'Bacardi Breezer and the Marketing Mix\r'

'Bacardi Breezer and the Marketing mix Following the achievement of Bacardi rum, created in 1829 (Smith, 2002) the comp each decided to metamorphose in 1994 founding Bacardi Breezers. These argon â€Å" tonal blend of Barcardi rum, fruit juices, exotic flavourings and glitter mineral water” (http://www. thedrinkshop. com/ outputs/nlpdetail. php? prodid=410) Bacardi were the first to soak up ready-to-drink alchopops and be currently the grocery store draw in the segment.The Bacardi Breezers come in some different flavours lots(prenominal) as watermelon, o regularize, line, pineapple, peach, grapefruit and cranberry. Bacardi as well as to a greater extent(prenominal) than(prenominal) recently brought come forth a half-sugar range with zesty rotter and raspberry flavours. Its fun sporty promotional material with the distinctive bacardi logo is perfect for its manoeuver market place of 18-24s. I do olfactory property that Breezers may possibly be aimed more to wards females with how colourful the alco-pops ar, still that does non call back to say that Breezers dont appeal to males.The publicity is the akin for all bottles except the colour of the littler labels determine the flavour of the alcopop macrocosm consumed. The bottles endure to supportd come in ii different sizes, the smaller 275ml bottles which atomic number 18 more or less popular with the on-trade that argon change by both, and the 700ml bottle sold unless by the tally-trade. The 275ml bottles argon withal single available in 4 packs whereas competitors such as Smirnoff Ice sell 12 bottle packs.The â€Å"core” benefit of Bacardi breezer as a mathematical product is that it gets the consumer intoxicated, however this is non the only moderateness for consumption. When planning a product the core benefit is false into an actual product, which then become the evident benefits â€Å"they need to develop product and religious service features, des ign, a pure tone level, a discoloration name and packaging. ” 1 (Armstrong, G. (2009) Marketing An Introduction. Essex, Pearson Education. ) So bacardi breezers product feature is its pre-mixed contents, its service features being helplines.Its design being more colourful than Bacardis previous products makes it more attractive to the young market its aimed at. Bacardi view cut back themselves a high fictitious character level, â€Å"Breezer made the end to maintain its premium set to reenforce its quality positioning and thus unploughed its price at the top of the range” (Case Study information. ) Having already established a punctuate name as Bacardi, Breezers packaging is genuinely different to the core products as its fresh and modern rather than aiming for the more cosmopolitan market.For Bacardis Augmented benefits however these are harder to distinguish as in that location is no need for installation or very untold after sale service, although they do offer a warranty if you are not satisfied you can grease ones palms the farm the packaging and they ordain try to indemnify the problem. Original Bacardi rum has a much simpler packaging which aims to following its target market of women aged 25-39. In comparison to Breezers it is much more ripe and doesnt fork up the elvish edge that is associated with Breezers.In my opinion Bacardi rum is more wish wellly to be seen is cocktail intercepts and modern-day pubs, whereas Breezers are spotted in nightclubs and consumed by a younger group whilst acquire ready for a night out. Bacardi possess also diversified into other pre-mixed drinks and introduced Bacardi Siler targeted at 21-27 year old young professionals taste being in a bar situation but dont necessarily like beer. (http://directmag. com/mag/ merchandise_million_push_rolls/) This also includes the mojito range which I feel makes it again more sophisticated than Breezers.Price is the amount charged for a product o r service, the following table shows prices of the off trade for Bacardi Breezers. This indicates a competitive pricing system as Bacardi require set premium prices compared to some competitors in grade to maintain the quality level expect of them and also the image of a pa employ product that competitors, however they run away to be around the same price as Smirnoff Ice and WKD in order to not be under-cut by these same quality competitors.Therefore Bacardi take note of what their direct competitors are doing and to an extent follow suit afterwards. It is crystallise that as market leader there is enough demand for Breezers at a premium price to its lower quality competitors such as Caribbean Twist. It is hard however to determine the definite pricing strategy for Breezers as there isnt enough wide spread information about Breezers market strategy this is because they are a insular limited company and does not have to publish this information. The prices of on-trade prices vary widely from ? 2 to ? 3. 0 however most on-trade companies do not freely advertise their prices and whence have more choice as to what to charge. It is clear however that in a social environment such as a nightclub prices bequeath be higher than that of the off-trade as you are also paying for the experience. The on-trade tend to use value-added prices in order to make more of a profit. Through research I have found that there are a few(prenominal) pubs which actually sell Breezers over the counter, but almost every nightclub sells them which farther indicates that Breezers are targeted at the younger market.The off-trade diffusion post for Bacardi Breezers is manufacturing business -; Distribution centres -; Retailers -; Consumers. This is only a short channel of distribution, the reason for this is that Breezers do not need to go through many processes to be produced and and then all production is in house. I feel that Bacardi could not use a distribution channel of only Producer -; Consumer as it is not that type of product and this way of distribution would not provide enough opportunity for marketing.Supermarkets such as Tesco can also benefit from economies of scales repayable to the size of their organisations and can then thread some of these savings onto the consumers. The on-trade distribution channel is Producer -; Distribution centres -; Wholesalers -; Retailers -; Consumers. The on-trade have a longer distribution channel as they will have wholesalers, this is due to the miss or storage for nightclus and they will also then benefit from economies of scale.The Breezer advertisement motility is very similar to that of WKD one of their competitors, Bacardis guideword is ‘Bacardi Breezer: there’s Latin kernel in everyone’ (Cozens, 1999) whereas WKD uses â€Å"Have you got a WKD locating? ” (http://www. dooyoo. co. uk/drinks/wkd-blue/1305067/). It is clear that there is a bulky focus on promotion for Breeze rs, this is know from the fact that they launched a ? 5. 6m advertising adjure in 1999.This was their main promotion of Breezers since the launch and this was what established the widespread product association of Breezers consumers. Bacardi also used advertising to prolong themselves ahead of the competition, â€Å"they ensure that they spend more on advertising and promotion than any of their rivals” (Case Study information). This office that if consumers are eyesight more promotion from Bacardi Breezers, they will commence in their mind more than competitors such as WKD and therefore means that they will be more inclined to misdirect Breezers rather than its competitors.Bacardi Breezer †Segmentation and Targeting Bacardi Breezer, as verbalize previously, targets 18-24s specifically those who are party-goers. This target market I feel do not have very much brand loyalty, this is due to the fact that a large amount of this market are students and tend to change their buying habits very often. This means that it may be difficult to come on the same customers, which is why Bacardi need to perpetually innovate and also advertise as much as possible.Their characteristics are the vulgar interest in socialising and lacking(p) a fun young utility(a) to beer and wine. Bacardi segments their market using their packaging for pillowcase 18 year old will want the smaller 275ml bottle when they are out drinking in pubs and clubs whereas 24 year olds would want the larger 700ml bottles that are available to put in their fridges at home. This means that they have different advertising campaigns for each size as they are aimed at different market segments.Bacardi uses the marketing mix by having different size bottles for their market segments and therefore having different prices as both ends of their target markets will have varying amounts of disposable income. Bacardi also use different types of promotion for the two alternatives in order to en able them to gain the interest of as many consumers as possible. eventually place is very important to how Bacardi targets their consumers as the younger end of their market buy more from the on-trade with the older ones purchasing change magnitude amounts from the off-trade.\r\n'