INTERNATIONAL MARKETING |
Assessment one |
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Alcopops are flavoured and sweet alcoholic beverages served in small bottles also known as Flavoured Alcoholic Beverages (FABs), orReady to Drink (RTDs). They were introduced in 1995 in the UK with the launch of Britain’s first alcopop drink called Hooch. The success of Hooch soon stimulated the introduction of other brands such as Smirnoff Ice, Red Square, Archers Aqua, Bacardi Breezer, WKD and Vodka Reef. (Thomson and Boyd, 2009,pp.1) Nowadays, the United Kingdom is the largest FABs market in Europe, worth $2.9 billion. Some60% of all alcopop drinks sold in Europe is bought by United Kingdom drinkers who guzzle an average of 5.16 litres per head each year. (London net, 2008)
I. Bacardi Breezer in the United Kingdom
Bacardi Breezer was launched in 1995 in the United Kingdom, three years after its successful launch in the USA. At the beginning, it was a pioneer in the flavoured alcoholic beverages market butwith time it lost market share as new entrants penetrated the market. Now Bacardi Breezer is on the third place after WKD, with almost a third of the UK FABs market, and Smirnoff Ice. (Euromonitor, 2009a) Bacardi Breezer is still a strong company although the alcopop market is declining. The entire market is worth £1.1billion, of which Bacardi Breezer UK is valued at £160 millions. Since thelaunch in 1995 Bacardi Breezer has sold more than 49 million cases and continues to sell more than 270 000 bottles per day. (Bacardi Breezer, 2005a)
The beverage is made by mixing Bacardi rum, fruit juice and sparkling water, depending on which colour the cocktail you are drinking is.
A variety of flavour can be found: Cranberry, Watermelon, Lime, Orange, Pineapple, and Raspberry. Not so commonflavours also include Peach and Grapefruit.
Usually, Bacardi Breezer bottles are sold in a pack of four clear glass bottles with a cardboard sleeve holding them together. The colour of the packaging varies according to the content of the drink. For instance, Cranberry has a red tone and lime, a yellow one. The bottle is trendy since it is illustrated with the famous logo (a bat) on the front and thecap makes it quick and easy to open. In any flavour the content is 5,1% alcohol, which represents 1,4 UK units. (Alcohol concern Fact sheet, 2001)
When looking at Bacardi Breezer’s demographic segmentation it is possible to point out two main aspects: age and gender.
Bacardi Breezer’s target group is 18 to 44 years old, divided into two groups, 18-24 and 25-44. The younger part of thisrelatively large age group, the traditional target audience, sees Bacardi Breezer as an introduction to alcoholic beverages as it is fruity and relatively low on alcohol. They are new drinkers and therefore prefer the sweet fruity taste provided by Bacardi Breezer above the bitter taste of, for example, beer. The 18-24 year olds stand for 56.1% of the consumption. (Mintel, 2005). The 25-44 group, theabove average consumption group, likes the sweet fruit flavour or have grown up drinking Bacardi Breezer. (Mintel, 2005)
The entire flavoured alcoholic beverages market, except Smirnoff Ice and WKD, has women as their target. Indeed, Smirnoff Ice and WKD are male-focused with Smirnoff introducing Smirnoff Black Ice and male commented on their loyalty towards these more masculine brands.(Research finding of a study on alcopops Edinburgh, 2009).
The gender aspect of Bacardi Breezer’s segmentation is geared towards women. Women are targeted with the above mentioned sweet fruit flavour but also the colourful packaging is made to attract women. (Mintel, 2005). That is why I chose Bacardi Breezer, because this brand is one of the three market leaders but it is targeted to another...