Introduction
Bacardi – Martini the leading drinks brand, and Bacardi Breezer is one of the most recognized brands amongst 100% of people in our survey know the name, 18-35 year olds and is currently sold in over 90 countries, across 5 continents. It is owned by the world’s largest privately held, family-owned spirits company. This came on the UK market in 1993.It is available in eight flavors: Orange, Watermelon, Lime, Lemon, Pineapple, Cranberry, Peach and Ruby Grapefruit. Furthermore, the brands were soon established and became popular among young people. Currently, women drink Bacardi than men.
Abstract
In December 2006, this project has investigated by the three of us, Justinne, Thazin and Jerry started marketing research about Bacardi breezer. We designed questionnaire about Bacardi breezer in order to find out people in each age group how recognizable the brand is. We also asked some questions about the packaging and the advertising.
Methodology Based on Stages of Group Development
Development stages of group working are very important factors for every group and they must certainly go through these stages of development to achieve the task. In this survey, firstly, at getting to know stage, we don’t know each other. Therefore, we used several times to know each other. There are three people in our group, Mel, Thazin and Jerry. We set up our goals and made log files for our project and discussed how to perform the project. We selected the product and discussed it, and then we allocated different roles for each individual member. Moreover, in this project, we shared our ideas about how to do this project and found out all relevant information. After that, in development of unity stage, we organized well our group to become united. We also developed norms in our group. Finally, in achieving the task stage, in our survey, most of the research, we found straightforward. However, we have found some difficulties about analyzing of the product when we did this research. Nevertheless, we tried our best to achieve our goal.
The Marketing Mix
The Marketing Mix means a group of marketing variable which the company may control, the company may synthesize and utilize these variables to achieve its marketing goal.
The marketing mix for affecting all activities includes the company which the product demand carries on, may divide into four kind of variables specifically, is called “four Ps”, namely product, price, place (retails) and promote.
• Product: Defines the characteristics of your product or service that meets
the needs of your customers.
• Price: Decide on a pricing strategy - do not let it just happen! Even if you
decide not to charge for a service (a loss leader), you must realize
that this is a conscious decision and forms part of the pricing
strategy.
• Place: Some of the revolutions in marketing have come about by changing
this P. Think of telephone insurance and the internet! A bit of
lateral thinking here might reap rewards for your business.
• Promotion: This includes all the weapons in the marketing armory –
advertising, selling, sales promotions, Public Relations, etc.
The Marketing Mix of Bacardi Breezer
Bacardi Breezer has been about for ten years at present, it was launched in 1993 in the UK following success in the USA. Originally marketed as a “wine cooler” it has since found it's own identity with the “Latin Spirit for Everyone” marketing slogan.
Currently, Bacardi Breezer is classed as one of the ever growing range of “alcopops” - a term coined in the mid nineties to describe a drink which is alcoholic but has the qualities of a “pop” like drink such as those drunk by younger people, sweet and effervescent. Originally these alcopops were mostly alcoholic lemonades but since it's launch Bacardi Breezer has branched out and is now available in eight different flavors. These flavors are Watermelon, Cranberry, Orange, Lime, Pineapple, Lemon, Peach and Ruby Grapefruit. Each flavor contains natural juice, bacardi rum and sparkling water.
Product: Bacardi Breezer
• Component
According to the Bacardi Breezer website, the components that contain in Bacardi are as follow that based on 275ml bottle.
For instance, Bacardi Breezer Peach:
Alcohol 5.1%
Calories(kcal) 12
Energy (kj) 50
Carbohydrates 3.7g
Fiber 0g
Sugars 0g
Cholesterol 0mg
Sodium 0.026g
• Packaging
The bottle itself is quite cute, served best chilled directly from the fridge. It doesn't go overboard on packaging - just a plain glass bottle with a label on the neck in white and orange with the flavors and ingredients. The main label is white with Bacardi breezer written on it and the famous Bacardi Bat at the top. To make life easier Bacardi have now implemented a twist off bottle cap although it still has the traditional bottle cap look and can be opened with a proper bottle opener. 70% of customers like packaging of Bacardi Breezer because it used different colors, pictures, logo, nice words and nicely shaped bottles.
Price
The drink itself is available in a variety of formats - the most well known being the 275 ml glass bottles which are available in most supermarkets for about £1.39 per bottle or £4.47 for four bottles, for example, in TESCO. Occasionally you will find them on offer such as two four packs for £8 in ASDA or suchlike.
The price is pretty reasonable now especially for these new minis bottles. Although it is more expensive than most beers or lagers it is pretty comparable to most alcopops.
Place
People can buy Bacardi Breezer everywhere such as supermarkets like TESCO and ASDA, automats, restaurants, hotels and fashionable bars. Customers can also buy different flavors of Bacardi Breezer, as they like at local shops.
Promotion
To promote the sales of Bacardi Breezer, advertisements and special offers are the key factors.
• Advertising
On 26th June 2003, Bacardi announced a landmark £750,000 deal with Translucis, the in-bar digital entertainment provider. The contract, believed to the largest ever deal for in-bar advertising commences immediately. It will showcase Bacardi’s flagship Carta Blanca and Bacardi Breezer brands.
According to our research, the advertising of Bacardi Breezer shows that the target customers are young people. At the advertising, you can usually see that is a group of smiling young people (half men and half women) relaxing in a fashionable pub. They are always fashionably-dressed. This shows what a typical Bacardi Breezer is. They are single and also looking for partners.
In addition, Bacardi Breezer is usually advertised with sophisticated, beautiful and stylish young people. The advertisements are also recognizable and have attractions. On television advertisement, there is very-modern music and very interesting. On Bacardi websites, the advertisement ties the audiences by using different colors and fashionable designs and attractive music.
Beside, Bacardi Breezer also can give young people a sensation with sexy. Furthermore, the target customers are single and high-income people. The advertisement gives you the feeling of good images and you will also be happy and never be alone if you drink Bacardi Breezer.
• Special Offers
They also promote products by sponsoring clubs and music bands because young people go mostly these places and this is another way of promotion Bacardi Breezer. They also offer lucky draws and scratch cards.
Brand slogan
Release fervor!
Brand individuality
Fervor, Fashion, Action, Joyful, Colorful, Sexy and Rich individuality
The Brand Mark
Logo: The principle of use
• It must also appear as three parts of the logo, indispensably.
• Possibly, the 3D bat icon has to use the 3D effect on the medium.
(E.g.: postcard, publicity, plane media and so on.)
• If it can not manifest the 3D effect completely on the medium (e.g.: The silk-screen printing, the cloth system advertisement and so on), may use the bat icon with the plane effect to replace the 3D effect, other parts of the logo maintain invariably.
• In the usual situation, please as far as possible use the logo of label effect.
Questionnaire
1. Have you heard Bacardi Breezer?
o Yes
o No
2. Do you know which company owns the Bacardi Breezer? If “yes”, what is it?
o Yes
o No
3. Have you drunk it?
o Yes
o No
4. How often do you drink it?
o More than once a week
o Between a week and two weeks
o Less than once a month
5. What do you think of the taste?
o 1
o 2
o 3
o 4
o 5
6. What do you think of the bottle?
7. Which one do you like?
o Orange
o Lemon
o Pineapple
o Watermelon
8. Where did you buy this product?
9. Have you seen any advertising of Bacardi Breezer?
10. Which age group you fall into?
o 18-25
o 26-35
o 36-45
o 46+
Thanks a lot!
Results and Analysis of Questionnaire
We visited 15 people who study or teach in the Intensive Academic English Courses at New Southgate Campus. They include Chinese, British and Korean.
In our survey, most of customers know Bacardi Breezer. However, also a great number of those customers do not know which company owns the Bacardi. Actually, Martini Limited Company owns Bacardi. 80% of people included in survey answered the taste is good or very good. Furthermore, they also think that the bottle of Bacardi is stylish and they like packaging and they also believe that drinking Bacardi can give them good images and happy.
Summarize the investigation, we can obtain:
Rating of Bacardi Breezer: Bad
GoodBad ----------------------Good
• Product Quality
• Product package
• Value for money
• Taste
• How loyal are you
to this brand?
• Advantages: Lovely taste, refreshing
• Disadvantages: Easy to go mad on
Conclusion
To sum up, there are many advantages from the research of Bacardi Breezer product, because we can learn clearly how much group dynamics, group synergy, norms and stages of group developments are important in real life and we can also get marketing knowledge from this project. In addition, we can find the way how to solve problems and what are disadvantages of too much cohesiveness.
Reference:
http://www.yahoo.co.uk
http://www.google.com
http://www.consultancymarketing.co.uk/marketing-mix.htm
http://www.translucis.com
http://www.bacardi-breezer.com.uk
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