Smirnoff Ice Vs. Bacardi Breezer

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Smirnoff Ice Vs. Bacardi Breezer

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Abstract

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.

Executive summary
1. Terms of Référence
2. Problem Definition
Objectives
Objectives
1. Research Methodology
2. Secondary Research
3. Secondary Research
4. 3.4 Qualitative Research
5. Quantitative Research
Alcopops industry
1. History
2. Future of the Alcopop Market in the UK
Analysis between smirnoff ice and bacardi breezer
The quantitative and qualitative data
1. Qualitative Research - DEPTH INTERVIEW
2. The quantitative data -questinnaire
3. How we built up the questionnaire
4. Data analysis of the questionnaire
Recommendation

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[...] For setting an age range we had all ages, from people under 18 to people over 33 just to verify the secondary research. Then we had to choose our interviewing methodology, or how we would ask the questions. We varied our questions with open-ended as well as close-ended questions. The close-ended questions were more generalized, so they were easily answered by the sample. Even though we did have many open-ended questions, they were very important and were easily answered by the sample, because most of the sample knew of Alcopops, especially Smirnoff Ice and Bacardi Breezer. [...]

[...] Once a new product range is launched and prices are lower, the readiness to buy or try a drink is higher and people could realize the new image of Alcopops. As the ethical awareness among the large society is increasing, companies who produce Alcopops need to reconsider the content of their advertisements in order to make sure that they don't appeal to underage drinkers. We think if they don't take this into consideration, it would cause a long-term damage to their image. [...]

[...] Quantitative research designs are either descriptive (subjects usually measured once) or experimental (subjects measured before and after a treatment). A descriptive study establishes only associations between variables. An experiment establishes causality (Proctor, 4th edition, p154-155). Is the philosophy behind quantitative research which results can be generalized to the larger population as some facts are distinctive (Schiffmann, Kanuk (2004)) On one hand, qualitative research does not pick out small differences quite as well as large-scale quantitative research. In that case, quantitative research was necessary for the team to detect often unnoticeable variations within a small portion of the population. [...]

[...] In the following table a forecast of the sale in the FAB's sector until 2010 can be seen. Table 148 Forecast Sales of FABs by Subsector: Total Value 2005-2010 Other FABs beverages) (FABs Go Pop, 2005) Considerable reasons are, on the one hand, the arising ethical responsibility of Alcopops consumption amongst teenagers (Leonie Tait, 2005). The ethical problem is that the marketing of Alcopops targets underage drinkers on purpose (Alcohol Concern Fact, 2001). As a result, the Portman group was established to deal with these ethical issues. [...]

[...] In term of the sort of data produced, small samples size and free-flowing discussion can lead qualitative research projects along many different topics and thought (Proctor, 4th edition, p154-155). Market segmentation is the process of dividing consumers into groups with similar habits, needs or attitudes. This is essential to analyse consumers better and therefore to satisfy their needs the best way. After this division you have to choose one market which might be the most effective one in order to your products and strategies, which is known as targeting. (Schiffmann, Kanuk (2004), p.12) That's part of attitude creation in the consumers mind. [...]

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