Bacardi`s Tryst with Experiential Marketing to Woo Indian Millennials

Case Code: CLMM156 Case Length: 6 Pages Period: 1999-2019 Pub Date: 2021 Teaching Note: Available

Price: Rs.150 Organization: Bacardi India Private Limited Industry: Food & Beverage Countries: India Themes: Services Marketing, Marketing Strategy, Brand Differentiation, Consumer Behavior,Brand Strategy

Abstract

The case "Bacardi's Tryst with Experiential Marketing to Woo Indian Millennials" discusses the nuances of the experiential marketing strategy adopted by one of the leading Indian alcohol beverages company, Bacardi India Private Limited (Bacardi), to attract millennials. As alcohol advertising in India was prohibited, Bacardi resorted to an experiential marketing strategy centered on music. Starting from the late 1990s, it held various events like music festivals and dance parties, which created the notion that Bacardi stood for a great musical experience. The case then provides details about Bacardi's shift of focus to the independent artiste. From 2017, the company began providing a platform for independent artistes to create, develop, and promote their music. From there, Bacardi’s focus evolved to facilitating long-term collaborations directly with an artiste through digital media, in order to create a brand narrative through their voices. Bacardi’s experiential marketing strategy enabled it to overcome advertising restrictions and create a strong brand identity. Will Bacardi’s association with music enable it to keep attracting the coming generations?

Issues

• Examine how the limitations on alcohol advertising led to creative marketing campaigns
• Study the nuances of surrogate advertising
• Understand customer behavior to devise targeted marketing campaigns
• Analyze the motto behind conducting an experiential campaign
• Scrutinize the role played by experiential marketing in a company’s digital marketing strategy
• Determine the impact of an experiential marketing campaign on brand image

Introduction

In India, alcohol beverage companies had a difficult task in marketing themselves, given the long-standing ban on advertising liquor products. While countries like the US, the UK, and Australia allowed alcohol advertising with certain restrictions, it was completely forbidden in India. The Press Council of India (PCI) strictly barred any advertisement that “promotes directly or indirectly production, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor and other39 intoxicants”. A similar code was set under the Cable Television Networks (Regulation) Act of 1995..

Keywords

Experiential marketing; Marketing communication; Millennials; Brand promotion; Digital marketing; Social media marketing; Indian advertising regulations; Brand association; Surrogate advertising; Consumer Behavior; External Influences; Cultural Influences on Consumer Behavior; Targeting; Brand Image; Music

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