduction 1.1 Brand Bacardi 1.2 The Structure of the Indian Alcoholic Beverages Industry 1.3 Brands 2 Profile of the Organization 2.1.1 Profile 2.1.2 Hungama Digital 2.1.3 Values 2.1.4 Team Literature Review 3.1.1 Social Media Marketing 3.1.2 Famous Social Media Outlets 3.1.3 Why Social Media 3.1.4 Social Media Impact on a Brand 3.1.5 Idea behind making a Facebook Fan page 3.1.6 Why Facebook is preferred over other Social Media 3.1.7 Bacardi Social CRM Strategy 3.1.8 Strategies Adopted by Bacardi Need, Statement and Objective 4.1.1 Need of the Study 4.1.2 Statement of the Problem 4.1.3 Objective of the Study Research Methodology 5.1.1 Objective of Research 5.1.2 Types of Research 5.1.3 Data collection Techniques Analysis 6.1.1 Analysis Process 6.1.2 Bacardi on Facebook 6.1.3 Analysis of Bacardi page in the past 2months 6.1.4 Facebook Tabs 6.1.5 Analysis 6.1.6 Bacardi on Twitter 6.1.7 Bacardi on YouTube PAGE NO. 7
8 9 9

10 11 12 13 14 15 17 17 18 21 26 27 29 30 32 33 33 33 34 35 35 35 37 38 39 40 42 44 45 46

Competition Analysis 5.1.1 Smirnoff 4.1.2 Kingfisher 4.1.3 Fosters Conclusion and Recommendations Bibliography

47 48 49 50 52 55

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INDEX FOR TABLES

TABLE NO. 1 2 3 5 6 7 8 TABLE TITLE Average Feedback/impressions on Facebook Fans across Countries Fans across Cities Key Figures of Bacardi Key Figures of Smirnoff Key Figures of Kingfisher Key Figures of Fosters PAGE NO. 36 36 37 39 43 44 45

INTRODUCTION OF THE TOPIC

Brand Bacardi and Social Media

Introduction
Bacardi is a family controlled spirits company, best known as the producer of Rum including Bacardi Superior and Bacardi 151. The company sells in excess of 200 million bottles per year in nearly 100 countries. The company's sales in 2007 were US$5.5 billion, up from $4.9 billion in 2006. Bacardi is headquartered in Hamilton, Bermuda and has a 16-member board of directors led by the original founder's great-great grandson, Facundo L. Bacard. The President Bernard F. Ramrez and Co-President Charles M. Hernndez, also play a large part in production and sales. Bacardi: Key Facts & Figures BACARDI & Cola is the number one cocktail in the world. The original Cuba Libre, a rum and cola, was created during the Spanish American War, when American soldiers fighting for Cubas freedom asked for their Coca-Cola to be mixed with BACARDI rum. They toasted to a free Cuba, naming it the Cuba Libre. In 2010, the BACARDI Cuba Libre celebrated its 110th anniversary. The original Daiquiri was created with BACARDI rum. It was created by an American Working at the Daiquiri mines in Cuba who wanted a refreshing cocktail made with the fresh limes that grew there. Authentic Mojitos are made with BACARDI rum, having their roots traced back for centuries in Cuba. The Mojito rose in popularity in Cuba with the creation of BACARDI. The core products in the Bacardi Limited portfolio are all icons in their category classes: o BACARDI rum is the worlds favorite premium rum, as well as the worlds most awarded rum and one of the top-selling premium spirits in the world. o In 2010, BACARDI rum was awarded the International High Quality Trophy for BACARDI Gold, BACARDI 8, and BACARDI Reserva Limitada by the prestigious Monde Selection International Institute for Quality Selections. o MARTINI vermouth is the worlds favorite vermouth. o GREY GOOSE vodka is the worlds top-selling super premium vodka. o DEWARS Scotch whisky is the favorite blended Scotch in the U.S. o BOMBAY SAPPHIRE gin is the top-valued and fastest-growing premium gin in the world. o CAZADORES blue agave tequila is the top premium tequila in the world. o The Bacardi Limited production portfolio includes a full range of products such as rum, vermouth, scotch, cognac, brandy, vodka, gin, liquors, tequila, port, wines, malt beverages and beer. BACARDI-MARTINI INDIA LTD The joint venture Bacardi Martini India Ltd. (BMIL) was established in 1998 between the multinational wines and spirits major, the Bacardi-Martini group and a relatively small Indian distiller, Gemini Distillers. Bacardi-Martini itself is the outcome of a 1992 merger between Bacardi, well-known internationally for its rum, and Martini & Rossi, which established its Reputation in the wine business before going on to acquire a presence in other segments of the alcoholic beverages market. Both were family-owned and controlled firms. Bacardi had its roots in Cuba, before moving its base to the Bahamas and has a very large presence in North America. Martini & Rossi originated in Italy and grew to become a pan-European entity. During the 1980s, the two companies entered into marketing and distribution alliances to take advantage of each others continental presences. These alliances were formalized by a merger in 1992. In the early

1990s, when India opened its alcoholic beverages industry to foreign investment, a number of global majors entered. Foreign Shareholdings in this industry were restricted to a maximum of 74 per cent. As a consequence, compounded by specific characteristics of the industry, entry in India was exclusively through the joint venture route. The significance of this case is two-fold. First, it demonstrates the impact of the local regulatory environment on the investment decisions and strategic choices made by the foreign entrant. This is of course an industry characteristic, and the implications of the analysis are general. Second, there is a very important distinction between BMIL and other entrants. BMILs main product in India is rum, which is distilled from molasses, an intermediate product in the sugar-cane-sugar linkage. The predominant product segment of the other entrants is whisky, which is typically distilled from grain. As it happens, the overwhelming majority of Indias alcoholic spirits production (which does not include beer and wine) is distilled from molasses. Even Indian whisky is largely a mix of alcohol distilled from molasses with appropriate flavors and colours. More expensive brands are blended with varying proportions of grain-based alcohol, but even these do not meet the international standard for whisky, which defines the product as exclusively grain-based. In this context, BMIL, the only significant rum Producer to have entered the Indian market is the only one of these ventures whose main product is consistent with the conventional domestic feedstock. This increases the possibilities of externalities from backward linkages

The Structure of the Indian Alcoholic Beverages Industry

The structure of the industry is clearly influenced by the regulatory environment and the consequent fragmentation of markets. There are basically five categories of alcoholic beverages beer; wine; Indian Made Foreign Liquor (IMFL), which includes whisky, rum, vodka and other similar spirits; country liquor, which is the indigenous equivalent of IMFL essentially, flavored alcohol, with an alcohol content somewhat less than the standard for IMFL; and, toddy, which is a mildly fermented juice extracted from palm and may be considered the indigenous equivalent of beer, in terms of alcohol content. The regulatory framework covers all these categories. Besides these, there is a significant presence of illicitly brewed alcoholic beverages, which escapes the tax and regulatory net. The IMFL segment has the largest sales volume overall, and is divided into a number of price niches. The lower-end niches are catered to by regional or local players (confined to a state or even a part of a state), whose products carry brand labels, but do no promotion at all. Their selling point is price and availability. The middle niches attract regional players and most of the national players, so conscious branding activity takes place here, even though price is still perhaps the dominant factor, i.e., brand premiums, if they do exist, are relatively small. However, volumes tend to be large and the larger players just cannot ignore the opportunity. In the higher-end segments, the large, national players have a dominant presence. In this segment, brand premiums are significant and producers exploit every opportunity they have within the regulatory constraints to promote brands. Volumes obviously decline, significantly as prices increase, but margins are high and worth going after, even with relatively small volumes. This is the segment in which the typical foreign entrant competes. There has been some entry in the beer market (SAB Miller and Fosters, for example). However, the overwhelming focus of foreign entrants Seagrams, Pernod-Ricard, IDV, for example, has been on the higher-end IMFL segment especially, the whisky segment. Firms like IDV have made forays into the middle range whisky categories, but, by and large, the emphasis is on small volumes and high brand premiums. They face intense competition from domestic players, who, as indicated earlier, straddle both the higher-end and the middle segments. They thus benefit from both higher volumes and established brand loyalties.

Brands
Bacardi has made several acquisitions to diversify away from the eponymous Bacardi rum brand. In 1993 Bacardi acquired Martini & Rossi, the famous Italian producer of Martini vermouth and sparkling wines. In 1998 the company acquired Dewar's scotch and Bombay Sapphire gin from Diageo for $2 billion. Bacardi acquired the Cazadores tequila brand in 2001 and in 2004 purchased Grey Goose, French made vodka, from Sidney Frank for $2 billion. In 2006 Bacardi purchased New Zealand vodka brand 42 Below. Other associated brands include the US version of Havana Club, Drambuie Scotch whisky liqueur, Disaronno Amaretto, Eristoff Vodka, B&B and Benedictine Liquors and most importantly they have Breezer which is the only RTD product in India after UB spirits pulled there Breezer from the market. Some of the popular brands available in India market are1. 2. 3. 4. 5. 6. Bacardi Rum Bombay Sapphire Gin Grey Goose Vodka Eristoff Vodka Bacardi Breezer Martini Wines

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PROFILE OF THE ORGANIZATION

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Hungama Digital Media Entertainment Pvt. Ltd. began its journey as an online promotions agency during the internet boom in the year 1999 with a team of just 4 inspired individuals, with dreams too big for the offline space. Today, it boasts of over 750 employees and offices located in New Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Dubai, Singapore and the USA. It is now the largest aggregator, developer, publisher and distributor of Bollywood and South-Asian entertainment content in the world. It has partnerships with over 305 content creators, across record labels, studios, broadcasters. Hungama serves content to consumers in 42 countries across mobile, internet, iptv services and has more than 147 partners across the world. Hungama has successfully managed more than 2000 mobile and digital campaigns for as many as 300 brands globally. Today Hungama Mobile is the leader in the Mobile Entertainment and Value Added Services (VAS) in India as well as South Asia. It is a division of Hungama Digital Media, launched in 2004. Since its inception 6 years ago, the business has built its expertise in the following areasMobile Content, Mobile Marketing and Mobile Media. It powers close to 75% (circle dependent) Hungama also owns one of Indias leading digital advertising agencies. Over the last decade, the Hungama Digital team has created and executed some award winning campaigns in the digital space. The company has created innovative marketing solutions for over 350 brands including Coca Cola, Nokia, MasterCard, ICICI Bank, Axe, Nike, Bacardi and Cadburys. The Hungama Promo Marketing business has been ranked as one of the best in Asia Pacific many times over the past years. Experiencing the brand is critical in breaking the media clutter & converting a prospect into a consumer. Hungama uses Experiential Marketing tenets in creating programmers that are both effective and very measurable. The uniqueness of the Hungama proposition comes together when together all three media fields are brought together in an integrated marketing platform. Now, Hungama can provide their partners a fusion of three seemingly different media, used to their optimum best to communicate the brand values. A perfect blend of all three or one in particular, enables brands obtain maximum visibility and recall among their target audience. Hungama also has to its credit, Hungama Game Studio which is India's first gaming studio developing gaming content across multiple digital screens- Mobile, PC and Television. The studio owns IP to 400 flash games till date for over 100 brands and has pioneered 55 Bollywood games for numerous production houses. Partnership agreements with leading Publishers, Distributors, DTH providers such as Tata, Imade, Wild Tangent, BSNL allow the studio to form strong relationships with local and international brands. In addition to the partnerships, Hungama Game Studio owns and operates the internationally acclaimed Ghost Town Mysteries making it India's most successful downloadable game. Hungama also owns Bollywood Hungama (formerly IndiaFM.com acquired in 2000), India's premiere Bollywood & music site. Since its launch on August 15th 1997, it has become a credible source of information and entertainment for Bollywood enthusiasts all over the world. The site attracts 9 million unique visitors, across 127 countries, and has over 100 million page views each month. Bollywood Hungama has also been awarded with prestigious awards in the past, including the PC World's Best Indian Entertainment website, Abbys and Promotion Marketing Awards, Asia. Last year Hungama also launched Indias premium cross platform digital entertainment store, Hungama.com.Offering full length music tracks, videos, ring tones, mobile wallpapers and dialogues across categories- Bollywood, Instrumental, Ghazals, Devotional, Indian Regional Music, International music and much more for digital downloads. Accessible from a PC & Mobile, users can enjoy all this content through a simple three step process - browse, preview &

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download, by subscribing to value-for-money price plans designed to suit every individual need. It is also available on Facebook via the Hungama My Play application. Hungama.com on Mobile & Facebook has been awarded Three Creative ABBYs at GoaFest 2010.

Hungama Digital
Over the last decade, Hungama has created and executed some award winning campaigns in the digital space. The company has created innovative marketing solutions for over 350 brands including Coca Cola, Nokia, MasterCard, ICICI Bank, Axe, Nike, Bacardi and Cadburys. Quite simply, we help brands build awareness, engagement and loyalty, using a full range of digital skills including campaign creative, online media planning / buying and website design. Hungama Digital has created Indias first multi-user gaming website, Gaming Hungama. The site enables users sitting in different parts of the world, get together and participate in highly engaging gaming with each other via the internet. Gaming Hungama also hosts games, which are created especially for a brand promotional activity. The growing popularity of Gaming Hungama only goes to show that India has started to take Internet Gaming to another level. Hungama Digital also owns Bollywood Hungama (Formerly IndiaFM.com), India's premiere Bollywood & music site. Since its launch on August 15th 1997, it has become a credible source of information and entertainment for Bollywood enthusiasts all over the world. The site attracts 9 million unique visitors, across 127 countries, and has over 100 million page views each month. Bollywood Hungama has also been awarded with prestigious awards in the past, including the PC World's Best Indian Entertainment website, Abbys and Promotion Marketing Awards, Asia.

Values
For Hungama these values are not rules that we just have to follow. In fact, they are a set of words we so strongly believe in that we follow them naturally. As naturally as breathing and these are 1. Pragmatic 2. Execution 3. Assertive 4. Irreverent 5. Creativity 6. Integrity 7. Ethical 8. Innovation 9. Leadership

TEAM

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Neeraj Roy - Managing Director & CEO

Neeraj Roy is the Managing Director and Chief Executive Officer of Hungama Digital Media Entertainment Pvt. Ltd.

Albert Almeida - Chief Operating Officer

Albert Almeida is the Chief Operating Office for the Mobile Business at Hungama where he is responsible for Hungamas Domestic and International Mobile business covering Entertainment, Platforms and Applications Businesses. .

Siddhartha Roy CPO, Consumer Business

Siddhartha Roy is the Chief Operating Officer for the Consumer Business & Allied Services at Hungama Digital Media Entertainment Pvt. Ltd.

Kunal Arora - Head of Digital

Kunal Arora is the Head of Digital at Hungama Digital Media Entertainment Pvt. Ltd.

Niloufer Dundh - Head, Integrated Media

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LITERATURE REVIEW

Social media marketing

Social media marketing is an addition to personal, small business, corporate, and non-profit organizations integrated marketing communications plans. Integrated marketing communications is a multifaceted, orchestrated marketing and advertising practice organizations follow to connect with their target markets. Integrated marketing communications coordinates promotional

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elements: advertising, personal selling, public relations, publicity, direct marketing and sales promotion. Increasingly, viral marketing campaigns are also grouped into integrated marketing communications. In the traditional marketing communications model, the content, frequency, timing, and medium of communications by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing research firms and public relations firms. However, the growth of social media has impacted the way organizations communicate. With the emergence of Web 2.0, the internet provides a set of tools that allow people to build social and business connections, share information and collaborate on projects online. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it is coming from a trusted, third-party source, as opposed to the brand or company itself. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. With emergence of channels like Twitter, the barrier to entry in social media is greatly reduced. Social media marketing is known as SMO or Social Media Optimization and benefits organizations and individuals by providing an additional channel for customer support, a means to gain customer and competitive insight, recruitment and retention of new customers/business partners, and a method of managing reputation online. Key factors that ensure its success are its relevance to the customer, the value it provides them with and the strength of the foundation on which it is built. A strong foundation serves as a platform in which the organization can centralize its information and direct customers on its recent developments via other social media channels, such as article and press release publications. Oftentimes, corporate social media platforms are used to offer unique incentives to customers who are willing to engage (i.e. "like" a Facebook Page).

An example of the share buttons common to many social web pages.

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Famous Social Media Outlets

Twitter, Facebook, YouTube, Blogs
Social networking websites allow individuals to interact with one another and build relationships. When products or companies join those sites, people can interact with the product or company. That interaction feels personal to users because of their previous experiences with social networking site interactions. Social networking sites like Twitter, Facebook, YouTube and blogs allow individual followers to retweet or repost comments made by the product being promoted. By repeating the message, all of the users connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company. Through social networking sites, products/companies can have conversations and interactions with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.

Twitter
Twitter allows companies to promote products on an individual level. The use of a product can be explained in short messages that followers are more likely to read. These messages appear on followers home pages. Messages can link to the products website, Facebook profile, photos, videos, etc. This link provides followers the opportunity to spend more time interacting with the product online. This interaction can create a loyal connection between product and individual and can also lead to larger advertising opportunities. Twitter promotes a product in real-time and brings customers in.

Facebook
Facebook profiles are more detailed than Twitter. They allow a product to provide videos, photos, and longer descriptions. Videos can show when a product can be used as well as how to use it. It can include testimonials as other followers can comment on the product pages for others to see. Facebook can link back to the products Twitter page as well as send out event reminders. Facebook promotes a product in real-time and brings customers in.

Blogs
Blogs allow a product or company to provide longer descriptions of products or services. The longer description can include reasoning and uses. It can include testimonials and can link to and from Facebook and Twitter pages. Blogs can be updated frequently and are promotional techniques for keeping customers.

Why Social Media

A study by the University of Maryland suggested that social media services may be addictive, and that a user of social media services leads to a "fear of missing out". It has been

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observed that Facebook is now the primary method for communication by people across the globe. There are various statistics that account for social media usage and effectiveness for individuals worldwide. Some of the most recent statistics are as follows: Social networking now accounts for 22% of all time spent online by people. A total of 234 million people age 13 and older in the world used mobile devices in December 2009. Twitter processed more than one billion tweets in December 2009 and averages almost 40 million tweets per day. Over 25% of U.S. internet page views occurred at one of the top social networking sites in December 2009, up from 13.8% a year before. Australia has some of the highest social media usage in the world. In usage of Facebook Australia ranks highest, with over 9 million users spending almost 9 hours per month on the site. The number of social media users age 65 and older grew 100 percent throughout 2010, so that one in four people in that age group are now part of a social networking site. As of June 2011 Facebook has 750 Million users

Distinction from industrial media

Businesses may refer to social media as consumer-generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. People obtain information, education, news and other data from electronic media and print media. Social media are distinct from industrial or traditional media, such as newspapers, television, and film. They are relatively inexpensive and accessible to enable anyone (even private individuals) to publish or access information, compared to industrial media, which generally require significant resources to publish information. One characteristic shared by both social media and industrial media is the capability to reach small or large audiences; for example, either a blog post or a television show may reach no people or millions of people. Some of the properties that help describe the differences between social media and industrial media are: 1. Reach - both industrial and social media technologies provide scale and are capable of reaching a global audience. Industrial media, however, typically use a centralized framework for organization, production, and dissemination, whereas social media are by their very nature more decentralized, less hierarchical, and distinguished by multiple points of production and utility. 2. Accessibility - the means of production for industrial media are typically government and/or privately owned; social media tools are generally available to the public at little or no cost.

For Business: Establish a Brand and Raise Awareness

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Since the majority of the population is already visiting social media sites like Facebook, Twitter and YouTube, getting your brand name all over those networks can help let people know that youre around. If you have yet to create a company image online, social networks are the place to do it. Create a fun YouTube video that entertains and informs. Funny videos tend to make their way around the Internet a lot faster than any other kind, so when making a video, keep in mind that you want it to be interesting enough for your target audience to want to share. Using Facebook and Twitter to create a fun online community that your customers will want to visit will boost brand loyalty and drive traffic to your Website, allowing you the chance to make more online sales. Spy on the Competition Follow your competitors on Twitter and Facebook and youll be able to see what they have up their sleeve. Just make sure to provide a better deal than whatever they have going on. Pitch Products in a More Human, Interactive Way Since people visit social media sites to get personal rather than be bombarded with ads, discuss your business in a fun way and engage your customers with questions. Ask their opinions and entice them to respond back. This way youre making a valuable connection that will help grow your number of return customers. Bring Attention to Your Products Featuring a product on a social media site is one of the fastest ways to bring attention to it. Offer a promotion along with it for your online community members and watch your sales skyrocket. Increase Customer Loyalty And Trust. Speaking to your customers in a personal way will make them feel like they are talking to a friend, not a company. This will help build their trust in you, which will make them do business with you rather than your competition. It will also improve the chances of customer recommendations.

Listen to Your Customers Opinion Social media sites are an awesome way to see what your target audience is saying about your company or your products. Take their constructive criticism and use it to enhance your product to better meet their needs. Conduct Market Research Listen to what your customers say about your products and track what links they click on and youll begin to see what your customers like and respond to. People love to express their opinions on social media sites, which will allow you to hear the truth. Then you can use your new-found information to tweak your product or service to please them as well as continue to post more information and links that they will enjoy. Strengthen Customer Service Social media networks allow your company to answer your customers questions and concerns directly in a timely manner. This will improve customer satisfaction and also save you money on long distance customer service phone calls. Low Costs

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Definitely, it's cheaper to use online social networking for both personal and business use because most of it is usually free. While personal use is rather simple for anyone, the business functions are underestimated by many. In a social networking site, you can scout out potential customers and target markets with just a few clicks and keystrokes, adding a boost to your usual advertisements and promotional strategies. It lets you learn about their likes and dislikes, which is tremendous. If you want to fine tune your business, then this is the way to go, whether on a budget or not. Builds Credibility You definitely can gain the customers' confidence if you can connect to them on both a personal and professional level. Despite having to do a bit of work, it definitely pays off as you can be tapped for an offer if someone catches wind of your products or services. As long as you don't pursue them too aggressively, you will do well here. Here are some more reasons why we think social media is pretty great:

Did we mention it's inexpensive? Who doesn't love that? It can increase traffic to your site, including incoming link and search engine traffic It can increase your site's link popularity It can increase your company's brand awareness on the Web It can increase your search engine rankings It gives you quick access to a lot of people It's a great way to build community You can find out what your customers are thinking

Social Media and Its Impact on a Brand

Do you know how social media is helping your business? Want to find out how Twitter, Facebook and other sites are impacting your brand awareness? The good news is social media has finally made it to the grand stage of accountability. A place where there are lots of people who want to measure it. The bad news is there isnt a single clearcut answer. However, with a few simple steps, you can build a measurement strategy that accomplishes your goals. Defining Terms To start, lets agree that brand awareness is a measure of how recognizable your brand is to your target audience. For those looking to get ahead of the curve on social media measurement, the first step is to align your social media metrics with metrics your company is already comfortable with.

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Also, lets agree that the measurements for social media arent all that different from how youve been measuring traditional media. To put brand awareness measurement into the context of the sales funnel, the key areas to evaluate fall into three categories: social media exposure, influence and engagement. With that understanding, lets look at how you can level the playing field between your traditional media metrics and your social media metrics. #1: Measuring Social Media Exposure How many people could you have reached with your message? In social media, this measurement is about as reliable as a print magazines circulation, but knowing your potential audience does have value because it represents your potential sales lead pool. Unfortunately, as of the writing of this post, some of these metrics have to be accounted for manually, so youll have to balance the level of effort to track the metrics versus the value youll receive from them to determine their importance to your overall strategy. A good example of where there can be unreliability in social measurement is when isolating unique users for each of your metrics. You want to avoid counting the same person twice in the list below, but realistically its difficult to do. These measurements highlight the number of people youve attracted to your brand through social media. To mitigate the potential for duplication of users, track growth rate as a percentage of the aggregate totals. This is where you will find the real diamonds.

Twitter: Look at your number of followers and the number of followers for those who

retweeted your message to determine the monthly potential reach. You should track these separately and then compare the month-over-month growth rate of each of these metrics so you can determine where youre seeing the most growth. A great free tool to use for Twitter measurement is Tweet Reach.

Facebook: Track the total number of fans for your brand page. In addition, review the

number of friends from those who became fans during a specified period of time or during a promotion and those who commented on or liked your posts to identify the potential monthly Facebook reach. Facebook Insights provides value here.

YouTube: Measure the number of views for videos tied to a promotion or specific period Blog: Measure the number of visitors who viewed the posts tied to the promotion or a Email: Take a look at how many people are on the distribution list and how many

of time, such as monthly, and the total number of subscribers.

specific period of time.

actually received the email.

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Exposure is the top of the brand awareness funnel and represents your potential sales lead pool. #2: Measuring Engagement

How many people actually did something with your message? This is one of the most important measurements because it shows how many people actually cared enough about what you had to say to result in some kind of action. Fortunately engagement is fairly easy to measure with simple tools such as Radian 6, Biz360 and TweetEffect. These metrics highlight who you want to target to retain on social media channels. For a starting list of key performance indicators for engagement, this post by Chris Lake is a great start.

Twitter: Quantify the number of times your links were clicked, your message was

retweeted, and your hashtag was used and then look at how many people were responsible for the activity. You can also track @replies and direct messages if you can link them to campaign activity.

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Facebook: Determine the number of times your links were clicked and your messages

were liked or commented on. Then break this down by how many people created this activity. You can also track wall posts and private messages if you can link them to activity that is directly tied to a specific social media campaign.

YouTube: Assess the number of comments on your video, the number of times it was Blog: Evaluate the number of comments, the number of subscribers generated and finally

rated, the number of times it was shared and the number of new subscribers.

the number of times the posts were shared and where they were shared (i.e., Facebook, Twitter, email, etc.). Measure how many third-party blogs you commented on and the resulting referral traffic to your site.

Email: Calculate how many people opened, clicked and shared your email. Include

where the items were shared, similar to the point above. Also, keep track of the number of new subscriptions generated. #3: Measuring Influence

This category gets into a bit of a soft space for measurement. Influence is a subjective metric that relies on your companys perspective for definition. Basically, you want to look at whether the engagement metrics listed above are positive, neutral or negative in sentiment. In other words, did your campaign influence positive vibes toward the brand or did it create bad mojo? You can also use automated tools like Twitalyzer, Social Mention, Radian 6 or ScoutLabs to make it a little easier, but ALWAYS do a manual check to validate any sentiment results. Influence is generally displayed as a percentage of positive, neutral and negative sentiment, which is then applied in relation to the engagement metrics and to the metrics for reach where applicable. A great application for influence is to look at the influence by those who engaged with your brand in the above categories. If not, your influence pendulum may be about to tip over, because its important that you spend time engaging with both influential users and your average user. Note:

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many of the automated tools that track sentiment and influence are not free. And many times, you will need a combination of tools to measure all of the different social media channels. #4: The Lead Generation Funnel After youve measured through the influence portion of the funnel, youre now creeping into where too many companies are starting their measurement efforts: the lead generation funnel. This is where the brand awareness portion of the funnel ends and the traditional ROI-driven action begins.

Exposure, influence and engagement represent brand awareness in the measurement funnel. Understanding your reach, engagement and influence through these primary social channels will allow you to define your presence and impact, which can then be applied as a model to other social networks. Now that youve tracked all of this information, how do you make it meaningful? Excel is a great tool to help organize your data. Build yourself a standard dashboard in Excel that highlights the key metrics that matter to the organization. Create a tab for a high-level overview of multiple campaigns, and a tab for each campaign for the time period youre reporting on. Ultimately, you should put the information into the same format that youve used to report on traditional brand awareness campaigns, with social media as just another vehicle in the overall marketing mix

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What is the idea behind making a Facebook Fan page? Facebook has truly altered the way we communicate both personally and professionally. Many businesses are adopting the mantra of creating Facebook Pages, unique to their products and services. A Facebook Page displays information about a business and is shared with Facebook users and the public. Here are some reasons its important to create a customized Facebook Page: Brand Identification Since Facebook utilizes a generic look and feel across all Profiles, Groups, Communities and Pages, its important to make your business Fan Page stands out among the masses. You can create a unique landing page and tabs associated with your business. A landing page, or more commonly called a welcome page, is the first page people see when they land on your Fan Page. Think of the Facebook landing page as your websites homepage. It not only showcases your brand, invites viewers into the site, but is also used as a primary tool for capturing leads. The same rules apply here with your Fan Page. Its important to represent your brand the same across all mediums, as you would for traditional marketing elements. This includes consistency of brand styles and colors as well as messaging. Its also important to note that you can change your default landing page within your account management settings. Engagement Having a Fan Page for your business is critical when it comes to engaging with your Fans and more importantly, your customers and prospects. By interacting and speaking to your Fans by making personalized comments, providing quick responses and posing questions means that you care about your customers and value their opinions. Creating unique pages allows you to further engage with your target audience. For instance, maybe you want to serve as an authority in your industry, so you create a custom Ask an Expert page. In doing so, you are opening the communications lines, further inviting Fans to ask you specific product or services questions so you can provide well-rounded, educated answer. By engaging you can also obtain Fan thoughts on your products and services, even before they launch! Showcase Current Products, Services, and Promotions Utilize additional tabs on your Facebook Fan Page to generate buzz around breaking news, such as a release of a new product or service and/or special promotions. This is a great way to establish awareness among your audience, as well as drive them to your website for more information or to make purchases if youre an e-commerce business. Capture Fans and Leads To truly leverage your Facebook efforts, you will want a custom landing page created so Fans are encouraged to like your page, allowing them to see the reminder of content supplied. However, getting even more intuitive is key. Not only are you able to capture them as Fans, but it serves as

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an open platform to obtain email address, serving as a second outlet for lead generation. This is usually done best when you offer something of interest to your audience. Perhaps a contest, a free product or service, a coupon, etc. may be offered. As with any marketing collateral, the main reason for having a customized Facebook Fan Page is to ultimately drive web traffic, add value to your online marketing presence and increase sales.

Why Facebook is preferred over other Social Media Better than e-mail: Sending messages on both e-mail and Facebook is very not complex. All you have to do is create a message and then click on send. The key difference between the two is that for E-mail, the exchange of information is considered more private or one-to-one or one-to-selected few as compared to a Facebook Page where the discussion is public or one-to-many. If the purpose of your church using Facebook is to circulate information to build relationships, it can be considered as the Key since messages are instantly sent to your entire fan following and every reply is instantly sent to any person participating in your interactions on your wall. Better than blogs: Before Facebook became popular, Blogging was the favored method taken for Ministers to reach out to people online. However, blogs are rather tricky to maintain in terms of contents, selection and website traffic as compared to Facebook. Also, bloggers need to continually advertise their blogs and look for more followers, subscribers, and rely greatly on Google to send site traffic your way. Facebook provides the advantage of allowing you to add people on your friends list instantly calling their attention and as well as their friends who would also see any updates and posts which is impossible to happen on a blog. Just recently, Facebook added another feature in their message section wherein both live chat messages and private messages to your inbox are preserved in the message section. Better than a webpage: While a Internet site is still considered a standard on the internet, its usefulness is VERY different from what a Facebook Church Page can present. To start with, a website is really a one-way means of sharing information unless a feedback section where your church community can express their thoughts, look for guidance, or just communicate for whatever intention is provided. Secondly, the ways to measure the effectively of your website is very minimal unless you hire professional services or tools to accomplish that for you. And lastly and most significant, the anonymity of your websites audience does not promote personalized presence in comparison to Facebook where you are more or less conscious of your followers personal info and vice-versa.

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Better than Twitter: The two largest social networks, Facebook and Twitter, offer very different ways to build your brand and promote it socially. Facebook provides a better platform for publishing rich media. The essential problem with using Twitter to publish rich media like videos and photos is that you can't actually use. Facebook gives companies the ability to post videos, photos, audio and music, as well as all kinds of interactive content like discussion boards, polls, etc. In my opinion facebook provide you better platform to promote your product than twitter. Facebook provide Facebook provides a better platform for publishing rich media. Facebook offers better, easier integration with your website. Facebook offers better two-way communication. Facebook offers a much larger audience. Better control over content. Facebook's advertising platform gives you the ability to promote your brand faster. Where as Twitter is an excellent way to hold a conversation with a single fan or user. Twitter doesn't have any systems in place to do two-way communication Twitter doesn't offer any tools for moderation Twitter currently doesn't have any built-in advertising platform.

Facebook with over 750 million users is the easiest way to reach its audience. Advertising on it is comparatively easier and cheaper than any other form of Social Media. Bacardi wanted to reach to maximum people and wanted to build awareness about its Brand and Sub- Brands.

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Since it could not promote itself as an Alcoholic Brand due to legal issues therefore it promotes itself as music store or with mock tails. It also offers Bacardi page the flexibility to be not promoted in areas where Alcohol is banned such as Gujarat. So with combined form of low cost, maximum audience and flexibility Facebook is generally preferred and more emphasis is given on it.

Bacardi Social CRM Strategy

What is it? For those not yet familiar with Social CRM (social customer relationship management), it refers to the process by which companies selling products or services build a relationship with their consumers. It consists of strategies for consumer engagement and social customer support that rely heavily on internal, back-end tools and technologies that support a two-way conversation while providing hard data on things like ROI, number of social media engagements, and increased brand loyalty and awareness. Social CRM vs. CRM Before the craze of all things social took hold, CRM was mainly about what sales and marketing strategies companies used to manage and target different customers and sales prospects. This was very much a one-way conversation, with the end goal being to collect data on customers and their spending habits that could then be used to better market to them. Social CRM takes that one step further, allowing companies to connect directly with their customers via social media tools like support forums, company blogs, Twitter, and Facebook accounts. The key difference is customers can talk back. A two-way conversation is created, allowing companies and customers to gather and incorporate feedback, share product innovation ideas, and get and receive support. This collaboration results in much greater customer satisfaction and ultimately a better product. The Two-Way Conversation Social CRM is less about directing customers via PR and marketing through a pipeline that leads to them purchasing your product or service, and more about customers telling companies how to improve that product or service. The consumer becomes both the target and advocate for your companys business value proposition. This process is mutually beneficial: listening to customers ensures a better product; a better product ensures customer loyalty, and loyalty breeds advocacy. Its a win-win everybodys happy! Defining Strategies Now whats the best way to implement this? The first step is to define your company goals so that you can then formulate a strategy for how to get there. Do you want to increase sales by 30% in 2011? Do you want customer satisfaction to go up by 60%? Are you looking to increase your Net Promoter score by a few points? Depending on the goal, your Social CRM strategy might be to build a strong social support knowledge base made up of both customer and staff-generated answers so that your customers can always find the answers they seek, on their own. This saves everyone time. Or, it could be to create a community of brand loyalists and advocates who become your strongest promoters and

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virally spread the word about your business to their friends, colleagues, and connections. This, of course, results in increased traffic to your website and, at the end of the day, more sales. Perhaps what you most want is strong, actionable feedback to drive your product innovation and development. What better source than the people who pays money to use it? Directing conversations around specific product launches and new features helps you gather valuable market data for ongoing improvements. Think of it as your virtual focus group, only with people who actually use and care about your product.

Strategies Adopted by Bacardi

Strategy 1: Keeping in mind why people follow a certain brand. People want to follow their friends on Facebook because their relationships give them value in some way, shape, or form. With friends, that value is usually the emotional satisfaction of social interaction. And just as people get value from social interaction they interact with brands through social media because brands also give them some type of value, whether it be financial (through sale or discount announcement), informational (news, tips, opinions), or emotional (funny jokes, heartwarming videos). Keeping this in mind, people are willing to like you on Facebook if they perceive they will get value out of following you. In other words, they dont follow you because they want to see advertisementsin fact they will unlike you if you try to overly advertise to themthey follow you because they want more value out of their relationship with you. So, thats what you need to give them. Strategy 2: Posts should be of use and not done for the sake of it Dont post more than once or twice daily, and never post more than one status or link at the same time. Your strategy on Facebook should be about quality, not quantity. Giving your followers satisfying content once or twice a day will leave them wanting more. Remember, theyre on Facebook to interact with their real friendsyour brand is a secondary concern. If you start filling their news feed with 30 posts a day, you will impede them from interacting with their real friends, the value you once offered them will become void, and they will stop following you. Strategy 3: It should not be all about Brand Not all your content has to be about your brand. Sure, people follow you because they like your product or they want to know when you offer special deals, but if you can provide them with other content you know theyll be interested in, you will become more than a brand,; you will become a trusted resource. For example, if you sell spatulas, promote a great food blog on your Facebook page every once in awhile. Value comes in all shapes and sizes. If you can provide followers with more varieties of value, you will become invaluable to them. Strategy 4: Provide engagement Customers will perceive more value from your social interaction if you can provide them with the opportunity to express their opinions (it doesnt even have to be directly about brand) and they can feel like someone on the other end is listening. This can be done on Facebook by

Creating polls and quizzes Asking thought-provoking questions

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Asking for opinions Inviting customer feedback

And after youve solicited feedback or opinions, answer them back. Provide customer support or sales information when necessary, or simply let your followers know the results of the quiz. When they feel that you are listening, they will truly think of you as a friend.

Strategy 5: Become a friend The key to having a great Social CRM strategy for Facebook is being able to become a trusted resource and friend to your customers through social networks. When they see the value that your relationship provides them through Facebook, they will stick with you and recommend you to their friends, increasing brand awareness and revenues.

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NEED FOR THE STUDY, STATEMENT OF THE PROBLEM And OBJECTIVE OF THE STUDY

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Need for the study

Bacardi has been around for 150 years now and is positioned 2nd on the terms of popularity after Smirnoff and to establish its dominance across the globe its existence among people has to be there. And with the evolution of Social media such as Facebook and Twitter, it provides a simpler way to reach to the customers directly as more than 750 million users are on these Social Networking Sites.

Statement of the problem

Analysis of Bacardi on Social Media and its way forward

Objective of the study

The beginning of anything usually has an objective to it. The reason why something is taken up and what all needs to be done forms part of it.

The Primary objectives of the study are:

1. 2. 3.

Analyze user engagement on Social Media Bring in more traffic on the page through Campaigns on Social Networking Sites Competitive analyzes of Bacardi related to feedback and number of fans/followers

The Secondary objectives of the study are

1. Track sentiments 2. Analyze top influencer 3. Handle negative feedback and turn them into positive

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RESEARCH METHODOLOGY

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The methodology is an integral primary part of the project work. Every project is undertaken in a definite manner, which forms the validity of the report. The project undertaken by me is also based on a definite method.

OBJECTIVES OF RESEARCH
The purpose of research is to discover answers to questions through the application of scientific Procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of Research objectives as falling into a number of following broad groupings: 1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this Object in view is termed as exploratory or formulative research studies); 2. To portray accurately the characteristics of a particular individual, situation or a group (Studies with this object in view are known as descriptive research studies); 3. To determine the frequency with which something occurs or with which it is associated With something else (studies with this object in view are known as diagnostic research Studies); 4. To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies).

A. TYPE OF RESEARCH DESIGN:RESEARCH DESIGN IS BASED ON ANALYTICAL ANALYSIS.

The basic types of research are as follows:

(I) Descriptive vs. Analytical: Descriptive research includes surveys and fact-finding enquiries Of different kinds. The major purpose of descriptive research is description of the state of Affairs as it exist at present. In social science and business research we quite often use Research Methodology: An Introduction 3 the term Ex post facto research for descriptive research studies. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. Most ex post facto research projects are used for descriptive studies in which the researcher seeks to measure such items as, for example, frequency of shopping, preferences of people, or similar data. Ex post facto studies also include attempts by researchers to discover causes even when they cannot control the variables. The methods of research utilized in descriptive research are survey methods of all kinds, including comparative and correlational methods. In analytical research, on the other hand, the researcher has to use facts or information already available, and analyze these to make a critical evaluation of the material.

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B. SAMPLYING SIZE & METHOD:The size of sample would be all the people who are following Bacardi page on Facebook, Twitter and YouTube.

C. DATA COLLECTION METHOD:(a) PRIMARY DATA: The data is collected through a focus group study. The data is collected by sending mails to people (youth). (b) SECONDARY DATA: Information that has been collected from Internet. We are using Secondary Data. Total number of active users for June and July Daily active users Total number of New Likes Average number of New likes everyday Total number of Unlike Average number of Impressions Average number of likes and comments on posts Average Feedback 428564 10989 33344 877 2906 45341 224 .46%

Fans 154,951 3,832 1,214 511 440 243 194 162 161 150 138 137 134

Country India United States United Kingdom United Arab Emirates Canada Germany Singapore Saudi Arabia Netherlands Pakistan Australia Nepal Mexico

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131 131 128 112 111 107

Italy Philippines Indonesia Qatar Iceland Bangladesh

Cities
Fans 56,342 32,673 20,198 17,842 4,607 4,103 3,801 2,713 2,644 2,470 1,630 1,210 747 708 675 672 606 510 481 Cities Mumbai Bangalore Delhi New Delhi Chennai Gurgaon Hyderabad Pune Calcutta Indore Chandigarh Surat Ahmadabad Los Angeles Slough Bhubaneswar Houston Dubai Mangalore

Like sources 31,67 6 4,376 617 183 97 49 36 12 12 2 Ads and Sponsored Stories Unknown User Profile Search Suggestions Like Button Like Box Requests Stream Messages

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ANALYSIS
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Analysis process

What was required to be done?

Discovered the platforms where Bacardi was mentioned. Analyzed the audiences sentiments. Tracked the conversation on social media for Bacardi. Influencers analysis basis various platforms.

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Bacardi on Facebook

Total number of Fanbase- 170805 Average Number of Posts in a month- 60+ (including pictures and videos)

Average Impressions Brand Relate: 31267 Generic: 30180 Topical: 29976 Contest: 36066

Average feedback (%) Brand Related: .32 Generic: .30 Topical: .23 Contest: .46

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Picture: 44808 Video: 22336

Picture: .84 Video: .29

Analysis of Bacardi page in the past 2months

Page Posts

Message
It's Friday... PARTY AT YOUR HOUSE!!! All you need is some... Music, videos, wallpapers Everything's at the Bacardi... The friend with the coolest music collection you know? Tag... Need more reasons to hang out with your friends and party?... One weekend, three cities... One sound! Sway to beat of... Need a few shots of great music? Open the Bacardi Radio tap...

Posted
July 22 at 11:50am July 21 at 10:44am July 20 at 6:43pm July 20 at 10:55am July 19 at 8:27pm July 19 at 10:34am

Impressions
33,803 31,171 39,782 34,361 59,352 37,953

Feedback
0.84 % 0.46 % 0.42 % 0.62 % 0.71 % 0.55 %

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Message

Posted
July 18 at 5:43pm

Impressions
33,096 37,858 39,033 37,503

Feedback
0% 0.75 % 0.44 % 0.46 %

Bacardi says Never eat on an empty stomach! Get together with your crew and get the party started! Have... Bacardi lovers, its time to get down! Win free couples...

July 18 at 11:58am July 17 at 2:55pm July 14 at 4:58pm

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Facebook Tabs

It offers listeners to listen to live Radio on there Facebook page Bacardi Together Club Bacardi together club is designed for users where they can interact with other users by becoming a member of it. They can invite people to join the club or post on the wall or put up there picture and for that they get points. These points can be redeemed for exciting prizes such as free couple entry to one of the Bacardi parties happening in the cities. Through this club people get to know about the Bacardi parties and they can share pictures and video on its wall

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Other Facebook Tabs 1. Bacardi Together Anthem- Anthem made by Band Parikrama 2. Like it Live- Shows the list of winners for the parties passes won by people 3. Video- All the videos posted by Bacardi can be seen here 4. Photos- All the pictures added by fans and Bacardi party pictures can be seen here 5. Legacy Cocktail Competition- Yearly held competition with the winner getting a chance to represent India. Types of Activities Done on the Facebook Wall 1. 2. 3. 4. Generic or Brand related posts are written to engage users Photos and videos are added related to Bacardi or related to music Information related to contests are shared A new activity in which Bacardi is involved is being told. For example- Champions Drink Responsibly campaign is being talked about. 5. Fans can share there views or pictures on the wall 6. Queries of users are answered 7. Questions are asked to bring in more user interaction like Bacardi is best with friends or colleagues

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Analysis Eyeballs: More impressions on holidays than on working days The 1500-2100 time period gets good impressions on both holidays and work days Significant eyeballs from 0900-2100 on holidays Good for pushing information as well as engagement drivers Posts after 2100 hrs get less than half the impressions of other time bands Feedback: Overall higher feedback on working days Posts related to contests have higher feedback Working days see high feedback during the 0900-1500 band Feedback more or less uniform from 0900-2100 on holidays

Highest feedback on posts after 2100 hrs Can be used to push engagement.
Type of Posts: Higher feedback on generic engagement posts on work days Topical posts see higher feedback on holidays The 0900-1500 time band is getting higher feedback than later times Weve been running other post categories (brand related, contest etc) only on working days in specific time slots There is a lot of interaction happening on social media platforms. The overall sentiment seems to be neutral in nature. Most of the conversations happen to be on Bacardi Mojito, Bacardi Together Manifesto (people talking about the latest ad released on this theme). Campaigns such as Like it Live are working while Champions Drink Responsibly are not working Applications such as Radio, Music Store are working

Bacardi on other Social Media Twitter YouTube

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Twitter

Number of Followers- 427 Number of Tweets- 597 Rank of page on Twitter- 266125 Not much focus is given on Twitter page, it just Tweets about the events coming up and provides with a link to participate

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YouTube

Name on YouTube- Bacardiindia Joined on Jan 25 2010 Total Number of Videos Uploaded- 7 Channel Views- 132438 Total Upload Views- 79636 Total number of subscribers- 73 Not much activity is done on YouTube as all the videos that are uploaded has there links on there Facebook page

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Competition Analysis

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Smirnoff

Page Statistics: Total Fan base of 202,391 and Link is http://www.facebook.com/smirnoffindia Wall Content: Generic and brand related posts. Event promotional posts. Photo tagging posts Tabs/Applications: Masala Marke: New flavor introduced. Smirnoff Black: The recipe has been described. Smirnoff Inditronica Catch the beat: Featured artists sharing their moments. Uploads: Brand photo and fan photo uploads

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Platfor ms

Last Month

Current Month

Growth in fan base

Facebook Twitter YouTube

150,875 3,403

202,391 3,516 9,203

Average Likes and comments Brand Related: 0.24 Generic: 0.15 Contest based: 0.47 Photo/picture: 0.32 51516 Videos: 0.11 113

Kingfisher

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Page Statistics: Total Fan base of 1,791,329 and Link is http://www.facebook.com/kingfisherworld Wall Content: Posts related to Kingfisher Blue Mile Product related posts. Tabs/Applications: Heads Up: A football game to ensure engagement amongst the fans. Kingfisher Superstars: An interesting tab where you can tag your friends to different funny images. Kingfisher Calendar: Contest, regular updates and lot of prizes that can be won. Uploads: Snaps on Kingfisher blue mile bikers trip. Sharing videos related to Kingfisher Party - F1 Monaco Grand Prix 2011 | Fashion TV FTV.com

Platfor ms

Last Month

Current Month

Growth in fan base

Facebook Twitter YouTube

1,296,429 9,995

1,791,329 10,799 461,008

Average Likes and comments Brand Related: 0.06 Generic: 0.12 Contest based: 0.05 Photo/picture: 0.13 494900 Videos: 0.08 804

Foster
Page Statistics: Total Fan base of and Link is https://www.facebook.com/fostersartofchilling Wall Content: Generic posts Event related posts. Using snaps of Facebook users with Foster beer have shared on the wall

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Tabs/Applications: Art of chilling gear Users can share a virtual Fosters gift. Foster's Chill Heads User can share a chill head with a friend which matches their personality. Uploads: Snaps of Facebook users with Foster beer have shared on the wall.

Platfor ms

Last Month

Current Month

Growth in fan base

Average Likes and comments

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Facebook Twitter YouTube

51,259 991

52,999 1,084

Brand Related: 0.43 Generic: 0.20 Topical: 0.20 Contest based: 0.13 Photo/picture 1740 0.35 93

Conclusion and Recommendations

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Conclusion
After analyzing the growth and the ways through which Bacardi is being promoted on Social Media that comprises of Facebook, Twitter, YouTube it can be said that as per the fans/followers Bacardi is 2nd after Smirnoff. Since the Brand cannot be promoted directly as an alcoholic brand so its being promoted by collaborating them with Music Bands or parties. All the new offers or the information about the new products or existing ones are posted on the wall so that fans can get to know and to keep user engagement a lot of contests keep going on through which they can win prizes. Some of the findings are: Numbers of users till now are 170805 behind Smirnoff which has 202345 Average number of posts including pictures and video are 60 which is similar to its other competitors Number of impressions per month are 33475(approx.) which is second best to Smirnoff which has over 38000 Average Feedback is .46% which is greater than average feedback of other companies which is . 21% There is a growth of 35000(approx.) new likes every month while Smirnoff has more than 50000

Recommendation
Generic:

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Post frequency can be improved on weekends. Use of images/videos can enhance the post impressions

Content Scheduling:

Posts which need visibility (brand, announcements, events etc) should be pushed on holidays to leverage the greater eyeballs. Contests & engagement led posts to be run on weekdays, preferably between 0900-1500. Need to test run some late (post 2100) activities and posts to see how we can leverage the higher feedback levels.

Events / contests: Events and contests should be promoted well in advance for maximum people participation. Maintain a proper GIG guide where future events can be looked at.

Brand Related: Sub brands such as Eristoff vodka, Bombay sapphire and rest are not at al mentioned anywhere More information regarding the new products/flavors on the wall. Publicize Breezer as its the only Breezer Brand in Market now after Ub group pulled there product from the market.

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Bibliography
1. www.google.com 2. www.wikipedia.com 3. www.socialmedia.com 4. www.facebook/bacardiindia.com 5. www.mixbacardi.com 6. www.facebook.com 7. www.youtube.com 8. www.twitter.com
9. Marketing management by Philip Kotler 10. Mobile Marketing: finding your customers where they are by Cindy Krum

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