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Bacardi-Cola: Marketing Plan
Table of Contents
Introduction ????.?????????????????????????????3
History ?????????.??????????????????????????5
Product Description?????????????????????????????? 7
SWOTT Analysis??????????????????????????????? 8
Market Research???????????????????????????????. 9
Segmentation ????????????????????????????????.11
Target Market ????????????????????????????????15
Differentiation ???????????????????????????????...17
Positioning?????????????????????????????????.17
Stage of the Product Life Cycle?????????????????????????.18
Marketing Mix ???????????????????????????????..20
Product ???????????????????????????????..20
Place????????????????????????????????.. 23
Price ????????????????????????????????..23
Promotion??????????????????.????????????. 26
Budget.??????????????????????.????????????..31
Controls??????????????????????.???????????? 32
Conclusion?????????????????????????????????.34
References?????????????????????????????????. 35
Introduction
Marketer Corporation has been recruited by Bacardi Corporation to help them design a new product in the ready to drink (RTD) and flavored alcoholic beverages (FAB) market. New competitive drinks from rival companies like Smirnoff (Smirnoff Ice), Stolichnaya (Mikes Hard Lemonade), and Skyy (Skyy Blue) has challenged Bacardi's (Bacardi Silver) strong market share in the United Kingdom and the United States. Bacardi wishes to increase their market share in the Caribbean and the rest of Europe by introducing a new product that could be used as their new signature product in the RTD and/or FAB m ...