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WEST INDIES RUM COLLECTION. Market Who are the key players? The top 3 best rum: 10 Cane, Diplomatico, and Appleton Estate XV. And the top 3 Best selling.

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Presentation on theme: "WEST INDIES RUM COLLECTION. Market Who are the key players? The top 3 best rum: 10 Cane, Diplomatico, and Appleton Estate XV. And the top 3 Best selling."— Presentation transcript:

1 WEST INDIES RUM COLLECTION

2 Market Who are the key players? The top 3 best rum: 10 Cane, Diplomatico, and Appleton Estate XV. And the top 3 Best selling rum is Baracadi, Tanduay by Danduay and Mc Dowell’s No.1 Celebration. Are you one of them? Le pouissant new on the market but want to offer the same quality or even better quality that its competitor. The rum itself is a fresh rum from the island of Saint Lucia. Le Pouissant is part of WIRC Package that offers consumers a variety of different ageing rums’ from 3 – 10 years. What are they saying? 10 Cane, Diplomatico and Appleton Estate XV are both offering the best tasting rum. They all say: drink our It is the best quality rum there is.

3 What are they doing? They are entering tournaments and world wide tasting competition and gain recognition/publicity through winning awards. Is it working? There approach has been successful. All there of these products have a well know name and are seen as high end rums. But they are not the best selling rums: Baracadi, Tanduay and Mc Dowell’s No.1 are. They have used different tactic; they have focused on advertising; Baracadi is prime example. Baracardi is experience a overexposure in Europe and the US; it sales has not increase nor decreased. How have these things changed over time? The rums have become more slick and more refine. The ads and approach focuses on quality; in some case for example 10 CANE the rum is shown as a sophisticated party accessorize.

4 Competitors Top 3 Best Tasting Rum 10 CANE RUM “10 Cane is the super-premium rum created from first press Trinidadian sugar cane juice. It's crafted by the experts at Moët Hennessy, the world's premier luxury spirits producer.” There motto: Welcome. Relax. Stay Awhile. 10 Cane has one product to offer: 10 CANE Price : £ £31.25

5 How are they saying it? Through ads, brand positioning in music video; especially in the RnB genre. Example: Nelly’s Music (A rapper) What products to they have? 10 Cane offers one product: The 10 Cane Rum. What propositions do these products have? This product is meant to drank straight or as a mixers in cocktails. They offer cocktail recipe on their website:

6 10 Cane Rum Consumers Who buys it? High- end costumer; the same people who would buy Moet Chandon. Not your average Joe. Why? These people seeking good quality and 10 CANE RUM offers it. Fresh innovative rum, that does not make one feel like and old man but rather a classy man enjoy some high- end rum. Are people buying it less or more? 10 Cane Rum is not longer in its popularity as its been in But the name is still recognized amount high-end bars and restaurants in London and New York; its popularity has increased in other countries such as Australia.

7 What do they do with it? They use 10 Cane RUM as a cocktail base;as an mixer. ExampleLeann Berry’s 10 Cane Pom Pom is a vibrant and delicious alternative to the Cosmopolitan made with 10 Cane RumLeann Berry’s 10 Cane Pom Pom is a vibrant and delicious alternative to the Cosmopolitan made with 10 Cane Rum What do they think about it?

8 How well known is it? 10 Cane Rum is a well known product among the high-ends. They has done a lot a events in the US (New York) and the UK (London). They have also been published in magazine such as Esquire (January 2008), Brentwood (May 2008) and AM New York (May 2008)- YACHT magazine; being called “ the perfect rum”. Is it single or multi-product brand? This product is a single product brand. How have these things changed over time? The product has not changed nor has it product design; but their form of advertisement has. From Music Video, Print Ads and TV Ads – to Events. Check link below to see video: (2008)


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