Bacardi Breezer

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An analysis of the global ad campaign for Bacardi Breezer - "Marketing across cultures" final project

An analysis of the global ad campaign for Bacardi Breezer - "Marketing across cultures" final project

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  • 1. Summer in a bottle Restructuring of Bacardi Breezer’s global advertising strategy by Vassilena Valchanova
  • 2. The Beginning
    • In 1862 Don Facundo Bacardi Masso purchased a small tin-roofed distillery for 3 500 pesos in Santiago de Cuba…
  • 3. Today
    • L argest privately held spirits company in the world
    • V ariety of internationally-recognized spirits and wines ,
    • P ortfolio of + 200 brands and labels .
  • 4. Portfolio
      • BACARDI Rum
      • DEWAR’S Blended Scotch Whisky
      • BOMBAY SAPPHIRE Gin
      • GREY GOOSE Vodka
      • CAZADORES Tequila
      • ERISTOFF Vodka
      • MARTINI Vermouth
      • MARTINI Sparkling Wines
      • Mix drinks
  • 5. Bacardi Breezer FRUIT FLAVOR + ALCOHOL - BACARDI RUM
  • 6. Across the globe Also a vailable in USA and China P opular in Europe, Canada and Australia India : 1st entrant in the ready-to-drink category , market leader 1987 U S 1996 Europe
  • 7. Degrees of adaptation
    • Our global marketing function has centralized the production of major campaigns and marketing programs, thereby enabling us to present a global image of our core brands.
    • - Bacardi Limited
  • 8. Examples
    • TV
  • 9. Examples
    • Print
  • 10. Examples
    • Internet: promotional microsites and national sites
    Israel Italy Canada
  • 11. Examples
    • Guerilla
      • Supermarkets
      • Party store
      • VIPs
  • 12. Examples
    • Events
      • Bacardi-B Live
      • Free Spirit Tour , Italy
  • 13. Degrees of adaptation
    • Mission
      • Verdict: GLOBAL
    • Proposition
      • Freedom, fun, glamour, sexiness, fashionability
      • HRCD -distribution (Hotels, Restaurants, Cafes, Discos)
      • Verdict: GLOBAL
  • 14. Degrees of adaptation
    • Concepts
      • Stressing images of hedonism and freedom
      • Drawing sharp contrasts with older generations
      • Depending on universal lifestyle trends: clubbing, dancing, party-culture
      • Verdict: GLOBAL / LOCAL
    • Execution
      • Verdict: LOCAL
  • 15. Potential problems
    • Image problems
      • UK: chavs
      • NL: Breezer slet
    • Internet integration
      • No information about Breezer on Bacardi web site
      • Poor integration of local websites
  • 16. Recommendations
    • Image shifting and repositioning
      • Older audience as advertising protagonists
      • Male and female alike
    • Internet activity strengthening
      • Website integration
      • Interactivity
    • Types of advertising media
      • Less TV
      • More outdoor, events, web
  • 17. Please, drink responsibly! Thank you! Any questions? by Vassilena Valchanova