Professional Documents
Culture Documents
Srinivas Rao
March 30, 2009
BACARDI SWOT ANALYSIS
Strengths Opportunities
• Strong brand recognition • Non-alcoholic Bacardi Branded
• Multiple Product Lines Beverages
• Distribution Channels • Bacardi Branded Food Items
Weaknesses
• Heavily driven by consumer
Threats
• Intense competition
preference
• Difficult to predict tastes/
• Limited Brand Loyalty
• Strict Advertising Regulations
preferences
• Only associated with Rum
AGENDA
• SWOT
• DEMOGRAPHICS
• PSYCOGRAPHICS/CHARACTER PROFILES
• MODELS FOR MOLDING ATTITUDE
• Q&A
DEMOGRAPHICS
• Skews towards a younger demographic
• Age Groups 21-24, 25-34 represent largest target
demographic
• Consumption is highest among people who make over
75k annually
• African American, Whites, and Hispanics have the
largest consumption of rum on a percentage basis
Source: Mintel Reports, Premium Alcohol Consumption
PSYCOGRAPHICS
• Active Lifestyles
• Most classify themselves as casual social drinkers
• Generally tend to stick to one type of drink/have a
preferred drink of choice
• Have strong preference for certain distilled spirits
• Will try new drinks promoted by a sponsor or
recommended by a friend
• Source: Mintel Reports, Premium Alcohol Consumption
CHARACTER PROFILES
Jane Doe
Think
Do Conative
BACARDI EVENTS
Feel
COGNITIVE MOLDING EXAMPLE
AFFECTIVE MOLDING EXAMPLE
CONATIVE MOLDING
Level of Involvement:
Advertising Effectiveness
• Bacardi Consumers have a relatively low level of
involvement with its products (mainly a leisure product)
• Peripheral route is most effective in reaching the
consumer
• ELM: Elaboration Likelihood Method
• Low levels of elaboration about the product make
peripheral route the most effective mechanism to reach
the target audience
QUESTIONS?