In order to conduct the research, a problem was first recognized, 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 this industry. Therefore, the key goals of the research were to understand the needs, attitudes, and perception of the consumers, and their relation to the Alcopop industry as a whole. Primarily the group gathered extensive information pertaining to the Alcopop industry, and then analyzed the two 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. Therefore, we decided the main issue is to understand the perception of the customers towards the two Alcopops (Bacardi Breezer vs. Smirnoff Ice). In relation, the key factors as to why the two brands hold a specific target audience , and what they must do to succeed in their growing and competitive market. Consumer Marketing Research is in general used to understand consumer behaviour. Indeed you can find out what makes the consumers purchase specific products, and to enable the marketers to predict how consumers might react on certain marketing messages (Schiffmann, Kanuk, 2004, p.14). As problems already existed in the FAB's market, it is of great importance to examine their existing or potential customers to prevent a further decline in this segment, and to enhance the marketing strategy of Bacardi Breezer and Smirnoff Ice to better satisfy the customer's needs.
[...] In addition to these data base, we also used some other sources to know the two products: Bacardi Breezer and Smirnoff Ice. The most useful database for them is Marketline, which analyses a lot of companies individually based on their own data. Furthermore, we also referenced several data base and Web sites, for collecting information from newspapers or magazines. Is the philosophy of qualitative research as this process focuses on the standing consumer experiences (Schiffmann, Kanuk (2004)) In quantitative research your aim is to determine the relationship between one thing (an independent variable) and another dependent or outcome variable) in a population. [...]
[...] “Based on the volume of sales, Smirnoff Ice is more preferred followed by Bacardi Breezer.” 3. What flavor is most preferred for Bacardi Breezer and Smirnoff Ice? Smirnoff Ice, the Black Label is most appreciated by men and the Red by the ladies. Bacardi Breezer has a wide range of flavors but cranberry stands out.” 4. Do you think the high prices of Alcopops cause customers to substitute them for other products? “Certainly, the high prices make customers migrate to other drinks from Alcopops. [...]
[...] Since there is a significant ongoing change in the FAB's market, the consumer research is of great importance to modify the recent marketing strategy of the two leading companies Smirnoff Ice and Bacardi Breezer to guarantee further success Analysis between smirnoff ice and bacardi breezer Bacardi Breezer was launched in 1993, and was the leader of Alcopops until Smirnoff Ice arrived on the market in 2002. However, today in the UK the leaders of this industry are Smirnoff Ice 1st and Bacardi Breezer 3rd (See appendixes 1.1 In 2005 Bacardi Breezer launched a new range of products to gain a new target audience such as a half sugar wine named Coomira Coast. [...]
[...] In the case of our study between Smirnoff Ice and Bacardi Breezer we decided to conduct an interview with two different liquor stores to see what types of consumers purchase Alcopops, as well as which brand is the most preferred to see which brand, Bacardi Breezer or Smirnoff Ice, is the better selling brand. Additionally, to narrow our research we decided to ask what flavour of Bacardi Breezer, as well as Smirnoff Ice is the most popular. Lastly, we inquired if the price of the Alcopops affected buyers to switch their alcohol preference. [...]
[...] 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. [...]
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