By: Samvedita Indrajit Jha

Bacardi
Established !862

Privately owned manufacturer of rum since 1862
Established in Santiago, Cuba
Located in 170 nations world wide
Head office is based in Bermuda
Produce and distribute internationally
10% of gross sales is through domestic consumption
90% of gross sales is through international
consumption

Company Background

Major plants are located in: Puerto Rico, Spain, New
York, Mexico, Brazil, Canada, Florida, and Panama
More than 6000 employees
Company Background

Seven different varieties of our rum
Bacardi Superior
Bacardi Limon
Bacardi 8
Bacardi 151
Bacardi Anejo
Bacardi Gold
Bacardi Solera

Company Background

Our mission is to provide our customer with the
finest tasting rum ever established. Our company
strives to find new and improved ways to provide
the best service and cutting edge innovations. We at
Bacardi value our customers and their needs, and we
will continue to gratify their desire for a smooth,
sweet tasting spritz.
Mission Statement
S.W.O.T.
Bacardi

Public image (great drinks and great parties)
Well Established
Brand recognition and loyalty
Product line (well established and vast)
Average pricing (affordable)
Available everywhere
Commercials, ties with clubs and parties
Strengths

Financially set (capital)
Big research and development department
Lower cost producer (Caribbean plants)
Good reputation
Solid brand name
Popular within core demographic
Rum and coke (hand in hand)-Cuba Libra

Strengths

Brand non-recognition
Brand rejection
Taste preference
Losing appeal (boring drink)
Promotion limited (not as much advertising as
before)
Market research limited (taste testing, quantitative
and qualitative research)
Weaknesses

International markets (accepted, exports all around
the world)
Newer ways of distilling (research and development)
Low calorie
Improve distribution
Effective promo
Opportunities

Better pricing
Gift giving package (accessories)
Logo and trademark
Packaging
Geographic terms (price)
Sponsor events (parties)
Opportunities

Competition (Havana club and Appleton)
Low Calorie drink (rum vs. vodka)
International ties (social, cultural)
Brand rejection
Aging population (eco population like beer and
breezers more)
Inflation (rising cost of goods and services)
Threats

Produce a line of rums that will dominate all of the
competitors brands
Will be recognized by consumers world wide
(brand-recognition).
Advertisements to inform about products
Co-operative ads
Reminder advertising
Company Objectives

Exclusive interactive website.
With in the next few months we anticipate a joint
venture with Coca-Cola in promote our new low-
calorie option.
Increasing market shares by becoming the number
one choice amongst all rums.

Company Objectives

Target Segment
Males and females 19 and over, people who like to
socialize over drinks at a relaxing and inviting
atmosphere.
Customer Profile

Needs
1. Economic- how much discretionary income is left to
use
Physiological
Social
1. Benefits Sought
2. Situation-specific (partying, socializing, special
occasions, and events)
Behavioral Needs

Purchase Relationship
1. No relationship
Brand Familiarity
1. Preference (people prefer it over other brands)
2. Recognition (advertisements, word of mouth)
Behavioral Needs

Income
1. Anyone
Sex
1. Male/Female
Age
1. Ages 19 to 35
Family Life Cycle
1. Young, single, married, children over 6 years of age
Demographics

Occupation
1. Everyone
Ethnicity
1. Multi-racial
Social Class
1. Middle-class
Demographics

Aggression
1. Playing/Relaxing (partying, socializing)
Curiosity (trying different types of alcohol)
1. Imitation (seeing others doing it)
2. Independence
3. Dominance
4. Playing/Competition
5. Self expression (a persons true self comes out when
they drink)
Psychological Needs

Social events
Gatherings
Going to the beach/barbeques
Weekends
Nightclubs/bars
House parties
Restaurants
Types of Buying Situation

Bacardi
Marketing Strategies

Physical Characteristics
1. Distinct trademark/logo (coloring of logo)
2. Distinct taste and flavor
3. Unique packaging
4. Classical (cylinder shape)
5. Metal caps

Product

Benefits of Brand
Brand recognition
Affordable
Good quality rum
Widely distributed around the world
Brand Name & Trademark
1. Bacardi & Co.
2. Part of a wide product line and family
3. Trademark is the Bat symbol

Product

Competitive Advantages of Brand
1. Affordable
2. Widely accepted by consumers around the world
3. Company is very well established
4. Strong advertising
5. Exclusively promoted (entertainment industry, Bacardi
sponsored events and private parties)
6. Brand preference (usually first choice amongst
consumers over other brands of rum such as Appleton,
Captain Morgan, etc.)
7. Interactive website
Product

Distribution Strategies:

Direct:
1. Agent
Indirect:
1. Merchant
2. Wholesalers
Place

Consumers may call 1-800 number and state
complaint against the product
Full money-back guarantee if customer is not
satisfied with our product
Return policy only applies if the product is tampered
with, or broken seals, broken bottle, bad packaging,
wrong order, and back orders
1. Distribution is very important to the overall
marketing plan
Place: Customer Return Policy

Internet Used for Distribution
1. Retailers can conveniently order their
products from Bacardi online and have it
directly delivered to them
2. Monetary price system for consumers
3. Penetration pricing policy
4. Price skimming
5. Introductory price dealing
6. Purchase allowance
7. Cumulative quantity discounts (retailers)
Place

Price is very important in the overall marketing plan
because it must be able to make a profit off of the
products, in addition they also have to try and
reduce fixed and variable costs to ensure that the
products will still remain affordable for the desired
target market.
Price

Free Samples
Offer to buy the first bottle of the night for private
events
If consumer provides the venue, we provide our
services
Look under the cap promotions to win free prizes,
vacations, and cash
Buy one bottle and get an additional bottle for free


Promotion

Sales promotions
Publicity (word of mouth)
Radio
Television commercials
Magazine advertisements
Flyers
1. Internet Promotional Strategies
2. Most affordable way to reach our target market
Consumers have the option of viewing our extensive
product line, and learning about our current
promotions and events on a 24hr basis
Promotion