Smirnoff Ice Vs. Bacardi Breezer - publié le 26/01/2007

Résumé du document

We have been requested to conduct a marketing research on the Alcopop industry and its two leading brands: Smirnoff Ice and Bacardi Breezer. In addition, we have developed a suitable marketing strategy and tactics for both brands in this specific industry. In order to conduct the research, a problem was identified, and objectives were generated accordingly. The purpose of the research is to identify the important issues and problems associated with the Alcopop industry, and then recommend marketing strategies and recommendations for both Smirnoff Ice and Bacardi Breezer to improve their position in it. The key goals of the research therefore were to understand the needs, attitudes, and perceptions of the consumers, and their relation to the Alcopop industry as a whole. The group primarily gathered extensive information pertaining to the Alcopop industry, and subsequently analyzed the two market leaders in the market (Smirnoff Ice and Bacardi Breezer). Consequently, the team found out that various factors, perceptions, and issues influence a customer's view on Alcopops.

Extraits

[...] Smirnoff Ice Vs. Bacardi Breezer Table of Contents 1. Executive Summary Objectives The Research Process Alcopops Industry Analysis between Smirnoff Ice and Bacardi Breezer The Quantitative and Qualitative Data Recommendation conclusion Bibliography appendix 1. Executive summary 1. Terms of Reference It has been requested by Professor XXX to conduct a marketing research on the Alcopop industry and the two leading brands: Smirnoff Ice and Bacardi Breezer. In addition, we developed a suitable marketing strategy and tactics for both brands in this specific industry. [...]

[...] Of course we used the old information to know the history, but we rather focused on collecting new information. Actually we took a lot of information from database called Mintel, which is suitable for gathering information of the industry itself and related industries, Business Insights, which has a lot of information put within 2 years, and Alcohol Concern, which typically deals with alcoholic industry, chiefly focusing on problems. In addition to these data base, we also used some other sources to know the two products: Bacardi Breezer and Smirnoff Ice. [...]

[...] Therefore, in the future Smirnoff and Bacardi can create a completely different product that has more alcohol, but is still associated with the company. Another important future need that both Smirnoff Ice and Bacardi Breezer needs to take into account is that in our results many people said that they would switch to another Alcopop if it was cheaper, so both Smirnoff Ice and Bacardi Breezer needs to adjust their prices accordingly. The ethical responsibility and liability of Alcopop brands According to the questionnaire results, we can infer that 82 percent of the males interviewed believe alcopops influence consumers to start drinking at an earlier age, while only 18 percent don't think so. [...]

[...] Also, this allows the group to see if Smirnoff Ice as well as Bacardi Breezer are well-known compared to other brands. Results: After finding the results this question was very useful because it showed that Smirnoff Ice and Bacardi Breezer was the most well-known which showed us that these brands have great brand awareness and an excellent marketing strategy What characteristics do you link with Smirnoff Ice? This questions aims to find out what an image the consumers have in mind when thinking about Smirnoff Ice. [...]

[...] This allows us to know that Smirnoff Ice is very influential in its brand name and many people can associate many similarities to the product What characteristics do you link with Bacardi Breezer? We wanted to evaluate the most important features that are come to mind for consumers. The open-ended question was the appropriate type for this kind of information, because various elements can link to a consumer's view of the product. Results The results of these questions were partly helpful to analyze the specific brand image, because most of the surveyed people linked the same characteristics with Bacardi Breezer as they did with Smirnoff Ice. [...]