Innovation In Company----BACARDI plc.

                                              

Campaign Goals

• To develop brand awareness                

• Reach a wider audience

• Let the consumer know aboutthe wide range of the Bacardi products

History--The Market

Bacardi operates in the alcoholic drinks and spirts market, a steady market which has shown formidable growth.In the Vodka sector and slow decline in the scotch and gin sector. Has a diversified product range,including:rum,vodka,flavoured,selling products in different sizes such as litre bottles to 1/4 litre bottles.Competes with other big companies like Smirnoff, Jack Daniels and Absolut Vodka.

Bacardi Infuses Spirits Market with New Flavor Innovation: Bacardi Rock Coconut Flavored Rum

                                     

Bacardi has announced its latest flavor innovation, Bacardi Rock Coconut. Bacardi is proud to introduce the first coconut rum infused with rock melon and coconut water. The distinct combination of sweet and highly refreshing coconut water paired with the crisp and exotic taste of rock melon create a dynamic spirit, with a rich aroma, and authentic taste. Bacardi Rock Coconut follows the successful launches of Bacardi Dragon Berry and Bacardi Torched Cherry.

http://www.tastingpanelmag.com/News/Rum/2010/Bacardi-Infuses-Spirits-Market-with-New-Flavor-I.aspx

Bacardi Rock Coconut will be available beginning in November 2010.

The launch will be supported nationally with advertising

Bacardi Rock Coconut Rum

http://www.youtube.com/watch?v=Zcwq91Cmy_U

Bacardi: Inventions TV Commercial

http://www.youtube.com/watch?v=3iJLaZA4Sos

Comment:

To facing such competitive society, Bacardi has constantly created new products to attract customers. This time, Bacardi plc produced new flavor innovation. This innovation was sold to the market successfully and has made a good advertising for this product. This innovation was concentrate to the young person as this is an important portion for the market target.