The purpose of this report is to analyze the marketing environment and segmentation possibilities for the product ?Bacardi Breezer'. This is done by applying the STEP analysis. Socio-culturally, the target audience for this beverage is women aged 18-44 and can be further subdivided as 18-24 and 25-44. The traditional target audiences are the 18-24 aged or young women who are relatively new to the flavor of alcoholic beverages and enjoy the taste of the beverage owing to its fruity flavor and relatively low alcohol content. The 25-44 age groups simply prefer the sweet fruity flavor of the beverage or have grown up drinking Bacardi Breezer.
[...] (Flavored Alcoholic Beverages UK, 2005) Technological In 2003 Bacardi Breezer launched its first low calorie drink, ‘Diet Lemon'. (FABS in The United Kingdom, 2005) In May 2005 they came out with three existing new half sugar flavors, Zesty Lemon, Refreshing Raspberry, and Crisp Apple. The target audience for the new half sugar flavors are women and men, aged 24-35, looking for a low calorie alternative to beer, wine and already existing ready to drink beverages. (Bacardi Breezer Half Sugar, 2005) Bacardi Breezer did not just launch the healthier option but they were also first on the market with wine-based flavored alcoholic beverages. [...]
[...] The raised awareness of health regarding both obesity and the many diseases related to alcohol could make the desire for a non-alcoholic products grow. People who choose not to consume alcoholic beverages but still are interested in the ‘Latin spirit' that Bacardi Breezer preaches will find this new product appealing Bibliography About CAP, Regulating the UK advertising industry, viewed 16th March http://www.cap.org.uk/cap/about/ About us, The Portman Group, viewed 15th March http://www.portmangroup.org.uk/about/131.asp Bacardi Breezer Bacardi Breezer, viewed 16th March http://www.bacardi-trade.co.uk/content/view/9/11/ Bacardi Breezer Half Sugar Bacardi Breezer, viewed 15th March 2006 [...]
[...] general reduction in average alcohol by volume was a clear aim of the UK government in its attempt to curb excessive drinking and a rise in anti-social behaviour linked says” to the plentiful supply of cheap, high-strength liquor on the high-street.' (FABS in The United Kingdom, 2005) Bacardi-Martini, the owner of Bacardi Breezer, is a member of the ‘Portman Group', a regulatory body comprised of various alcohol manufacturers whose goal is to promote and advocate safe drinking and combat underage and irresponsible alcohol consumption. [...]
[...] The entire market is worth 1.1 billion which of Bacardi Breezer UK is valued at £160 million. Since the launch in 1994 Bacardi Breezer has sold more than 49 million cases and continues to sell more than bottles per day. As previous mentioned Bacardi Breezer has their busiest time during Christmas. In 2004 the brand held 40% of the off-trade volume share in the 4-pack market for two weeks. (Bacardi Breezer, 2005) When Bacardi Breezer was launched in 1994 it was a pioneer in the flavored alcoholic beverages market but with time they lost market share as new entrants penetrated the market. [...]
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