Smirnoff Ice Vs. Bacardi Breezer

Type :

Market study

Pages :

27 pages

Format :

.doc

Published date :

01/21/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Executive summary.
Objectives.
The research process.
1. Research methodology.
2. Secondary research.
3. Primary, qualitative and 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.
Recommendation.
Bibliography.
Appendix.

Abstract

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.