Marketing Plan

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  • Topic: Bacardi, Rum, Cuba Libre
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Marketing Plan
April 24, 2006
Professor: John Daly

Bacardi & Co.

Rashin Mohebian
Dianna Valko

Table of Contents

Executive Summary…………………………………………………….......Page 3 Company Background………………………………………………………Page 4 1. company name
2. type of business
3. company location
4. company size
5. privately or publicly owned
Mission Statement…………………………………………………………..Page 5 1. opportunities or needs of the business
2. what the business is doing to satisfy the
needs of the business
3. the values of the business
S.W.O.T Analysis…………………………………………………..………Page 5-7 1. strengths
2. weaknesses
3. opportunities
4. threats
Company Objectives…………………………………………………..……Page 7 1. what we want to accomplish
Target Segment Profile………………………………………………..……Page 7-12 1. Behavioural Needs
2. Geographic Needs
3. Demographics
4. Key Psychological Influences on Buying
5. Types of Buying Situations
6. Nature of Relationship with Customer
Marketing Strategies……………………………………………...………...Page 12-16 1. Product
2. Place
3. Price
4. Promotion
Competitor Analysis………………………………………………………..Page 17-18 1. Appleton Rum
2. Captain Morgan’s Rum
3. Positioning map
Action Plan…………………………………………………………..……...Page 19-23 1. Opportunity
2. Recommendation
3. Implementation
Control……………………………………………………...………………Page 24 Timing……………………………………………………………………....Page 24 Contingency Plan……………………………………………………...……Page 24-25 Executive Summary

Bacardi & Co. is a privately owned manufacturer of the world’s greatest rum since 1862. It was originally established in Cuba but has since moved its operations to 170 nations world wide with its head office in Bermuda. Bacardi offers over twenty varieties of their rum and rum products. And each of their bottles are stamped with their seal of approval which is backed up with their mission statement which briefly states that our mission is to provide customers with the finest tasting rum ever established. Our company strives to find new and improved ways to provide the best service and cutting edge innovations. We at Bacardi value our customers and their needs, and we will continue to gratify their desire for a smooth, sweet tasting spritz.

At Bacardi we are trying to move forward with a new joint venture with Coca Cola, new low calorie rum, and to tie it all together with new packaging and labeling. Hopefully this will increase our sales by $1,500,000 per year for the next five years. Overall we are trying to appeal to our target market which consists of men and women at the ages of 19 and over who want an affordable and great tasting drink. We also predict that within the next year we will have new and innovated advertisement campaigns, a more efficient inventory system and controlling systems to help us reach our sales goals. Company Background

▪ Privately owned manufacturer of rum since 1862
▪ Established in Santiago, Cuba
▪ Located in 170 nation’s world wide
▪ Head office is based in Bermuda
▪ Produce and distribute internationally (mainly North America) ▪ 10% of gross sales is through domestic consumption
▪ 90% of gross sales is through international consumption ▪ Major plants are located in: Puerto Rico, Spain, New York, Mexico, Brazil, Canada, Florida, and Panama ▪ More than 6000 employees

▪ Seven different varieties of our rum
➢ Bacardi Superior
➢ Bacardi Limon
➢ Bacardi 8
➢ Bacardi 151
➢ Bacardi Anejo
➢ Bacardi Gold
➢ Bacardi Solera

Mission Statement

Our mission is to provide our customer with the finest tasting rum ever established. Our company strives to find new and improved ways to provide the best service and cutting edge innovations. We at Bacardi value our customers and their needs,...
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