GROUP 5

After years as a successful wine merchant, Don Facundo Bacardi turns to his true passion – the Cuban national drink – rum.

His vision: to create the worlds first light rum.

Largest privately held spirits company in the world

Variety of internationally-recognized spirits and wines,

Portfolio of +200 brands and labels.

After six generations of Don Facundo's descendants being directly involved in the business, Bacardi takes pride in its position as the producer of "The World's Great Rums Since 1862".

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

Introduction to Indian Alcohol Industry

Factors Contributing to Growth

2 types of research was done

Concept testing: It involved creation of certain brand concepts, which then had to be tested on the consumer. Bacardi developed 6 concepts for this purpose

“Get Away To A Relaxed Carefree World”

Welcome to the world of Bacardi. A world of blue skies, white beaches, sea breeze and warm sunshine.

“Experience The Spirit of Free Thinking”

Bacardi has been the favorite drink of free spirited people the world over. Bacardi drinkers are independent minded, they like to do their own thing and love the challenge of new situations.

In a world of dark spirits, the freshness of Bacardi symbolizes the spirit of free thinking.

“ Feel the Cuban Passion”

In Cuba, people have a zest and passion for living life to the fullest, enjoying all good things in life: friends, food, drink and music.

Drink Bacardi anyway you want it and unleash the Cuban Spirit in you.

“The World’s Finest Rum since 1862”

Since 1862, Bacardi is made with the original refined formula. By blending special rums, charcoal filtered for smoothness and matured in oak barrels.

The result- an exceptionally smooth, refined product with a subtle yet distinctive taste.

“The Spirit of Cuba since 1862”

In Cuba, people are warm, friendly and unpretentious. Willing to open their hearts and homes to friends and strangers alike.

They are very particular about the drink they serve, for they want the best for themselves and their friends.

“ Just Add Bacardi”

When the world weighs heavy on you and you feel like breaking loose… Just take a slow lazy sip of Bacardi and find yourself transported to an exotic land. Because only smooth, clear taste of Bacardi can give you all the life, colour and fun that you desire.

Key Findings:- One out of five people drink alcoholic

drink regularly. For women, it drops down

Penetration is relatively lower in the 18-24 age group (13%)

Drinking of white rum, vodka and scotch was more predominant towards Mumbai, whereas Indian whisky was concentrated more in Delhi.

While a majority of the drinkers are in the 25-44 age group, vodka and scotch are predominantly consumed among the younger half of the segment.

Majority of vodka, scotch and white rum drinkers belong to the A1 Group.

Blue Riband Gin is a dominant white spirit (32%) followed by vodkas- Smirnoff, Karmazov, Alcazar.

Existing perceptions and image associations. Gin/Vodka are smooth, light-bodied, mixed with lime/orange, associated with summers, afternoon, women, etc.

On the 4th of February 1862, Don Facundo Bacardi purchases his first distillery near the port of Santiago de Cuba. The foundation stone of the BACARDI name is laid. When Doña Amalia, his wife, first entered the distillery, she noticed a colony of fruit bats hanging from the rafters. She recognized that the bats were popularly thought to bring good health, fortune, and family unity.

But this suggestion of hers was also hard-headed and pragmatic. Illiteracy was common in 19th century, and for a product to get recognized and sell it needed a memorable graphic logo- trademark. The bat mythology helped.

Don Facundo decided to employ the Bat as his trademark; thus making his rums known as "El Ron del Murciélago" or, The Rum of the Bat.

Alcohol had never been comfortably accepted by post-Independence Indian society.

Drinking was generally associated with the darker side of life, with deep and unholy secrets.

In 90’s gradual movement away from the traditional perception.

Bacardi was positioned to ride on this change. One of the key elements to be built into

Bacardi’s brand character was, therefore, its image as ‘the icon of new age drinking’.

In India, Carta Blanca is the flagship brand.

It is the main image driver of the umbrella brand Bacardi. It is also the Indian consumer’s introduction to the brand.

Bacardi’s Carta Blanca’s core value was defined as vibrant sensuality.

This represents an unaffected pursuit of enjoyment or living life true to your senses.

Brand- Bacardi’s white rum Brand Positioning- An International

brand of (exotic) alcohol. Brand Objective- As an icon of new

age thinking. Conceptual Target- Post liberalization

young adults. Core Desire- Unshackle themselves. Role of the Product Functional- Relaxant, Social lubricant,

Gives a high Symbolic- Let your hair down.. Have

fun..

Reason to Believe- Less intense in looks, hence eminently adaptable to broader drinking occasions.

Brand Essence- Vibrant Sensuality

Advertising

TVRadioInternet

PR Sales Promotion

Below the line

Event

Grand Opening

Free TrialSweepstakesCocktail recipesPackaging

Seasonal MarketingMusic MarketingSport MarketingSponsorship

Above the line

BA620 Marketing Management

Bacardi has a long association with ‘sun-sea-sand’ imagery.

The various elements in the theme TV commercial (sun, sea, sand, free spirited interaction between the sexes) were in sync with the new attitudes in drinking.

The commercial represented taking drinking out into the open, far away from the dark atmosphere of illicit pleasures.

http://www.youtube.com/watch?v=DaLlhMEBdaU

“Batstage with Bacardi” The Bacardi core consumer being 18-

25 yrs old and urban, music is an effective medium to use to get through to him.

The idea is to sponsor live bands in pubs and discotheques and this was to done on regular basis. Branded as “Batstage with Bacardi”.

It has been built as a long term property of Bacardi.

“Latino Nights” In India, the concept of Cuba means

very little, and people’s perceptions of it are very hazy.

It was therefore, decided to concentrate on “Latin-ness” and not just Cuba.

An ongoing event called “Latino Nights” was created and conducted at pubs and discotheques. A Latin ambience was created at the venues using variety of items.

“ Bacardi Blast” The Bacardi Blast is a property

designed to build an association for the brand with partying and with party music.

Strategic tie-ups with music channels such as MTV and Channel V.

A weekly one hour programme is scheduled covering various nightspots, etc.

Neck-tags:- They serve to educate the consumer about the different ways of consuming the product

On-pack promotion:- It is used during festival seasons

Pitcher Promotion:- It is run on-premise outlets. It was held in association with Coke; the offer was a discounted price for consumers buying Bacardi and Coke.

Sampling Nights:- All consumers entering on sampling nights are given free shot of Bacardi with a mixer of their choice (Coke, Citra, Soda)

Strengths:-Premium international product with

world leader credentials.Successful launchStrong advertising (leading to

unusually high awareness levels)Product acceptability (in terms of

taste, mixer versatility. Etc)Badge value

Weaknesses:-White spirit imagery is less macho

and substantial.Severe restrictions on advertising

limit image-building effectiveness.Wide mixer appeal dilutes its status

as a ‘mainline’ spirit.

Opportunities:-To own the white spirit category.Drive the trend of on-premise

drinking.Leverage premium and quality

status across other categories (e.g. dark rum)

Develop a Bacardi franchise across various consumer segments.

Threats:-Government RegulationsBroadcasting billSeveral new entrants in the

international spirits category, and in international beer.

As yet only a single brand offering.

http://www.youtube.com/watch?v=D9EOhjsFzGU

http://www.youtube.com/watch?v=O0rx1srLsh0