Bacardi vs Smirnoff

Résumé du document

Founded in Cuba in 1862, by Don Facundo Bacardi, Bacardi has grown to become the world's leading producer of rum.

When rum was first produced by distilling sugar cane juice, it was an unrefined, fiery drink that became associated with the sailors and pirates of the Caribbean seaports.

When, Don Bacardi immigrated to Cuba from Spain in 1829, he brought with him an inventive mind and a love of drinking. He discovered that the rum produced in the island was of a rich, dark and almost overwhelming nature.

This began to change in 1862, when, after much experimentation with the distillation process, Don Bacardi, by discovering that a lighter, smoother, and more flavourful drink could be distilled from the original rum formula, founded Bacardi in Cuba, and began the development of the new type of rum.

Extraits

[...] Bacardi Breezer's Adverting Objectives Bacardi Breezer's advertising objectives must be based on: - The target audience - The products - The promotions mix - The competition within the target market The Target Audience Bacardi Breezer is aimed at the people aged 18-24 years. As it has presence since 1994, it must be constantly renewing its efforts to catch this age group. It is also in a market that has become saturated with similar products, so it must constantly differentiate itself from the competitors. The Products Bacardi Breezer and Bacardi Breezer Twist are both in the PPS market. Bacardi Breezer has the image of being the fun-loving, party type, and Breezer Twist follows the same image. [...]

[...] While returning home, the cat is shot in close up squeezing through the cat flap. The ears are a little squashed down creating a slightly bedraggled look, signifying morning after the night before” and he has acquired a green Bacardi Breezer bottle top as a collar tag (showing the Bacardi bat logo). This connects the identity of the cat, and all his characteristics, to the product. When the old lady asks if he has been out 'chasing birds' the audience and cat share a double meaning but there is no conflict with the cats day job as housecat; it cannot answer. [...]

[...] The Smirnoff vodka places its' origin in early 19th century Moscow. It was in the 1860's that Piotr Arsenyevitch smirnov founded his vodka distillery (Trading House of PA Smirnov) in the city achieving rapid success on a national and international scale by producing high quality vodka. In the 1870s chemist Andrew Albanov, was experimenting with charcoal to find out if it had any inherent medicinal properties, and one night left a chunk next to an open bottle of idoform. The following morning he found the charcoal had absorbed the fumes from the bottle. [...]

[...] Another form of sales promotion that Smirnoff Ice developed is competition. They developed a campaign using SMS to communicate to bar staff in the top bars in Sydney and Melbourne- every Friday for six weeks. The purpose of the SMS communication to bar staff was to remind them that if they reached their quota of sales, their bar would attend a Ministry of Sound Party. This form of innovation by Smirnoff Ice also comes under the heading PR (public relations), as the form of promotion was also an incentive to the bar staff- as the bar staff were also one of Smirnoff Ice's target. [...]

[...] Bacardi had a link with the Dutch mobile internet services developer. The company is expected to diffuse SMS to its consumers in the Netherlands. Due to the link with alcohol, these SMS's will be sent to people who are at least 18 years old. This technique would be quite innovative. Bacardi has an email database of 27,000 people. It is a form of ongoing communication where customers receive a monthly newsletter through email containing promotions of new products and details of Bacardi tours. Bacardi has websites that advertises its products. [...]