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Bacardi Brand Analysis
Dunca Lucian
Ba 8881
HistoryIn 1862 Don Facundo Bacardi Masso purchased a small tin-roofed distillery for 3 500 pesos in Santiago de Cuba…
TodayToday
Largest privately held spirits company in the world Variety of internationally-recognized spirits and wines. Portfolio of +200 brands and labels.
PortfolioPortfolio
BACARDI RumDEWAR’S Blended Scotch WhiskyBOMBAY SAPPHIRE GinGREY GOOSE VodkaCAZADORES TequilaERISTOFF VodkaMARTINI VermouthMARTINI Sparkling WinesMix drinks
Customer Analysis
Who?
Female and male : Age between 18-30 years
Love night life
PEST analysis
Political factors
Laws regarding selling alcohol to under age consumers.
Economical factors
Their leading position on the market and developed brand image
SOCIAL factors
Supporting responsible drinking and promoting events for all social classes. Sponsorships a large number events.
TECHNOLOGICAL factors
Uses simple but ecological containers for stocking its products. The new improvement are the wood barrels that keep it fresh and doesn’t damages the taste.
Swot analysis Strengths
Strong brand recognitionMultiple product linesCapitalQuality of productDistributionVariety of flavour
Weakness
Difficult to predict tastes/ preferences.Heavily driven by consumer preferenceShort life cycle productLong Term Debt ObligationsOnly associated with Rum
Opportunities
Bacardi branded food itemsNon alcoholic Bacardi branded beveragesGrowing wine marjetExpansion into Asian markets
Threats
Highly competitive marketLimited Brand loyalityGlobal economic slowdownStringent Governmental RegulationsTrend of healthyHigh tax rateCustomer behaviourStrict advertising regulations