Bacardi Brand Analysis

Dunca Lucian

Ba 8881

HistoryIn 1862 Don Facundo Bacardi Masso purchased a small tin-roofed distillery for 3 500 pesos in Santiago de Cuba…

TodayToday

Largest privately held spirits company in the world Variety of internationally-recognized spirits and wines. Portfolio of +200 brands and labels.

PortfolioPortfolio

BACARDI RumDEWAR’S Blended Scotch WhiskyBOMBAY SAPPHIRE GinGREY GOOSE VodkaCAZADORES TequilaERISTOFF VodkaMARTINI VermouthMARTINI Sparkling WinesMix drinks

Customer Analysis

Who?

Female and male : Age between 18-30 years

Love night life

PEST analysis

Political factors

Laws regarding selling alcohol to under age consumers.

Economical factors

Their leading position on the market and developed brand image

SOCIAL factors

Supporting responsible drinking and promoting events for all social classes. Sponsorships a large number events.

TECHNOLOGICAL factors

Uses simple but ecological containers for stocking its products. The new improvement are the wood barrels that keep it fresh and doesn’t damages the taste.

Swot analysis Strengths

Strong brand recognitionMultiple product linesCapitalQuality of productDistributionVariety of flavour

Weakness

Difficult to predict tastes/ preferences.Heavily driven by consumer preferenceShort life cycle productLong Term Debt ObligationsOnly associated with Rum

Opportunities

Bacardi branded food itemsNon alcoholic Bacardi branded beveragesGrowing wine marjetExpansion into Asian markets

Threats

Highly competitive marketLimited Brand loyalityGlobal economic slowdownStringent Governmental RegulationsTrend of healthyHigh tax rateCustomer behaviourStrict advertising regulations