Post on 07-Dec-2014
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Summer in a Summer in a bottlebottle
Restructuring of Restructuring of
Bacardi Breezer’sBacardi Breezer’s
global advertising global advertising strategystrategy
by Vassilena Valchanova
The BeginningThe Beginning
In 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 Rum– DEWAR’S Blended
Scotch Whisky– BOMBAY SAPPHIRE Gin– GREY GOOSE Vodka– CAZADORES Tequila– ERISTOFF Vodka– MARTINI Vermouth– MARTINI Sparkling
Wines– Mix drinks
Bacardi BreezerBacardi Breezer
FRUIT FLAVORFRUIT FLAVOR++ALCOHOLALCOHOL--BACARDI BACARDI RUMRUM
Across the globeAcross the globe
Also aAlso available vailable in in USAUSA and and ChinaChina
PPopular in opular in Europe, Canada Europe, Canada and Australiaand Australia
IndiaIndia:: 1st1st entrant in the entrant in the ready-to-drink categoryready-to-drink category,, market leader market leader
19871987 UUSS
1996 Europe1996 Europe
Degrees of adaptationDegrees of adaptation
Our global marketing function has centralized the production of major campaigns and marketing programs, thereby enabling us to present a global image of our core brands.
- Bacardi
Limited
ExamplesExamples
• TV
ExamplesExamples
ExamplesExamples
• Internet: promotional microsites and national sites
Israel
Italy
Canada
Examples
• Guerilla– Supermarkets– Party store– VIPs
ExamplesExamples
• Events– Bacardi-B Live– Free Spirit Tour, Italy
Degrees of adaptationDegrees of adaptation
• Mission– Verdict: GLOBALGLOBAL
• Proposition– Freedom, fun, glamour, sexiness,
fashionability– HRCD-distribution (Hotels, Restaurants,
Cafes, Discos) – Verdict: GLOBALGLOBAL
Degrees of adaptationDegrees of adaptation
• Concepts– Stressing images of hedonism and
freedom– Drawing sharp contrasts with older
generations – Depending on universal lifestyle trends:
clubbing, dancing, party-culture– Verdict: GLOBALGLOBAL//LOCALLOCAL
• Execution– Verdict: LOCALLOCAL
Potential problemsPotential problems
• Image problems– UK: chavs– NL: Breezer slet
• Internet integration– No information about
Breezer on Bacardi website
– Poor integration of local websites
RecommendationsRecommendations
• Image shifting and repositioning– Older audience as advertising
protagonists–Male and female alike
• Internet activity strengthening–Website integration– Interactivity
• Types of advertising media– Less TV–More outdoor, events, web
Please, drink Please, drink responsibly!responsibly!
Thank you! Any Thank you! Any questions?questions?
by Vassilena Valchanova