Individual Brand Analysis

Srinivas Rao
March 30, 2009
BACARDI SWOT ANALYSIS
Strengths
• Strong brand recognition
• Multiple Product Lines
• Distribution Channels
Opportunities
• Non-alcoholic Bacardi Branded
Beverages
• 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

Age Group: 21-24

Character Traits: Recent College graduate,

hoping to get a promotion at her job,
considered attractive by most men. Doesn’t
have trouble getting into any night club

Lifestyle: active, goes out 3-4 nights a week,

you’ll likely find her at a night club with 4
friends on most weekends.

Alcohol Consumption Habits: Drinks daily, but

sticks to Bacardi Breezers during the week,
but will be drinking a mojito on the weekend. If
her friends suggest a new drink she’ll give it a
try
John Smith

Age Group: 25-34

Character Traits: graduated from college 3-4

years ago. Was the president of his fraternity
in and acquired a taste for Bacardi there.
Works in finance and is considering returning
to get an MBA

Lifestyle: active, goes out every weekend.

Likely to be with one friend and sometimes
will get bottle service

Alcohol Consumption Habits:

Drinks daily and tends to drink on the
heavier side. You’re likely to find him drinking
Bacardi 151 because he prefers a stronger
drink, wants to hook up with Jane
 THREE COMPONENT MODEL
FOR ATTITUDE MOLDING
Think Think
Cognitive Affective
Do Do BACARDI TV
BACARDI/DIET COKE
COMMERCIALS
Feel Feel

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?