A marketing plan on Bacardi light-dry rum

• Main Authors: Marasigan, Margaretha M., Mendiola, Herbert Alvin L., Ragos, Josef Alexis Sanchez, Tamoro, Caryl, Tane, Purita D.
• Format: text
• Language: English
• Published: Animo Repository 1997
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16935
• Institution: De La Salle University

Despite its established international appeal, Bacardi Rum continues to struggle for attention in the local spirits market. Now, after three years of marketing efforts by Jardine Wines & Spirits Philippines, Bacardi's sales remain stunted. Analysis of the current spirits industry has led the proponents to cite the following factors as the obstacles suppressing Bacardi's full market potential: Bacardi's target AB-young segment has established preference for two spirit types namely: Vodka and Tequila. Bacardi's targeted consumers do not have a very high appreciation for rum. Certain loopholes have been found in Bacardi's current marketing strategies namely, the lack of impact and consistency in its marketing activities. Given such a predicament, it was resolved that in order to obtain any substantial attention from its target market, Bacardi must necessarily compete with the very brands that take up the bulk of said market's consumption. Thus, the proponents have identified Absolut Vodka and Cuervo Tequila as its competitors to attack. Achieving equal footing with which, will assure Bacardi of stable and substantial benefits. However, it has been the proponents' resolve that such a goal can only be efficiently achieved if stable brand image for Bacardi is first established. Thus, the preceding proposal has been conceived highlights of which include strategies such as: (1) intensification of on-premise A & P, and (2) implementation of such product innovations as the Bacardi Vendo.