Positioning
Brand positioning remains an important marketing strategy. Brand positioning influences how people perceive your product. Besides, an effective brand positioning strategy, maximizes customers’ relevancy, and increases the competitive uniqueness of the brand (Fuchs & Diamantopoulos, 2010, p. 1764). Bacardi place their product, Bacardi mojito, around the theme of flexibility. The video illustrates the flexibility experienced while mixing Bacardi mojito with other different mixers to realize a good cocktail (Bacardi Singapore, 2013). In addition, the bar tender’s smile emphasizes the flexibility experienced during the mixing of the drink with the other mixers. Another aspect of the video that illustrates flexibility consists of the moment the bartender stops crushing the mint (Bacardi Singapore, 2013). The music and the reveler’s flexibility while dancing stops. On the continuation of the mixing action, the revelers’ flexible dancing continues. The video meets the Bacardi’s market desired position.
The video also displays a desirable psychographic segmentation for Bacardi mojito. Bacardi has narrowed down to its primary market target in this ad video. The video shows the Bacardi’s marketing effectiveness as they place their Bacardi mojito among tertiary students and young professionals. The video illustrates young men and women dancing to electronic tunes while enjoying the Bacardi mojito (Bacardi Singapore, 2013). The concentration of this advert on the tertiary students and the young professional allows Bacardi to meet a large market under this category. The video asserts Bacardi mojito into this specific market. Besides, the video creates Bacardi Mojito’s benefits and attributes, which creates to improved awareness of the brand. Psychographic segmentation enables companies to meet the desired market satisfaction, which translates to increased profitability from the brand.
References
Bacardi Singapore. (2013). Bacardi Mojito Ad [Video]. https://www.youtube.com/watch?time_continue=61&v=H3MJ3GlUNvk&feature=emb_logo
Fuchs, C., & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand‐positioning strategies from a consumer perspective. European Journal of Marketing, 44(11/12), 1763-1786.