Bacardi Case Study
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  • 1. BACARDI DRINK RESPONSIBLY BA620 Marketing Management
  • 2. B A R X -Treme B A D R A C I A C D I B A D R A C I
  • 3. Alcohol Drinks Market Size BA620 Marketing Management
  • 4. S ocial P olitical L egal D emography T echnology SPEELTD Attitude to alcohol drink Political situation Limit alcohol trading by law Not use complicated technology Target group 24% BA620 Marketing Management E conomic E nvironment Declined economic Natural environment effect to material Situation Analysis
  • 5. Industry Analysis BA620 Marketing Management 5 Forces Market Size Market Structure Competitor Analysis Customer Analysis
  • 6. Market Structure Premium : local made products price 45 - 75 Bht. Medium : local made products price < 35 Bht. Super-premium : imported products price > 75 Bht. BA620 Marketing Management
  • 7. Industry Analysis : Five-Forces New Entry Substitution Product Customer Bargaining Power Suppliers Competitor No new entry because of no business motivation Only 3-4 brands in the market Customer cannot perceive the difference between RTD and other low alcohol drinks High of customer bargaining and low brand loyalty Low : Not complicate production, many manufacturers and common packaging BA620 Marketing Management
  • 8. Market size BA620 Marketing Management
  • 9. Customer Analysis Who? Female and male : Age between 18-30 years BA620 Marketing Management Love night life Fun and Freedom
  • 10. Competitor Analysis Marketing Strategy : Make Brand Awareness Ingredient : Vodka Alcohols : 5% Made In : Thailand (TIS 1997) Direct Competitor BA620 Marketing Management Cruiser nite Cruiser Alcohols : 5% Marketing Strategy : Experience Marketing Made In : Thailand (TIS 1997) Ingredient : Fruit Wine nite
  • 11. Competitor Analysis Indirect Competitor Wine Cooler SPY Target Customer : Age Between 18 - 25 Product : SPY Black 7% Alcohols SPY Black Alcohols : 7% Target Customer : Men BA620 Marketing Management Market : Wine + 5% Alcohols + Gas
  • 12. Company Profile - Imported by Callbeck Mcgregor (Thailand) Co.,Ltd. in 2001
  • 13. Company Profile - Imported by Callbeck Mcgregor (Thailand) Co.,Ltd. in 2001 - In 2004, Bacardi Company (Bermuda) repurchase stock and came to invest in Thailand 100%
    • First 4 Bacardi launched to market
    • : Blueberry, Lemon, Lime and Orange
    - New product : Launched in 2005, Lychee taste (Only Thailand) BA620 Marketing Management
  • 14. Company Profile Market share of RTD in 2006 BA620 Marketing Management
  • 15. BA620 Marketing Management
    • Brand Building
    • Brand Strenght
    • Capital
    • Quality of Product
    • Distribution
    • Variety of flavor
    Strenghts
  • 16. Weaknesses
    • Short Life Cycle Product
    • Inadaptability
    BA620 Marketing Management
  • 17. Forecasting Market Size BA620 Marketing Management Forecasting Market Size RTD Million Baht 2008 2007 2009 0
  • 18. Opportunities - Expand of On-Premise Channel - High Purchasing Power - Expand Market Size - Customer Value - Low Competitors - Trend of Customer Lifestyle BA620 Marketing Management
  • 19. Threats - Alcohol Product - Legal - Product Short Lifecycle - Trend of Healthy - Expand Market Size - Indirect Competition - Image of Product - High Tax Rate - Small Market Size - Customer Behavior
  • 20. Segmentation STP Analysis Factor to segment BA620 Marketing Management Education Income Age Sex Life style
  • 21. Segmentation Premium Super Premium Medium Premium BA620 Marketing Management
  • 22. Target Consumers Gender : Female / Male Age : 26 – 30 Earning : More than 10,000 Education : Cover all educational level Life Style : Social drinkers, Modern Society First Target Group Gender : Female / Male Age : 18 - 25 Earning : More than 10,000 Education : Cover all educational level Life Style : Social drinkers, Modern Society Second Target Group
  • 23.
    • Life style Brand
    Price Positioning
  • 24.
    • Brand Image
    Product Strategy Life Style Brand BA620 Marketing Management Product Line
    • Lychee
    • Blueberry
    • Orange
    • Lemon
    • Lime
    New logo “X-TREME” Rum-based plus Tonic Alcohol up 5.6% to 7% Strong Label(Dark tone) Same Size 275 Ml. New BACARDI X-TREM E
  • 25. Objective & Target Key Results Indicator Current Target Area   Performance 2550 2551 2552 Revenue Million Baht 425 480 540 580 ROS % 1.2 2.0 2.8 3.0 Market Share % 50 55 60 63 New Flavor Flavor 1 1 1 1 On-premise Channel Outlet 110 13 0 15 0 180
  • 26.
    • Off-Premise
    49-55 Baht / bottle Up to 70-110 Baht per bottle BA620 Marketing Management On-Premise Price Strategy
  • 27.
    • On-Premise Channel
    Place/Channel Strategy 60 % of Sales BA620 Marketing Management Off-Premise Channel 40 % of Sales Other Channel Changmai Nakornratchasrima Pattaya
  • 28. Advertising TV Radio Internet PR Sales Promotion Below the line Event Grand Opening Free Trial Sweepstakes Pretty girl Seasonal Marketing Music Marketing Sport Marketing Sponsorship Above the line BA620 Marketing Management Promotion (IMC)
  • 29. Free Trial Sweepstakes Pretty girl Advertising TV Radio Internet PR Sales Promotion Below the line Event Grand Opening Seasonal Marketing Music Marketing Sport Marketing Sponsorship Above the line BA620 Marketing Management Radio T.V. Internet &Magazine FM 95.5 Virgin Hitz FM 97.5 Seed FM M-Web , Sanook A-Day , FHM , MTV Magazine Promotion (IMC) I Love the Night Live Five Live Seed TV
  • 30. Grand Opening PR Sales Promotion Below the line Event Free Trial Sweepstakes Pretty girl Seasonal Marketing Music Marketing Sport Marketing Sponsorship Promotion (IMC) BA620 Marketing Management Central Airport Plaza (Chiangmai) Center Point (Bangkok) The Mall (Nakornrachasrima) Free Premium& Free Trial Pretty Girl & Handsome Boy Bartender Contest Sponsorship X-Game Sport Pattaya music Valentine Day Songkarn Festival Halloween New year festival
  • 31. Action Plan
  • 32. Monitoring Balanced Scorecard BA620 Marketing Management B/(W) 8 35 17 2% 34% 13% Plan Time Inventory turnover Mil Baht Revenue from new flavor Mil Baht Cost per channel % ROS % Profit margin % Sales growth Actual Indicator Perspective Financial 2550
  • 33. Monitoring BA620 Marketing Management Balanced Scorecard B/(W) 90 1 45 55 Plan % Brand Awareness Ranking Rating from customer Survey % % of Customer Satisfaction % Market Share Actual Indicator Perspective Customer 2550
  • 34. Monitoring Internal Learning & Growth BA620 Marketing Management Balanced Scorecard B/(W) 10 3 3 270 1 Plan % % of feedback from customer % Turnover rate Outlets No.of on-premise Channel Days Time to Market Flavors No. of new flavor Actual Indicator Perspective
  • 35. Pro forma Income Statement BA620 Marketing Management 63% 18 (3) (5) (182) 197 (383) 580 2009 20% 17% 8% 7% % growth 50% 22% 12% 12% % growth 25% 12% 13% % growth 15 10 Net Income (3) (2) Income Tax 30% 60% 55% Market Share (6) (6) Other expenses (169 ) (152) Less Selling&Admin Exp. 184 163 Gross Profit (356) (317 ) Less COGS 540 480 Revenue 2008 2007 (Unit: Mils Baht )
  • 36. Question & Answer