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.
