Individual Brand AnalysisSrinivas RaoMarch 30, 2009
BACARDI SWOT ANALYSISStrengths• Strong brand recognition• Multiple Product Lines• Distribution Channels
Opportunities• Non-alcoholic Bacardi Branded Beverages• Bacardi Branded Food Items
Weaknesses• Heavily driven by consumer preference• Difficult to predict tastes/preferences• Only associated with Rum
Threats• Intense competition• Limited Brand Loyalty• Strict Advertising Regulations
AGENDA
• SWOT
• DEMOGRAPHICS
• PSYCOGRAPHICS/CHARACTER PROFILES
• MODELS FOR MOLDING ATTITUDE
• Q&A
DEMOGRAPHICS
• Skews towards a younger demographic
• Age Groups 21-24, 25-34 represent largest target demographic
• Consumption is highest among people who make over 75k annually
• African American, Whites, and Hispanics have the largest consumption of rum on a percentage basisSource: Mintel Reports, Premium Alcohol Consumption
PSYCOGRAPHICS
• Active Lifestyles
• Most classify themselves as casual social drinkers
• Generally tend to stick to one type of drink/have a preferred drink of choice
• Have strong preference for certain distilled spirits
• Will try new drinks promoted by a sponsor or recommended by a friend
• Source: Mintel Reports, Premium Alcohol Consumption
CHARACTER PROFILES
Jane Doe
Age Group: 21-24
Character Traits: Recent College graduate, hoping to get a promotion at her job, considered attractive by most men. Doesn’t have trouble getting into any night club
Lifestyle: active, goes out 3-4 nights a week, you’ll likely find her at a night club with 4 friends on most weekends.
Alcohol Consumption Habits: Drinks daily, but sticks to Bacardi Breezers during the week, but will be drinking a mojito on the weekend. If her friends suggest a new drink she’ll give it a try
John Smith
Age Group: 25-34
Character Traits: graduated from college 3-4 years ago. Was the president of his fraternity in and acquired a taste for Bacardi there. Works in finance and is considering returning to get an MBA
Lifestyle: active, goes out every weekend. Likely to be with one friend and sometimes will get bottle service
Alcohol Consumption Habits: Drinks daily and tends to drink on the heavier side. You’re likely to find him drinking Bacardi 151 because he prefers a stronger drink, wants to hook up with Jane
THREE COMPONENT MODEL FOR ATTITUDE MOLDING
Cognitive
Conative
AffectiveThink
Feel
Do
Think
Feel
Do
Think
Feel
DoBACARDI/DIET COKE BACARDI TV
COMMERCIALS
BACARDI EVENTS
COGNITIVE MOLDING EXAMPLE
AFFECTIVE MOLDING EXAMPLE
CONATIVE MOLDING
Level of Involvement: Advertising Effectiveness• Bacardi Consumers have a relatively low level of
involvement with its products (mainly a leisure product)
• Peripheral route is most effective in reaching the consumer
• ELM: Elaboration Likelihood Method
• Low levels of elaboration about the product make peripheral route the most effective mechanism to reach the target audience
QUESTIONS?
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