Bacardi Breezer dans le Royaume-Uni

The purpose of this report is to analyse the marketing environment and segmentation possibilities for bacardi breezer. This is done by applying the STEP analysis.

STEP analysis:

1) Socio-cultural

bacardi breezer's target audience is women aged 18-44, divided into two groups, 18-24 and 25-44. The 18-24 group, the traditional target audience, sees bacardi breezer as an introduction to alcoholic beverages as it is a fruity and relatively low on alcohol. The 25-44 group, above average consumption group, prefer the sweet fruit flavour or have grown up drinking bacardi breezer. (Flavoured Alcoholic Beverages - UK, 2005)