Abstract

This caselet gives a brief overview of the operations of Bacardi Martini India Ltd. It details the launch of ‘Bacardi Breezer’ in India and the reasons that forced the company to opt for the first time ever a localized advertising campaign. The caselet also talks of the use of below-the-line promotions, and event sponsorships like ‘Bacardi Blasts’ and ‘Bacardi Night Shift’, to create brand awareness and sustain interest in the brand.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Problems of using a standardized advertising approach
• Localizing the global marketing commu-nications strategy
• Role of on-ground promotions
• Impact of regulatory environment on marketing communications strategy
• and Packaging as a tool to communicate a premium

Keywords

Bacardi Martini India Ltd., Bacardi Breezer, Carta Blanca, Reserva, Below-the-line promotions, Event sponsorships, Ready-To-Drink, Regulations on advertising, ‘Bacardi Blast’ and Cuba