Essay about Marketing Analysis : Bacardi 's New Line Of Healthier Drinking

Essay about Marketing Analysis : Bacardi 's New Line Of Healthier Drinking

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Promotion Paper
Rebecca Denton
Brandman University
August 1, 2016

Bacardi’s new line of healthier drinking will use many strategies in promotion. First we will start with possible marketing channels. A marketing channel or distribution channel is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user (Kotler, p.341). Every marketing decision s based around the company’s channel decisions. It affects things such as pricing, and sales force. I believe the best would be using multiple channels of distribution. The option for consumers to buy from specialty stores (BevMo, Liquor Stores), retailers (Walmart, local markets), wholesalers (Costco, Sams Club) and directly form the manufacturer (by phone or internet) will lead to more sales opportunities. The name Bacardi speaks for itself and has relationships in all channels which will make B2C marketing and distribution much easier. Some downfalls of this would be pricing, obviously there is more profit selling directly rather than to retailers.
I do not see very much potential nor the need for an e-business with Bacardi’s new line. Bacardi already provides a website for informational purposes only. It includes history of the product as well as available products. There could always be the option to have direct sales through the website but cost would have to be a consideration. It would be a new department or an add on to the existing sales department. One thing to take into consideration is liability, a consumer must be 21 years of age to consume Bacardi and proving such may be challenging over the internet through direct sales over distribution.
Pricing for Bacardi’s new line of ...

... middle of paper ...

... positive so many other people have been looking for but failed. That sought after product is finally here. Our product will speak for itself and consumers will see and taste the difference and that will keep them coming back time and time again. The above mentioned strategies will help us get there so every consumer can have the opportunity to learn about and try our new line of products. We just need consumers to give us a try and they will fall in love just like they have in the past with our other products. That is why we are the leading manufacturer is rum for over the past 100 years. Bacardi Superior isn’t called that because it’s less, it’s because it’s Superior.

Da Vanzo, Peter. Getting Your Pricing Right. January 6. 2016. Web.

Kotler, P. (2013). Principles of Marketing 15 ed. Pearson Education, Inc. Upper Saddle River, New Jersey

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