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".
 1996 Europe
1987 US

Popular in Europe,
Also available in India: 1st entrant in the ready-to-drink
Canada and
USA and China category, market leader
Australia
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
 Above the line Below the line

Advertising PR Sales Promotion Event

TV Grand Free Trial Seasonal Marketing

Radio Opening Sweepstakes Music Marketing
Internet Cocktail recipes Sport Marketing
Packaging Sponsorship

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 launch
 Strong 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 Regulations
 Broadcasting bill
 Several new entrants in the international
spirits category, and in international beer.
 As yet only a single brand offering.
 http://www.youtube.com/watch?v=D9EOhjs
FzGU

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